LO­CAL TOUCH, GLOBAL AP­PEAL

F&B World - - Contents - By Karla Mar­sia Rey

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.

PI­NOY PACK­AG­ING

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

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