KREM Top formally launched its annual Change for the Better campaign in Davao City for 2015, focusing on elevating the five Filipino core values in creating change in the community.
Nikki Tan, assistant brand manager for Krem Top, at a press briefing at Marco Polo Hotel Davao on Wednesday, said when the the campaign started in 2012, it was mainly focused on individualistic change.
“In 2015, we want to harness [the five core] Filipino values — mapagpasalamat (gratitude), matatag (reslience), masigasig (diligent), mapagmalasakit (compassionate), and magalang (respectful), and use it as a medium to become a better Filipino,” she said.
Tan said they will promote the campaign through their digital content, social media, and the traditional media like TV, radio, and print.
She said the campaign is something worth investing for by the company since it gives the brand a purpose for the Filipinos.
The Change for the Better Campaign for 2015 was formulated based on the “The Filipino Worldview and Values” by Dr. Mina Ramirez, president of the Asian Social Institute. Ramirez was also part of the formulation of the campaign.
“The mission of the brand is not just to build business but it also advocates creating change for a better country,” said Blen Fernando, Alaska Milk Corporation’s vice president for marketing and Krem-Top Change for the Better campaign lead.
Tan said they launched the campaign in Manila on December 3 while they will be launching their Visayan leg on Friday.
Published in the Sun.Star Davao newspaper on December 18, 2014.