Big Idea
Brand Role
From
Traditional
Follow the criterias to reach success
Meet and live up to a challenge
The ones being challenged
Reactive
Brand Role: Provide the means for Gen-Z male to claim their position in life
To
Progressive
Redefine the criteria to seek freedom
Seek challenges to stand out
The ones who challenge the status quo
Proactive
Strategic Direction
Redefine ‘high-performance' in Gen-Z's way
Gen-Z male's attitude
Clear Men's values
Game (E-sports)
Resilient and determined
Unbeatable
A massive platform where there are non-stop challenges but unlimited goals as well
Freedom-seeking
Provocative
A community with no fixed rules and no judgement
Exceptional and self-fulfilling journey
High-performance
Requires non-conventional and proactive ways of thinking
Leveraging a male-dominant massive-audience platform (E-sports) to give the audience a chance to set their own challenge.
Product - Customer Fit
I want to find a haircare product that ...
Consumers' needs
Fits my budget
For hygienic purpose
Product Proposition
Affordable prices, available at multiple retailers
A treatment solution made from breakthrough anti-dandruff and moisturizing gel formula, with a multi-function product line (3 in 1) that is effective against multiple challenges to the head
For confidence purpose
A cool and fresh feeling to the head, together with a strong scent, to give consumers confidence to relieve their pressure and stand out
A high-performance shampoo that offers convenient and efficient usage, while driving an exceptional generation to forge ahead