Gatsby: Style Icon Hunt

Meryl Francesca C Yap and Micah S Levin

This campaign aimed to present the Gatsby hair-styling brand as "cool and masculine" to its target audience of Filipino men.

Gatsby: Style Icon Hunt

Meryl Francesca C Yap and Micah S Levin

Campaign details

Brand owner: Mandom PhilippinesAgencies: OMD Philippines/FUSE/FLOWBrand: Gatsby Hair Styling WaxCountry: PhilippinesChannels used: Events and experiential, Internet - display, Internet - microsites, widgets, Magazines - consumer, Outdoor, out-of-home, Product and other sampling, Radio, TelevisionMedia budget:500k - 1 million

Executive summary

Gatsby, a hair-styling product, wanted to have a strong hold and influence on its market – Filipino men. The brand was perceived as 'cool and masculine' but this did not translate into trial, association and sales....

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