Nando’s: How to achieve a Portugasm
Nando’s, via The Sphere Agency, Melbourne, has unveiled a new brand campaign that will be encouraging people across Australia to achieve the elevated state of ‘Portugasm’.
Nando’s National Marketing Manager, Justin Monaghan said: “Portugasm is a celebration of the way you feel when you eat Nando’s. Nando’s is all about having an ‘uplifting experience’ and the springboard for this is the best tasting chicken in the world. While providing a great experience is serious business, at Nando’s we refuse to take life too seriously.
“It has been rumoured for centuries that PERi-PERi sauce is anaphrodisiac. Our extensive and exhaustive in-home consumer testing,which involved overnight trials and in depth interviews, have providedthe empirical evidence to give us the confidence to pursue Portugasm,”he said.
Sphere commenced this fresh brand direction with a month-long teaser campaign.
“We started with some radio and street level media involving stencils,stickers and café posters to get a buzz out there with our primarytarget market as to what this ‘Portugasm’ thing is all about. This wasall deliberately unbranded,” says Sphere Managing Director, MichaelAbdul.
“There was also an online component with a viral video and other advertising that sent people to portugasm.com.What people found there was the site for the Portugasm Enlightenment& Rejuvenation Institute which was purportedly located in Portugaland spoke of the ‘well being’ effects of achieving Portugasm,” he said.
Adds Sphere Creative Director, Darren Fishman: “The idea behind thecampaign is to push the Portuguese nature of the Nando’s offering andget the market to take a fresh look at Nando’s from that perspective.
“The teaser portugasm.com site was designed to engage people into theworld of achieving well-being, while having some typical Nando’s fun.But what they eventually glean from it through the ‘Steps to Portugasm’is what separates Nando’s from the rest.
“With a large presence nationally through outdoor, radio and othermediums, and extensive point-of-sale in-restaurant, people are alreadytalking about Portugasm and adopting the word into their everydayvernacular – in all sorts of cheeky ways.”
53 Comments
Goto portugasm.com
Very clever (and colourful!)
Portugasm? Come on…
Made me think of Oporto rather than Nando’s. “Portogasm” is how I read it.
What’s in the special sauce?
Made me throw up in my mouth a little.
Hate to say it, but I kind of agree with 9:16. And to think that at first I was going to praise this campaign as a great branding device for Nandos.
Presumably Nandogasm was too obvious??
I wonder if the Nando’s marketing manager really believes he’s selling the “best tasting chicken in the world”.
I wonder if people really are “talking about Portugasm and adopting the word into their everyday vernacular – in all sorts of cheeky ways”. r.
I wonder why people think it’s acceptable to tell porkies in press releases.
Can’t beat it can’t beat it. Can’t beat that taste.
Cheap sexual innuendo. It’s lazy. At least the ‘big chicken’ stuff they did last year was interesting.
Is that what’s in the secret sauce?
Can you attain Portogasm by wanking?
Because that’s clearly what this is. A wank. BTW the sites had around 100 unique hits. Woohoo.
You think maybe they called it ‘portugasm’ because it’s not really chicken but cock.
Go 2gs!
More kids playing in advertising land.
Seen it all now.
Nando plugging it’s Oporto Portugese chicken compeditor.
The Agency and The Marketing Manager should be fired.
I love it…
Instead of just concentrating on the ‘Portugasm’ brand guys, check the whole campaign – Grand Master Fernando with his Portugasm Enlightment & Rejuvenation Institute (PERI), the 5 steps to PORTUGASM.
Leaves MaCa’s, KFC and the rest in the dirt… or the ‘fast food’ outlets they are.
At, least the marketing guys at Nandos give sum thing to laugh, think and talk about instead of Happy meals and Ronald McDonald.
Cant wait for the next instalment to their campaign…
Work at the agency much, 5.04?
The sad thing is, a client who’ll buy stupid shit like this, is likely to also buy work that is genuinely good. But obviously, they’re not getting it.
Pity.
I reacon the above commenst are very funny
Obviously a lot of bitter people work in the ad industry judging from the comments here.
Have any of you listened to the radio or seen the website, or you just looked at the billboard and passed it all off as “cheap sexual innuendo” and a “wank”?
Dig a little deeper if your little brains will allow.
And I’m still trying to work out how this plugs O’porto?
Oh learned people of the ad industry – please enlighten me…
I dont know who is worse. the agency for producing crap like this or the client for signing it off. You are both as bad as each other. You guys are going to have to do way better than this to even come close to Oporto.
I was so bombarded i had to go to the site………….What a frriggen awesome campaign, they got me hook, line and sinker. All the way to the end of the site. I’ve seen this bloody campaign everywhere, on the concrete, a sticker on the ATM, billboards.
Great work guys, fantastic campaign ……. very very very clever
the agency and the marketing manager should be sacked? interesting, but… didn’t they just sack their agency to replace it with the new agency, which was set up by the ex marketing manager at nandos. or something to that effect. well, that was news that came across the ultrasonic frequencies to my eager ears. could be wrong and all.
ur both fucked! Sounds like the old account managers having a cry and the new 1s defending great work! Get on with it kids…
i
8.47 (no 1.) I’ve heard the radio and granted it’s not cheap innuendo and a wank, it’s just really bad station-produced drivel. The website is OK. Quite funny in parts.
