Jack ‘n Jill: Atin ‘to!
(ACCESS Article By Donnie-Lee Sabang, Trade Marketing)
Life begins at forty, so the cliché goes. Aptly for Jack ‘n Jill, 2005 was not just a commemoration of its 40th anniversary, as Mr. Pet Bautista and Mr. Benny Sanchez had profoundly proclaimed, “Dominance and Supremacy begins at 40!”
True enough, the country was besieged and was witness to a grandiose event -- the mega branding of Jack ‘n Jill. The number one name in Snack foods will not only carry Snacks but also Candies, Chocolates, Bakery and Biscuits as well.
The latter part of January until February has been filled with wonderful sights and sounds brought about by the event. Visayas was most fortunate being the first to witness the launch held last January 26 in Cebu Midtown Hotel. Mindanao has had its chance to witness the event last January 29 in Marco Polo, Davao. Then on to Holiday Inn Clark in Pampanga last February 4. With the largest attendees, the last Sales Rally was held in the Robinson’s Galleria Trade Hall last February 11.
The Jack ‘n Jill Sales Rally made us travel down memory lane starting with the mini-museum positioned before the entrance of the event proper showcasing earlier products as well as earlier wrappers of Snacks that we now still enjoy. Amidst wine and scrumptious chips, attendees were held in suspense as they reminisced through posted Jack ‘n Jill memorabilia. All venues were decked in red, truly reminiscent of Jack ‘n Jill.
At the last Sales Rally, Cax Mayuga as Mr. James Go and Charles Michael Trinidad as Mr. John Gokongwei presented through a soulful song number rendition to the tune of Ryan Cayabyab’s “Kay Ganda ng Ating Musika”, how Jack ‘n Jill came about. Thereafter, Joy Esteban for Savory Snacks, John Imperial for Candies, Vince Dizon for Chocolates, Michelle Gan for Bakery, and Nikki Lim for Biscuits presented our company’s recent achievements.
A call for us to consolidate all our efforts were heightened by Dara Joson of Candies, Rhoda Lim of Chocolates, Chris Fernandez of Bakery, Teree Eugenio of Biscuits, and Fred Estioko of Snacks. It was a call for supremacy by strengthening our current product line-up, deepening our portfolio by introducing new quality products, and “synergizing” our efforts.
Advertising that promises to bring about incremental increase in sales was presented by Jojo Ramirez after she sang the well loved Nips jingle. Ingrid Espina announced below the line activities and special events to further build brand affinity. Bombarding the consumers with effective and creative Jack ‘n Jill merchandising was the main gist of the groovy presentation by Brand/ Marketing led by Mariz Mendiola.
Nikki Lim and John Imperial then proudly made the announcement of upcoming new products. Thereafter, Mr. Benny Sanchez challenged everyone to take action by enjoining everyone in realizing the three pillars of sales --- Placement, Product Freshness, and Merchandising. To recapitulate, Mr. Pet Bautista had made it known that Jack ‘n Jill is definitely world-class, having been able to expand its reach beyond the Philippines to the ASEAN nations.
Since the night started grandiosely, it was just as imperative to end it with the same intensity. Surely enough, Paolo Ocampo, with his brilliant composition, rendered a song number that deeply moved the audience.
Let us celebrate our 40th year. Let us focus on our mission. As Mr. Pet Bautista proclaimed in his closing words, “This is our call. This is our time. Jack ‘n Jill Atin ‘to!”