C2 Introduces Limited Edition Summer Flavors
April 19, 2017 12:00:00 AM

C2 just launched two new flavors this summer – C2 Melon and C2 Dalandan! These are limited edition flavors created to build excitement and interest in the C2 brand during the hot summer months.


The TV spot, directed by Jeorge Agcaoili, shows different people snatching the new C2s everywhere. "This concept helps magnify urgency, because the flavors won't be available for long," explains ECD Don Bautista. He adds, "The 'limited edition' strategy is an inventive way to create hype while providing means to test new flavors that will gain traction." Watch it here.

Century Tuna Launches Recipe-To-Sexy Campaign
April 12, 2017 12:00:00 AM

Century Tuna is undeniably a well-known health brand. But just as strong is its equity on taste. Our latest campaign showcases Century Tuna's taste edge. While most enjoy it straight from the can, many others like our hunky endorsers Gerald Anderson, Paulo Avelino, and Matteo Giudicelli prepare delicious, inventive recipes with it – from breakfast dishes like Tuna Silog to snack fare like Tuna Egg Salad Sandwich and Tuna Pancit Canton.


This campaign hopes to remind people that with Century Tuna, becoming sexy is not just about dieting, but enjoying tasty, healthy dishes that help them meet their fitness goals. Watch the commercial here.


Nadine Lustre And Yassi Pressman Go For Healthier In The Latest 555 Tuna Campaign
March 15, 2017 6:00:00 PM

Imagine enjoying the taste of pork adobo and beef caldereta but with three times less cholesterol. That is the goodness that one can find in 555 Tuna. In our newest commercial, Nadine and Yassi plan their delicious meals for the day without compromising on health.


With 555 Tuna, the two girls enjoy "sustansiya at sarap", hence, the creative handle, "KumpleTUNA!" This creative strategy has given the 555 brand its much needed shot in the arm, creating record sales in the past two years.


Watch the TVC here.

PC&V Delivers Two Brand New Campaigns for New Client Argentina Meats
March 15, 2017 10:21:00 AM

After a five-way pitch held in December last year, PC&V has won the Argentina Canned Meat account, the biggest canned meat brand of Century Pacific Food, Inc., maker of Century Tuna.


"This win is a testament to the unwavering trust of our client in our capabilities and track record not only as a creative agency but also as an effective business partner," said PC&V President and Chief Creative Officer Juan Ariel Comia.


Mayette Siasoco, Marketing Director of CPFI's Canned Meat Division added, "PC&V presented an impressive and relevant campaign that will help build and strengthen the Argentina brand. We are very delighted to work with such a passionate and dedicated team as we take the brand to a new level."


PC&V will be taking care of all strategic and creative communications for the Argentina canned meat brand starting 2017. Their first assignment was to create two full campaigns – one for Argentina Corned Beef and another for Argentina Beef Loaf (for VizMin). Click on the links to view the ads.

Birch Tree Relaunch Aims To Desegmentize Powdered Milk Market
March 12, 2017 12:00:00 AM

Approximately 50% of the Philippine population drinks milk. However, the product choices are very segmented in terms of the target age they cater to. In a time when mothers are always on the lookout for more affordable ways to provide nutrition for their families, there is an opportunity for Birch Tree to strengthen its equity as "everybody's milk", a milk that can cater to more members of the family.


With Birch Tree Fortified, a mother does not need to buy many different types of milk for the other members of her family. It is a very good choice – being the only one with Fibroboost that helps make the stomach healthy.


The campaign also aims to promote milk drinking among more members of the family, including millennials. This is why the brand has chosen Liza Soberano as its brand ambassador. Not only is she one of the hottest young celebrities today, her following and influence on the youth can really help make the brand more relevant to them.


Barely a month since launch, Brand Manager Leah Macalincag revealed that the new campaign has created a very strong demand for Birch Tree Fortified, and keeping up with it has become their new challenge. Very good news, indeed.


Watch the ad here.