PHILIPPINES – Royal Philippines has launched its new campaign, “Ito ang Gusto Ko,” with a strong focus on Gen Z’s pursuit of authenticity and self-expression. Leading the campaign are artists Maymay Entrata and Maki, who join a star-studded lineup to encourage young people to embrace their passions without hesitation. The campaign’s music video, featuring vibrant visuals and a high-energy performance, reflects the creative and independent spirit of today’s youth. The “Hataw Challenge” further engages audiences, inviting Filipino dance crews to showcase their talents for a chance to win ₱500,000 and become the First Royal Dance Crew. The competition is open to groups across Luzon, Visayas, and Mindanao, with sign-up deadlines in October and November 2024.
Mark Dee, Senior Director of Frontline Marketing at Coca-Cola ASEAN & South Pacific, highlighted how this campaign seeks to resonate with Gen Z’s desire for individuality and freedom, linking Royal’s flavored drinks with personal empowerment.
FAQs:
Q: Who are the main stars in the Royal campaign?
A: Maymay Entrata and Maki headline the campaign, along with other influencers like Kyline Alcantara, Bianca Umali, and Ruru Madrid.
Q: What is the purpose of the “Ito ang Gusto Ko” campaign?
A: The campaign aims to inspire Gen Z to embrace their passions and express themselves authentically without fear of judgment.
Q: What is the Hataw Challenge?
A: The Hataw Challenge is a dance showdown where Filipino dance crews can compete for a chance to win ₱500,000 and the title of First Royal Dance Crew.
Q: Who can join the Hataw Challenge?
A: Filipino dance crews with 16-20 members aged 18 and above from across the country can join.
Q: What are the deadlines for the Hataw Challenge?
A: The sign-up deadlines are October 5, 2024, for Mindanao, October 22, 2024, for Visayas, and November 2, 2024, for Luzon.