IN the latest issue of adobo magazine, a bimonthly publication on marketing topics of Philippine Advertising and Brand Communications, a survey of 1,000 men and women from all classes in Metro Manila named boxing champion and Philippine icon Manny Pacquiao the most credible of celebrity endorsers in local advertising.
A whopping 47 percent of respondents interviewed by Synergy Business Consultancy said that when he endorses a brand, they believe him—making him, ad for ad, a most valuable marketing investment.
That consumer draw is seen to become even stronger—and more companies making a beeline for his endorsement—after the Filipino boxing icon stepped into history as the only boxer ever to win seven titles in seven different weight classifications by beating Puerto Rican Miguel Cotto on Sunday.
He has pitched, among others, bottled water, energy drinks, muscle relaxants, beer, ice cream and an anti- dandruff shampoo, which became the subject of text jokes right after he beat Cotto: “Now Manny Pacquiao has shown ’di lang balakubak ang talo niya, pati ‘Cutto’ [It’s not just dandruff he can beat, but also lice].”
Nine other celebrities, meanwhile, were named as most credible (not the most popular; that’s another story) endorsers in the adobo survey—and surprise! Kris Aquino and Sharon Cuneta, top favorites for endorsing the widest range of products, do not figure in the list.
Germaine Reyes, managing director of Synergy Business Consultancy, said the magazine “is the leader publication for the advertising and marketing community. It is the best resource for the latest news on advertising campaigns, current trends, industry issues, consumer insights, the media landscape, and more.”
Adobo magazine profiles the most influential ad people and showcase creative talents and their work.
In addition to the celebrity endorsers survey, adobo’s year-end issue contains articles on marketing, media and advertising: an exclusive cover story with the man who revolutionized Asian advertising, Neil French; advice from the world’s most awarded creative director David Droga; a recap of the year’s trends from creative leaders in the country and around the region; the case study of Queensland Tourism’s “Best Job in the World” campaign, arguably the breakthrough digital and PR work of 2009; and the Philippine ads that won the country 16 medals in the recent Spikes Asia festival in Singapore.
