Toblerone Thank You Global Pinoy
The Global Pinoy.
We always hear that expression not because Filipinos can be found almost anywhere but because Filipinos are world-class and that include being exemplary overseas workers.
As a way to say “Thank You” to our modern day heroes, Toblerone, with GeiserMaclang, is initiating Thank You Global Pinoy.
“The challenge that was posed to us back in 2007 was to market an ad-proof product—a product whose sales didn’t seem to be affected by any amount of witty one-liners or flashy celebrity endorsers,” shares Amor Maclang, Director for Communications of GeiserMaclang. “ Since advertising didn’t work and rebranding was out of the question, there was a need for Toblerone to be seen in a different light. Toblerone had to be more than just a sweet treat. It had to stand for something more, something that the consumers would be able to relate to — this led to the brand being directly associated with the Filipino value of gratitude”.
Based on the 2006 Reader’s Digest poll where Manila ranked low in the courtesy department which includes saying “thank you”, Toblerone challenged the Filipinos by having the first ever-National Thank You Day in 2007.
The late former president Cory Aquino was the person whom the nation said “Thank You” to in 2009.
This year, Toblerone, in partnership with GeiserMaclang, Commission of Filipinos Overseas, Duty-Free Philippines and Good News Pilipinas is announcing the first ever Thank You Global Pinoy Awards.
Duty Free Philippines is supporting the Thank You Global Pinoy Awards in order to promote the Filipino trait of showing appreciation and gratitude.
Toblerone has also launched the Special Rewards Passport that can be used to redeem gifts and special privileges from partner establishments.
“Four years ago, the brand sought to simultaneously revive the art of saying thank you and position Toblerone as synonymous with the value of gratitude,” shares Mr Jaya Singh, Region Director, Middle East and Asia Pacific, Kraft Foods World Travel Retail “And the overwhelming support that we got – a congressional legislation declaring an official ‘National Thank You Day’ alongside massive media and private sector participation— proved that yes, the value of gratitude resounded with Filipinos. This year, we hope to rally that same groundswell of support, this time, for our Global Filipinos”.
Thank You Global Pinoy Awards is open to anyone who knows of an outstanding overseas Filipino worker who deserves to be thanked.
Log on to http://www.thankyouglobalpinoy.com/ to register, nominate and vote for the ultimate Global Pinoy.
The top 10 stories will be awarded in January 2012.
Be part of a grateful nation.
Join the rest of the country to honor the ultimate Global Pinoy whom a grateful nation will say a resounding thank you to.
For more information, visit www.thankyouglobalpinoy.com.
Thank You Global Pinoy Facebook page.
Who are you thankful for?
