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Francis Artisan Bakery

Francis Artisan Bakery

Mr. W

Branding, Advertising, Packaging and Marketing Collaterals

Mr. W is a new brand of men's underwear released by Wacoal Indonesia. Competing in middle-high segment, Mr. W is pitted against cheaper generic brands and equally priced international brands. Milestone tries to bring out the essence of men's behavior toward underwear and combine it with the reason why some men prefer higher priced underwear.

We develop Mr. W positioning as 'simple underwear for well-groomed men' to differentiate itself with majority of brands that are more fashionable, which make them less manly. Milestone also developed all of Mr. W print advertisements, packaging, billboard and marketing collateral to communicate this positioning.