Tag: Philippines

Philippines – Beauty brand Dove is advocating for body positivity among Filipina athletes in its latest International Women’s Month campaign.

Dove’s campaign spotlights ‘The Invisible Game’ of a usually underrepresented sector: women in sports. It highlights female athlete’s battles, especially their struggles with body insecurity, and empowers them to continue their sport.

The campaign video underlines these hidden battles, juxtaposing their moments of triumph and personal struggles. Featuring professional Filipina athletes Michelle Cobb, Inna Palacios, and Sofia Gonzalez, the digital video encourages its viewers to help uplift women amidst ‘The Invisible Game.’

Continuing its efforts to foster body positivity, Dove showcased over 60 Filipina athletes and their bodies that power their wins. The initiative turns their insecurities into ‘Invisible Wins,’ helping female athletes embrace their bodies.

Additionally, Dove has teamed up with Atleta Filipina, an organisation dedicated to empowering young female athletes in the Philippines. Through the partnership, Dove and Atleta Filipina hosted a ‘Spartans Boxing Club’ event on International Women’s Day, catering to young athletes.

Dove and Atleta Filipina is also set to launch the first season of a new digital interview series, celebrating Filipina athletes and their sports victories. The series, titled ‘Atleta Filipina: She Speaks,’ is bringing in guest athletes to share their battles along with their wins to inspire other athletes in their journeys.

“Dove is unwavering in its commitment to do the work in keeping every woman seen, heard, and celebrated—especially as we aim to uplift the Filipina athlete community by shedding light on an issue that has long since plagued our female athletes. Our efforts will not end in March, and we see this as just the beginning of creating a better, stronger, more visible community of Filipina athletes in the future,” Shantel Gruenberg, assistant brand manager for Dove Deos, said.

Philippines – SM Supermalls is advocating for a waste-free future through its nationwide ‘Trash to Cash’ (TTC) initiative, where people can exchange recyclables for cash. 

The program led to SM Supermalls collecting over 12 million kilograms of waste in 2024, generating a total of more than P28m earnings for participants.

TTC is part of SM Supermalls’ ‘Waste-Free Future’ campaign, which has been running since 2007. It promotes proper waste segregation and recycling while enhancing environmental awareness. The financial benefits also empower communities.

SM Supermalls nationwide hold the TTC every first Friday and Saturday of the month, making it convenient and accessible for individuals to participate.

Drop-off points are spread across 87 malls in the Philippines, where customers can dispose of papers, plastic bottles, and other recyclable waste.

More than reflecting SM Supermalls’ sustainability strategies, it also allows individuals to contribute to the circular economy and eliminate waste pollution.

“TTC is more than just a recycling program—it’s a movement that enables communities to turn environmental responsibility into real opportunities. By participating, people not only contribute to waste reduction but also gain financial incentives, proving that sustainability can be both impactful and rewarding,” Steven Tan, president at SM Supermalls, said.

Philippines – LG Electronics has appointed the digital agency DDB Philippines to handle its social and digital communications locally. 

As part of the partnership, DDB Philippines will lead LG Electronics communications strategy for its product portfolio.

The appointment underscores the agency’s expertise, with the new partnership signalling a good start this year for DDB Philippines.

LG Electronics, a major consumer electronics corporation, has a wide range of products spanning home appliances, entertainment, and business solutions. 

“It’s only February, and we’re already setting the pace for what’s to come. Winning another global brand reflects the strength of our people, our creativity, and our deep understanding of brands that make a difference in people’s lives. We’re beyond excited and grateful to work with the brilliant brand team of LG Electronics,” Shackie Caccam, deputy executive creative director of DDB Philippines, said.

“Influencing the course and future of this leading global brand in the Philippines is a dream milestone for us at DDB, and a shoutout to the young team for their hard work and accountability to the craft,” Caccam added.

Manila, Philippines – AdSpark has acquired DeepSea and Secret Menu, cementing its status as a leading adtech platform by offering a more unified and seamless client experience.

The merger integrates DeepSea’s programmatic advertising capabilities–catering to agencies, independent advertisers, and publishers–and Secret Menu’s expertise in branded content production; including commercials and music videos, diversifying AdSpark’s adtech ecosystem to offer businesses an efficient way to engage audiences while providing creative content that resonates.

AdSpark also introduced their new service: ‘SparkTech,’ a suite of AI-powered tools designed to help businesses improve performance, increase operational agility, and enhance customer experience. 

One of these tools is ‘Generative Response Ads,’ the first of its kind in the world that was launched in partnership with GMS, an AI and adtech expert.

These AI-driven ads allow consumers to engage in real-time conversations within advertisements, providing tailored responses that match the brand’s voice and messaging. This feature streamlines the customer journey and reduces the number of clicks required for conversion.

