Five years ago, the country’s economy was going through unstable times. Consumers were faced with tightening budgets, forced to choose where they would spend and where they would cut down. Watsons wanted help. So in 2012, they launched the “Switch & Save” campaign, an educational effort that showed smart shoppers how to save on their personal care essentials in order to afford more of the things they really wanted. All they had to do was shift from the leading brand to the Watsons brand.
Watsons Karen Fabres, Danilo Chiong, Jared De Guzman, Viki Encarnacion, Aida Lapez with Edu Manzano, Lorna Tolentino, Iya Villania, Kylie Padilla and Christian Bautista
In those first years, the simple idea proved a smashing success. Watsons customers all across the country made the switch, changing out their toothbrushes, tissues, lotions and more for the affordable, high quality Watsons alternative. With such great momentum behind the movement, they decided to expand the campaign to the pharmacy. Launching Watsons Generics in 2014, Watsons was able to bring that same promise of affordable quality to Filipinos everywhere. Improving the state of nation’s healthcare was a huge win.
But even with so many switchers on board, not everyone seemed to be convinced. The notion that “cheaper means lower quality” had some shoppers resisting the change. Yet the Watsons team knew the truth- that with their products’ amazing quality, most people wouldn’t even feel the difference. That’s when a big idea was born- The Switch Test. The team would mount an in-store activity that asked shoppers to compare Watsons to the leading brands. The hitch- they’d have to do it blind. Without being able to see the brands, customers were asked to try out two products and choose the one they would rather buy. From body scrubs to hair irons, shoppers felt their way through the Watsons selection, and the results were overwhelming.
8 out of 10 shoppers chose the Watsons Label product over the leading branded counterpart, an amazing testament to Watsons quality. But the surprises didn’t end there. When informed of the savings they could get with Watsons Label, the remaining shoppers who at first chose the leading brands were also convinced to make the switch. With results like these, the team knew that they were on to something big. The next challenge was to bring the same experience to more people.
Gathering together Watsons six celebrity endorsers (Lorna Tolentino, and Edu Manzano), they put them all to the Christian Bautista, Tessa Prieto-Valdes, Iya Villana, Kylie Padilla, Switch Test. Running the same blind test used in stores, Watsons asked each of the celebs the simple question, “What’s the difference between these two products?” Their verdict- none! Not even our discerning endorsers could tell the difference between Watsons products quality and the leading brands’. There was, however, one big change they all noted. If you switch to Watsons, you can save up to 80%.
With so much more waiting to happen this 2017, Watsons will be kick starting the year through the launch of the new Switch and Save TV commercial. Catch it and see if you can tell the difference between a Watsons brand and your brand, or if you too will be convinced to Switch and Save!
