Brands hit the right spot with Miss Universe moment marketing materials

The digital marketing machine was in continuous grind awaiting the results.

Marlet Salazar
December 19, 2018

As the 2018 Miss Universe winner was announced, a number of brands in the Philippines have their moment marketing materials ready to be posted online. Some are more forward-thinking, using a recent photo of Philippine bet Catriona Gray showcasing her national costume.

The digital marketing machine was in continuous grind awaiting the results.

The beauty pageant became a platform for quick-witted and creative brands to jump into the bandwagon and make them relevant across all social networks. Some brand “memes” chose humor while some wanted to celebrate Catriona Gray’s win as the Filipinos’ win in this year’s Miss Universe.

Below are just some of the brands that circulated on social media on the day the Philippines got its fourth crown.

McDonald’s Philippines
McDonald’s Philippines posted on its Twitter account its world-famous fries designed like a crown with the caption: Congratulations to our one and only World Famous Queen. Thank you for making us proud, Queen Cat. The fast-food chain followed it with an image of party hat written the words “I am Cat,” which was posted on its Facebook page with the accompanying caption, “This calls for a celebration!”

Cebuana Lhuillier
Cebuana Lhuillier took the more fun route posting a photo of Catriona in her red evening gown and captioned it with: “Congratulations, Catriona! Basta kapag ikaw ay nagipit, ang korona sa Cebuana Lhuillier ilapit!” Cebuana is not only a remittance center but also a pawnshop.

Domino’s Pizza Philippines
Domino’s Pizza turned the now-famous Catriona earcuff, which symbolizes the three stars and a sun, into an art and incorporated some of its pizza varieties. The pizza chain also accompanied it with a heartwarming congratulatory message that says, “Raise your flag as another Filipina reigns the universe.”

Jollibee celebrates the Philippine win with its mascots — the bee wearing a barong Tagalog — congratulating Catriona and calling her “Our pride and joy.”

DOST-Science and Technology Information Institute
Government insitution Department of Science and Technology (DOST) captured a more profound understanding of what the win was for the Filipinos. It first highlighted the successful launch of the country’s satellite and microsatellite into space early this year then followed it with Catriona’s Miss Universe win. It celebrates these milestones with the text: “This year, the Philippines has indeed conquered not just the world but also the universe!”

There are no signs that the “Miss-Universe-Catriona-Gray” hype will die anytime soon. It’s just the beginning and brands have a full year to maximize the Philippine reign in the universe stage.

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