CEBU, Philippines - Considering Cebu as one of its strongest markets in the country, SYSU International, Inc. initiated its supermarket trade activation here as a strategy to promote Clara Ole Pasta Sauce’ new packaging and educate consumers on how they could enjoy the brand with the different types of pasta dishes.
SYSU International, Inc. manufactures under its house brand, Clara Ole, which is named in honor of Clara, the wife of Ruben Sysu who is the founder of the company.
Nancy Hernandez, brand manager for Clara Ole, said that the company has ventured into a packaging make-over that took effect last September 2012.
She added that the old brand label dubbed as Clara Ole Spaghetti Sauce limited the consumers to use the product only for spaghetti noodles “when in fact it would best suit on all types of pastaâ€.
Although spaghetti has been commonly known among Filipinos, she said that there have been several pasta sauces available in the market.
“We want to communicate that the Clara Ole Spaghetti Sauce, the favorite of Cebuano foodies, is now called Clara Ole Pasta Sauce and is the perfect sauce for all types of pasta noodles. We want to educate our consumers and let them understand our packaging make-over,†she said.
She then noted that the company intends to elevate the taste of Filipino consumers when it comes to eating pasta dishes through their all-time favorite sauce.
“We also want to assure them that it is only our packaging that has changed into a better and friendlier look. Clara Ole Pasta Sauce is the same spaghetti sauce Cebuanos love and are craving for. There has been no change in the formulation,†she continued.
The ready-to-use product comes at a competitive pricing and in its bestselling flavors such as Three Cheese, Filipino Style, Sweet Style, and Italian Style.
There are also restaurant-inspired flavors of Clara Ole Pasta Sauce such as the Chunky Tomato with Basil, Chunky Tomato with Three Cheese, Cheesy Pesto and Kung Pao variants.
Meanwhile, SYSU International, Inc. Cebu account manager Marlon Garcia Amplayo cited that Cebu contributes to a share of 30 percent to the overall market of the national brand.
He said that the Clara Ole Pasta Lami Kaayo supermarket activation involves a sampling procedure, a six-piece puzzle game to be solved in 60 seconds and a roleta or a pasta sauce and pasta type match.
He added that it will be conducted every Saturdays and Sundays in several supermarkets in Cebu from the last week of May to the second week of July.
The trade activation started in Fooda Savers Mart – Mango branch last May 25 to 26 and will also be held in Fooda Savers Mart – Basak San Nicolas branch from June 1 to 2, Gaisano Country Mall from June 8 to 9, Pacific Mall from June 1 to 2 and June 15 to 16 and Gaisano Metro – Ayala Cebu from June 29 to 30 and July 13 to 14. /JMD (FREEMAN)