TOP 10 PHILIPPINE CELEBRITY ENDORSERS FOR 2007
Businesses who aspire to enhance the status of their products and / or services adapt their marketing campaigns into product sales that frequently need the influence of the so-called “star power” of certain celebrities. The fascination of the masses in a celebrity obsessed culture is so successful that practically every TV commercial, print ads, billboards as well as “giant glass-cased revolving posters” in malls and department stores gives exposure to them and to the product or service they are backing up.
Even the politicians regularly go along with this type of “exposure” using the recognition and fame of these Philippine idols. Politicians know that these iconic celebrities have a certain hold over the public and they will try to acquire the Filipino voters to their side by using them.
Celebrity endorsement had a high popularity rate last year – 2007. These celebrities along with their famous faces, talents and names have started to embark millions of goods particularly for health, food and beauty products.
These famous celebrities give the “common people” the impression that they too can have and enjoy the “good life” and other things aligned to that as well as everything else that goes along with having “it” (that particular product, brand or service).
It is, without a doubt, a truly grueling challenge to estimate who amongst the latest top celebrity endorses were for 2007. The main determining factors were the amount of ads they did as well as the extent of their influence and impact when it came to their advertising campaigns and promotions.
It was crucial to know the number of brand products they represented and the magnitude and affectivity it had in the market. The size of the immediate recall with consumers is also essential. Below is the list of celebrities that were able to successfully represent the products and services they endorsed and the number of ads they made for each product they helped promote.
10. Dawn Zulueta
(Meg, Marie France, Myra-400E, Pantene, phCare)
It was said that Cirio Cinco, the creative director of Ace Saatchi & Saatchi, was heard saying that he was so happy to see Dawn back in the circuit. He was definitely a fan of the multitalented actress.
With the victory of her husband, Anton Lagdameo as Davao’s representative in the last May 2007 election – Dawn found herself hopping aboard a plane on her way back to Manila. Her desire to return to the country’s capital as well as having given birth to her beautiful baby boy Jacobo, finally gave Dawn the opportunity to go back to show business.
Being one of the main personalities who got caught up in the controversial Pantene TV commercial last year did not hinder other endorsements to come her way. Instead, she found that more brands came knocking on her doorstep. One of the brands that got her was Myra 400-E where she was chosen to be the face of the product. The tagline of that particular ad was: “Blooming kasi siya ngayon,” meaning she was “Glowing from within”.
Corporations and organizations took notice of Dawn’s huge public appeal as a lady who happens to be at the prime of her life. Dawn is a highly respected and an award winning actress. She is also a loyal and loving wife and mother to her son. She is a great humanitarian and stunning thirty-eight (38) year-old lady whose iconic image is flawless and immaculate.
The woman who got her first start as the memorable “Close-up commercial girl” is still deemed as an endorsement royalty by many, especially by the business and entertainment industry.
9. Gretchen Barretto
(Plains and Prints, Circulan 4-in-1, Olay, Pantene)
Gretchen’s undeniable beauty, charisma and bluntness made her endearing to the public as well as to advertisers. The people from Olay stated that they got her simply because she is the perfect spokes person for their product. Her candidness as well as her flawless skin was her asset to the company’s image. Olay stated that she hit the mark with their target consumers when it came to the “age bracket market”. Representatives from Olay claimed that she was mature and was seen very elegant in her ways and her youthful appearance clinched the deal.
It was said that Gretchen is one of, if not, the most beautiful face in Philippine history – when it came to the showbiz arena.
In spite of the controversial life of the actress, most damaging was the “Kisscandal” last year, between her and another actor – who was being rumored as her lover with whom she Supposedly had an affair with while she was with her long-time life rich business partner with whom she has a daughter with, didn’t seem to distress the actress for long. It can be concluded that she was left unfazed by it all.
Gretchen’s testimonial campaign was very successful. It was no surprise though, given her perfect smooth and supple skin – especially since she was promoting beauty products. This made women run to department stores and supermarkets to buy products this lass’ endorsed.
Every woman, young and old definitely aspires to look like “Greta”.
8. Ruffa Gutierrez
(Kisses & Co., Calayan, Pantene, Avon, Met, Nido)
Another actress who made a major come back last year is none other than the “Regal baby” Ruffa Gutierrez. She has made her existence felt in the area of advertising as she had made the wise choice of making Manila her permanent home once again.
Commercials and endorsements started knocking on her door as soon as advertisers saw her two delightful daughters, Venice and Lorin. The mother and daughter tandem for the Nido commercial was an instant hit.
