Boysen: Boysen Girls

Paint brand Boysen employed an integrated campaign in the Philippines to raise awareness in a low-involvement category.

Campaign details

Brand: BoysenBrand owner: Pacific Paint (Boysen) Philippines, Inc.Lead agency: TBWA\Santiago Mangada PunoCountry: PhilippinesIndustries: Home improvementMedia channels: Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Boysen is the Philippines' undisputed leader in paint, a low-involvement category where brands are recalled only when it is time to do renovations or repainting.

To create news for the brand, Boysen constantly challenges itself to become more relevant with paint innovations that are anti-bacterial or even those that can remove harmful gases in the air. However, its best-selling products...

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