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Kris Aquino tops the list once again. Who else made the cut? Click for more.
Proper marketing is crucial to any brand’s success and having an effective endorser is part and parcel of that. After gathering their first Biggest Celebrity Endorsers list in 2008, YES! Magazine is at it again, only this time, it’s bigger and better, and complete with facts, figures, and ratings. Three years later, the Queen of All Media Kris Aquino remains the country’s most bankable star—that much is a given. But who else made the cut? SPOT.ph gives you a sneak peek at the intriguing list with this unranked Top 10 compilation.
Grab the August 2011 issue of Yes! Magazine to see the complete ranked list of Top 20 Endorsers of 2011.
Artwork by Warren Espejo
YES! Top Celebrity Endorsers of 2011
Endorsements: Maggi Magic Sinigang, Nido Milk, Petron Gasul, Pantene Shampoo, Downy Fabric Conditioner, Olay Facial Cream, Olay Body Soap, Fiesta Noodles, Safeguard Soap, Nestle Ice Cream, Mang Tomas, Eight O’ Clock Powdered Orange Juice Drink, Goldilocks, Glaxo Smith-Kline, Magnolia Chicken Station; (print and billboard) MET-C Whitening Capsules, Boardwalk, Figlia Shoes, Magnolia Nutri-Oil, Philip Stein
Why she sells: “Kris has never been afraid to share her interior life. She has always been transparent. There are so many chapters in her life… but through it all she has never been afraid to make mali (a mistake),” said ABS-CBN Business Unit Head Deo Edrinal.
Vivacious, overly dramatic, garrulous as she is, Kris, above all things, is a genuine person anyone can relate to. Plus, we just can’t wait to hear what comes out of her mouth next.
Photo courtesy of Philip Stein
Endorsements: Rejoice Shampoo, Whisper Sanitary Napkins, Goya Chocolate, Coke, Nescafe Classic, Chowking, Payless Pancit Shanghai, Olay Body Bar, Skin White 3 in 1 Face Powder; (print and billboard) Bench Apparel, Cherry Mobile, Monami Gel Pens, Adidas, Unisilver Jewelry, SMDC Properties, Charms & Crystals, Faces & Curves
Why she sells: “She was a nobody. She began with a reality show. She was able to make it! She was able was able to make her dreams come true,” Star Magic Head Johnny Manahan said.
“Aspirational” is what Kim is. Watching her on TV and seeing her ads motivate others to work hard for their dreams, just as she did. The youngest member of the Yes! list, the 21-year-old Cebuana native still has a lot of time to collect more fans and gain a massive following—definitely a plus for interested advertisers.
Photo courtesy of Bench
Judy Ann Santos
Endorsements: (multimedia) Lactum, Myra E, Samsung, Lactacyd, Sun Cellular, Del Monte Pineapple, Milkita Lollipop, Tropicana, Flawless; (print and billboard) Natasha Casual Apparel
Why she sells: “She’s credible because she grew up in front of us. Lumaki siya sa paningin natin. Parang alam na natin ang buhay niya as a person. Hindi lang endorser, pero parang you can relate to her, ganong tipo,” an unnamed advertising executive said.
Since she was young, Judy Ann has had the masa vote but her marriage to posh host Ryan Agoncillo broadened her marketability even more. Through the years, Judy Ann has gone from soap opera superstar to doting family woman—again, garnering more fans along the way.
Photo courtesy of Flawless
Endorsements: Maxipeel Facial Care, Maxipeel Body Soap, San Marino Corned Tuna, San Marino Tuna Paella, San Marino Sandwich Spread, Honda Motorcycles, Panasonic Appliaces, Real Leaf Green Tea, Smart Talk ‘N Text; (print and billboard) Karimadon Ladies’ Wear, Cathy Valencia Skin Center; Knorr Real Sarap Darna capsule
Why she sells: “Despite whatever you hear about her… may kinang siya, e, physically. The female consumer looks forward to buying the products she endorses, not so much because of her personality but more because of her balat,” Laura del Rosario-Dorotheo, McCann Worldgroup Philippines business group director, said.
Marian’s undeniably gorgeous face is her moneymaker—which explains why a bulk of her endorsement deals is for beauty products. Who wouldn’t want to look like this doe-eyed mestiza?
Photo courtesy of Maxipeel
Endorsements: Nestle Ice Cream, Nido Fortified Milk, Tempra Syrup, Lucky Me Pancit Canton, Maggi Magic Sabaw; (print and billboard) Zen Zest Loving by Sharon perfume, Marie France, Celebrations by Sharon
Why she sells:“Her image no’ng bata pa siya somehow got preserved: a princess who grew up to be someone the masses love,” said McCann Worldgroup Philippines Business Group Director Laura del Rosario-Dorotheo.
