Category: Marketing & Advertising

6 Week Challenge to Clean my Dirty Mouth

Challenge accepted!

Recently, I was asked to participate in a 6-week challenge to clean my dirty, filthy little mouth! I was challenged to see if we’re really giving our dental hygiene the proper and total care that it needs!


When it comes to health, you make sure you are always in tip-top shape. From exercising regularly to eating a well-balanced diet, you give yourself total care. But when it comes to your mouth, are you sure you are keeping it totally healthy? More than just freshening your breath and eliminating embarrassing bad breath, are you giving your mouth the best care it deserves? LISTERINE, the #1 mouthwash brand in the country, has introduced its newest innovation to help you give your mouth total care and achieve total oral health – LISTERINE Total Care Mouthwash.

Listerine-6-Six-Week-Challenge-Mouthwash-a-Healthy-2 Listerine-6-Six-Week-Challenge-Mouthwash-a-Healthy-3

As the most advanced and complete LISTERINE, Total Care helps deliver on the 6 essential signs of a healthy mouth. Its unique formulation of four LISTERINE essential oils with zinc chloride and sodium fluoride helps  reduce plaque, protects healthy gums, strengthen teeth against cavities, prevent tartar build-up to keep teeth naturally white, and kill up to 99.9% of germs for long-lasting fresh breath.

At the recent press launch of LISTERINE Total Care Mouthwash held in Oceana in San Miguel by the Bay, LISTERINE introduced to the media and dental industry the 6-week ‘Dare to Get Total Care’ challenge. Led by health-enthusiast and LISTERINE Total Care ambassador, Drew Arellano, the said challenge will be participated by dental professionals, as well as influential bloggers, who will document their 6-week journey towards achieving the six essential signs of a health mouth with LISTERINE Total Care.


L-R Karen Co, Senior Brand Manager for Listerine, Bloggers Vince Golangco, Hannah Villasis, Edelweiza Mabalay, Earth Rullan, Drew Arellano, Phoebe Ann Ramos, Calvin Lo, Azrael Coladilla and Ria Gatmaitan, Management Trainee for Listerine


I started my challenge today by visiting the Dental offices of Dr. Villareal in the Fort Bonifacio Global City St. Luke’s Hospital.

Listerine-6-Six-Week-Challenge-Mouthwash-Healthy-202 Listerine-6-Six-Week-Challenge-Mouthwash-Healthy-200

They tested the overall cleanliness of my mouth which we will again compare with my scores after this Listerine six week  challenge. I will update you weekly to let you know how it is going.

Listerine-6-Six-Week-Challenge-Mouthwash-Healthy-207 Listerine-6-Six-Week-Challenge-Mouthwash-Healthy-221



So after brushing and flossing, use LISTERINE Total Care Mouthwash and experience total oral health yourself! Also, follow the journey of the LISTERINE Total Care challengers or find out more information about taking the ‘Dare to Get Total Care’ challenge yourself!

Dare to get Total Care with LISTERINE

Challenge accepted!


6 Six Week Challenge to Clean my Dirty Mouth


Pilipinas Kay Ganda: Philippines New Brand from the Department of Tourism and DoT Sec. Bertie Lim’s Speech

So there’s a lot of talk about the new branding for the Philippines, as unveiled last night at an event hosted by the Philippines’ Department of Tourism (DoT).

They gave invited guests and members of the media a first look at the new campaign under the new slogan of “Pilipinas Kay Ganda.”

There are mixed opinions about the new direction for our tourism and the branding we hope to package our country as. Unfortunately, most of the comments and opinions I’ve read have been on the negative side.

One of the main comments I’ve been seeing is that our slogan is in the native Filipino language, and thus, may not be as appealing to foreigners. I however am not so sure about that criticism as this may actually peak the curiosity of outsiders as to what the slogan “Kay Ganda” really means.

All I know is that we won’t know for certain whether or not this new idea is good or bad until we look back at this a few years from now. For now, I suggest we hope for the best and support them the best way we can. Hopefully, we can trust these government officials to be doing what they believe is the best thing for the tourism industry.

For more info and for a detailed explanation of the reasoning behind this new Philippines Branding campaign and logo, check out the Philippines Department of Tourism (DOT) Secretary Bertie Lim’s full speech below:


Distinguished guests, ladies and gentlemen… Good evening.

Thank you for joining us tonight as we give you a preview of the new Philippines brand that will be the centerpiece of our tourism promotional programs and advertising campaigns in the years to come.

