Dingdong Dantes inks a deal with the country’s leading bakeshop
Matinee idol Dingdong Dantes adds another one to his long list of endorsements. He was chosen by Goldilocks to be their latest endorser, in line with their current campaign and tagline “You’re the 1, Goldilocks.”
Dingdong was formally launched as the newest Goldilocks endorser last Friday, January 9, at the Santan Room of the Shangri-La Edsa Plaza Hotel in Mandaluyong City.
Goldilocks Managing Director Pinky Yee explained why they picked Dingdong among all the popular young actors today.
“As an advertiser, we are always on the lookout for those celebrities and talents whose image taint-free,” she began. “Kahit may konting taint, puwede na rin. But the most important thing is credibility. Para kasi sa akin, credibility is very important.
“We do subscribe to research and focus group discussions where we ask our target markets different questions—from what they are watching on TV, who they idolize, who they see embody the true spirit of the Filipino. And I’m so happy to share to all of you that Dong scores very, very high in all market segments. He crosses socio-demographic segments, from the AB crowd all the way to the CD, from moms to young children, to teenagers. He has rated very well. He is credible to most of the age groups and respondents that we have talked to.”
Dingdong, on the other hand, considers the partnership an inevitable occurrence.
“Sa lahat po ng iniendorso ko, unang-una po, naniniwala po ako sa lahat ng ‘yon, definitely. Yun talaga ang No. 1 criteria. And with regards to Goldilocks, I’ve been part of the Goldilocks family ever since I was young. When you say Goldilocks, automatically, masasabi mong very Filipino ang Goldilocks. At pag sinabi mong Filipino, kakaibang magmahal ‘yan.
“Nakikita natin sa lahat ng produkto ng Goldilocks na every occasion, ipinapakita niya yung warmth ng pagka-Filipino, yung pagmamahal. So, you know, this is the way of sending love to everybody. Kaya naka-identify ako sa kanya dahil sobrang generous ang Goldilocks. Ako, in a way, may pagkaganoon din ako, e,” said Dingdong.
What are Dingdong’s favorite Goldilocks products?
“Sa bakeshop, ang ensaymada at ang aking ultimate favorite—ang chocolate pulvoron. Sa food shop naman, nandiyan ang bangus, ang dinuguan, at ang lumpia. ‘Yan ang aking mga top choices,” he enumerated.
Dingdong also announced that Goldilocks will son launch a sugar-free line for the health conscious.
Together with Dingdong’s debut, Goldilocks likewise launched their latest tagline, “You’re the 1, Goldilocks.” Even after 43 years of being ingrained in the hearts and stomachs of Filipinos, Goldilocks continues to reinforce its unrivaled position.
“Sobrang bagay yung tagline na ‘You’re the 1′ sa Goldilocks,” Dingdong agreed. “Basta celebration, special occasion , pasalubong, merienda, cakes, or pastries, isa lang naman ang pumapasok sa isip at puso ng Pinoy.”
