THE CHALLENGE

Liquefied petroleum gas or LPG has always been identified with housewives. Mothers. Homemakers. The imagery has remained unchanged for years. Everyone just toes that line.

Phoenix Petroleum bought out Gas Petronas, a minor LPG player in Visayas and Mindanao, and reintroduced it as Phoenix Super LPG. As a brand new challenger to the category, Phoenix Super LPG wanted to reframe the discussion. Instead of talking to the homemakers, we did something unprecedented in the category – we talked to Millennials and Gen Zers. Since it will be a tall task to reel in homemakers that are already using the same LPG for years, the younger generation can serve as a low-hanging fruit for the brand. After all, they are bound to be the new tastemakers.

But how do you then sway them to be invested in cooking – especially in this age of delivery apps, drive thru take out, and food parks? Millennials and Gen Zers are all about pursuing their passions. If we can just draw out the sheer enjoyment that can come from cooking, this can be a new passion point for them – and Phoenix Super LPG will be in a prime position to be their LPG of choice moving forward.