The Philippine Adwatch chart for March was once again dominated by FMCG brands, with home brew San Miguel beer scooping the top spot with a near perfect recall score for its star-studded spot.
The TVC, handled by McCann Erickson, launched last year and ran until the end of March. It stars celebrity Kris Aquino as a Ferrari-driving babe. "San Miguel beer is an icon in the Philippines and only an icon can get away with such executions," said Tey San Diego, group account director, McCann. "Our in-house research revealed that the campaign presents their favourite brand as being larger than life and it makes them feel good about their choice of drink."
Meanwhile, washing detergent Tide, which was January's number one, placed joint eighth with a TVC created by Leo Burnett Manila.
According to Burnett account director Rodenik Barbosa, the spot aimed to tap into a cost-conscious audience by highlighting how consumers can use Tide detergent to freshen up second-hand clothes bought from the increasingly popular ukay ukay stores. Tide beat competing washing detergent brand Ariel, which took 16th spot.
Nescafé Classic dropped from second to fourth place, but still gained a high recall rate of 97 per cent. The campaign was developed by Publicis and highlights the product's rich flavour and comforting qualities. The 30-second spot features two men working away in the office throughout the night. After taking a break with a Nescafé, the two are able to return to their work feeling refreshed.
Finally, shampoo brands remained popular, with Sunsilk scooping second place, Pantene and Rejoice in joint eighth place and Palmolive in 11th spot.