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                    [Title] => Selling a Pinoy megabrand
                    [Summary] => Where the Jollibee mascot, there also are the children. Babies kiss him. Children hug whatever part of his body they can reach. 


"The mascot embodies goodness. He is a friend even though he can’t speak. This is one of the cultural differences between the Jollibee mascot and Ronald McDonald," said McCann Erickson Phils. chief executive officer Emily Abrera. 


McCann is one of  two advertising agencies of Jollibee Foods Corp. 


                    [DatePublished] => 2003-08-25 00:00:00
                    [ColumnID] => 133272
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                    [AuthorID] => 1488513
                    [AuthorName] => Margaret Jao-Grey 
                    [SectionName] => Business As Usual
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TONY CAKTIONG

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                    [Title] => Selling a Pinoy megabrand
                    [Summary] => Where the Jollibee mascot, there also are the children. Babies kiss him. Children hug whatever part of his body they can reach. 


"The mascot embodies goodness. He is a friend even though he can’t speak. This is one of the cultural differences between the Jollibee mascot and Ronald McDonald," said McCann Erickson Phils. chief executive officer Emily Abrera. 


McCann is one of  two advertising agencies of Jollibee Foods Corp. 


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abtest

Selling a Pinoy megabrand

By Margaret Jao-Grey  | August 25, 2003 - 12:00am

Where the Jollibee mascot, there also are the children. Babies kiss him. Children hug whatever part of his body they can reach. "The mascot embodies goodness. He is a friend even though he can’t speak....

Business As Usual