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2. SARAH GERONIMO
Winning endorser quality: Adding to her already impressive resume, Sarah Geronimo is now becoming one of the more sought-after endorsers of her time. No surprise, since her marketability is currently up as she remains one of the most consistent, talented, and in-demand artists today. But ultimately, it's her down-to-earth and clean image that makes her rise above the rest.
Why advertisers like her: "She is an effective endorser because she is able to sell products by virtue of her testimony. The masses identify with her and thus patronize the same things she does. Sarah is also multi-talented, which allows variety in terms of commercial executions." Anna Perez of Aspac-Law Advertising
New on her list: Globe Tattoo Youniverse, Unica Hija, Lucky Me Pancit Canton, Sunsilk shampoo, Cebuana Lhuiller, Vaseline Healthy White Lotion, Lady's Choice Mayonnaise, AMA Medical, Nursing, and Computer Schools, Careline, Mr. Clean
Past endorsements: Hapee Toothpaste, HerBench
1. KRIS AQUINO
Winning endorser quality: The "Queen of all Media," Kris Aquino is arguably the favorite among endorsers in the Philippines. In fact, in 2008, she was named top celebrity endorser by YES!, the country's leading entertainment magazine, competing against the likes of Sharon Cuneta, Aga Muhlach, and Robin Padilla.
As one of the most visible stars in tinseltown, Kris's credibility and gift of gab have become the winning endorser qualities that give consumers the confidence to go for her brand of choice. More often than not, getting Kris as endorser is a good deal for advertisers.
Why advertisers like her: "Anak ng dating pangulo 'tapos may gall maging gano'n ka-annoying: that's actually a bit impressive, a feat. May subtle charm din ang irony ng panay niyang pagpapa-self-important sa konteksto ng supposed selflessness ng magulang at utol niya… [Compared to the perceived impenetrable quality of the Aquinos], refreshing naman ang apparent transparency ni Kris dahil non-stop siya sa kanyang pagdaldal 'to speak her mind when she feels like it.'" Angelo Suarez of Ace Saatchi and Saatchi
New on her list: Maggi Mix, Goldilocks, Kashieca, Eight o' Clock, 555 tuna, Pantene Shampoo, San Miguel Beer, Pampers Diapers, Smart Communications, Gynepro Feminine Wash, San-San Cosmetics, Eurotiles, Philip Stein Watches
Past endorsements: Purefoods Chunkee Corned Beef, Casino Femme Rubbing Alcohol, Heartvit Food Supplement, Oishi Prawn Crackers, Magnolia Chicken, San Miguel Supremo Vinegar, White Cat Detergent
Gallery images by Warren Espejo, photographs by Noel Orsal of PEP.ph.