Gatsby: Style Icon Hunt

Meryl Francesca C Yap and Micah S Levin

Campaign details

Brand owner: Mandom Philippines
Agencies: OMD Philippines/FUSE/FLOW
Brand: Gatsby Hair Styling Wax
Country: Philippines
Channels used: Events and experiential, Internet - display, Internet - microsites, widgets, Magazines - consumer, Outdoor, out-of-home, Product and other sampling, Radio, Television
Media 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. This was mainly due to Gatsby relying solely on regionally aligned product-centric campaigns, and not really trying to capture the hearts of its target. Also, Gatsby had always been playing underdog to the giant Bench Fix hairstyling products, who constantly employ popular local celebrities as endorsers and 'style dictators'.