With the addition of DeepSea and Secret Menu and the launch of SparkTech, AdSpark is well-positioned to lead the way in delivering integrated advertising solutions for today’s dynamic digital environment.

JL Erestain, chief operating officer at AdSpark, said, “We are excited to bring DeepSea and Secret Menu into the AdSpark family. By integrating their strengths, we can offer clients a more comprehensive solution for both programmatic and creative advertising needs, all within one platform.”

Meanwhile, Raf Del Rosario, chief commercial officer at AdSpark, commented, “SparkTech is a breakthrough for the adtech industry. By utilising generative AI, SparkTech allows businesses to provide personalized experiences for customers, ultimately driving results and improving the effectiveness of campaigns.”

Lastly, Mell Yazon-Tolentino, general manager at Secret Menu, expressed, “Becoming part of AdSpark offers us a unique opportunity to leverage data-driven insights to create bespoke creative solutions that address our clients’ challenges and needs. We are confident that this partnership will elevate our capabilities, enabling us to generate fresh, innovative ideas that cater to a broader range of clients and industries.”

Philippines – KitKat Philippines, in collaboration with VML Philippines, has launched a creative new campaign that reimagines its iconic chocolate bar as a practical tool for small business owners, cleverly embracing a unique Filipino tradition of taking short breaks.

Called the “KitKat Break Bar,” the campaign offers a light-hearted take on a common challenge for small businesses in Metro Manila with limited staff. Drawing from the local practice of using everyday objects as makeshift door barricades during short breaks, it introduces a playful alternative by repurposing KitKat as a break-time signal.

As part of the campaign, KitKat PH and VML PH introduced specially designed KitKat Break Bars, which can be placed between door handles to signal a temporary closure, giving employees a simple way to take a brief, uninterrupted break.

KitKat Break Bars were distributed to local shops across Metro Manila, offering a playful alternative to the makeshift barricades commonly used during short breaks. Small business owners have also welcomed the initiative as a useful and relatable solution.

“KitKat has always been synonymous with breaks. The campaign champions breaks for shop owners, playing on an existing Filipino behaviour with the signature KitKat humour,” said Jin Nataniel Ong, senior brand manager of KitKat.

Meanwhile, Sara Borquezo, a food stall manager in Quezon City, commented, “This is a big help to us. We no longer need to improvise a door closure when we need a break.”

KitKat and VML’s initiative combines cultural insights with creative problem-solving to address common challenges faced by small businesses. By recognising the universal need for breaks, the campaign has drawn interest from both business owners and the advertising industry.

Maan Bautista, executive creative director at VML Philippines, said, “The best ideas are drawn from genuine insights. It’s rewarding to see a brand and culture blend so seamlessly. Transforming the KitKat into a physical symbol of Pinoy small business breaks reinforces our message: KitKat is there whenever you need a break.”

The future of retail and e-commerce in the Asia-Pacific region is evolving at an unprecedented pace, driven by rapid technological advancements and shifting consumer behaviours. As digital transformation accelerates, businesses must navigate the complexities of emerging technologies and immersive shopping experiences. At the same time, the region’s diverse markets present unique challenges in localisation, logistics, and customer engagement strategies.

With mobile-first economies–which is something that is very evident in the region–influencer-driven purchasing trends, and increasing demand for seamless omnichannel experiences, brands must continuously adapt their strategies to remain relevant.

In response to this industry convergence, MARKETECH APAC and its sister publication UpTech Media have joined forces to launch the Retail & E-Commerce Innovation Marketing & Tech Summit conference series which aims to unite industry leaders, marketing experts, and tech innovators to explore the latest trends, strategies, and technologies driving the evolution of retail and e-commerce in the region.

Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2025

Kicking off the series this year is the Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2025 which will be held on 22 May 2025 at Sheraton Petaling Jaya, offering attendees a unique opportunity to connect with industry pioneers, redefine their strategies for retail and e-commerce, and seize new growth opportunities in Malaysia’s rapidly expanding market.

The event’s first lineup of speakers include:

  • Low Ngai Yuen, Chief Merchandise & Marketing Officer at AEON
  • Siew Lai Wong, Chief Marketing Officer at BIG CARiNG Group
  • Anand Taparia, Regional Senior Director of Marketing for MY, BN, SG, and ID at Colgate-Palmolive
  • Sreeratha Govindasamy, Head of Customer Care at Philip Morris International
  • Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe Sdn Bhd
  • and more to be announced!

This conference follows the success of the E-Commerce Marketing in Malaysia 2024 conference, held on 25 July 2024.

Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Philippines 2025

Next up, the conference heads into the Philippines with the Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Philippines 2025. Happening on 25 June 2025 at Shangri-La The Fort, Manila, this conference is aimed at revolutionising Philippine commerce, and will unite industry leaders, marketing experts, and tech innovators to explore the latest trends, strategies, and technologies driving the evolution of e-commerce.

