Babaria Onion Remedies Campaign | Clapboard Ad Archive

Onion Remedies

Description

Babaria’s digital campaign REMEDIOS - Champú de Cebolla, released in 2024 and created by the ad agency Maart, delivers a nostalgic and culturally rich tribute to traditional onion-based remedies passed down through generations. Through a single compelling media asset, the campaign takes a warm, costumbrista approach to highlight these age-old treatments, emphasizing both their benefits and their well-known drawbacks—namely the pungent smell and the tears they cause. By situating the narrative in familiar household settings, Babaria connects authentically with its audience, portraying everyday moments with humor and realism that resonate deeply with cultural traditions and popular practices. This approach not only reinforces the comforting familiarity of conventional remedies used for various ailments, such as coughs and foot odor, but also cleverly underscores why Babaria’s Onion Shampoo offers a modern, practical alternative. The campaign’s focus is to celebrate heritage while acknowledging the inconveniences of old-fashioned methods, positioning Babaria as a brand that respects tradition yet innovates for contemporary needs. REMEDIOS successfully blends emotional storytelling with functional messaging, appealing to the audience’s sense of nostalgia and practicality, and strengthening brand engagement in the digital space.

Credits

Client

Babaria

Agency

Maart

Production House

Jakiens

Creative Director

Pablo Martí

Copywriter

Laura Sanchis

Director

Cayetano González

Campaign Proposition

Babaria’s “REMEDIOS” campaign centers on the brand’s Onion Shampoo, leveraging the cultural heritage of traditional onion-based home remedies to create a relatable narrative. The campaign’s core proposition highlights the efficacy of onion as a natural ingredient with beneficial properties while acknowledging the inherent drawbacks—such as the unpleasant smell and eye irritation—that have traditionally limited its appeal. This duality serves to position Babaria’s product as a modern, improved solution that respects time-honored practices but overcomes their practical inconveniences. Strategically, the campaign taps into collective nostalgia and popular cultural memory by portraying familiar domestic scenes where onion remedies have historically been used for various ailments. This costumbrista approach resonates with an audience that values tradition yet is aware of modern lifestyle demands. By incorporating humor and realism, the campaign humanizes the brand, creating an emotional connection through shared experiences rather than relying solely on product benefits. The insight driving this creative angle is the recognition that while natural remedies remain culturally significant, consumers seek convenience and sensory comfort. Thus, Babaria positions itself as a bridge between tradition and innovation, targeting consumers who appreciate authenticity but desire enhanced usability in beauty products. The use of digital media and a concise, relatable storyline further supports engagement with a contemporary, digitally connected audience, reinforcing Babaria’s relevance in the beauty market of 2024.

Creative Device

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This Babaria 'Onion Remedies' campaign most closely fits the "Show the Problem" format. The narrative centers on traditional onion-based home remedies, humorously depicting their familiar drawbacks—primarily the unpleasant smell and the tears they induce—placing these everyday annoyances front and center. The product, Onion Shampoo, is presented as a modern solution that retains the beneficial properties of onions while solving the practical problems highlighted in the household vignettes. The creative structure focuses less on telling a transformative story, symbolism, or ongoing characters, and more on contrasting outdated, inconvenient traditions against Babaria’s more desirable alternative. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats