The biscuit market in the Philippines has been flooded with new brands in recent years, many of them copy-cat competitors, and JimenezBasic has been tasked to boost the brand's visibility.
Rogelio Ramos Jr, joint-CEO of JimenezBasic, said: "Sky Flakes is a dominant market leader in the Biscuit Category. It has been in the market for more than 50 years and is considered the category benchmark in taste and quality.
Rogelio Ramos Jr, joint-CEO of JimenezBasic, said: "Sky Flakes is a dominant market leader in the Biscuit Category. It has been in the market for more than 50 years and is considered the category benchmark in taste and quality.
"However, as in most other categories, we have seen a lot of me-too's in the segment, or product innovations that build on the main product offer. Aside from a cluttered product environment, the advertising environment also needed distinction."
JimenezBasic claimed the business after a pitch involving Lowe and local agency Gasso, the incumbent.
