The War of the billboards continues, as bigger and better endorsers are coming in to
endorse local retail brands. Gone are the days when a local celebrity would be enough to cause a stir among the masses. Now, people wait with bated breath to see the next big international star gracing the stretch of Edsa. Penshoppe has already brought us Thai cutie Mario Maurer andGossip Girl’s bad boy Ed Westwick. So, topping that would have to be with an A-List star.
Zac Efron has never done an endorsement, so this partnership with Penshoppe is a first for him. So what made him decide to say yes? “ I got to know the history of the brand and I like how it’s an original Pinoy brand,” he says. “ We have this good family friends who are Filipino and they urged me to say yes. They said it was the top brand in the Philippines, “he adds. In fact, Efron’s father has been to the country several times. “ I’ve heard stories and seen pictures so I can’t wait to see it all myself,” says Zac, whose knowledge of Pinoy things is quite impressive. He has eaten and cooked chicken adobo, likes halo-halo, and mentioned “that purple stuff” (ube) as something he thought was really good. “The fact that he chose a 100% Filipino brand is something all Filipinos can be proud of,” says Berni Liu, Golden ABC’s head honcho. “We are a 100% Filipino brand that is going international. A great way to start is when our clothes are proudly worn by global superstars.”
Efron's claim to fame started with the teen hit movie High School Musical, but unlike many young actors who completely disappear after their brush with fame, he has continuously been challenging himself by carefully choosing roles that will take him to the next level of his career. He recently voiced a thirteen-year- old character in the movie version of Dr. Seuss’ The Lorax and his next movieThe Lucky One shows a more mature side of him. “I think that’s what happens when you are doing what you love-you raise the bar and continue to challenge yourself,” he quips. He hopes to visit the country sometime this year. “I’ve heard so much about the place,” he says. “The food, the beaches. I can’t wait to visit.”
Looks like we’re the lucky ones!
Personal Reactions
I am happy with the improvement of our business firms such as this clothing store. Its not just they have a popular star but the point that they afford to invite such star for the endorsement of this local brand Penshoppe . Some people may think it’s just for the best of the store or penshoppe in particular. But if you see the logic, when our local brand producers can afford to have an international star for endorsement, its not only the firm will get the benefit but also the country itself. The star Zac Efron has many followers or shall i say Fans. Some avid fans or most of them purchases what their idol or Zac Efron is endorsing. And with Zac Efron’s statements hes not only endorsing the brand but also the Philippines. As he stated he had heard some good things about Philippines and he seems to have eaten some of Filipinos local foods. This will also encourage everyone even internationally to also try those foods that Zac Efron was saying. Some of them would probably visit Philippines because of that. And having these people visiting our country as Tourist, it increases the income of our country. There will be more tourist to entertain, souvenirs to make, Tourist spots will get more income and more labor needed to cater the needs of the tourists or visitors.
However, it’s a challenge to the people and other local producers that since they are competing globally and they have a chance to compete with the imported brands, they should make sure that their products are good enough for the competition. And they can supply enough not just locally but globally. The local Firms may Pay High Talent fee for the endorsers but maybe their marketing style is within their limit where they still get more profit than cost.
Disadvantage maybe, there will be another billboard in Highways or along the roads which added the risk of having accidents because of these billboards. A threat that whenever there’s a storm or whatever calamities we may have in the future there will be a high risk for the life of the people crossing or walking under those big Billboards. though putting those billboards in the city would probably show that competition is getting more interesting between business firms not only in the city or Philippines but globally, business firms should still consider the risk they may cause most especially to the people. if they cant control the number of billboards around the cities in the Philippines they just give another threat to the lives of people and there will be another conversion of land properties. For instance, the land should be planted with Trees for beautification and Environmental concern but then business firms or advertising agencies lease or rent those lands for their billboards for their business.
However, it’s a challenge to the people and other local producers that since they are competing globally and they have a chance to compete with the imported brands, they should make sure that their products are good enough for the competition. And they can supply enough not just locally but globally. The local Firms may Pay High Talent fee for the endorsers but maybe their marketing style is within their limit where they still get more profit than cost.
Disadvantage maybe, there will be another billboard in Highways or along the roads which added the risk of having accidents because of these billboards. A threat that whenever there’s a storm or whatever calamities we may have in the future there will be a high risk for the life of the people crossing or walking under those big Billboards. though putting those billboards in the city would probably show that competition is getting more interesting between business firms not only in the city or Philippines but globally, business firms should still consider the risk they may cause most especially to the people. if they cant control the number of billboards around the cities in the Philippines they just give another threat to the lives of people and there will be another conversion of land properties. For instance, the land should be planted with Trees for beautification and Environmental concern but then business firms or advertising agencies lease or rent those lands for their billboards for their business.
