The tides have turned against Kris Aquino, who was once one of the most powerful forces in entertainment and faces in advertising. An endorsement from the actress/host may actually backfire and drive consumers away from products. The Kris Aquino brand just isn’t what it used to be and it isn’t what people want anymore.
Aquino’s recall has been more associated with controversy and drama recently rather than any of the brands she smiles for. Besides her personal issues with her business and associates, such as the recent drama with Nicko Falcis, destablization plot allegations against the administration (which continues to maintain high public satisfaction), Aquino is also representative of an old system in the Philippines. Her last name not only carries her ‘star power’, but it brings to mind the issues of her former President family members.
Socio-political group MindaVote asked netizens yesterday how they felt about a billboard of Aquino selling a brand of canned sardines. Unsurprisingly, the response was not positive. Many said they’d rather buy any other brand, intentionally dropping the name of competitor brands in the comments. Whatever Aquino’s sardines taste like – and they may well taste just fine, we don’t know – the only taste left in consumer’s mouth from the ad was the bitter remembrance of her family and their mark on the country.
Aquino has lost the faith of the buying public. They simply don’t believe that she would consume the products she tries to sell people, especially since her very well documented personal life (which she shares with us all on her own volition through social media) is so separated from the reality facing many Filipinos for whom canned sardines are a staple at the dinner table.
In fact, the comments section went so far as calls to boycott all products endorsed by Aquino. Here are some choice reactions to the post: