Shake industry and Thailand conservative culture by opening conversation about male discomfort with underwear.

Creative idea: "It’s funny that people don’t talk about the most serious thing. If we can talk about “Eggs” then we can talk about anything. Put thing on the open discussion, serious communications resolve the problem. World would be in peace, no war."

Story of Two employees set up the problem-solution demonstrating why one isn't getting a promotion because other employees, including management, are tired of seeing him rearranging himself in conference room during meetings. The problem is set up addressing the insights learned head on: Male discomfort with their underwear happens all day. The scratching, rearranging, heat moisture, chaffing, are all caused by improper underwear fit and design. The explanation of the cooling underwear technology is expressed with the “Double eggs/KaiYen” which becomes the Key Message for all communication. Two-eggs = GQ Cool Tech Underwear.

Researched with over 2,000 Thai men to understand their problems with underwear today including their size spec (fit). Most brands are either made at the global international size standard (too loose) or “Asian/Japan cut” (too snug). Research uncovered the depth of how uncomfortable men are wearing the underwear and more important, uncovered how uncomfortable Thai conservative society are TALKING about their problems and discomfort. This was key insight to unlock to own the market. We had to Open up the conversation while bringing a product solution!

The approach is to hit the issue directly to create breakthrough and "wow" for consumers that would last in their minds.

The breakthrough moment was the connection with Thai word “Kai Yen” = Cold eggs. In Thai, "Kai" (Egg) is also a common word used in polite way of "testicles". It's the perfect choice to talk about GQ technology that everyone would understand nationwide.