ASAP Members and Friends Launch Sendong Fund-raiser to Rebuild Homes

MANILA – January 15, 2012.   Once again, Mother Nature reminds us how fragile life is.   With one calamitous sweep of wind and rain, the world’s deadliest typhoon of 2011 hit land on the thriving cities of Iligan and Cagayan de Oro in mid-December, striking at the dead of night. 

At its wake, Typhoon Sendong caused the death of 1,500 while over 500 are still missing.   It cleared and buried 42,000 homes, leaving nearly 55,000 individuals from more than 5,500 families in evacuation centers.  Homeless and desolate, victims of Sendong now rely on the warmth of a kind hug and the reassurance of a helping hand. 

Known for its bayanihan spirit, feisty Filipinos were up and ready to provide food and water, basic necessities and medicine.   As with Typhoon Ondoy in 2009, everyone was eager to do their own little bit to help.  

Members of Advertising Suppliers Association of the Philippines, along with friends from the United Print Media Group, the Kapisanan ng mga Brodkaster ng Pilipinas and the Philippine Association of National Advertisers, as well as the Association of Accredited Advertising Agencies of the Philippines, the Independent Blocktimers Association and the Technical Group for Events and Entertainment of the Philippines join forces to create one meaningful fund-raiser to sustain Sendong relief efforts.

This powerhouse group of the country’s advertising industry is Cause I’m Sendong All My Love for You, so to speak, in a variety show and concert on January 28 at the Quezon City Memorial Circle.   Supported by the Quezon City local government, and with performances by local artists also on a mission to spread hope, Cause I’m Sendong All My Love for You is sure to be a massive endeavor.

Aimed at generating P1.5 million through a variety of sponsorship packages from P10,000 to P100,000, sponsors are invited to send their donations to Cause I’m Sendong All My Love for You fund-raising concert.  All proceeds from sponsorships and donations will be coursed through the Pelaez Foundation and the Philippine National Red Cross.   Typhoon victims still in desperate need of assistance will benefit through shelter rehabilitation and home building projects. 

‘Cause I’m Sendong All My Love for You is a one-of-a-kind production crafted specially by topnotch industry leaders who have pledged their involvement and services in full commitment in the spirit of hope and goodwill.  -*-

The condiments industry continues to grow especially since the introduction of lower sized SKU’s which are specifically targeted to the mass market. There are key big players in each category but there is opportunity that can cater to the lower mass market segment. In the general trade channels (ie. SSS, MS, Palengke’s), there is presence of a “takal” SKU which caters to the lower D and E segments.

OBJECTIVE: 

To create an attractive yet simple pack design for Condiments Vinegar which will stand out on the shelf when placed side-by-side with the leaders. 
Create a catchy pack design which will use a maximum of 2-3 colors; use solid colors, not much gradients; do away with yellow because most condiment brands use yellow

TARGET MARKET

Demographics
Primary: Home makers, 25-45 years old, Broad C D and E SEC

Psychographics
·       Looks for value for money and convenience
·       Practical buyers
·       Independent
·       Decision makers

Packaging design by Vitalstrats Creative Solutions

amreidizon:

By Willy E. Arcilla
Philippine Daily Inquirer
First Posted 21:20:00 12/17/2009 Filed Under: Economy and Business and Finance

The power of packaging to reel customers in is awesome to behold.

Packaging, after all, helps form a consumer’s first impression of a brand. It is what customers see and read when they pick up a product to bring home to their family.

Packaging acts as a constant reminder and leaves a much longer impression than a 30-second television or radio spot.

Indeed, it is the longest-lasting form of advertising, making it the most cost-effective form of advertising for any brand.

To test the value of good packaging, walk down the aisle of a supermarket. You can immediately tell which aisle sells imported merchandise and which aisle sells local goods.

Most imported items can boast of visually arresting and truly outstanding packaging that project superior quality products and world-class standards. On the other hand, most local packaging looks cheap and inferior, thus underselling the fact that the product quality can match, or even exceed, that of foreign brands.

Proof positive that great packaging sells is that many imported brands on shelves sell despite the absence of advertising support in local markets. The right packaging just makes the products seem irresistible.

Several global brands have even elevated the role of packaging to iconic status, e.g., the classic Coca-Cola hourglass contour bottle and Pepsi’s familiar red-white-blue disc. The green bottle and label have become associated with global beer brand Heineken while the red bowtie has become an integral part of Budweiser’slogo.

Even the long-running Absolut Vodka advertising campaign has been created around a bottle shape that otherwise would have looked plain and ordinary. Brand logos also form such an integral part of a brand’s overall identity and package, e.g., the Marlboro chevron and McDonald’s golden arches; Apple’s partly bitten fruit and Nestle’s familiar bird’s nest.

Yet, despite the vital role that packaging plays in themarketing mix, many local marketers seem skeptical at the thought of paying local designers a fair value for their work.

We should realize that failure to enhance the packaging of products renders them inferior to imported products in a global market, and reinforce the image of Philippine products of being poor quality and cheap. Looking around the Asia-Pacific region, there have been significant strides made in recent years, not only by Japanese brands, but also fast-moving and high-ticket items coming out of South Korea and Taiwan, Hong Kong and China, Singapore and Malaysia, and even Thailand and Vietnam.

Ironically, the Philippines boasts of many world-renowned visual artists such as Juan Luna and Francisco Hidalgo, Dizon and Amorsolo.

The country has also produced architects like Juan Nakpil and Leandro Locsin, and of late, Bobby Mañosa, Jun Palafox and Bong Recio.

In recent years, Filipino fashion and furniture designers, such as Rhett Eala and Kenneth Cobonpue, have also taken center stage for their work.

So is the Philippines lacking in design talent? No.

But we do lack three things: (1) an expectation that the standards of local packaging designs must be world-class in aesthetics and functionality; (2) attractive compensation for outstanding packaging graphics to motivate the best designers to produce world-class work; and (3) a regular platform and forum to recognize and reward outstanding package designers.

Providing some inspiration is the work of young local design agencies such as Team Manila and Bluethumb Graphics, V-Graphics and VitalStrats, to name a few.

These are examples of design studios known to create work that is original, unique and cohesive in the key elements of brand name, typeface and logo, graphics and color.

Marketers must demand that their agencies achieve a “Wow Effect” that will enable their products’ packaging to stand out on the shelf. Design studios must also themselves conduct their own “shelf impact” test.

And for those marketing comptrollers who still get intimidated by the cost of packaging design studios, one way to evaluate design fees is to divide the amount by the total number of physical packs a company expects to produce and sell.

This renders the unit cost infinitely low while the number of exposures to prospective consumers is infinitely high, reinforcing the proposition that packaging is the best and the cheapest form of advertising. After all, as the old adage goes, “First impressions last.”

(The author is president of management consultancy firm Business Mentors Inc. and recipient of the PMA Agora Award for Marketing Excellence in the Asia-Pacific region. Send comments and suggestions towillyarcilla@yahoo.com.)

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This is the final artwork for our 2010 Premium Tote Bags, now in production.

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