Phyu Phyu, a pop singer who is also a physician by training and a graduate from the University of Medicine, Yangon, greatly values the trust placed in her by her fans.
Phyu Phyu is an ambassador for UNICEF and has acted as a spokesperson for various organisations, including the UN, for causes including drug abuse and human trafficking. However, this is the first brand she has chosen to represent.
"Trust is the key word", Phyu Phyu explained to Campaign Asia-Pacific. "Sunkist is a trusted brand, and it chose me among many other celebrities out of trust for the trust I had established with my fans through my 12-year singing career."
She added that she accepted Sunkist C500’s offer as she believes in the quality of the product. “I would never recommend anything to my fans, who trust me, if I didn’t believe in consuming it myself.”
At the drink’s launch event, Phyu Phyu took the opportunity to highlight the benefits of Vitamin C. “Vitamin-C brings us countless health benefits," MyanMarketing reported her as saying. "According to research by the 2007 American Journal of Clinical Nutrition, women who regularly take Vitamin-C every day see less signs of age and wrinkles. I am also excited to be part of the healthy journey ahead together with Sunkist C500 in Myanmar.”
Beyond the popularity boost Phyu Phyu’s name grants the new product, a major part of her role as a brand ambassador will be educating the citizens of Myanmar on the claimed benefits of Vitamin C—which is where her medical background becomes a distinct advantage.
“Phyu Phyu has been an influential figure [among] consumers of Myanmar and is to promote C500 and its benefits," the brand responded when asked about her duties. "It is a top priority for the brand to increase the people’s knowledge of the benefits of Vitamin C, and to reach as many people as possible.”
The drink is distributed in the country by the Myanmar Distribution Group. Its PR work is being handled by Zagar Communications.