It is the result of intensive market research and a rigorous branding process done by one of the large agencies in the country.  And I think it is a compelling brand, both in form and substance. But I must quickly add that it is not complete, in the sense that we have yet to develop the campaigns. Nor is it final. We still have to do market testing and FGDs to refine the brand. At best, it is a work in progress.

We believe that a country brand is so important that before we commit ourselves to the production and placement of expensive TV commercials, we would like to share with you, the industry stakeholders, the emerging brand. It is in keeping up with the President’s philosophy of public-private partnership. Your inputs will help in strengthening the brand even more.

In many cases, a rebranding exercise by a nation is met with stiff resistance.  In 2007, when Singapore first toyed with the idea of rebranding, an article in the Singapore Business Times openly criticized the government for even considering it.

The article declared, “The latest effort by the government to craft and communicate an all-encompassing message to the world about what Singapore is all about, what makes it unique and great, etc … is likely to fail.” It went on to argue that Singapore has firmly established itself as the premiere business destination. Why repackage Singapore to mean something else? Why fix it when it ain’t broke?

Similarly, some people are questioning the wisdom of our own rebranding. Why not just build on the brand equity of Wow Philippines? With our limited budget, can we really successfully launch and sustain a new brand? I will address those questions later.

Meanwhile, Singapore launched its new brand early this year. And already, they have achieved their arrival target for the year as early as October. We can only conclude that Singapore has successfully repositioned itself from a business destination to one where you can work and play. Of course, the brand launch was timed with the opening of a theme park and casinos.

There’s an important lesson here.

Simon Anholt, foremost authority on Nation Branding, tells us that positioning a country’s brand is about highlighting the attributes that differentiate it from other nations. But the points of difference must be relevant, distinctive, and believable.

Without a doubt, Singapore’s old brand was relevant to its primary market –the business traveler. It was believable. The business and communications infrastructure were in place. And it was distinctive. Singapore was one of the few, if not the only one, who can claim to be the business hub in the region.

When they expanded their market to include the leisure traveler, they needed to project a new Singapore. The idea of a “work and play” destination was certainly relevant to this new market. The casinos and theme park made it believable. And once again, Singapore can lay claim to that distinctive brand.

Of course, a brand must also have attractive visuals and a catchy slogan. And Singapore’s new brand has that too.

As we reveal our own brand tonight, I am confident that you will find the visuals charming and the slogan catchy. But the more important questions are: Is it relevant? Is it distinctive? And is it believable?

In the last four months, we have received many brand suggestions from well-intentioned people.  Each proponent is passionately convinced that it is the brand that will bring in the tourists in flocks. Using the three brand positioning questions to test the suggested brand will give us an idea of how the brand will fare.

Let me give you just two examples.

One brand suggestion is “Latin Asia”, highlighting our unique Hispanic heritage brought about by over 400 years of Spanish rule. It certainly is distinctive. We are the only one in the region who can claim it, offering a unique experience in our rich culture and character as a people. It conjures images of Spanish architectures combined with song, dance, and romance. It is believable. It reflects both in our looks and in our way of life. But is it relevant? Is it compelling enough to make tourists prefer us over our neighbors as a leisure destination? Maybe. Maybe not.

Another suggestion is to highlight our peace-loving nature as a people, which we really are, deep inside. The idea is to counter the negative image resulting from the August 23 incident. It is definitely relevant, especially since we are addressing a current concern. It is distinctive. I don’t know of any country in the region claiming to be “peaceful” or “peace-loving”.  But is it believable?

I think it will take a lot of effort and money to convince travelers, especially when they frequently see in the news stories of crime and violence. Besides, it can easily be parodied. I can almost imagine the CNN headline the next time a similar incident like August 23 happens: “Philippines: A Place Where You Can Rest in Peace.”

The brand you are about to see is relevant, distinctive and believable. It extols our innermost beauty, and not just of our destinations, but also of our people and everything else that we do. It is something that we can distinctively claim, and every foreigner who has visited our shores will attest to it. It is also relevant and appealing to a market constantly searching for a more beautiful place and experience.

But when we present it to others, we receive mixed reactions, eliciting either excitement or disbelief – not so much with the message, but with the means we chose to convey the message. It is a radical departure from what our neighbors are doing, and to the faint of heart, a bit risky.

Simon Anholt, in his article “From Nation Branding to Competitive Identity” rightfully observed that many tourism campaigns are so similar that it leads to commoditization. When our neighbors are claiming to be amazing, incredible, charming, inspiring, and truly Asia – what can we really say that will make us more than just another Asian destination?

