In a bid to resonate better with the Philippine market, iconic clothing brand Giordano has tapped ABS-CBN talent Richard Yap as its first ever local brand endorser.
Yap (pictured) first caught the public’s eye as the handsome chef in ad campaigns from Chinese fast food chain but has since become a household name thanks to his charming roles in highly-rated TV shows
Giordano is banking on Yap’s star power recently boosted by his celebrated role as the dashing Sir Chief in the long-running noontime soap opera Please Be Careful with My Heart, one of ABS-CBN’s high-rated shows.
“Richard Yap epitomizes Giordano’s brand values. Both are clean, casual, current and appeals to everyone everywhere,” said Lloyd Lim, Giordano Philippines’ vice president for business development.
Yap admits that he has been a Giordano lover since the clothing brand first opened in the Philippines, stocking up on colorful polo shirts in the 80s.
As part of the deal, Yap said that he has been wearing Giordano pieces on the show, giving the brand enormous exposure across market segments.