J&J uses branded film to strike a chord with mums

The purpose of the film, titled Botelya (bottle in Tagalog), is to advocate the baby product’s therapeutic benefits in an entertaining manner. The product is central to the film’s plot about a young boy growing up in Manila and finding a bottle of Johnson’s Baby Oil in a yard sale.

Unbeknown to the boy, the bottle ends up leading him  into the story of two mothers, whose lives are intertwined by a shared history and connection with the bottle.

A cast featuring some of the country’s established actors, including Anita Linda, Rosa Rosal, Boots Anson-Roa and Caridad Sanchez, boost the film’s credibility.

The feature has been showcased to target audiences in the Manila area for free via Roving Cinema, a mobile movie house, while public talks on touch therapy accompany the film’s premiere.

This approach was based on research which showed that Filipina mothers prefer to be marketed to in this way.

“We believe we are tapping into a medium that is so engaging that consumers cannot help but be more receptive to our brand message,” explained Alex Dan Tacderas, marketing manager for Johnson’s Baby Oil.

“It’s a new take on educational discussion aimed at communities,” said Kokoy Boncan, MD of UM Entertainment. Usually, speakers are invited to talk on particular subjects before a live audience. But now we have integrated messages into entertaining material to improve audience receptivity and attendance at these forums.”

Tacderas added: “This approach to branded content is insightful and strategic. Partnering with broadcast networks and production suppliers, we have found the right creative vehicle to disseminate brand messages and even to measure effectiveness.”

A 15-second teaser of the film, which is expected to run until August, will be broadcast on national television.

Prior to Botelya, UM Entertainment had produced a weekly children’s TV show.