F RIDAY : M AY 2 9 : 2015
C8
ISAH V. RED EDITOR isahred @ gmail.com
SHOWBITZ
John Lloyd’s potential as a brand ambassador was launched by Biogesic through the highly successful “Ingat” campaign back in 2007.
‘INGAT’
MAKES PEOPLE FEEL BETTER ISAH V. RED When someone tells you, as you say your goodbyes, “Ingat!” the immediate feeling you get is the person wishes you well. And you feel good about it, even if temporarily. The translation in English – Take care! – has been the catchphrase of the popular Biogesic TV commercials in the last decade or so, and it sums up the continuing care and commitment of Unilab and Biogesic to Filipinos. Biogesic is the no.1 headache and fever medication for five decades. This milestone marks the celebra-
John Lloyd Cruz and Biogesic have a formidable bond that has lasted for nine years, making the actor the icon of the medicine tablet that also made the catchprase ‘Ingat’ a nationwide expression
tion of the brand’s solid and deep partnership with its consumers. To generations of Filipino families, Biogesic has been a symbol of unconditional care, beyond medication. And on its 50th year, Biogesic reassures Filipinos that the brand of care and relief it provides is here to stay, through its ‘ingat na nagpapatuloy’ (care that continues) campaign. Since 2007 when the ‘Ingat” campaign was launched, actor John Lloyd Cruz has been the endorser of Biogesic. His amiable quality has made John Lloyd the perfect brand ambassador, delivering Biogesic’s message of ‘Ingat na Damang-Dama’ rather sincerely. John Lloyd mirrors this care to the people around him. His popular commercials show the various roles he plays in real life--a caring son, grandson and actor. Recently, the actors’ real-life assistant (Pip), stylist (Rex) and manager (Nenette) appeared with him in a Biogesic TV campaign, showing how he also cares for the people he works with. Of course, who can forget his earlier television commercial (TVC) with his grandmother? The caring grandson rushes home to check on his sick lola. This made everyone think John Lloyd Espidol Cruz the ideal grandson. The consistent brand messaging (“Ingat na Damang-Dama, maging sino ka man”) through John Lloyd paved the way for consumers to continue trusting Biogesic for their headache and fever, making it the undisputed leading brand in the country. The TVCs show care is truly felt no matter who you are. Over the years, Biogesic and John
Lloyd have been evolving together. Just as John Lloyd continues to develop his craft further as an actor, Biogesic is also evolving to continuously respond to the public’s need. On its 50th year, Biogesic’s format has been changed from tablet to easy-to-swallow caplet. It is a testament to the brand’s higher level of care for its consumers. Biogesic thanks the consumers, media partners, and other stakeholders who were instrumental in making the brand reach milestones after milestones. The brand certainly looks forward to serving Filipino patients for 50 more years and beyond. ➜ Continued on C7
Unilab’s Senior Vice President Sebastian F. Baquiran provides a brief history of Biogesic and its leadership in the industry for the last 50 years.