Pop Cola tackles pricing with local celebrity support

The brand's previous campaigns, according to Pop Cola's marketing team, which is headed up by Kat Martinez, featured the SRP at the end of television commercials. However, store owners generally decided on their own price.

In a bid to tackle the sensitive issue of pricing, Pop Cola is using the new spot to encourage retailers to aim for greater volume sales rather than quick profits.

A TV spot, devised by JimenezBasic, shows Padilla joining a thirsty crowd rushing to a sari-sari store for an ice-cold Pop Cola. He reverses roles, acting like a fan towards the retailer, praising her for selling Pop Cola at the right price, kissing and hugging her, and even asking for her autograph.

A letter personally written by Padilla will be given to retailers, requesting that they comply with the SRP. Pop Cola, launched in the mid-70s by the Cosmos Bottling Corporation, is second to Coca-Cola in the Philippine market. Coca-Cola Export purchased the company in 2002. The brand now competes against RC Cola and Virgin Cola, which was launched by Asia Brewery late last year with little marketing support.