Title | GENERATION FLUID |
Brand | SUYEN CORPORATION |
Product / Service | BENCH |
Category | D02. Point of Sales, Consumer Touchpoints & In-store Collateral |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Melvin M. Mangada | TBWA\SANTIAGO MANGADA PUNO | Chief Creative Officer |
Melvin M. Mangada | TBWA\SANTIAGO MANGADA PUNO | Chief Creative Officer |
Cj de Silva-Ong | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Ryan Caidic | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Cj de Silva-Ong | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Mariel Empit | TBWA\SANTIAGO MANGADA PUNO | Art Director |
Ryan Caidic | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Inez Jayme | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Kyla Caparas | TBWA\SANTIAGO MANGADA PUNO | copywriter |
Portia Catuira | TBWA\SANTIAGO MANGADA PUNO | Managing Director |
Paolo Broma | TBWA\SANTIAGO MANGADA PUNO | Client Service Director |
Jake Espina | TBWA\SANTIAGO MANGADA PUNO | Account Manager |
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.
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.
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.