Ateneo awarded at the first ever Unilever Brandtastic Marketing Competition

January 11, 2013

A team from the Ateneo de Manila University placed 2nd Runner Up at the first ever Unilever Brandtastic Marketing Competition. The competition was open to major universities such as the Ateneo, De La Salle University, University of Asia and the Pacific and the University of the Philippines. Students were tasked to create a full Integrated Marketing Campaign for Unilever’s Close Up Toothpaste Brand. The campaign centered around convincing young adults to make a shift from their white family toothpaste and choose Close Up gel as their personal product. The winner at the end of the campaign would be given a hundred thousand pesos and would represent the Philippines at the Unilever international competition.
Students have to use their knowledge of marketing, which consist of constructing a powerful insight taken from the given target market. They also needed to produce a feasible communication strategy for consumers to experience the brand through the proper channel executions. Starting August 2012, hundreds of entries were submitted per school. These entries were narrowed down into the top ten teams, which were invited to present their ideas at the Unilever Philippines, Inc. headquarters at Paco, Manila. From these ten groups, it was finally narrowed down to the top two teams of the Ateneo, UP, UA&P and De La Salle.
These finalists were then provided mentors who work as brand managers at Unilever. The mentors were tasked to guide the students toward the right directions by providing them with the right marketing mindset in order to have a competing chance at the finals.
The finals were held at the Resorts World Manila last November 16, 2012. The teams were given one last shot at presenting their campaign in front of Unilever’s Vice President for Personal Care alongside other managing directors. In the end, Ateneo took the 2nd Runner Up, De La Salle took 1st Runner Up and UP won 1st place. The team, which took the top three spot, was composed of BS, Management Major in Communications Technology Management Students – Krista-Louise Caballero, Catherine Marie Diaz and Karl Alexandré Garcia. The other Ateneo team, which was part of the top ten in competition, was composed of Jia Brion, Pearl Lu and Ramon Tanchoco.
The mentors along with the judges were very pleased with the campaign ideas presented by the students. A lot of optimism was shown for the Ateneo to rank among the top once more in the succeeding competitions to come.