And now, the likes of Sarah Geronimo, John Lloyd Cruz and Marian Rivera are just among the few names that can help a brand make the jump from the unknown region to the winners’ circle.
Filipino brands, like any other brands across the world, have discovered the power of tapping a celebrity to endorse their products or services, acknowledging that celebrity endorsement is a necessary marketing tool.
“A strong brand coupled with a strong endorsement makes it a winning solution,” Lin Deres, franchise relations manager of Goldilocks Bakeshop said. “Celebrity endorsements help enhance your products, it focuses the attention on your product.”
She shared that at various times, consumers would troop to a Goldilocks outlet and ask for the same product that a female celebrity was shown buying.