Filipino millennials are the most gender fluid generation. They’re more accepting of different sexual identities. While many millennials are gender fluid, many Filipinos still do not know how wide the spectrum is. An effort was needed to raise awareness and inclusivity for all members of the LGBT community. To do this, we used Bench’s line of classic male scents.

We found out that millennials loved these scents no matter their gender.

To celebrate their gender fluidity, we created new packaging for these scents during Pride Month and called it #BenchGenerationFluid. With a budget of 400,000 pesos, 27,000 boxes were created. The scents were sold in 57 Bench branches nationwide from June 19-30, 2019. It was promoted on Facebook, Instagram, and Twitter.

Through the years, Bench’s classic line of male scents has popularly turned into a gender neutral product among millennials.

Being one of the most publicly supportive brands for the LGBTQ community, Bench created packaging celebrating their gender fluidity.

Through social media and sales data, we discovered that Bench’s male scents line grew increasingly popular among Filipino millennials aged 18-25 no matter their gender. Online, the scents became a sensation as many could relate to using it even though they did not identify themselves as straight, nor as a man.

Bench recognized the phenomenon by creating packaging for the product itself and called it #BenchGenerationFluid.

Bench created packaging that represented each LGBTQIAP subculture and called it #BenchGenerationFluid. The packaging came in different colors and on every label, was a feeling they have the right to experience just like everybody else.

Upon opening the boxes, buyers would find the same three scents showing that they can be for anyone, regardless of orientation.

The scents’ new packaging was launched during Pride Month, through installations on shelves and storefronts. These created in-store LGBTQIAP flags bannering acceptance for the community.

The scents were sold in the Bench's flagship store and fifty-six other Bench stores nationwide. The campaign was also promoted through Bench’s Facebook, Instagram, and Twitter.

The campaign spurred online debates about support for the LGBT.

It garnered a 12% increase in sales during its launch and a 10% increase in sales for the entire year vs. the previous year.

#BenchGenerationFluid also strengthened the leadership of Bench as the number one local brand among millennials, as recognized by YouGov Brand Index.