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The pros and cons of celebrity endorsements

Filipino brands say celebrity endorsements not enough to boost sales.
By Carlo P. Mallo |

In their generation, Kris Aquino, Sharon Cuneta and  Aga Muhlach undoubtedly ruled the universe of celebrity endorsements in the Philippines. 


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.


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