As the healthy Australian yogurt drink brand Koomi opened its 100th store at the Mall of Asia, the event held at the MOA Activity Center also became an opportunity to introduce Koomi’s new brand ambassador, young star Joshua Garcia.
24-year-old Joshua will be seen in the updated Darna later this year; so bets are off in predicting just how big a star Joshua will be, as his exponential popularity is a forgone conclusion. What he gained from Pinoy Big Brother: All In, and his winning performance in ‘Vince & Kath & James’, should all just be a prelude to how much bigger a star he’s going to be with Darna.
And that’s great for the youngster, as he seems to have a perfect head on his shoulders, taking the time to be appreciative of his fans and accessible, plus very respectful and accommodating with the brands that have tapped him as their endorser.
This I got to witness, as Visum Ventures, the company headed by John-Michael Hilton, and behind the brand Koomi, Oh My Greek (OMG) and Zig, invited me to their media event at their stand-alone food outlet at MOA Square Meraki.
SM Supermalls President Steven Tan, and representatives from the Australian Embassy were on hand to show their support to Visum. This was right before Joshua and the Visum team would head to the MOA for the public event.
Months ago, John-Michael had mentioned they were getting Joshua as their endorser, and he was super-excited, as he felt Joshua was a truly ideal fit for the brand. Fresh, up and coming, appealing, and with the right values, it was like Joshua and Koomi were two of a kind.
During the pandemic, John-Michael pushed to establish a stronger retail footprint for the brand, and it truly paid off, as the 100 locations is testimony to that.
And of course, there was the constant product development, tweaking, and variations made available, so that a broad diversity of consumers would find reasons to head back to the locations time and time again.
Joshua Garcia was just proclaimed one of the 2022 TikTok Celebrities of the Year (along with Vice Ganda); so it seems that once again, John-Michael and Visum have tapped into the public’s pulse - whether it’s offering affordable food options, or finding a brand endorser.