We need to be more daring in expressing our brand, if we are to rise above the clutter.

When presented in the right context, we often end up making our audience full-pledged supporters of the new brand. This was the case when we presented it to some of you. This was even more so when we presented to the President. He even gave his own inputs in terms of colors and other visual elements, which are now part of the brand you will see tonight.

Going back to the questions – “Why not just build on the Wow Philippines brand?” and “Can we afford to launch and sustain a new brand?”

The answer is quite simple. At a time when every nation, big or small, is either creating a new brand or repackaging their current ones, would you rather rehash an 8-year old brand? Besides, a new brand always generates a buzz that translates to more media mileage for the same promotional budget.

Even more importantly, this is a good opportunity for us to express in a fresh manner the hope and optimism that the Aquino administration represents.

Finally, let me just say that a brand, by itself – no matter how solid the concept is, no matter how stunning the visuals are and how compelling the slogan is, no matter how big the budget is – cannot guarantee success.

In 1997, Prime Minister Tony Blair endorsed a new brand for the UK – “Cool Britannia”. The new brand repositioned Britain as a modern, forward-thinking nation and a world leader in creativity and innovation; a sharp contrast to the snooty and anchored-in-past-glory image of the old brand, “Rule Britannia”.

It made sense. It was distinctive and caught the essence of everything young and trendy about modern Britain. From BritArt to BritPop, from fashion to business, it sought to encapsulate the national creative spirit of the times. It was also relevant to the changing mood of its traditional markets.

Four years later, the brand was declared dead. There was so much debate about it that in the end, there was no critical mass of support for the new brand from among its leaders and citizenry. If it was not believed by its own people, how can you expect people from other nations to believe in it?

In the end, it is the faith and trust in the brand of the various stakeholders that can make or break a brand.

Some of you came tonight with your own brand idea in mind. I can tell you with conviction that if you cannot convince 50 other people in this room who brought along their own brand ideas, that yours is the best brand, it has absolutely no chance of succeeding.

That’s why I’d like to invite all of you to join hands and rally behind the brand we are about to reveal. Together, let’s make the brand not only believable, but also real.

After all, no one can argue that our motherland is beautiful. And it’s the only one we have.

Thank you and good evening.

Below is picture of Dot Secretary Bertie Lim along with Philippine Vice President Jejomar Binay and DoT Undersecretary Vicente Romano III sharing a toast after the unveiling of the new branding direction for Philippine Tourism

Pictures of Pretty Young Thing (PYT) at the Pilipinas Kay Ganda DoT event.

New Branding for the Philippines from the Department of Tourism: DoT Sec. Bertie Lim’s Full Speech

Pilipinas Kay Ganda

The Power of the Internet: Beginners Class to Internet Marketing & Blogging

The Power of the Internet

BUSINESS EDITION (Facebook, Twitter, Blogs and how they can help your business)

This class is designed for traditional brick and mortar entrepreneurs who have yet to understand or harness the power of the internet. A beginners class for internet marketing.

From free marketing online to handling customer complaints, we tackle everything a business needs to know about the internet like: Blogs, Facebook Fan Pages, Twitter, Online Branding, Internet Marketing, Google tools, SEO and more!

Some question whether or not they can afford to send people to this class, but with the mass media power and broadcasting of the internet able to send out negative ideals about your product / service / brand / company, the real question is “Can you afford NOT to take this class?”

The class will be taught by Vince Golangco, a web enthusiast who hosts the show “Tek Tok TV” (Tech Talk TV) on the Global News Network (GNN). Vince is also the editor and creative director of, the blog that won the #1 Emerging Influential Blog Award for 2010. Vince’s experience with online marketing has made him a sought after consultant and media powerhouse.

SIGN UP NOW FOR EARLY BIRD RATES (valid until Oct 31 only).

Limited seating. Call “The One School” to save your seat:

Phone Number 817-4396

Class Dates:
November 13 & 20 (Saturdays)  9am – 6pm

The One School
CHED and TESDA accredited
55 Paseo de Roxas Avenue, Makati City
Phone: 817-4391

The Power of the Internet: Beginners Class to Internet Marketing & Blogging

The Business Portal on Destiny Cable Advertising Rates and Promotion


The Business Portal is a newly conceptualized set of business shows that will focus on the needs, continuing education and the aspirations of businessmen, investors and entrepreneurs and shall be aired by Global Destiny Cable, the second largest cable company with more than 220,000 subscribers, on channel 21 in Metro Manila. The show will also be broadcasted by more than 40 local and regional cable affiliates across the country and by Global Satellite live in Asia.

