Rhandell Rubio
Mar 28, 2011

DDB highlights safety, quality in Petron Gasul campaign

THE PHILIPPINES - DDB Philippines has unveiled a tri-media campaign this month for Petron Gasul, the country's market leader in the liquefied petroleum gasoline (LPG) category.

Aside from the TVC, the campaign features radio and poster exposure.

According to DDB, the campaign is anchored on the sense of assurance, and targets astute housewives who regard their families as their top priority. As such, the kitchen is a source of pride for most moms in the country, which is why they ensure that they don’t leave anything to chance and use only the best products for the family.

With only minimal advertising, Petron Gasul remains a trusted LPG brand due to credibility shared with its mother company Petron and for being in the market for more than 40 years.

However, the rise of rip-offs and fake LPG tanks sold at lower prices infiltrating the markets has given the need to strengthen Petron Gasul’s image as the best value brand. Also, the company wanted to educate its consumers by placing a safety seal which helps them detect an authentic Petron Gasul tank.

The campaign features Kris Aquino, a popular celebrity and sister of the incumbent Philippine president. She was selected due to her status as mother, actress, host and top endorser to boost brand credibility. 

Credits:

Client Petron Corporation
Accounts Roy Santiago / Kat Manotok / Eunice Santos
Creatives Eric Salazar / Cardy Santos / Gomer Barce / Kerwin Nicolas

Director Onat Diaz
Producer Irene Chingcuangco
Production house Production Village
Post-Production Roadrunner

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

1 day ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

1 day ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.