Her portrayal of being an “independent woman” was reflected in her real life. She was able to garner sought after brands such as ad campaigns for Avon Fashions and Pantene.
Her fresh beauty and strong sex appeal was quite evident in billboards all across EDSA. Many might wonder…how did Ruffa reclaim the momentum – both good exposure and visibility?
Numerous advertisers take in consideration the principle of connecting their products and services to famous celebrities. Being able to visibly see Ruffa on the show “The Buzz” every Sunday concocts the formula of recall as well as allowing celebrities their usual “plugs” when they are seen on TV such as entertainment shows.
7. KC Concepcion
(Fuller Life, Palmolive, Globe, Bayo)
KC, the daughter of the Megastar Sharon Cuneta is definitely following in her mother’s footsteps when it comes to being a successor in her mother’s acclaimed title: “endorsement queen”.
In spite of the fact that KC had made Paris her home for the past few years, she has never really been lacking in existence when it came to the glare of showbiz publicity. With her never ending endorsements from Palmolive to PH Care to her huge Human ads – KC has made the public aware of her presence in every possible way.
KC, who just happens to swing by “fresh from France”, went directly to work with Bayo. She was aligned to prior brand ambassadors of Bayo such as Leah Salonga, Kitchie Nadal, Barbie Almabis -just to mention a few. These ladies were all famous and popular celebrities in their own rights and in their own industry.
Bayo claimed that she is an excellent choice to depict the brand’s tag which is “Pinoy and proud!”It is evident that KC’s charisma also works perfectly well with the young adult market. It is true that she embodies the ideal combination of beauty, brains, body, breeding and big buck. Definitely a jackpot!
6. Piolo Pascual
(Watsons, San Mig Coffee, Bench, Banco de Oro, Timex, Centrum)
Piolo’s influence draws both men and women to his allure and appeal when comes to endorsing products. He is really a force to be reckoned with in this area. He is the ultimately the best candidate when it comes to representing the young professionals known as the “yuppies” of this generation.
This is conceivably the logic behind the reason why the latest entrant of the San Mig Coffee had such an effortless way of infiltrating the market. This is probably why BENCH got him to be a part of its Famous group of celebrities – simply because women can’t get enough of him. This is the reason why Timex continues to have a strong grip on his wrist for the past couple of years now. With Piolo’s beautifully sculpted body and his clean living ways; it made perfect sense why Centrum wanted him to promote their product.
In realizing Piolo’s versatility and his understanding of the target market, one can see that Piolo wasn’t exactly used by Centrum to lure women to buy the product. They used him to talk to the male segment and make them see the benefits that it has given him.
In any case, the guy that has launched a thousand ships and who has been the undisputed heartthrob for the past years is still able to extract that: “I love you Piolooooooooo!” from every woman 99% of the time.
5. Angel Locsin
(Jag, Magnolia Health Tea, San Mig Coffee, Centrum, Timex, Smart, Head and Shoulders, Avon)
Angel was the most sought after primetime blocker of the “Kapuso” network channel seven (7) for the duration of three (3) consecutive years. She was adored by the public and was the favorite of many young people. Consequently, this resulted to an equation that would grab the attention of the young viewers and for the teen-skewed brands to court her to endorse their products.
Despite the fact that there was relentless controversy surrounding her, for her firm decision in sealing her fate with her mother network to join the top rated channel in the country – the “Kapamilya” network channel two (2), which just happens to be the arch-rival of the “Kapuso” network.
Although she transferred to the “Kapamilya” network, midway of the year, her presence was still visible and evident in commercial spots in television and in print ads. Many of her clients deem her to be the female counterpart of Piolo in the eyes of the young professionals.
Piolo and Angel were branded as the top “commercial” partners to the yuppies of this generation. Brands such as San Mig coffee, Centrum and Timex have included both of them in their commercials and print advertisements.
Along with their TV series team-up for channel two (2), there is a huge possibility that their tandem will grow more in the world of advertising and commercials.
4. Judy Ann Santos
(Pride, Splash Facial, Bacolod Inasal, Fitrum, M. Lhuillier, Pacific Blue, ForMe, Angel Condensada, Tuseran)
Judy Ann Santos’ immaculate and a whole lot sexier aura has fascinated a lot of companies last year and has decided to let her endorse their products. Her distinction goes way beyond the commercial field. She has also conquered politics.
Politicians love to use her for her mass appeal that leaves the public engrossed with her image as being relatable to them. As evidence that she was a successful endorser, many of the political analysts asserted that she was able to be of great assistance to let Senator Jamby Madrigal have a position in the Senate seat in 2004.
