19th Entry - Tara Let's Have Coffee

Let's have coffee!

Kopiko vs Nescafe.

How many Nescafe commercial have you seen this past few weeks?

Coco Martin - Yammi
Good Morning Sa iyooooo
Corny kasi mag I-love you
The Journey Vocalist




how about Kopiko?

uhmm..
..
..
..


Yea. I think they are out of the TV airtime in a while. But guess what my sources told me that Kopiko is currenty working well in the competition, not just getting a good niche but a good market share on the coffee competition. Well if you are nescafe you should really be alarmed with this.

I made a little comparison, I bought Kopiko 3in1 and Nescafe 3in1. Well personally, I still love Nescafe. It is still has better aroma (well Filipino tends to smell anything we eat or drinl), taste a little better.  (but maybe like my preference with pepsi over coke, I prefer the runner up product?.)
Now why is it Kopiko is doing well in the market without that advertisement?
1. Was it really a rare case of very good product?
2. Is there something about the distribution (I mean availability of it anywhere) of Kopiko thats killing it? Focusing on the lower market segments that will bring a bigger market in terms of quantity.
3. Is is something about the packaging that it has 'mas maraming laman' look?

What I think is a little bit of everything, I thrown above... Deeper research might be needed for this. How about you? what do you think?

18th Entry - Girbaud Sponsorship

I've been invited to attend a school event, the General Assembly of Thomasian Junior Marketing Association and there were that competition per section on the best advertisement on Girbaud. This was the first group and I thought what was played was REAL girbaud TVC.  I was shocked when I saw familiar faces on it. It was clean and well made. I cannot talk about much of the technicalities of the effects which based on them, was 'Top Secret'. :)

But what I like about this advertisement was it really set apart from the common clothing advertisements. Which is commonly, sexy, controversial (D&G advertisement below really depict something too sexy) and most of all... Photoshopped.

This girbaud advertisement was fun, youthful and yet there's still that connection it was able to send to audience that it will look good on you. Pretty good for a marketing students, a little more of positioning and direction you can really now sell the product.

But the hanging question I would like to ask is... is it buzz-worthy?

17th Entry - Sports and Blah-Blahs (Azkals and Dragon Boat)

Most likely you have seen this post from your facebook friends.

I will try to explain 'WHY'... and i will entitle this one, The Marketability of Azkals and Philippine Dragon Boat Team.

Lemme start with this statement, Filipino's just don't know how to support... Pull down maybe they do.

so where's the love y'all?!

I really hate this facebook status repost. yea HATE! it doesn't help at all. It was just another BASH to another something good and maybe didn't live up to our expectations but they did they're best. I would understand if somebody put it as status updates then 100++ people likes it. but to repost again. Seriously, who are you talking to?

Corporate brands who didn't sponsor the dragonboat team? or get them as endorsers?

TV Networks, for not covering the event?

Hey! they have Cobra to thank for! What else are you crying for? They don't have billboard? Yes they have! again with Cobra... But seriously what do you want to see on the billboard? You want a Dragonboat paddler endorsing something? do you know anyone from them? Well Phil Younghusband is worthy to have endorsements.

He got the looks.

He was infamous because of Azkals

He is making his name through his own actions, best example is Angel Locsin.

Some marketing brands are trying to pattern it from other countries, wherein Football players are being treated as Football Gods. If we have Manny Pacquiao, Argentina got Lionel Messi (Referring to being a sports gods). If we have Phil Younghusband, Portugal got Christiano Ronaldo (Referring to looks).

It is the complete package of Phil Younghusband that is selling. Not just a one of those.

Lemme point out other stuffs they have that Dragon Boat team doesn't have.

They have a manager - Dan Palami. He is no ordinary guy who just manage the money of the Azkals. He brought in Fil-Foreign players, lotsa people are have problem with these people who are part Filipinos! Lot's of bloggers and journalist already posted about these. Their Filipina Mom or Filipino Dad is working abroad. Will that makes them a less Filipino?

Another thing, they have their own PR people. Who release stuffs and pictures to make people talk about them. But most of the time they are the one who write stories or post-game reviews. Especially if it wasn't television.

Sport following. There are lots of football fans all over the world that filipino football fans was just a spill-over of what really happening around the world. Mostly blogs about it or they usually in the pub or bar in makati talking about football stuffs even if the Azkals are not playing. That means there are fan base. That Dragonboat doesn't have.

