LOCAL TOUCH, GLOBAL APPEAL
Effective brand management entails having strategies that speak your desired brand identity. These set of plans should be something that makes the brand relevant while keeping its identity, boost sales while improving the overall level of preference among consumers for the brand, with the overall goal of increased brand loyalty. There are many aspects to brand management. And one of the more visual components a business can explore is packaging—how a consumer meets your product in the market—how you are able to stand out among your competition within the bounds of your identity. With the Christmas season just around the corner, we examine how Pan De Manila manages to strongly position itself with “Masayang Paskong Pinoy” campaign and its Filipino art inspired paper bags.
Recognizing that celebration is at the heart of every Pinoy Christmas celebration, Pan de Manila, arguably one of the country’s favorite bread chains, has unveiled the brand’s 2013 Paskong Pinoy paper bags and packaging peripherals, featuring a very festive artwork done by Amador Barquilla, a young and promising artist from Siniloan, Laguna. Entitled “Bisperas ng Pasko,” a 30” by 75” oil-on-canvas creation, the artwork depicts the colorful festivities and preparations that occur on Christmas eve in a typical provincial setting. Inspired by the Christmas celebrations in Albay and Laguna, which he considers both as his hometowns, he thought of the street sceneries during this time. “Christmas for me is about children out on the streets, sharing their blessings with their friends. Or men cooking together a roast pig or mothers putting the final touches of an intricate dish. The preparations that come with Christmas are also a form of celebration,” he explains.
“Pan de Manila’s paper bags and packaging have promoted Filipino values and traditions,” says Mari Sebastian, Marketing Manager for Pan De Manila. This yearly tradition of themed paper bags, which is also featured in its Christmas Gift pack items, has been ongoing since 2008. Some of the artists featured included Albert Magsumbol, Larry Memije, Rina Albert-Llamas, Joel Chua and Dante Hipolito.
“The Noche Buena is an integral part of our Masayang Paskong Pinoy since this reminds us about the true meaning of the season,” continues Sebastian. She says that the campaign aims to associate pandesal, which is already a breakfast and merienda staple, with the midnight feast. “The holiday paper bag also conveys that the pandesal inside is warm and best shared cheerfully to everyone.”
Being one of the companies that have successfully incorporated local and relevant designs that add more color and Filipino flavor to its packaging, Pan De Manila has set an example in the field. And as more and more consumer goods take this path, it keeps it brand fresh and relevant by tapping into the ever growing pool of talented Filipino visual artists, a move that can be worth adapting.
Young artist Amador Barquilla worked on Pan de Manila's “Bisperas ng Pasko.”
Pan de Manila’s 2013 Paskong Pinoy paper bags in orange and violet