As for the Oporto thing, Portugasm sounds a bit like Portogasm which sounds a bit like Oporto. With Oporto upping their spend by 100% this year and growing at a rate of knots you’d think this campaign would be trying to distance itself as much as possible.
I read it as “Porch-ooo-gazm” as in “Portugal” so I don’t see the O’porto confusion.
If you’re a dumb arse who reads it as “Port-o-gazm” then maybe you’ll get it wrong.
I listened to the radio and thought the idea behind it was to take the piss out of the usual station ID’s an in essence “suck in” the listener.
Are mummy and daddy meant to be inciting little Timmy and Sarah to have a Portugasm as well?
I once used Peri-Peri as lube. I didn’t find it worked well as an aphrodisiac. I’ll stick with the Colonel’s 11 secret herbs and spices.
Nandos is Jennifer Hawkins. Advertising Agencies are the pissed guy at the pub who thinks he can land her and. Trouble is when agencies get her back to the hotel room, she turns into Nikki Webster – aka an annoying little shit.
Looks like the guys have been having too much sauce and not enough peri peri.
Pretty piss poor all round, especially the art direction. It doesn’t look like a piss take, it just looks cheap.
i don’t know anything about the politics behind this advertising idea. All i know is…. i’m an average Joe that was so amazed with this idea and had to check it out. I went to the website and was so impressed. I also went to the Nova singles party and again i saw “portugasm”. If Nova say it’s cool then it’s cool.
The negative comments made about this campaign sound like some people are a little jealous and envy the idea….. it’s a shame. This thing is huge……. can’t wait to see what’s next
I was thinking that maybe this is not a dumb idea but really smart, and instead of the campaign supposedly plugging Oporto as some here have accused it of doing, it’s actually going to appeal to those Oporto customers and get them over to Nando’s. Just a thought…
I also think the comment about the word being adopted into the “vernacular” may have some truth behind it. Have a look at searching for the word “portugasm” on Twitter. Seems it’s spreading into Asia even.
Oh for fuck’s sake, 9.11 – if you’re going to get on here to big up your own work, try and do it with a little more guile.
“Average Joes” don’t read advertising industry blogs. No-one would be “amazed” at this idea – mildly interested would be about it. You “saw” the Nando’s advertising at the Nova singles party because your agency (or maybe you’re the client) paid Nova for the sponsorship. Nova don’t “think it’s cool” – they’re making money.
And finally, this thing is far from “huge”, and if you really can’t wait that long to “see what’s next”, why don’t you start work on the follow-up brief, then?
This blog list is massive…. You guys should seriously take a look at yourselves…. Grow up and get back to work. The effort made bagging out this campaign seems to be a waste of time. You should all concentrate on your own campaigns and strategy.
I wonder if sphere fought as hard to get this idea up as they have to defend it on this blog?
My ears are bleeding after listening to those radio spots.
11:37 if your not at work – get a job.
And we also wonder if CHE worked as hard on the account before they lost it as they have slagging off this current campaign?
I guess it does free them up now with a bit more time…
peri peri piss weak
there is no idea here, just another borrowed interest toss
Obviously the campaign is working if you guys know it and are angered by it! You guys seem to be a pack of bitches. Get over it and move on…..
9:11PM, I’m portugasming in my pants waiting for the next exciting installment of this campaign. You’re totally right, if Nova says it’s cool we should listen to them, they are the authority on cool afterall…not.
Guys! It’s gone viral!
More views than ‘best job in the world’!
http://www.youtube.com/watch?v=GYc3vppcgp8
The comments on this thread confirm my fear that the average age and IQ of most CB bloggers is 13.
Justin – sack your agency mate. Your credibility is taking a hit backing this dross.
Remember this one?
/Users/christop/Desktop/NAN0161_A2_Valentine_Poster copy.jpg.jpeg
Lost a few accounts Steve….. haha
Sore losers…….???????
Hey 5.37, or should I say Christopher…
Try uploading the Valentine’s Poster to somewhere on the web first.
We can’t access your job number NAN0161 while it’s sitting on your desktop.
Cheers!
5:13 was that the age or the views on your ‘viral’.
Pure & Simple…
constructive criticism is more than welcome BUT when u get the ex-agencies and wannabe agencies bagging the campaign just because of ‘sour grapes’… it takes u back when ‘little johnny’ got picked for the soccer team instead of you…
anyway, Im sure there are a lot of advertising suits (after friday nite drinks) who thought they were taking home Pamela, Angelina or Jennifer but woke with nikki or bindi.
… like it or not. The campaign is getting publicity and people are talking about it.
Lets wait and see, who has the last laugh or ‘portugasm’ for that matter…
MAY 9, 9:27PM – Wasn’t that Saturday night? Loser.
Sorry, is this about chicken?
SHOW ME THE FOOD> MAKE ME HUNGRY>
That’s high quality thinking, Ted.
You’re clearly the go-to man when it comes to pushing the boundaries.