• Situation: eQlibri supports women's self-acceptance, so we took a stand: we turned our packaging into billboards to highlight essential topics related to them.

• Brief: to create an activation to engage the audience and to generate buzz

?• Objectives: to create an activation to engage the audience and to generate buzz

eQlibri is a Pepsico snack brand that supports women. To fight against damaging stereotypes and gender inequatilities, we took a stand and turned our own packaging into billboards to highlight diversity and equity. We redesigned the packaging in order to represent all women, all shapes, all colors.

On the back of the new packaging we also created the Table For Change. What was once a nutrition facts table became a table with the wage gap between men and women in various industries. We handed over those packaging with the Table for Change at the most relevant business woman event in Brazil: MarieClaire Summit event, with selected 70 important CEOs. After all, there's nothing better to feed the change than knowledge.

• Target audience: 70 selected important female CEOs in order to spread to all the women. Potential range of 28 million people.

• Approach: eQlibri is a Pepsico snack brand that supports women. To fight against damaging stereotypes and gender inequalities, we took a stand and turned our own packaging into billboards to highlight diversity and equity. We redesigned the packaging in order to represent all women, all shapes, all colors.

On the back of the new packaging we also created the Table For Change. What was once a nutrition facts table became a table with the wage gap between men and women in various industries. We handed over those packaging with the Table for Change at the most relevant business woman event in Brazil: MarieClaire Summit event, with selected 70 important CEOs. After all, there's nothing better to feed the change than knowledge.

• Implementation: eQlibri is a Pepsico snack brand that supports women. To fight against damaging stereotypes and gender inequatilities, we took a stand and turned our own packaging into billboards to highlight diversity and equity. We redesigned the packaging in order to represent all women, all shapes, all colors. On the back of the new packaging we also created the Table For Change. What was once a nutrition facts table became a table with the wage gap between men and women in various industries. We handed over those packaging with the Table for Change at the most relevant business woman event in Brazil: MarieClaire Summit event, with selected 70 important CEOs. After all, there's nothing better to feed the change than knowledge.

Starting Maerch 8th, international women Day until May 30th

?• Placement?: On Marie Claire Summit April 8th

• Scale: Potential range 28 million people

• Business impact – sales, donations, site traffic:

Ad value has grown over U$$ 600.000,00

Sales increased 5% in a period when Retail has dropped.

5 millions packs distributed nation wide.

+0,3pp share from same period 2018.

The success has been so much that the special edition will become the brand's official packaging.

• Response rate ?

28 million people potential rate

Large publications as Vogue and Marie Claire considered our campaign a major highlight during Women's Day week.

• Impressions ?

• 28 million people potential rate

• Change in behaviour ?

Value for consumers: Thousands of women have identified immediately and showed how much they felt represented through Instagram Stories, posts and comments.

• Consumer awareness ?

• 28 million people potential rate

• Large publications as Vogue and Marie Claire considered our campaign a major highlight during Women's Day week.