With their smiling faces plastered all over our streets and highways, and on TV, magazines, and newspapers, it's impossible for our consciousness not to be permeated by the sight of stars forming a constellation of advertisements with one common aim: to persuade you, the consumer, to choose them. Or, at least, the products that they're endorsing. Here are the ten most in-demand and most popular celebrity endorsers, with their ranking based on the number of new brands they endorsed in 2009.
10. GERALD ANDERSON
Winning endorser quality: Aside from his good looks, Gerald has a good image, on and off camera, that can add value to any brand–reliable, sincere, and credible. Plus his strong following can only mean stronger sales.
Why advertisers like him: "Even before his Typhoon Ondoy heroics, Gerald had great appeal among young audiences, though he has a large collection of admiring fans of all ages too. The reason for this, apart from the classic, matinee idol, tisoy good looks, is that he plays the perfect match to Kim Chiu as 'the perfect girlfriend.' Gerald is seen as loyal, home-centered and principled. People believe him because he is seen as the classic good guy that they can trust." –Mon Jimenez of Woo Consult
New on his list: Enervon Multivitamins, Smart Buddy, Smart Sandbox, Fit 'n Right, Voice Combo Sandwich, Bench
Past endorsements: Close-up, Nescafe, Jollibee, Whisper Sanitary Napkins
9. SHARON CUNETA
Winning endorser quality: The female counterpart of Aga Muhlach, Sharon Cuneta is perhaps the most expensive and effective product endorser in the country. And that's because the Megastar has it all–the legacy, the image, the credibility. The three magical features that would make people believe and trust you.
Why advertisers like her: "The choice of having Sharon Cuneta endorse Maggi MySabaw is based on: one, her universal appeal. She also cuts across all demographic segments. Two, Sharon has the credibility to embrace change and espouse new or revolutionary ideas… she knows that change is necessary to keep her image current, fresh and relevant across all demographics. Sharon's attitude exemplifies the mindset of today's homemakers, who look for new ideas and new ways of thinking and doing things… Undeniably, Sharon is an icon to many." –Cecile Gabutina-Velez of McCann Erickson
New on her list: Lucky Me Noodles, Nido Fortified Milk, McDonald's, Nestle Ice Cream, Tempra Syrup for Kids, Smart Communications
Past endorsements: Del Monte Pineapple Juice, Alaska Milk, Lux Soap
