The Campaign

To celebrate Pride Month, Bench launched the #BenchGenerationFluid. Bench embraced the gender-neutral appeal of its body spray line and repackaged them with new designs that celebrated the gender fluidity of today’s young generation.

Creative Execution

Packaging The packaging came in colors that represent each LGBTQIAP subculture. The labels on the boxes also contained a letter from the spectrum. The letters stood for feelings and actions that the members of the LGBTQIAP community have the right to experience just like everybody else. Although the packaging came in different colors, they contained the same three scents. Showing that they can be for anyone, regardless of orientation. In-store Installation The Bench Generation Fluid scents were launched through installations in the Bench flagship stores. Lining the shelves on display, these boxes formed big LGBTQIAP flags, bannering acceptance for the LGBTQIAP community.

Indication of how successful the outcome was in the market

The effort sparked debates online about LGBT acceptance. It garnered an online reach of 330,000 making it highly talked about and publicized during Pride month. Best of all, the campaign increased Bench Body Spray sales by 12% during its launch and 10% for the entire year as compared to the previous year.