Tag: Philippines

April Fools’ Day has come and gone once again, bringing with it a wave of pranks and playful antics. As always, brands didn’t miss the opportunity to join in on the fun, using humor to engage their audience and showcase a more lighthearted side.

In the Philippines, companies have fully embraced this tradition, rolling out clever and amusing April Fools’ campaigns. Here are some of the most creative and entertaining ones we spotted this year.

Cebu Pacific

The popular low-cost airline seems to really tap into our shared love for singing, as they ‘announced’ that beginning April 1st, passengers must be able to birit or sing at a prolonged moment using a higher-pitched voice. Moreover, it also ‘asked’ passengers to practice their choice of song before boarding the plane to ‘ensure a timely, smooth, and seamless boarding experience’.

McDonald’s

This one is too relatable: McDonald’s April Fool’s gag plays on the irresistible urge to get some French fries from your friend or loved one, but teases the viewer that it’s April Fools, and that the fries should be for only who actually bought them.

LBC

Remember the time when Neil deGrasse Tyson said in an interview that spherical boxes are more efficient than conventional square boxes? Worry no more, as popular courier service LBC is proud to ‘release’ to the public its kilobox bilog, the ‘first’ round box available for shipping anything round nationwide.

Clover Chips (Leslie’s)

When you think of an exotic chip flavor, what do you imagine? Wasabi? Peach? Definitely not balut–right? Turns out, Clover Chips wants to ‘elevate’ the chip experience with their ‘Sea Salt Balut’ flavor, perfect for those who want to try our exotic delicacy without the risk of encountering a fully fertilised duck when you’re just about to eat it.

Angkas

If you really are very environmentally-conscious with your choice of transportation for travelling, popular motorcycle ride-hailing service Angkas has announced its eco-friendly venture ‘Angkas EcoMode’, giving a zero-emissions-guaranteed travel experience. Plus, with their riders switching to bicycles, passengers are provided with proper gear equipment for safety–you can also pedal for a proper workout!

Pizza Hut

For this gag, pizzas are the true stars of the show–but Pizza Hut now says their Hawaiian Pizza is now pineapple-free? And while you are still processing this, perhaps you can beat the heat with their three ‘newly-launed’ pizza punches. The flavors ‘available’ are Hawaiian Supreme Punch, Super Supreme Punch, and Bacon Cheeseburger Punch.

Domino’s Philippines

If the last entry shared that they are removing pineapples fully in their Hawaiian, this one fully embraces it, perhaps a bit too much. While the brand asks the question if it’;s genius or a joke, the real question is: if someone gets the pizza with the biggest diameter, will they have a pineapple of the same diameter on standby?

Trust Condoms

This one…you don’t really play it in public. This condom brand has ‘announced’ a new condom variant that releases a high-pitched note every time it is…used. (Don’t ask us for more context).

Jollibee (United Kingdom)

The British arm of Jollibee really had to go the extra mile–quite literally. Introducing the Long Spaghetti, Jollibee ‘claims’ they had to discontinued every other product just to promote their new product, stretching across huge swaths of land in the UK.

CoCo Fresh Tea & Juice

Want to enjoy a cup of milk tea but you’re still watching your weight? This milk tea brand has released ‘CoCo Air’, the true zero-calorie milk tea experience! Just make sure to savour every last drop of it!

Philippine Star

Last but not least, Philippine Star really plays into our frustration of images not loading properly on social media across our phones–but this one just really makes chuckle at how we fell for it the first time we saw it.

Philippines – Insurance company AIA Philippines has forged a partnership with educational free-to-air cable channel Knowledge Channel Foundation, Inc. (KCFI) to promote a healthy lifestyle for Filipino students.

Through the collaboration, AIA is extending its AIA Healthiest Schools (AHS) program to the public schools within KCFI’s network. It leverages KCFI’s reach and expertise in producing educational content to promote the well-being of students. 

The partnership will see KCFI developing and broadcasting educational materials on health for upper primary students. Throughout a series of 10-minute episodes, KCFI will tackle AHS topics such as healthy eating, active living, and mental well-being.

Each episode is set to address students’ physical and mental well-being, inspiring them to incorporate healthy habits into their lives.