The Business Portal will present 15 unique and dynamic segments from Mondays to Fridays 9:30am – 12:30 pm (replays from 12mn-3am), primarily to inform and update SME’s, investors, businessmen, entrepreneurs, professionals, and the general public on various business trends and opportunities. Also, the Philippine Stock Exchange (PSE) will show an uninterrupted ticker tape of the actual stock trading at the bottom of the screen in all segments. The show’s partners and content providers include the PSE, Citisec Online, and the People Management Association of the Philippines (PMAP).

We are currently promoting The Business Portal by airing TV Commercials in Global Destiny and G-Sat and via our partners and content providers.

We would be delighted if you would take the opportunity to be a part of our endeavor by being one of the advertisers or segment sponsors of the show. We can greatly assist your marketing efforts and campaigns for a minimal investment since we are broadcasting nationwide and we can promote your company or products.

Be part of this Endeavour and contact us now or email

Specifically, we can promote you on one of our top shows, “Tek Tok TV” (Tech Talk TV) –

Tek Tok TV is a very entertaining and fun show that discusses technology, gadgets, the internet, blogging and more geeky stuff that can help your business better understand this new online and tech-heavy world. TeK Tok TV is hosted by two of the top online media specialists and most influential bloggers in the Philippines, Vince Golangco of (also radio DJ Vince G for Mellow 94.7) and Hannah Villasis of


Hosts of Tek Tok TV: Hannah Villasis and Vince Golangco

We have various rates of our TV Commercial packages which you may choose from. Taking advantage of this unique opportunity will enable you to:

  • Increase awareness of your institutions (What do they do? What’s your product or service?);
  • Focus your marketing activity on prospective clients who are more discerning, have the decision-making and purchasing-power capability to choose your company, service or product;
  • Attain valuable international media mileage for the TV Commercials you shall be airing.

Be a part of this influential circle of informative, intelligent, intuitive and interesting shows.

The Business Portal is your gateway to business trends and opportunities.

Tek Tok TV is your prime source of news and updates in technology, gadgets, the internet, blogging and more!

Be part of this Endeavour and contact us now or email

More info on Destiny Cable’s Global News Network GNN and their 1 million viewers – GNN Profile


Be part of this Endeavour and contact us now or email

Advertise to the Destiny Cable / Global News Network GNN 1 Million Viewers!


Global News Network GNN is the undiscovered gem in television broadcasting!

Destiny Cable’s Global News Network GNN has one million potential viewers nationwide!

Destiny Cable’s Global News Network GNN could give you the best mileage to your television budget, compared to the leading cable news channel!

Be part of this Endeavour and contact us now or email


  1. Global News Network (GNN) is the cable news channel of Global Broadcasting and Multimedia, Inc. (GBMI).
  2. ANC is the cable news channel of ABS-CBN Broadcasting (ABS).
  3. In Metro Manila, GNN is carried by Global Destiny Cable, an affiliate of GBMI.
  4. In Metro Manila, ANC is carried by Sky Cable, an affiliate of ABS.
  5. In the provinces, GNN is carried by about 400 local cable operators, all affiliates of GBMI thru its linkages with the Philippine Cable TV Association (PCTA).
  6. In the provinces, ANC is carried by about 10 local cable operators, all affiliates of Sky Cable or Pilipino Cable.
  7. For the remote areas of the Philippines not reached by cable TV and for the rest of Asia , GNN is carried by Global Satellite (G-SAT), an affiliate of GBMI.
  8. ANC has no satellite affiliate and is not shown in remote areas of the Philippines not reached by cable TV, and the rest of Asia .
  9. Sky Cable has about 250,000 subscribers in Metro Manila.
  10. Global Destiny Cable has about 200,000 subscribers in Metro Manila.
  11. Based on an estimated 2,000 subscribers per cable affiliate; GNN has a potential provincial reach of at least 800,000 subscribers.
  12. Based on an estimated 2,000 subscribers per cable affiliate; ANC has a potential provincial reach of at least 20,000 subscribers.
  13. Combining Metro Manila and the provinces, GNN has a total prospective national reach of at least 1,000,000 subscribers.
  14. Combining Metro Manila and the provinces, ANC has a total prospective national reach of at least 270,000 subscribers.
  15. Most of GNN content is provided by independent (non-employee) producers and anchors, thus giving the audience a free market of ideas.
  16. Most of ANC content is provided by in-house (employee) producers and anchors, thus giving the audience a limited scope of ideas.


