The Queens of Product Endorsements
In Marketing, to introduce a new product to the market, big companies often seek the help or endorsement of a celebrity. A celebrity endorsement is when a famous person uses her/his notoriety to help sell a product or service. Its been a practiced since the 1900’s. Big Hollywood stars were paid millions of dollars for an endorsement because people tend to equate credibility of product to a celebrity who’s endorsing it. In short, if your favourite star is endorsing the product, so it must be good. In the Philippines, you can see celebrity endorsements everywhere. They can be seen on TV, print Ads, magazine covers and even billboards and the common aim of this is to persuade consumers, especially those who idolizes them to buy the product they are endorsing. There are five main reasons why celebrity endorsements work. First, People like to see a familiar face on a product, People want to be like celebrities, they open new demographic, the belief of getting high quality product and people remember the ads after seeing it. There are so many celebrity endorsers in the Philippines but only three people dominated this field. It’s Kris Aquino, Sharon Cuneta and Nora Aunor. The Queens of Product Endorsements in the Philippines. KRIS AQUINO Arguably the most favourite endorser in the Philippines to date. She was named as the top celebrity endorser by Yes Magazine. Kris had always been an effective product endorser, endorsing multiple products like Purefoods corned beef, Downy, Maggie Sinigang Mix, Goldilocks, Metha Thahione, Philip Stein and a lot more. According to the advertising company Saatchi and Saatchi, Kris gained a lot of product endorsements its because of her transparency. She’s honest, loud and no holds barred. She speaks her mind, she will say if she likes the product or not. And she is always vocal about saying that she only endorses products that she is using, giving her the extra charm. Any product that Kris is endorsing must be of high quality because her credibility as an endorser is at stake. SHARON CUNETA Sharon Cuneta, the “Mega Star,” the box-office queen is perhaps the most expensive and effective product endorser in the country. At one time, she is earning 8 million to 15 million per product endorsement. What made her the top dog of the industry? Her legacy, Her image and her credibility. Sharon dominated the TV commercials in the 90’s and early 2000’s. There was a time that in one commercial gap, it only shows Sharon’s endorsements. She is all over the boob tube endorsing Super Ferry, Smart Communications, McDonalds, Lucky Me, Lux, Coca Cola to name a few. According to Cecile-Velez of McCann Erickson, Sharon is an effective product endorser because of following reasons; her universal appeal, credibility and her iconic status. NORA AUNOR The 70’s, the rise of Nora Aunor. The Philippine Cinderella, the Superstar who drew widespread adoration from millions of fans, mostly from the “Bakya Crowd.” Big companies recognized her pulling power, so they are scrambling to get her endorsement. Coca Cola was the first high profile company to offer her lucrative endorsement contract. She did TV commercials, sing the Popular commercial jingle, did a full magazine print ad spread and her image appeared on merchandising materials. At one point, her photo holding a Coca-Cola were given out as sales promotion premiums. Dial Soap, an American brand reached its peak in the 70’s. Thanks to Nora Aunor who agreed to appear and sing the Dial Jingle in a TV commercial. It expanded its appeal to common consumer because of the pulling power of Nora Aunor. Other companies signed her too to be their endorser like Colgate, Philips Transistor Radio, Pepsi and RC cola. Yes, you’ve heard it right. She is the only celebrity who endorsed three biggest soft drink companies in the Philippines A celebrity pulling power and effectiveness will not last forever, especially if you stand against a much younger and fresher endorser and the ever-changing consumer demands. However, one thing remains, that these three during their prime had reigned supreme and dominated the advertisements.