AIA aims to make healthy living more accessible and inclusive to Filipinos. The move is aligned with its recently launched ‘Rethink Healthy’ campaign, which encourages individuals to redefine their approach to well-being.

The series will run on free-to-air television, cable, satellite, and online channels.

“We are thrilled to partner with AIA Philippines to bring the AIA Healthiest Schools program to more young Filipinos in the country,” Rina Lopez Bautista, KCFI president and executive director, said. 

“This partnership will enable us to create and deliver high-quality, holistic health educational content that will empower students to make informed choices about their overall well-being. We believe this initiative will contribute significantly to creating healthier generations,” Bautista added.

“The AIA Healthiest Schools program is designed to create a more inclusive environment that supports the health and well-being of students, in ways that are attainable, practical and sustainable for them,” Melissa Henson, AIA Philippines chief marketing officer, said. 

“By joining forces with Knowledge Channel Foundation, we’re amplifying the program’s impact and ensuring that its vital lessons reach a wider audience. We’re confident that this partnership will empower more students to take control of their health, well-being, and future,” Henson added.

Philippines – Media company Hepmil Philippines has appointed Joanna Chan Mojica as chairperson of the board to lead the company’s growth in the advertising industry.

Taking on the new role, Mojica is set to oversee and advance Hepmil’s vision to lead the Philippines’ digital advertising industry. She will report to Karl Mak, Hepmil Media Group’s CEO and work closely with Erwin Razon, Hepmil Philippines’ general manager.

Mojica is concurrently serving as president of AmplifAI Media Services and shareholder of Metropolis Evolving Media Solutions. She also held leadership roles at Unilab Inc., Dentsu Aegis Network Philippines, Starcom MediaVest Group, GroupM, MindShare and J. Walter Thompson.

Hepmil Philippines is a subsidiary of Hepmil Media Group in Singapore. It has worked with clients such as Jollibee, Unilever, Unilab, CDO, and Century Pacific Food.

Mojica commented, “The landscape of content and advertising is shifting—audiences crave authenticity, brands seek cultural relevance, and creators are at the forefront of this evolution. Hepmil Philippines is in a unique position to drive this transformation, bridging the gap between brands and creators in a way that is both strategic and impactful. I look forward to contributing to this journey, while also continuing to champion innovation across the broader media and marketing ecosystem.”

“Joanna brings unmatched expertise and a legacy of leadership to our team. Her strategic vision aligns perfectly with our mission to innovate and grow in this dynamic industry. With her steering the board, we’re poised to set new benchmarks for excellence,” Razon said.

Mak said, “Hepmil Philippines has been our group’s standout growth market since we entered as a startup in 2018 through PGAG. Joanna has been a mentor, advisor, and friend to us from day one, guiding our journey with her unparalleled insight.”

“With the introduction of Hepmil Creators Network and Hepmil’s Social Commerce offerings, we’ve achieved an impressive 70% CAGR over the past four years, partnering with iconic brands like Jollibee and Unilever, and top agencies like Publicis Groupe and GroupM. Securing an industry veteran of Joanna’s calibre as Chairperson is a strategic move—her values align seamlessly with Hepmil’s mission, and her leadership will have a profound impact in mentoring our young leaders as we drive the next chapter of growth in the Philippines’ digital advertising and creator economy,” Mak added.

Hepmil Philippines introduced its talent programmes, including its social commerce solutions and incubation programme, in 2023 to strengthen the creators under its network.

Manila, Philippines – Fiber broadband and technology provider Converge ICT Solutions is working with global satellite internet constellation firm to deliver broadband internet to remote regions in the country. This collaboration aims to bring unparalleled, high-speed, low-latency satellite solutions to businesses and government sectors nationwide.

With Starlink’s high-bandwidth, low-latency connectivity, Converge can serve industries that demand reliable and resilient internet, such as construction, mining, agriculture, retail, and hospitality, in far-flung areas which are too expensive to reach via fiber connectivity.

Moreover, as an authorised Starlink reseller, Converge offers end-to-end turnkey solutions, including installation, network management, monitoring, and maintenance. 