  1. The reach of cable TV is measured in terms of verified subscribers, based on actual billings.
  2. The reach of free TV is measured in terms of show ratings, based on survey results.
  3. Since all of the cable TV subscribers are paying customers, it is guaranteed that they would generally belong to the ABC market, and thus, they could afford to buy the goods and services that are being offered by the advertisers.
  4. Since all of the free TV viewers are non-paying customers, there is no way to measure their paying capacity, and many of them could belong to the DE market, thus they could probably not afford to buy the products and services that are being offered by the advertisers.
  5. Most of the cable TV subscribers have a tendency to surf the available channels, and this behavior is encouraged by the fact that there are many show choices, thus giving many opportunities for show offerings to be discovered by the subscribers.
  6. Most of the free TV viewers also have the tendency to surf the channels, but this behavior is discouraged by the fact that there are too few show choices.
  7. The show ratings as reported by the survey companies are based on the theory that the sample size of about 1,200 respondents is indicative of the viewing behavior of free TV viewers.
  8. In the case of cable TV, it could be argued in the case of Global Destiny Cable for instance that at least half of its 200,000 subscribers would be surfing the channels at any given time, and out of this number, more than 1,200 subscribers would be watching GNN at any given time, much more than the survey sample size.


  1. Satellite TV could reach all areas that could not be reached by cable TV, and even some areas that could not be reached by free TV.
  2. Since it would cost about 8,000 pesos to install a satellite TV connection (renewable every year), satellite TV subscribers would tend to belong to the AB market, compared to the ABC market of cable TV and the ABCDE market of free TV.
  3. Satellite TV could even reach Filipino seamen on board ships in Asia .

Be part of this Endeavour and contact us now or email

As of April 2009 (0ne month after receiving the Permit to Air) these are the registered cable companies who have entered their details and have announced their broadcast of GNN however “Free” on re-broadcast charges – the safe assumption would at the least, be double if not treble on the non registered cable operators already broadcast GNN.



Metro Manila Global Destiny  Cable
Cavite Turtle Cable Network Dasca Cable
Camarines Sur Satellite Cable Network Bulan Satellite Cable TV
Pampanga Tarlac Cable TV Network
Tarlac City Dagupan Urban Satellite Vision, Inc.
Dagupan City , Mountain View Satellite Corp.
Baguio City,
Tuguegarao Tuguegarao Cable
Cagayan Valley Parasat Cable
Cagayan De Oro Parasat Cable
Negros Occidental
Malaybalay ZDS Multipurpose Cooperative Parasat Cable
Zamboanga Del Sur Wesfardel Cable Services
Capiz, Roxas City Kabankalan Community Antenna TV
Negros Occidental
Quezon Quezon CATV
Naga Star Cable     Lipa Star Antenna
Western Samar D Leopards Cable TV Service
Nueva Ecija Sky Movies Phils. CATV
South Cotabato Marbel Services and Television System
Kalibo Aklan Aklan Cable TV
Palawan Calamianes Cable TV Treasure Cable Tv
Coron Palawan
Romblon Paradise Cable TV Network Red Point Cable System
Boracay, Kalibo Aklan Mambusao Cable TV Network
Mambusao Capiz Negros Cable Television
Negros Occidental
Tarlac City Montriz Cable Trend Cable
La Union Beam Cable Shama Cable Tv

We are confident our member cable operators will multiply to cover at the least 600 cable companies by year end if not close to 90% nation wide. GNN is FREE on our RE BROADCAST for all cable operators no matter the topography providing not only complimentary content to their subscribers but News and Public Affairs programming relevant to the Filipino people. For Mega Manila, GNN on Global Destiny cable channel 3 may be second to Sky Cable’s ANC owning to only 45% of the total number of subscribers (i.e. 220k vs. 350k, Destiny cable being the former) but our rate card is guaranteed to be substantially more affordable considering the engineering reach and format content.

Be part of this Endeavour and contact us now or email

***Get special savings when you promote your product / brand /services on our new lineup in “The Business Portal” FOR A LIMITED TIMEspecial advertising rates


News Anchor Vince Golangco on Destiny Cable's Global News Network GNN

Be part of this Endeavour and contact us now or email