"Smelly" campaign

Born in the 60’s in Guiné, Fula is a brand of oil with natural and vegetable components. Regardless of their healthiness, all the range of Fula products, up until two years ago, had the same problem as any other brand of oil, and that was the smell that stayed behind after cooking. So Fula and its Marketing and Innovation team came up with a solution: to create oil that was different from all others and didn’t left behind any smell – or, at least, was more subtle in that aspect.

Researchers discovered a compound of essential oils of aromatic herbs that, incorporated in the traditional Fula formula reduced the nasty smell. Next step? Test the product. For a long time, hundreds of house-wives used that new oil. The results were way above Fula’s expectations and the oil should be soon put on the market.

In that respect, this “smelly” campaign was done. Both in a TV add, printed press and outdoors - showing a great range of media presence -, the objective was to get the attention of the consumers – especially Fula’s main target, house-wives – and directly remind them that they could still love fried food at eat it at will without having to deal with the bad smell. The pictures show three members of a family (daughter, mother and grandfather), and the TV ads had even more family members in it. Appealing to the emotional side, bringing up the consumers’ family values - the family dinners and lunches, the ‘get together’ moments…-, and producing a direct and unambiguous slogan (“For the ones who love fried food but hate the smell”) were effective marketing manoeuvres.  And of course, there was a dash of humour to the whole campaign, what certainly helped to its massive success.