Campaign details

Brand: Boysen
Brand owner: Pacific Paint (Boysen) Philippines, Inc.
Lead agency: TBWA\Santiago Mangada Puno
Country: Philippines
Industries: Home improvement
Media channels: Online video, Social media, Television
Budget: 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 are still regular paints, which have become highly commoditised and prone to attack from low-priced competitive brands.

Being a brand known for offering a multitude of colours and varieties, Boysen wanted to show its strong advocacy for diversity by launching a campaign that pushed for greater acceptance of the LGBT community in a predominantly Catholic country.

Market background and cultural context