mr. palengke goes labandera – senator mar roxas’ Tide Detergent endorsement ad part 2
first posted in WAWAM! on june 22, 2008 : http://the-wawam-file.blogspot.com/search/label/mar%20roxas
senator mar roxas in this tide detergent commercial did not mention the tide brand name even once. he also did not touch the product and and in fact his only interaction with tide was when he pointed to the price discount on the pack.
is it a tide detergent tv commercial? hell, yeah! is it a product endorsement tv ad by the nationally elected senator? hell, yeah!
there is no mistaking – mr. palengke appeared in the tide commercial and is endorsing the product. why else would you display such huge bags of tide, standing up with the tide logo clearly seen? i don’t think you will ever see any store in the palengke where they display tide that way and certainly not in front of the store where it contains nothing but giant tide packs. the way tide was displayed and the shelf itself is simply not done in the palengkes.
this is not tide’s brandsell advertising. in the world of p&g advertising, this is considered as a tactical value advertising. it’s meant to sell tide’s large packs and promote big purchases among consumers in the palengke.
what? wait a minute. mr. palengke in a palengke promoting big pack purchases? something is very wrong about that!
first of all, detergent purchase habits says most consumers buy small packs for lower cash outlay. also, the palengke is where most DE and some lower C socio-eco users go to for their daily needs, and most of them go to the palengkes very often because they do no have the money to buy in bulk, thus the consumer practice is small price but more frequent purchases.
and the above is where we move in to a new topic – this is not just a product endorsement ad, it is actually a political campaign ad.
promoting large priced purchases for bulk detergent products is simply alien to the palengke goers. it’s consumers who go to supermarkets who do that, but hardly is that legitimate purchasing habit for those who shop in palengkes. very few palengke goers can afford large pack purchases, in fact it is in the palengke where you can buy literally a spoonful of anything, placed in small plastic bags. you can actually buy condiments and cooking needs in small plastic bags good for one cooking. for an advertising purist, you can argue this commercial is off strategy.
the fact that the mr. palengke, senator mar roxas commercial is situated in a palengke means only one thing – it’s a political ad.
but p&g is not foolish. they will not intentionally and knowingly air an off strategy commercial. being off strategy in p&g is a mortal sin that will get you fired the next minute you say it. i am certain they have done extensive consumer research on this tv commercial – from the choice of the talent to a full blown advertising pre-airing test and i bet they found that while this commercial is meant to be tactical, it has powerful brandsell characteristics.
is it a WAWAM!? it’s not entirely a WAWAM! for tide detergent. mr. palengke has excellent credentials and a huge following. it’s also not a WAWAM! for senator mr. roxas. he is getting national tv exposure highly consistent with his positioning as the mr. palengke. and for free! the media money behind it is being paid for by p&g.
again, is it a WAWAM!?
yes, it’s a WAWAM! for the filipino people and it’s soul. we can rationalize it all we want. we can take it down to technicalities like no brand name was said, but the fact remains, like judas, several pieces of silver worth millions of pesos in talent fee was exchanged for integrity, pride, honesty and honor in a nationally elected public office.