Why Kris Aquino is the number one endorser
Yes, celebrity endorsers help boost the sales of a product.
That's what Simeon Tiu, president of Peerless Products, said when we asked him if getting Susan Roces, Ryan Agoncillo and Lucy Torres-Gomez to endorse his brand, Champion detergent powder, made a big difference .
“Of course,” Simeon said during the press lunch at Makati Shangri-La.“Ours is a quality product that's superior to the rest but we need credible people to convey that to the market. Years ago, when Susan was the new Champion endorser, our sales really went up. Maybe because Susan is choosy about products she endorses, so she has credibility.” And the masses love her, we added.
The same is true, Simeon added, with Lucy and Ryan.They are no-nonsense personalities who will make sure the product they endorse is really good. Right now, Champion is nearing the number one spot in a laundry detergent market that's awash in so many brands.
Speaking of endorsers, Lisa Gokongwei-Cheng of Summit Publishing announced during the lunch that Kris Aquino is the number one endorser (in terms of volume and income earned) in the country today, according to a poll that Yes! magazine conducted recently.“We called ad agencies and we were given the figures, on condition that we would not publish them,” Lisa explained. The survey results are in the August issue of Yes! Knowing how editor Jo-Ann Maglipon will settle only for facts, the survey took a hundreds of hours of interviews and a lot of fact-checking.
The topnotchers are: 1. Kris Aquino, 2. John Lloyd Cruz, 3. Sharon Cuneta, 4. Piolo Pascual and 5. Carmina Villaroel, Zoren Legaspi and their twins Mauy and Cassy.
Excluded from the survey is Manny Pacquiao who is in a league of his own. After winning all six of his fights, his value as an endorser has zoomed even higher. He reportedly gets a $30 to 40 million contract from global brand Nike, for instance, and nets P100 million from his San Miguel Corporation endorsements.
What makes Kris Aquino the top endorser? “Kris has become a pop cultural icon..the over-all perception is that she is a personality that’s part of our culture, sociological... Kris has never been afraid to share her interior life, She has always been transparent,” explained her manager Deo Edrinal.
How Tweet it is: Heidi Klum’s local counterpart in Project Runway 3 is fashion modeling icon and Pond’s Gold Radiance endorser Tweetie de Leon-Gonzalez. The magazine said Edrinal believes this transparency translates to authencity, no matter what face Kris presents to the public, whether as bubbly game-show host, as aggrieved wife, or as spiritual purveyor of religious texts. "I guess it's her internal evolution at work now. There is no deliberate re-engineering of her image. But there is always an attempt at authenticity,“ Edrinal added.
My favorite Kris ad is Nido because Bimby is so cute there, he stirs our maternal instincts. Among John Lloyd's ads, I love his Greenwich ads, they are so funny.What is the secret to Lloyd's appeal? "He is really more of an Everyman. You're not too intimidated by his appeal..he has an approachable image," Johnny Manahan of ABS-CBN explained to Yes!
Piolo , on the other hand, is "a cut above the rest. Siya ang pinakaguwapo at the moment."
Among the endorsers, only Sharon Cuneta merits the metaphor of being an institution, Yes! said. As for Zoren and Carmina's family,"the image projected is family, good-looking family."
As for the rest of the list, you have to buy a copy of the magazine. As usual, Yes! is a cover-to-cover read, and this issue contains in-depth reports and vignettes culled from interviews with advertising execs, retailers and showbiz insiders.
As expected, loyal fans of certain movie stars not up there in the list are wailing and complaining.
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Okay ka, Tweetie for Project Runway 3
Do you miss Project Runway?Then here is good news.
The show will be back in February 2012 with the same cast on ETC channel.There's Apples Aberin, a judge,who always looks pretty and poised, and she sounds good on TV, too. I like it that Apples gives both positive and negative points about a fashion creation. She looks professional and credible that way.
Then there's Rajo Laurel, one of our few articulate designers who is also blessed with terrific PR. And of course, Jojie Lloren who amuses me because he sounds like a Pinoy version of Tim Gunn!
Televiewers will, however, miss Teresa Herrera in Project Runway. The third season will instead have Tweetie de Leon-Gonzales, Pond's endorser for its Gold Radiance line.With her years of Okay Ka, Fairy Ko exposure on TV, Tweetie will surely attract a bigger market for Project Runway.The camera loves her and televiewers will love her again.
Those interested to join, by the way, can log on to www.etc.com.ph for complete audition mechanics
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If you love Japan, visit Rockwell today
Our hearts still bleed for the tsunami victims of Japan. If you feel their pain and want to help a bit in Japan's rehabilitation, check out the "Love Japan”, a project of Rockwell Center in partnership with the Japanese Embassy which started yesterday. Today at 4:30 p.m., "Jamming for Japan" takes place at the Plaza Driveway with Nikki Gil, Gian Magdangan, Kris Lawrence and the cast of Sweet Charity the musicale.
At 5:30 p.m., a celebrity auction takes place at the Rockwell Tent, featuring pre-loved (nice term!) luxury goods from friends in film, fashion and society.
At 8 p.m., the film Mi Wa Miteita (The Sea is Watching), directed by Kei Kumai with screenplay by Akira Kurosawa, will be shown at the Plaza Drive.
