MANILA – Some things are better experienced with family.
Video games become full-on battles, jamming sessions turn into rock concerts, jokes lead to never-ending laugh trips. Even snacking together can lead to something more—as seen with the three brothers in the ad. Their bond, forged over moments built while enjoying their favorite snack, is tested by the distance that comes with growing up, and yet made stronger by the tradition they live by.
That was the story Publicis Manila brought to life when Rebisco presented them with the challenge of sustaining the brand’s appeal and relevance to the young snacking population. With more than 50 years worth of market leadership under its belt, Rebisco has become a household name when it comes to snacks—which is why both agency and client felt strongly about going beyond the usual product story by connecting the brand to the comforting feeling of home. Rebisco Sandwiches are more than a delicious snack; they make family relationships more meaningful and memorable.
“Even without the storyboard yet, we were already excited about the idea when it was presented to us,” shares Lulu dela Peña, Rebisco Marketing and Communications Manager. “We all have that ‘special’ relationship with our brothers or sisters, and that relationship is a shared history that makes this very meaningful for us. It was also a first for Rebisco Sandwich not to feature the mom as a central character in the story. Yet we know that despite mom’s visible absence in the TVC, the material does appeal to her.”
“The material is so simple, yet it has the power to move you,” she adds.
Because of its genuine insight and relatable storyline, the ad was greeted with an overwhelming number of positive responses on Facebook. Some people started sharing stories about the bond they share with their own siblings, others wished they had some to bond with, while the rest simply expressed their joy over the heartwarming spot—even two months after the ad began airing.