Dennis Anthony Uy, CEO and co-founder at Converge said that this move is a vital step in the company’s evolution from a telecom provider to a full-fledged technology powerhouse.

“We’re among the few in the Philippines authorised by Starlink to resell its services—an acknowledgment of our deep market expertise and commitment to meeting the evolving needs of both enterprise and government clients. More importantly, this is about transforming the way businesses operate. We’re bringing solutions that empower industries to scale and innovate, even in the most remote areas,” he said.

Meanwhile, Sherie Ng, managing director of Converge Singapore, a wholly-owned subsidiary of Converge ICT Solutions, commented, “Converge already has a formidable fiber network across the country. But we believe that by beefing our satellite-powered connectivity solutions, we can charge full speed ahead in expanding our Global Business portfolio. This collaboration with Starlink is a key pillar to this aspiration.”

She added, “Many businesses operating in remote and underserved regions still struggle with unreliable internet. By integrating Starlink into our suite of products, we’re unlocking new opportunities for these industries and the countless Filipinos who depend on them.”

Plans to expand Starlink in the country began in 2022 when the Elon Musk-owned company entered the country as part of its Southeast Asian expansion. 

At that time, Starlink Internet Services Philippines Inc. was registered as a Value-Added Service (VAS), and is mandated facilitate its operations in the country bringing the low earth orbit (LEO) satellite internet technology into a nation fraught with unstable internet connections.

Philippines – Mega Prime Foods Inc. (MPFI), a food and beverage manufacturing company in the Philippines, has expanded to Dubai, strengthening its global footprint. With the expansion, MPFI has launched its leading products in the market including Mega Sardines, Mega Mackerel, Mega Prime Corn & Mushroom, and Mega Prime Nata.

To amplify MPFI’s products, it participated in ‘Gulfood 2025’ at the Dubai World Trade Center, a food and beverage exhibition. It also participated in ‘Barrio Fiesta Dubai’ and an event at Kooya Filipino Eatery, which featured Filipino influencers in Dubai. This includes influencers Love, Josie, Bengs Hyu, Pinay Indian Accent, and Kai Torreflores. 

As part of the expansion, MPFI has forged a partnership with Baqer Mohebi Enterprises, making its products available for purchase at Baqer Mohebi Supermarkets across Dubai.

Beyond making MPFI’s products available for Filipinos in the United Arab Emirates, the expansion also aims to cater to Dubai’s diverse communities. It reinforces the company’s vision to “bring pride to Filipinos.”

MPFI sees Dubai as significant to its international growth as it is a leading culinary hub in the Middle Eastern market. As a global trade centre with a diverse population, Dubai also presents a demand for international flavours that MPFI can meet.

As part of its strategy, MPFI’s entry into Dubai aims to solidify the company’s position as a global player in the industry while remaining committed to maintaining its quality.

The expansion comes as MPFI celebrates its 50th anniversary in the food manufacturing industry.

Michelle Tiu Lim-Chan, president and CEO of Mega Prime Foods, said, “Our entry into Dubai is a milestone that reflects our commitment to delivering high-quality Filipino flavours to the global stage. We are excited to connect with international partners and expand our reach, ensuring Mega Prime Foods remains a trusted name in households worldwide.”

Philippines – Listerine is debunking oral hygiene myths for Filipinos in its latest campaign this National Oral Health Month. Through its ‘#CompleteMouthProtection’ campaign, Listerine is raising Filipinos’ awareness of proper oral care.

To address the misconception that brushing alone is enough for good oral hygiene, Listerine launched activations and collaborated with influencers to encourage Filipinos to use mouthwash in their oral care routine.

In an in-store retail raid, Listerine partnered with influencers Arshie Larga and Mikee Reyes to show how hidden germs can be left in their mouths after brushing. Using blacklight technology, Listerine exposed hidden plaque, which can be prevented through rinsing with mouthwash.

Larga, a licensed pharmacist and Listerine’s brand ambassador shared, “I hear people complain about oral problems only when symptoms appear. It’s scary because it’s often too late. I appreciated how Listerine literally ‘shed light’ on our mouths with this campaign and taught us how brushing alone isn’t enough.”