A greater part of the masses can see themselves in Juday simply because of the “Cinderella” roles that she portrays in television. Many have taken advantage of this, mostly the copywriters who also benefited a lot. This is especially true with the commercials that uses the “Tagalog” language which is enormously down-to-earth and at times, quite dramatic – just like most of her shows. If you take a look at her commercials for Pride TV commercials, Tuseran and Angel Condensada, you will see that she portrays herself in the image that many sees her to be.
It is predicted that she will be the next Sharon Cuneta of the Philippine advertisers in the next couple of years.
3. Sharon Cuneta
(Mc Donalds, phCare, Lucky Me, Nestle Ice Cream, HavItAll, Globe)
Sharon Cuneta has always been a fixture when it comes to television ads. The thing is, when I say TV ads, I mean the really big-time brands such as Sara Lee, Eskinol, Alaska, Selecta, Coke, Lux soap and so much more under her belt.
Prior to making her family her number one concern and priority, practically every brand would love to link their products and services to her name and persona. Majority of brand managers and advertising executives claim that her “mega” demand is effectual and consistent.
Even in her busy state in the past years, being actively seen campaigning hard for her spouse Senator Kiko Pangilinan, going back to her studies and taking care for her daughters, Sharon is still able to address to the needs of specific brands that she truly believes in. At the moment, she has HavItAll, Globe, Nestle Ice Cream and Lucky Me as her main endorsers for commercials airing a lot on television.
It is known to many that her “track record” is really one of the best especially when it comes to endorsing products. Starting out as a young actress in the ‘80s, almost every teenager that time admired and adored her.
When she reached her “MegaStar” status, the market of young adults recognized and respected her. When she became a mother, moms all around trusted the products she endorsed. Her magnetism works well with the public.
2. Manny Pacquiao
(Magnolia Ice Cream, Magnolia Milk, Darlington Socks, Extreme Magic Sing, Alaxan, No Fear, Nike, Datu Puti, San Miguel Beer, Smart, McDonald’s)
Manny Pacquiao’s numerous boxing victories were transformed into an abundance of endorsement deals.There was a point in time when practically each and every commercial spot contained the face of the “Pambansang Kamao” on it. There was the Extreme Magic Sing, Magnolia Ice cream and Milk, Smart, San Miguel, McDonald’s, Datu Puti, Alaxan, Darlington Socks and even the highly acclaimed and anticipated Nike ad with world wide athletes such as Tiger Woods.
It was seen that in every battle he was in, his shorts as well as his head band would carry the logos and the brands of his big time endorsers. Everyone just wants to be associated with Manny.
Not only does the world love a winner but he is also the Pinoy boxing hero of the century.
1. Kris Aquino
(Facial Care, San Miguel Beer, Goldilocks, McDonald’s, Pampers, Xando, Pantene, Bench, Kashieca, Heartvit)
The scandal that caused her great humiliation and almost destroyed her marriage to her husband, James Yap – a young basketball star; which happened February of last year, truly tested Kris’ ability to continue to attain her endorsement deals despite what was taking place in her personal life.
The couple was selected to endorse the Goldilocks Bakeshop chains just when the controversy began to go off in the main stream. It was good that Kris was able to pull it through.
Many have observed that anything Kris Auino touches just miraculously turns into gold. The successful track record of her ads and endorsements in the past few years speaks for itself. Despite her rocky marriage at that time and during the times of her other scandals, endorses never left her side.
Coincidentally, companies from left to right were still very much interested in wanting her to sign up with them.It is evident that endorses trust her – because the public believes in her. The time that she announced on her talk show “The Buzz” that she and her husband James were going to use Pampers for their baby boy, the brand was seen to have set off in market sales in no time.
The simple fact that the ad campaign that Kris did for Pampers was about the love she has for her baby, it didn’t matter to the public if her marriage seems to be falling apart because the commercial was about her and her child.
The talk show and game host queen of the “Kapamilya” network wasn’t showing any signs that she was slowing down in the past year. It just goes to show that during her marriage to her husband James, and with the birth of their baby boy; it is seen by many that they became an instant package deal to advertisers.
Kris’ succession of BENCH print ads allowed her to have her husband to be a part of the ad as well as the other men in her life. She is able to close deals for several multi-million-peso endorsements last year and for this year as well.
Some people would wonder at times why she is so sought after by so many companies. People in the business as well as advertisers will tell you that the “public” wants someone who tells the truth and is real.
And that is what Kris Aquino is all about.
