IDEAS COME TO LIFE
I’ve always said that the best part of my job as a marketing manager is seeing my ideas come to life. And it doesn’t just end there. People actually pitch in to make that one simple thought turn into a strategic concept and ultimately, a full-blown campaign.
BE THE BRAND
I’ve always been the type of marketing person who lives and breathes her brand. I cannot, for the life of me, manage a brand I do not believe in.
When I first joined Watsons and I found out that I was going to market in-house brands, I felt kinda wary. I didn’t think I was gonna last long.
But after being introduced to the entire range of products, and believe me there’s more to the Watsons brand than just wet wipes and handsoaps, I became more at ease. I can sell these products, I thought. They’re imported (each has to pass quality standards of HongKong, Singapore, Taiwan, Malaysia and even Turkey and Europe) and easy on the pocket. What more can the budget-conscious Filipino ask for?
SWITCH AND SAVE
Every FMCG marketer’s goal is to make his product a part of the daily lives of his target market. My goal was to make every Filipino household switch to Watsons Label. Why wouldn’t they? I was offering them a win-win situation– a brand that marries both quality and affordability.
But I couldn’t rally the Filipino masses alone; I needed allies who would champion the brand. I didn’t want to get mainstream actors. I wanted real people whom you wouldn’t think will patronize in-house brands but they do because of practicality and well, common sense. As one of them said, “You don’t need rocket science to create another tissue. If it does the job well, why would you go for the more expensive kind?”
SOMETHING’s GOTTA GIVE
In life, something has really got to give. That’s just the way it is. Since money is finite, we have to let go of something to buy another thing. Admit it, our resources are not limitless. Even I as a single woman still have a hard time keeping my expenses within my monthly salary.
Why then would we waste so much money on mundane stuff that we have to replenish monthly like cotton, dental floss, and other health and beauty essentials? Those little things incur expenses that pile up overtime. Imagine if we can just save up some more on those things, we can start a fund for something we want more! Like a much-deserved trip, a pair of shoes, new accessories, or even a gadget!
The choice of brand ambassadors was easy for us because we knew exactly what we wanted– driven, passionate, and smart individuals who understand that life is what you make it!
Interior designer and writer Tessa Prieto-Valdes, TV host and model Divine Lee, actor and model Victor Basa, and host and blogger Patty Laurel became the brand’s fantastic four! Accomplished as they all are individually, they still know how to be practical about their choices.
Patty chooses Watsons Label so she can add to her travel fund. Tessa gives away Watsons Label products as party gifts! She can afford to dress-up lavishly because she scrimps on other things, without sacrificing quality. Couple Divine and Victor does the same.
This TV commercial is as straightforward as it can get. We took-out all the hearts and flowers. We wanted to be as direct as the campaign message is: Switch to quality affordable Watsons Label products so you can Save for the things you want more. No empty promises. No beating around the bush.
See for yourself–
Congratulations to everyone who has worked on this project! This is not just a marketing campaign but an advocacy as well. We have started a shopping revolution.
To Direk JPed Valdes, awesome work. Kyle Gozo and Ica Rafael, high five!
Proud as ever,