Personal Stand. For me, Dragonboat is boring. How will enjoy a sport that is like a parlor game relay. Yes, I support them. They are a Philippine team. But personally don't like it(yet?). I don't like rugby either. They (Phil Volcanoes) have billboards too. They are good looking too.

 I am sports fan, but there are sports that bore me too. Boxing is boring to me too but I am Manny Pacquiao fan. These explain where I am coming from.

Last note, let's enjoy the sports, stop comparing and don't pull other sports down.

16th Entry - Philippine BOLDcanoes (usapang feirbs and Billboards)

Yes girls, I know you gals are on the same sentiment that now you can only see them on that looks in your dreams. Not on the Rugby field, coz they will have their uniforms on. Or would you wish that they have uniforms designed like this?

It really disheartened me if there is an advertisement being banned or stopped (uhm hi Mcdo!) just because it went really 'out-of-the-box'. Who set the 'Box' by the way? (hey if you have been to my seminar, I talk about this). The reason it was stopped is that it is too 'revealing', and how can you say that it is too revealing?

We have seen half-naked women on that same billboard why it was never stopped? I didnt say that it should be stopped. (for crying out loud, dont put down angelicopter's billboard)

But dude seriously, is there anyway you can advertise a brief or an underwear!? They would say that, the child might see it, why?! do those kids dont wear colorful underwears?! The more we restrain these ideas, the more the kiddos will ask, 'why is it wrong to put billboards like that'. Which leads to more question, and more questions. Than having them look at that innocently and say 'oh, thats the bench underwear advertisement'. end of conversation.

15th Entry - Tashtalk recognize Azkals

Two advertisements. Two agency. Exact Opposite advertisements?
for the Cortal Sqr and Silver Swan.


Digital vs Traditional
Pun vs Straight to the point
Humour vs Serious
Phil Younghusband vs Neil Etheridge

its hard to weigh the which is better. two different approach, two different brand.

One Endorser = AZKALS

I am really amazed the way they use the Azkals for the advertisements.

contributor insight:
(the other tall-dark and happy dude says) as expected, it was also inevitable. the rise of Soccer or mainly Azkals' popularity has erased the significance of Philippine basketball for the local media. First as news headliners, now as advertisements. surely advertisers will benefit more from the immense popularity of Azkals. whether it be serious, humorous or even sexy (not sure if there's one already) ad campaign, it will surely click to the masses. Especially if somehow they managed to arrange an ad including phil and angel together.. haha


update: there is already a advertisment from century featuring Angel and Phil! 

14th Entry - Pepsi Pinas

Have you seen the Pepsi Pinas TV Commercial (TVC)? Yes! Its a new commercial, you are not back in the 80's wherein you can see these epic scenes in the Action Movies!
-Warehouse
-Goitee-d Villain
-Unlimited Ammo
-Denim Jacket and Pants
-Police arriving late queing the end of the movie

Don't you miss those stuff!?


okay! my Favorite Cola is back! and it is different color! Blue!

Yeahh.. Pepsi Blue is back, my favorite cola before. Why did they made it limited edition before? that, I dont know.

This time it was named as Pepsi Pinas, you can see that even the packaging has nationalistic designs (wherein Pepsi is known for innovating their packages and labels ever since), this time it has Sorbetero, Kalesa, etc.

I am proud and happy with what Pepsi did. But question arises, is it only in the Philippines? or they have Pepsi India, Pepsi Lankan, Pepsi HK?! all pepsi blue different country. for real, I will be disheartened with that.

If you havent seen the Pepsi Pinas Ad, check the video below.

13th Entry - RH Bill (yes again... and again... and again)

RH Bill to the business

I overheard that condoms for mass people, TRUST is still weighing if they will be PRO or ANTI RH bill. If you will have a quick look, "WTH they should support that! They are the one selling condoms!"

But what will happen if the RH bill was approved by the government? The condoms will be subsidized by the government it means that you can get free condoms when you go to the health centers near you. So you wont need to buy Trust condoms anymore (because its the cheapest of its kind). Trust should join the awesooooome (sarcasm) bidding process of our government and hope to win so they will earn if not, too bad for the business. The other condom brands will benefit from the RH bill if it will be approved but to the front runners in terms of market share Trust Quality Condoms, it might be a drastic decrease on the sales.

that's why they are kinda not so PRO RH on that matter. I wont ask whatever your stand is, I respect that. This entry is just the business aspect of the much heated arguement in our country as of today.

