When Rio was first diagnosed to have cancer in 1998, the entire nation prayed for her and she was able to pull through quite remarkably that time. Now, I am asking our dear readers to please, please pray for Rio again. She needs your prayers now more than ever.
The Dinglasans, by the way, are members of the Couples for Christ movement, which is good because, as far as I know, members of this religious organization are quite conservative, but very broadminded – and this is extremely necessary for her new job.
Prior to her appointment as MTRCB head, Marilen Dinglasan was formerly vice chair of the Videogram Regulatory Board.
While we welcome the appointment of Ms. Dinglasan, we also feel sad that Alejandro Roces is leaving the MTRCB post. In fairness to him, he performed very well as MTRCB chief and there were no scandals and controversies during his term.
Merchandising briefs
One of the most difficult products to merchandise is underwear – specifically men’s underwear. Merchandising people, if they are not very careful, may end up with advertisements bordering on the vulgar.
"I also believe that underwear is not so beautiful in itself. You look at it on the rack and "it’s just hanging there," says Brad Geiser, the managing director of Geiser-Maclang, the public relations firm that handles Mansfield International. "Its beauty comes out in the way it accentuates the human body."
Manufacturers of undergarments should therefore be very careful with the way they choose their image models. One thing they discovered is that their models cannot be the bulky or Mr. Universe types. Lou Ferrigno and Arnold Schwazenegger obviously cannot endorse men’s underwear – at least not here in the Philippines.
Geiser has observed that consumers want an image model with whom they can identify with – on more realistic terms. "The image models have to be attractive, for one – and with a nice body. Most importantly, they have to be the types the public can identify with – or if possible, an idealized version of themselves," he points out. "And, oh, not to forget, they are also chosen primarily on their appeal," adds Geiser.
For Hanford, its mother company, Mansfield International has chosen Cesar Montano and Carlos Agassi to endorse its lines of men’s undergarments. They were selected for their mass appeal – being movie and television stars with good reputation.
For Hartmann, which has more conservative lines, Mansfield chose cage star Alex Compton, a born-again Christian with a rather serious image. "He is a little less of a pop star," notes Geiser.
Brad Geiser also claims that it helps a lot if the endorser is a celebrity – "because they lend credibility and recognition to the product."
But for a jaded media person like me, I don’t think I can still be swayed by endorsements of celebrities. However, I still accepted the invitation to attend the soft opening of The P.U.B., which is short for Power Underwear Brands, at the 3rd level of the Power Plant Mall in Rockwell Center early this week. The P.U.B. actually carries different types of undergarments – for both male and female and both local and foreign labels. For the ladies, there is the Sara Lee lines – plus Victoria’s Secret. For men, there is Hugo Boss, Joe Boxer, DKNY, Abercrombie & Fitch, Valentino, Hom, Hanes, Tommy Hilfiger and Hanford and Hartmann.
I’ll be very embarrassed to discuss here what underwear I got from The P.U.B., but I can tell you what undershirt I purchased from this novelty store. Actually, I got the Hartmann anti-bacterial quality (ABQ) sando because it has inner chemical enzymes woven into it and this kills the bacteria (from the sweat) that cause odor and acne.
The stinking part, modesty aside, is not much of a problem for me. However, I’m quite prone to jogger’s acne, which appears on my back every time I sweat and am unable to immediately change my shirt. So far, the Hartmann anti-bacterial sando seems to be working for me! And while I wouldn’t want to make a sales pitch here (I don’t even know the manufacturers), I do have to admit that I’m quite satisfied with this brand. And I didn’t need a celebrity endorser for me to find that out (again, the jaded journalist that I am). The product actually just spoke for itself.