The conference is also rooted in the success of the E-Commerce Marketing in the Philippines 2024 conference, which happened on 8 August 2024.

Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Indonesia 2025

Last but not least, the conference series will be making its debut in Indonesia with the launch of the Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Indonesia 2025, happening in November 2025.

Joven Barceñas, founder and CEO of MARKETECH APAC and UpTech Media, said, “The future of retail and e-commerce in Asia-Pacific hinges on the seamless fusion of technology and marketing. By fostering discussions on innovation, consumer trends, and digital transformation, businesses can unlock new opportunities, stay competitive, and shape the next era of commerce in this dynamic region.”

For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; for registrations, reach out to Hans Policarpio at [email protected]; and for sponsorship, reach out to Joven Barceñas at [email protected].

Philippines – Cadbury teamed up with Ogilvy Philippines, Indonesia, and Singapore for a Valentine’s Day campaign celebrating the beautifully imperfect nature of real love.

Cadbury’s campaign highlights how the most meaningful love stories often defy clichés and expectations. It embraces the complexities of real relationships—from the rollercoaster of emotions and differing tastes to shared vulnerabilities and steadfast support through life’s ups and downs.

The campaign features a film depicting a couple embracing their imperfections and celebrating the unique differences that strengthen their bond.

Alongside the campaign film, Ogilvy, in collaboration with Bulletproof, has introduced a limited-edition split-heart package design for the campaign. The design, which symbolises two halves of a whole, highlights individuality within relationships, representing contrasting preferences such as music genres and travel destinations.

The packaging visually conveys the campaign’s central message: that love finds harmony in difference, illustrating how two distinct individuals can come together to form a meaningful connection.

The limited-edition Cadbury split-heart packaging was released in Indonesia and the Philippines.

Philippines – Superapp Grab is surprising Filipino couples with a walking delivery bag this Valentine’s Day in its latest marketing campaign.

In a series of surprise videos on social media, Grab personified its delivery bag to humorously serve Filipino couples on their dates.

While injecting comedy into the videos, Grab highlights its offerings that can make Valentine’s celebrations better. It emphasises how users can order cakes from GrabFood and flowers from GrabMart alongside booking a ride with GrabCar.

Through the video, Grab showcases how celebrations of love can be made affordable and seamless for Filipino couples.

Grab also launched various promos for users of GrabCar, GrabMart, and GrabFood in time for Valentine’s Day.

Philippines – McDonald’s Philippines is celebrating long-lasting love in its latest #ForeverDate campaign, transcending age, just in time for Valentine’s Day.

The heartfelt film, ‘Love Ko ‘To Forever,’ celebrates steadfast love that lasts throughout decades, having McDonald’s as a witness to the relationship. Starring actors Eva Darren and Leo Rialp, the film shows how love continues to bloom in spite of ageing as the two set out on weekly McDonald’s visits.

The film, conceptualised by Leo Manila and directed by Film Pabrika’s Joel Limchoc, follows the story of a husband helping his wife prepare for their McDonald’s date, as her hand trembles from old age. 

As part of the campaign, McDonald’s is also inviting people to celebrate and share their ‘forever dates,’ whether with a partner or friend.

“In a time when social media is filled with stories of fleeting love and viral breakups, it’s good to be reminded that such love exists. We hope that by sharing this feel-good film this Valentine’s Day, we will fill our timelines with more heartwarming stories about true love. We started with this and now, we are looking forward to people sharing their own #ForeverDate stories,”Ada Lazaro, chief marketing officer at McDonald’s Philippines, said.

“McDonald’s has played an important part in countless love stories, so we loved the idea of showing how even simple acts – like sharing fries on a park bench – can provide genuine moments of happiness and reconnection. Now, by inviting others to share their own love stories, McDonald’s hopes to continue celebrating a demographic that’s often invisible in popular culture, while showing that love, in its purest form, is unyielding and timeless,” Raoul Panes, Leo Manila’s chief creative officer, commented.

Philippines – Metro Pacific Investments Corporation (MPIC)’s digital healthcare arm mWell is set to acquire Ayala Group’s telehealth provider KonsultaMD. According to Manila Bulletin, the acquisition is for 100% of KonsultaMD, with its cost remaining undisclosed.

According to mWell, the acquisition reinforces its position as the largest digital healthcare platform in the Philippines.

While KonsultaMD is set to operate under mWell, the telehealth provider will keep its brand, allowing its users to access key healthcare services. With a unified platform, MPIC expands its existing network, tapping into KonsultaMD’s significant user base and expertise.

Meanwhile, Ayala Group plans to continue supporting mWell and KonsultaMD after the acquisition.

KonsultaMD is a telehealth app under 917Ventures, a subsidiary of Globe. mWell is also a health app with millions of users.