Reyes added, “I didn’t believe it at first, but after testing my mouth together with the oral care consultants, I saw the germ residue myself. And first didn’t believe because I brush daily. Thanks to Listerine, I now understand how crucial brushing AND rinsing is to complete my oral care routine.”

As part of the campaign, Listerine is also increasing Filipinos’ access to oral care consultants nationwide. Shoppers at select Robinsons, Shopwise Supermarkets, and Watsons Drugstores can enjoy free oral health checks every weekend until December 28, 2025.

The campaign is in line with the Department of Health’s ‘Ngiting 70:20’ initiative, which aims to help Filipinos retain at least 20 teeth by the age of 70.

Manila, Philippines – Local telco giant Globe Telecom has named Roche Vandenberghe as its new chief marketing officer. She joins Globe Telecom following a 10-year stint with FWD Insurance Philippines.

In an exclusive conversation with MARKETECH APAC, Roche stated that as the newly appointed CMO for Globe Telecom, she will focus on amplifying the brand’s effectiveness by enhancing coverage, sharpening their master brand impact, and driving brand lift to solidify competitive edge. 

“More than just connectivity, we are committed to creating wonderful experiences—empowering people with choices, helping them overcome challenges, and enabling them to discover new ways to enjoy life. By strengthening our brand presence and delivering meaningful innovations, we aim to continue uplifting the lives of Filipino customers and businesses,” she stated.

Lessons learned

Roche was most recently the chief marketing and digital business officer for FWD Insurance, stemming from an expanded role of her previous chief marketing officer role back in April 2022. 

During her time at FWD Insurance, she spearheaded local campaigns highlighting the greater need of insurance amongst Filipinos. In addition, she also led initiatives to target specific demographics, such as gamers, to decode their consumer behaviour and how insurance can help in their daily life.

Looking back, Roche highlighted three key principles that she will bring to Globe: Customer-Centricity at the Core, Data-Driven Marketing, and Embracing Experimentation.

“Understanding and anticipating customer needs is paramount. I will ensure that every marketing initiative is designed to create wonderful experiences, empowering Filipinos with choices that enhance their digital lifestyles,” she said.

Speaking about data-driven marketing, Roche added, “Leveraging data analytics will enable us to craft more personalised, relevant, and impactful programs and campaigns, strengthening customer engagement and brand loyalty.

Meanwhile, she also further added, “Innovation thrives in a culture that dares to challenge the status quo. By fostering agility and continuously testing new ideas, we can uncover groundbreaking ways for customers to enjoy life through Globe’s products and services.”

On industry jump and what’s next for Globe

When asked about her industry jump from the insurance industry to telco, Roche said, “Before moving to insurance, I spent several years driving advertising strategies for leading tech and telecom brands across the Philippines, Malaysia, Indonesia, and Vietnam. This experience gave me a strong foundation, allowing me to quickly integrate insights from both sectors to drive impactful marketing initiatives.”

Prior to her 10-year stint with FWD Insurance, Roche was the general manager for TCP-TBWA\ Indonesia from 2009 to 2012, and has handled the marketing consultancy mandate for pay TV operator TelkomVision. Prior to that, she was also a global brand director for BBDO Worldwide from 2007 to 2008.

On the other hand, when asked about the key marketing trends that we will be seeing more locally this year, and how does Globe aim to respond to these trends, Roche said, “Globe is committed to pursuing Customer Experience as our differentiator. As we do so, we will deliver more purpose-driven marketing that resonates, foster more authentic and personalised one-on-one connections that build trust, and drive more innovation for incremental growth to keep enhancing the way people live and connect.”

Philippines – Local retail company National Book Store has pulled out money envelopes from its ‘election materials essentials’ collection following a request from the Philippines Commission on Elections (COMELEC), according to a report from the Philippine Daily Inquirer.

National Book Store president and CEO Adrian Ramos has assured COMELEC in a letter that the order to eliminate coin and small money envelopes in the said category has been disseminated to all of its branches nationwide.

Ramos’ letter read, “While we understand and appreciate your point that small money/coin envelopes might be used in illegal activities such as vote-buying during election season, we assure your good office that there was no malice nor any ill-intention on our part to attribute the marketing and use of the said envelopes to vote-buying.”

