MANILA, PHILIPPINES — pH Care, the #1 feminine wash brand in the Philippines, has just revamped its existing portfolio to focus on four benefit-driven variants while introducing its new formulation with pH Care OdorProTech™.
The new goal of leveling up pH Care’s superiority necessitated a new take on communications as well to help propel the brand further in 2021. Following a fierce pitch, Ace Saatchi & Saatchi emerged as the winner and their new partner in championing the gentle feminine care of Filipino women.
According to Kathy C. Carag, Vice President for Marketing of UL Skin Sciences, Inc., “pH Care has an enduring legacy of being a brand that truly understands women. With the brand relaunch, we look forward to having Ace Saatchi and Saatchi bring their strategic and creative prowess to further strengthen pH Care’s relevance to a new generation of users.”
“We are so excited with our new partnership with UL Skin Sciences. To be given the opportunity to work with a company that provides best-in-class solutions for personal care is indeed every agency’s aspiration,” says Mio Chongson, Ace Saatchi President & COO.
pH Care launched its #GoLangGirl campaign TVC and other materials in March, fitting for the celebration of Women’s month.
“These are the first salvo of materials done by our predominantly female team, with more in the works,” says Greg Martin III, Ace Saatchi ECD. “Led by our Creative Director Caye Paras, who’s also a volunteer to help educate teen moms, the team is passionate about the pH Care brand and the subject matter, and they’re raring to go.”
With its renewed focus on Gen Z users, the brand wants to expand its reach and encourage women of all ages to care for themselves better.
CREDITS
Client: UL Skin Sciences, Inc.
Brand: pH Care
Vice President for Marketing: Kathy Carag
Segment Head, Feminine Health: AC Salvador
Category Manager, Intimate Care: Cris Aseron
Product Associate, pH Care: Paige Vicente
Agency: Ace Saatchi & Saatchi, Inc.
Executive Creative Director: Greg Martin III
Creative Director: Caylene Paras
Associate Creative Director: Denise Tanchip Ong
Art Directors: Daryl Delos Santos, Karyl Encarnacion
Copywriter: Natts Jadaone
Strategic Planning Director: Carmen Antuñez
Associate Strategic Planning Director: Mel Garrovillo
Client Services Director: Mylene Rayala
Group Account Director: Rei Prieto
Account Managers: Yana Argaño, Josh Catacutan
Broadcast Producer: Krischelo Delgado
Directors: Raymond and Trina Dacones
Production House: Two Fold Media
Audio House: Loudbox Studios