Sharon has a loyal fan base that has been with her since she began her career. The Megastar may have aged a bit but Sharon’s squeaky-clean image is still loved by everyone.
Photo courtesy of Marie France
John Lloyd Cruz
Endorsements: Sun Cellular, Greenwich Pizza & Pasta, Head & Shoulders Shampoo, Lucky Me Noodles, Biogesic, Magic Crackers, Tropicana Fruit Burst, Direct TV USA; Natasha Casual Apparel, Adidas, Swatch, Banana Peel Footwear, Urban Bags, Cherry Mobile, Joel Cruz Signature Perfume, Face and Curves
Why he sells: “May following siya sa girls, and he’s popular sa boys. Kasi he’s like this boy-next-door type of friend. He has this image that he’s a nice boy. A lot of brands love that image, ‘yong clean, easy to talk to, friendly. Patok ‘yon!” said Activations Director of Touch DBB Reena Cruz Robles.
Indeed, John Lloyd’s good-boy looks easily give off a dependable image that most people can’t help but trust. He may be one of the country’s most sought after leading men at the moment but he still exudes that boyish, down-to-earth barkada vibe.
Photo courtesy of Adidas
Endorsements: Real Leaf Green Tea, Century Properties, Bench Clothing, Banco De Oro, Clear Anti-Dandruff Shampoo, Century Bangus, Century Corned Tuna, My Phone, Centrum Multivitamins, Sunlife Insurance, Speed Babad Detergent, Quickchow Instant Noodles, NTT Phone Card; (print and billboard) Belo Medical Group, Timex Watches, Sky Travel, Jewelmer, HBC
Why he sells: “Piolo is a cut above the rest. Siya ang pinakagwapo at the moment,” said McCann Worldgroup Philippines Business Group Director Laura del Rosario-Dorotheo.
Piolo’s good looks may be unparalleled but what adds to his charm is his humility. In the Philippines, angas doesn’t sell very well which is fortunate for Piolo, who barely has a pompous bone in his body.
Photo courtesy of Clear
Endorsements: (multimedia) Revicon, Kawasaki Motorcycle, Liveraid Supplements, Trust Condom, Talk ‘N Text, Nutri-Go Cereals; (print and billboard) Jag Jeans, Natasha Casual Apparel
Why he sells: “Ang gusto ng advertisers siguro, ‘yong macho image pa rin. Barako, sports-minded. He’s also been able to maintain his body. He’s into martial arts,” said Robin’s manager Bechay Vidanes.
He may not be the country’s biggest star but no local “idol” defines what it means to be a manly man better than Binoe. With a bad-boy vibe guys want to emulate and a rebel aura that makes girls swoon, Robin maintains a wide and diverse following. He’s also very versatile—he can sing, host, and shift from comedy, drama and action. We’ve yet to see him dance, but we’re sure he will one day!
Photo courtesy of Jag
Endorsements: Sunsilk Shampoo, Charmee Feminine Protection, Elaia Vitamin E, Selecta Ice Cream, Globe Cellular Services, 555 Canned Tuna, Xtreme Magic Sing, Jollibee, Americatel, Cebuana Lhuillier Pawnshop, MyPhone, Nescafe 3-in-1, Belo Medical Group and Belo Essentials; (print and billboard) Natasha Beauty, Unica Hija, X-Play online gambling
Why she sells: “I t is really her X factor na Filipina beauty siya… ‘yong mga bagets, they are enamored by her charisma, her wholesomeness, and her talent,” Rommel Mariano of Publicis Manila said.
In this largely conservative country, having an almost-clean track record and undeniable talent can be your ticket to success—just look at this triple-threat star. Sarah epitomizes the true Filipina—from her morena looks to her strong values.
Photo courtesy of Unica Hija
Carmina Villaroel, Zoren Legaspi, and their twins Mavy and Cassy
Endorsements: Selecta Ice Cream (ads shown in five other Asian countries and they are paid per TVC), Vaseline Shampoo, Champion detergent bar (Carmina only), Cherifer Syrup, Frooty Lollipop; Ensemble (Carmina only), SM Green Bags, Pink Box
Why they sell: “You can never picture (Carmina) as the one who depends on a yaya. You always picture her as the one na nag-aasikaso, a real mom, a nurturing mom,” said McCann Worldgroup Philippines Business Group Director Laura del Rosario-Dorotheo
Nothing is more convincing than a family—and a good-looking brood, at that—coming together for a commercial. The Villaroel-Legaspi clan is a shoo-in for family-oriented products, plus they give off that likable, friendly vibe.
Photo courtesy of SM