For starting entrepreneurs, many would choose to use their family, relatives, and friends as models for their promotional materials not only because they believe that their loved ones meet the criteria but also primarily because they want to save money. And the late John Robinson Lim Gokongwei Jr., founder and chairman emeritus of JG Summit Holdings Inc (JGSHI), was guilty of the same business strategy.
In a recent post on Universal Robina Corporation’s (URC) Facebook page, Robina Gokongwei-Pe, the tycoon’s eldest daughter and now president and chief executive officer (CEO) of Robinsons Retail Holdings Inc., shared a fun anecdote about her as their company’s model supported by a photo of her when she was 10 years old on a print ad, biting Presto Milk Chocolate Wafrets.
Robina, whose name was taken from her father’s second name, wrote in the caption, “I don’t know if dad was saving money at that time or he just thought his kids would look nice on camera (far from it), but Lance and I became endorsers of Presto chocolate. I was 10 and he was five and our talent fee was unli chocolate.”
“Without the permission of dad and the URC team, I have decided to go back to childhood at the matrona age of 60, feeling endorser again.” she beams.
That, explains why there’s an uploaded recent photo of the businesswoman enjoying a Cloud 9 chocolate bar.
Also according to Robina, they may be lucky endorsers because wafrets are still present but has evolved into a better form, pertaining to the Jack ‘n Jill Wafrets that come in three flavors: choco, choco vanilla, and cheese.
The ad included a copy “Isang kagat, dalawang sarap (One bite, two pleasures),” because the snack has stuffy wafers that are coated with rich thick chocolate. Robina also mentioned that the said slogan, including another one which is “Sultry wafers,” will no longer pass the censors at this day and age.
And as this year marks the 65th anniversary of the company that pioneered the savory snacks industry in the Philippines, the businesswoman greeted, “Happy 65th URC! Isang kagat, tatlong sarap!”