--

Speaking of Trust Quality Condoms, see video of the Bunong Braso Challenge that going around nationwide. Very cool event! haha You can see here the Valenzuela City Champion Rambo. What Trust Quality condoms did was not to push the product aggresively, but rather create a experience that they can associate the brand. Like this sporting event.

12th Entry - International Recognition on our Billboard (Coke)

Have you seen that billboard?

No! not that one above! in Makati! it was internationally recognized by websites for promoting coke in most environmentally possible way. Cheers to that! Nice one Pilipinas! The advertising have again raised it bar! Can we still call the billboards, 'PRINT ADS' or 'PLANT ADS' they deserve a slow clap for this one.

"Most billboards are eye-sores, but Coca-Cola and the World Wildlife Fund for Nature (the local name for the WWF) in the Philippines, came up with one that would make Mother Earth smile. The sixty-by-sixty foot billboard in Makati is made out primarily out of plants. 3,600 Fukien tea plants potted in old Coca-Cola bottles, to be exact. They can absorb as much as 46,800 pounds of carbon dioxide over the course of a year. The rest of the materials are made out of recycled materials too."

source: http://holykaw.alltop.com/a-billboard-that-makes-mother-earth-happy

Contributor say:

too bad that only few may recognize the true composition of this billboard. the one who thought of this ad deserves a standing ovation in my eyes. completely unique and significant to both parties involved. awareness people!

11th Entry - Food or Diet?! Ate Shawi Entry

This is one is a laughtrip image!
image came from odknimarf.blogspot.com

Can you enumerate how many commercial ate shawi has?! but the controversial one was the Marie France billboard... how thin was she there?! demmit!


But I am telling if it was a food, I will go for ate shaw.. no doubt that she was eating all that endorsements... and definitely loving all of those..

Whether it is lucky me or McDOnalds.. :)


in terms of food... i wouldnt buy kris aquino is endorsing.. kay ate Shawia tayo!! haha

10th Entry - Philippine-Roar in Cannes Lion's.

Canne's Lion

Canne's lion is one of the highest award giving body in term of advertising industry. its like Oscars of Advertising and I think our country (PILIPINAS!!) having awards on the said event. SPOILER ALERT: we bag a GOLD AWARD in Young Lions (27yo and under advertising competition).

So most likely I will be posting highlights of the canne's through the help of the summary made by @jessedee (cool dude who made a presentation of Cannes check below)

100+ Beautiful Slides from Cannes Lions 2011

View more presentations from @JESSEDEE

I wish he would allow me to use some of his materials! :)
(I know he will be reading this) hehe

Will be posting Nationalistic or something to that matter shiznits, but to make it less boring to the ordinary people I will still be posting humorous stuffs from our local advertising..

Whew! Glad to be back!

9th Entry - Aerobics in Mall Activity Center

I had a quick survey over facebook with 10 of my online friends 8 of out 10 said that Aerobics are boring.


at first, I really thought that Aerobics is such a boring thing. Where retired senior citizens join to spend their time and be 'healthy'. Especially when I see them on the park doing the aerobics I was like, "uhhhh ang cute ni lolo".

Until last week I felt the earthquake like floor pounding beat in SM North Edsa, there was the Waterplus Aerobics Challenge Happening at the 3rd floor activity area of the Main Bldg.  When people checked it out, there is Aerobics Marathon Happening in the open space, just like the Flash Mob of other brands in MOA. *wink* *wink* This is one is not scripted, the participants are not paid, not professional dancers, but just a passionate aerobics fans. Aerobics Marathon is 2-hours long aerobics with 1 waterbreak.

What really surprise me is the demographics of the participants, they are from all of the ages. As in from early 20s to late 60s. I was there watching them when I realize, damn! it aint boring its fun! I am no dancer but hey this really coooooool :) I can see that the younger group were really dancers who looove what they are doing.


I will post the video soon.!

and by the way, I can think of any way to give away the waterplus gift packs. So just follow and tweet me "I want that waterplus giftpacks"

I am giving away 3.

So no raffle, just first 3 will get the gift packs. For those who are from other place of the country, I will have it delivered to you. :)

www.twitter.com/peacetasho

have great week ahead! :)

8th Entry - RC Cola

RC Cola - Marketing Budget wattup part 2!!