He said National Book Store remains compliant with COMELEC’s rules and is “supportive of its programs.”

COMELEC’s request letter, signed by chairman George Erwin Garcia, cited the “in-store marketing strategy” as potentially spreading the idea of vote buying as a norm.

Though acknowledging that the envelopes can be used for purposes such as payments for watchers and suppliers, COMELEC sought a “corrective action” to prevent the normalisation of vote buying.

“We do not wish to interfere on how National Book Store conducts its business, but we also worry that impressionable children and minors who frequent your stores may be led to believe that the illegal practice of vote buying is societally condoned,” Garcia said.

MARKETECH APAC has reached out to Ramos for more information.

Besides money envelopes, National Book Store’s ‘election materials essentials’ include pens, glue, scissors, and stamp pads.

The 90-day campaign period for the 2025 midterm national elections in the Philippines began on February 11 to May 10, 2025, applying to senatorial candidates and party-list groups.

Meanwhile, candidates for local posts begin their campaign from March 28 until May 10, 2025. The Philippines’ election day is on May 12.

Philippines – Globe Business, the corporate arm of telecommunications company Globe, is inspiring enterprises to boldly transform in its latest campaign. The ‘Choose the Courage to Transform’ campaign showcases how the company is committed to being a trusted business partner.

Through the campaign, Globe champions the ‘Courage to Transform’ mindset, calling on businesses to make bold decisions that lead to long-term success.

Globe unveiled the campaign during its ‘Partner’s Collaboration Night, which gathered its partner organisations to ratify its commitment to fuelling their digital transformation. The message comes amidst emerging challenges in the digital age, including a lack of proper infrastructure and upskilling.

The event highlighted the campaign film, which underscores how Globe Business enables enterprises to be connected with the right people and networks for their growth.

The film follows the story of a leader struggling to close a deal with investors but manages to spearhead his company’s digital transformation after taking a bold leap with Globe as a partner.

 “Like the stories we’ve brought to life in our campaign film, true transformation demands more than just technology. We strive to be their trusted partner, helping Philippine enterprises to not only adapt, but also lead in the digital economy,” KD Dizon, head of Globe Business, commented. 

“We take the time to truly understand our clients’ needs, offering personalized insights and the right tools to address their unique challenges. Guided by our genuine care towards their growth, we are committed to helping our clients confidently step into the future and achieve their business goals,” Dizon added.

Globe Business provides solutions for enterprises, driving digital transformation and operational efficiency. It also offers cloud, cybersecurity, and enterprise application services.

Philippines – AirAsia rewards, Capital A’s loyalty program, has teamed up with SM Group to launch a loyalty program for SM Advantage Card (SMAC) members. Through the partnership, members can increase the ways they can enjoy their points on both AirAsia rewards and SMAC’s programs.

The ‘My SMAC, My MOVE’ collaboration enables a two-way conversion of points. Members can turn 200 SMAC points into 300 AirAsia points or 500 AirAsia points to 125 SMAC points.

AirAsia points can be used on flights for over 700 airlines. It can also be used for hotel accommodation, travel and lifestyle perks, which members can redeem on the AirAsia MOVE app.

SM and AirAsia inked the partnership on March 5 at the SM Retail Headquarters, Pasay City.

Nicole Tan, chief business officer of AirAsia rewards, said, “We are excited to team up with the Philippines’ biggest loyalty program to offer a truly rewarding experience for both SMAC and AirAsia rewards members. This partnership allows members of both programs to maximise the value of their points, whether by turning everyday shopping into travel adventures or using AirAsia rewards for more shopping perks.”

“We are excited to launch this collaboration with AirAsia rewards. By combining shopping and travel rewards, we’re enhancing the value of our loyalty program and offering more meaningful experiences to our members,” Patrick Cua, chief operating officer of SMAC, said.

Ricky Isla, CEO of AirAsia Philippines, commented, “We are positive that this partnership will further boost the appetite of travel tourism in the country.  This reflects our commitment to making travel more accessible and rewarding for Filipinos.”

AirAsia Philippines recently partnered with the Department of Tourism to promote the Philippines as a Muslim-friendly travel destination.