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Sir Chief, Papa Jack stars in Krem-Top advocacy

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Alaska Milk Corporation has recruited two of the country’s biggest celebrities to kick-off its annual 360 degree brand advocacy campaign under non-dairy coffee creamer brand Krem-Top.The company tapped Richard Yap, lead actor in ABS-CBN’s hit noontime teledrama “Be Careful with my Heart” and radio sensation Papa Jack to motivate Filipinos on nation building starting with making small changes in their lives.Timed every December, Krem-Top’s “Change for the Better Pilipinas” campaign, which is now in its third year, is also a bid to encourage consumers to try or switch from leading brands as they enter 2014.Inspired by the brand tagline “The Creamier, the Better,” Fen Marquez, general manager at M2M, shared with Marketing that the campaign attempts to entice people to “change for the better” by associating Krem-Top with New Year's resolutions.[gallery columns="4" link="file" ids="29842,29840,29839,29838"]An initial set of TV spots staring Papa Jack and Yap will officially go live on 26 December and will be supported on TV, print, digital, social media and in-store. A New Year’s Day on-ground activation in partnership with GMA Networks is also in the works.With two endorsers, Blen Fernando, Vice President for marketing at Alaska, said that this year’s campaign is the biggest to date but she stressed that the advocacy is not just about star power.“The campaign should really be not dependent on them (Yap and Papa Jack). Change for the Better existed way before it became popular. We think anyone can represent the idea but it so happened that our ambassador was a perfect fit for this year,” Fernando said, sharing that other TVCs featuring Filipinos from all works of life will also be aired soon.Omnicom’s M2M is Alaska’s media agency, while creative duties for Change for the Better Pilipinas are handled by TBWA\Santiago Mangada Puno. Digital tasks are handled by Lowe Philippines.

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