First Time RC cola got my attention because of the KimBum and Maja Salvador billboard. It is expensive tandem and they are creative enough to come up with that. but tandem like that should be in the tube! they should have push it further to TV!

but earlier today I saw the move, no more Kimbum and Maja. but it is in TV already! 1-minute ad with Kamikazee as endorser...

but man! this is a big marketing budget move.

Endorser+1-minute ad+primetime =bam!

Good job RC! :)

I like the message they are potraying, "ang tamis ng unang tikim"

colas are all same high sugar beverages but their taste are different from each other (I lovooove Pepsi sooo much)

last say, GOOD JOB RC COLA!

7th Entry - Brand of the Week MCDO

BRAND OF THE WEEK: MCDO

Is there any other contender after the "Ayoko mag Girlfriend" commercial?!

ok! this should be here earlier, not until it flooded my facebook with links, status updates. This TVC not just storm the social networking sites, it also flooded the whole cyberworld. Yea it is simple. Pretty much like John Lloyd's One More Chance (that I was never been a fan of) 

Well its a brand of the week, so I have to nominate my fave mcdo commercial and its not this. Its the huling el bimbo thing, the one that has BAM! effect. Ouch! or watever emotional thingy you have. 

But advertising wise, I think the ayoko ko mag girlfriend commercial is really easy to adapt and can be used by girls and boys a like to make palibre or make libre to the one they like.

for example a status update of my friend:

let's go technical then,

Everyone can relate to the TVC

1. Everyone had puppy love (doesn't matter if it materialize or not)

2. Boys/guys/men have the same sentiment (that there are demanding GF)

3. Girls/gals/ladies is represented by the girl saying that they just find joy in the simple things

selling point: Even kids like them can afford to buy fries (or other P25 meals).

Kick/Humour: holding hands part / girl is taller than the boy /puppy loove <3

Pessismist view (where filipinos are known for, where 'contra' is part of everything): parents (or other concerned groups) would argue with kids getting exposed to puppy love. (remember when our parents would always tell us, wag mo muna mag boypren or gelpren coz it will be bad for our studies.) yea ryt...

6th Entry: *poof* and it became Koko Krunch

saw a tweet of my friend and *poof* came in the idea....

(There's a chocolate factory that exploded in Japan. Don't go out you might turn into a Koko Krunch)

How they really make the KoKo Krunch?


Yea what if any of the koko krunch TVCs are true?! Do you think kids appreciate the fact that what they are eating if from the wheatfield somewhere in greece and made of meteorites?!

to you, What's make koko krunch chocolatey?

A chocolate meteorite? A castle full of chocolate that was released by the good guys?

Win GCs by participating: What's ur fave Brand Tagline and why?

..to show my gratitude for my readers of my blogs. I will be giving away free GCs on the most interesting comment.

up for grabs are the following:
Ti-Amo GCs
Sodexho (SM) GCs
*removed the sbux GCs it will be alloted for future promos.


so what's your favorite tagline?

one of my fave, Seiko Wallet - ang wallet na maswerte! (coz its trully nonsense) haha

comment then leave your name or your twitter account so I can message you if you win. :)

5th Entry - Brand of the Week: COKE

What's your favorite coke TV commercial?

The "ito ang beat sabay sabay' and nikki gil's walking coke jingle, I forgot the exact lyrics of the song but back then it was really popular. It was a phenomenon probably it was catchy and those were well composed and conceptualized ads plus actresses thre became popular. All people memorized every line and copied the moves. Great ads and well positioned as what coke usually wants their product to be known for.

What a coincidence, we just cemented our partnership with coke. haha the christmas andsummer (w/ Bench Shirts stand out). The shirts a pretty good reminder.

As for me, the thing that gave a wow reaction was the 'Lilipad na ako TV ad of Coke. I mean musical scores 10, visual effects 10, message 10, and punchline 10... as in wow... thats makes the brrr ad of coke (thats still airing) is not so cool anymore. Ito ang beat is really an epic one... there's no youtube back then so you have to wait for the advertisement to be aired again to practice it. But I am still a pepsi fan. sorry :)


**the reason i chose coke as the brand of the week its because they gave away free coke zero at LRT2 station earlier today.. (with May 2011 expiration date, yea i checked it) haha thanks coke!

4th Entry: Feminine Wash

While thinking of a great topic to talk about to end this weekend, I saw the tweet of Samhir Gogna aka SAM YG of Boys Night Out.

