Jane Leung
Jul 22, 2010

Selecta Fortified Milk connects emotionally with Sarah Geronimo

RFM Foods Corporation’s dairy brand Selecta Fortified Milk has signed with local pop star Sarah Geronimo to gain a strong positioning in the Filipino market.

Selecta Fortified Milk
Selecta Fortified Milk

Selecta Fortified Milk has a convincing reason to choose Geronimo as its ambassador.

The star's rise did not come easy. Although she began her career in entertainment at an early age, it did not peak until her family ran into financial problems in 2002. The incident inspired her to win a contract with Viva Artists Agency and a grand cash prize at the 'Star for a Night' singing competition.

The epic rags-to-riches story made Geronimo and her real mother Mommy Divine the perfect endorsers for Selecta Fortified Milk's guaranteed and affordable image.

Agency ASPAC-Law Advertising adds a realistic touch to the campaign. The commercial execution reflects the strong ties between mother and child. Mothers blindly try to purchase the most expensive products for their children, thinking it would be the best in the market due to the price. Mommy Divine and Geronimo however are more savvy in choosing the quality and budget-friendly Selecta Fortified Milk.

The campaign also takes an interesting route with a movie intrusion strategy. Selecta Fortified Milk does a product placement in Geronimo's latest movie Hating Kapatid. The movie's plot also revolves around a mother's relationship with her daughter.

Project Love
Client RFM Corporation
Creative agency ASPAC-Law Advertising, Makati City
Executive creative director Ana Perez
Creative director Macky Macaventa
Art director Robin Latonio
Copywriter Jonah Brocka
Agency producer Jeric Mariano
Media agency Mediaforce Vizeum
Director Mark Meilly
Production company UNITEL
Exposure Television, print, outdoor, cinema


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