THE PHILIPPINES, MARCH 27, 2012: Positive of drinking Sting PowerPacq to fuel not only his boxing game, but to also boost his energy to fulfill his other, different roles: family man, actor and singer, and politician.
DDB Philippines launched the campaign last Friday, March 22, through a viral Twitter hashtag #pacquiaopositive, which trended to the local number 1 spot within 2 hours. Supposed tweets from Floyd Mayweather, Pacquiao’s rival for the pound-for-pound title, were also caught in the #pacquiaopositive hype.
Tweets circulated about the actual meaning behind the hashtag, mostly focusing on the topic of drug abuse. Mayweather has hit Pacquiao on the issue, relating to the still-to-be-concluded talks for a “super fight” between the two boxers.
“It was actually fun, it made a big buzz,” said DDB Philippines’ executive creative director Joey Ong. “We followed up with false covers leading to the TVC launch last Sunday (March 25),” Ong continued.
The false cover, published with the Philippine Star the following Monday, blared the headline “Manny Pacquiao: POSITIVE with Sting PowerPacq” and included feature articles on the boxing superstar and the Sting PowerPacq energy drink. A print ad for Sting PowerPacq is featured on the back page.
This latest deal with Sting PowerPacq is another addition to the long list of endorsements for and by the pound-for-pound king. Pacquiao has appeared in advertisements for over-the-counter medicines, food and beverages, clothing, and gadgets, among others.
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