I haven't seen the TV ads yet  but yeah, isn't it too graphic to use that word? Personally, I don't care. I am not affected at all, but as a concerned citizen is the mass market ready for this? and then he tweeted a suggestion for the advertisers!

have a great week ahead! :)

so the ad should look like this?

comments from the contributors:

Bold statement coming from lactacyd. I think it's about time that some brands start being direct to the point as well. As long as it's GUIDED. Using tagalog translations may be too much for it may have a greater chance of having indecent interpretations. The way the message is relayed may be the key. Whatever word is used, as long as the concept or the manner it is communicated is explicit, it will still be interpreted as lewd. Personally it's ok, but I think the general public will not agree with me.

3rd Entry: Who do you want to be the face of your company?

I would prefer john llyod, mas malawak yung market niya eh. Mas naappreciate siya ng masa.. dont take me wrong derek hot ka.. pero mas mabenta si john llyod. haha (I would prefer John Lloyd, he got wider market under him. He is well appreciated by the mass market. Don't take me wrong Derek, but you are HOT! but John Lloyd is more better in terms of saleability.)
(lil dancer's Mansour: Just by looking at the brands and products they endorse you would be able to see the difference between the two. get it? so it really depends on what product you will or plan to endorse. )

I must say that these two celebrities have come a long way when it comes to endorsing different companies. I believe that choosing between them to be the face of a certain company would depend on the type or kind or category that the company possess. If the company's appearance is a good boy-ish type, then I would go for John Lloyd, while if it's otherwise, I'll go for Derek Ramsay


Let me get technical here. They are indeed different market, but what struck my attention was they are the two male personalities that are sweeping the advertisements with their endorser deal. They have different platform, most of the advertisements of John Lloyd is through the TV that targets mass market. Wherein Derek can be found in the billboards all over the metro (because he is indeed an eye candy for some and some even call it, "ulam na") are really for those who works in the business districts such as ortigas and makati traffic is the billboards friend. Anyways, whether its Derek's Abs or John Lloyds sweet lines.. they are really indeed marketable and are good endorsers.

2nd Entry: Big 4, Big Start, but would you last?

the facebook fanpage of Real Leaf Green tea even call it "The Dream Team"


my first impresion when I saw the ad at Edsa? "Wow! Budget!?" I can hear the 'chaching' sound all over the place.. as in there is big WTF expression on my face as our MRT glides at Guadalupe...  yea it is the big four...Kapuso and Kapamilya... any brands in the philly would dig a treasure chest to just pay at least one of them.. but hey, look what coca cola did. BAM! big four. Before the release of the TV ad, there was the KC-Piolo sensation that they are together already.. But before the press-release, the billboard was in edsa already... hmmm... is it just part of the overall plot? so they can have a 'real' sweethearts for their 'real leaf'... hmmm.. i was just thinking.

"No doubt this campaign will increase their share in the market but there are few things that I need to throw regarding this campaign. First, sustainability, for me endorsements are safe when the celebrities are good. The risk is that these endorsements rely on the couples personal relationships so, what if they broke up? bad publicity? bad product identity for Real Leaf? Second, the cost of this endorsement, obviously this will generate better offtake for Real Leaf but is it enough to cover all? And lastly, what will be they competitors' move? will others do the same?"

"WTF! dingdong/marian with piolo/kc in one advertisement??? That seems like a double date made in heaven! Something which can only happen in a fanatic's dreams. Well not anymore, as Real Leaf had just made a marketing coup of sorts by bringing two of the hottest real and reel life sweethearts from rival stations to join hands in promoting the healthy juice drink to consumers all over the metro."  An endorsement from a celebrity or a public figure is reason enough for certain customers to try a particular product. Such testimonials or endorsements are a great way to advertise particular products and services. Endrosement are a great way for consumers to try on a product, but endorsement alone will not be enough to retain consumers. Advertising is never a solo act, it's always connected to key factors such as promotional strategies, branding, media placement, marketing objectives, and superiority of the product itself. For an advertising to be effective, it must be able to contain a message or means that will lead the consumer to a desired end state and it should be designed to move the consumer from understanding a product's benefits to linking those benefits with personal values. Understanding the steps steps a consumer or a business buyer moves through when making a purchase is a key to be able to reach to them. Added info... http://en.wikipedia.org/wiki/Integrated_marketing_communications last updated monday night