According to Mike Ochosa, BroadMind director at MindShare Philippines, 3R will look at women's issues such as 'Looking for Mr Right', 'How to handle gossip' and 'Self-defence and harassment' to promote Kotex Ultra Thins. Kimberly Clark selected three young women of varied backgrounds to host the show's first season.
"The programme allows the brand to articulate in greater detail and in a more relevant, unobtrusive manner," said Ochosa, adding that the show will eventually evolve into the core communication for the brand.
"By doing so, they can utilise this as a springboard of other marketing activities such as school tours, or symposiums. They can eventually also utilise the hosts and the programme content in other media such as billboards and packaging design," he added.
BroadMind worked with Red Communications (the production house which owns the 3R concept and initially launched the show in Malaysia) to produce the infotainment programme.
The 30-minute show will air every Sunday at 11.30am on network GMA7.
The time slot is within GMA7's highest ratings women's shows and comes ahead of the network's top variety show, which airs at noon: "Right now, we are implementing the first season.
"However, the plan is to continue with similar seasons, just like what happened in Malaysia (where the show first aired)," added Ochosa.
The concept, which marks the first time BroadMind has handled the production of a full show, will be extended to other Asian markets.