Bench: Generation Fluid

Bench, the Philippines' leading local fashion retail brand, used a digital campaign to raise awareness of its range of classic male scents and grow sales.

Campaign details

Brand: Bench ScentsBrand owner: Suyen CorporationLead agency: TBWA\Santiago Mangada PunoCountry: PhilippinesIndustries: Fragrances, perfumesMedia channels: Packaging & design, Social mediaBudget: No budget

Executive summary

Bench, the Philippines' leading local fashion retail brand, has been around for 30 years. Despite being the biggest local fashion brand in the Philippines, Bench now finds itself competing for relevance among its younger audience.

Filipino millennials are the most gender-fluid generation. They are more accepting of different sexual identities. While many millennials are gender fluid, many Filipinos still do not know...

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