Kapuso Stars

Vote for Best Female Endorser at CELEBRYTHING
Through the years, we've seen how celebrities were used as a product endorser and how it added up to the success of their showbiz career. In fact, some popular stars today—like Marian Rivera, Dingdong Dantes, Isabel Oli, Ryan Agoncillo, and Carmina Villarroel—were first seen in TV commercials before

joining the showbiz industry.

With all the advertisements we see on television, radio, newspapers, and even billboards, it just follows that a consumer will wonder, "How much do these celebrities earn from endorsements?"



In the October 2008 issue of YES! magazine, they interviewed executives from the advertising industry to describe how they choose a certain celeban authority who explained why consumers oftentimes believe in the statements of these stars in their commercials.



YES! also listed down 20 local celebrities who are always in demand and regarded as effective product endorsers.



"The list you see here is our own," clarifies YES! Editor-in Chief Jo-Ann Maglipon. "Our list is not writ in stone—this is, after all, a topic wrapped in some pretty serious secrecy—but it is one we stand by. With good reason: ours is an independent list using multiple sources, pursued fairly, and computed with disinterest."



Now, based on the estimated total income for 2008, PEP gives you five popular celebrities who made it in this year's "2008 YES! List of the Top 20 Endorsers."



Sharon Cuneta. There's no doubt that Mega Star Sharon Cuneta will be included in this list. It can be recalled that PEP also placed her on the third spot of our Top Celebrity Endorsers of 2007.



Third Domingo, creative director of Jimenez Basic advertising, tells YES!, "Sharon definitely is very effective. Do you know why? Because I think she really uses the product that she endorses. I think you can feel it, e. That's the best endorser, if he or she really uses the product the he or she endorses."



Aga Muhlach. This multi-awarded actor has been the main endorser of the number one famous fast food chain in the country, Jollibee, for a little less than two decades already.



In an essay written by Professor Rolando Tolentino titled "Si Aga Muhlach at ang Wholesome na Pakete," he described why Aga attracts advertisers.



Prof. Tolentino wrote, "[Aga is] the gentleman who keeps mum when it comes to controversies; the boy next door that a girl would like to bring home for dinner; the nice type who is well-scrubbed, sensitive, proper, almost shy. These qualities are exactly what advertisers are on the lookout for, particularly if their brand projects a ‘nice' image."



Kris Aquino. She has been dubbed as the queen of product endorsement for having 21 product endorsements attached to her name. In fact, she landed on the No. 1 spot of PEP's Top Celebrity Endorsers of 2007.



Maybe you're asking, "Why do advertisers love her?"



"Naniniwala talaga ang mga tao sa kanya," says Domingo. "Talagang 'pag nagsalita na siya, pinapakinggan. 'Tsaka she herself is already news material. 'Pag nakita siya sa TV, usually pinapanood na siya kaagad."



Piolo Pascual. His "I love you, Piolo" ad with Sprite has become very popular that whenever ladies see him in person they will scream the shout exactly the same phrase.



Cris San Gabriel, casting director for Adformatix Marketing Communications attributes Piolo's successful product endorsement not only to his good looks but also to his charisma and sincerity.



San Gabriels adds, "The guys is a wonderful person. Mabait 'yong tao, totoong tao. When you look at a person, kailangan, when you look into his eyes, nando'n 'yong sincerity."



Marian Rivera. Commercial modeling is not a new thing for the Dyesebel actress since this is the bridge that connected her into showbiz.



Advertisers like Marian as an endorser because of her "masa" appeal. San Gabriel explains, "The effectivity of a celebrity endorser should be based on the impact in the sales of the product they endorse."



Aside from her "masa" image, Marian also thinks that her viewers trust her as an endorser. In an interview with PEP, the young actress says, "Siguro masaya doon sa mga nagtitiwala sa akin sa mga commercials. Kasi dumadami talaga ang [endorsement ko]. 'Tapos ang nakakatuwa, lahat ng ine-endorso kong product, lahat sila nagre-renew ng contract—ang PLDT, ang Sunsilk..."


These are just five of the celebrities who are included in the first half of "2008 YES! List of the Top 20 Endorsers." Your favorite young stars such as Richard Gutierrez, Dingdong Dantes, Angel Locsin, Anne Curtis, and even boxing champ Manny Pacquiao also get a spot on this list.



Find out their ranks and why they are so in demand among advertisers when you grab a copy of YES! October 2008 issue, with Dawn Zulueta on the main cover, in magazine stands and bookstores.

Credits to Nerisa Almo of PEP