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What the 'Homecoming' Campaign Tells Us About Leveraging Cultural Moments in Advertising

Goals and objectives

The Philippines is home to Miss Universe winners having 4 titles and a number of runner-ups and finalists. In fact, a strong majority of Filipinos are avid fans of the global pageant. With the win of Catriona Gray as Miss Universe 2018, San Mig Light decided to make her as their newest ambassador for 2019. San Mig Light is a beer brand known to support meaningful and long-lasting conversations over a bottle beer along with its advocacy for campaigns with a purpose. Alongside this, the brand believes that a Filipina is more than just a pretty face.

With Catriona Gray’s Philippine homecoming after a win from the Miss Universe title, the challenge is to strongly own and associate Catriona with San Mig Light as soon as she steps inside the Manila airport for her homecoming. Why? Bigger multinational brands such as PLDT, Smart and Jollibee have more resources that will drive share of voice when they launch their marketing efforts which are also being endorsed by Catriona. Thus, the agency is tasked on how to outsmart and outwit them through strategic media executions.

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