DANES FLAVORED CHEESE
Danes Cheese, a challenger brand in the Philippines, faces the intriguing challenge of capturing a market share that currently stands at less than 10%, despite offering a unique range of flavored cheeses. In pursuit of their undergraduate thesis, Erin and their team embarked on the development of an integrated advertising campaign designed to introduce Danes' flavored cheese line to the millennial demographic.
The campaign's tagline, "Para Sa Daring, Tulad mo," translates to "It's for the daring, just like you." It strategically leverages the innate risk-taking tendencies of Filipino millennials, employing an approachable and relatable tone that perfectly aligns with the brand's essence.
The integrated campaign was awarded Best Thesis in Advertising among the team’s undergraduate batch.
DARING
FOR THE
Erin and their team meticulously crafted advertising collaterals to effectively reach the target market at every touchpoint throughout the customer's journey.
The messaging remains consistently focused on spotlighting each flavor, skillfully connecting them to the fearless behaviors of Filipino millennials, actions they undertake without hesitation or second thoughts
DIGITAL TVCs
Despite his 9:00 meeting, the millennial snoozes his alarm and falls back to sleep at 8:55.
Our millennial stalks his office crush’s socials, without fear of accidently liking their 4-year-old post.
outdoor placements
partnerships & Promotions
IN-STORE
This was the award-winning thesis of
Erin Altares
Camille Ong
Jazlyn Ko
Thesis Mentor:
Miguel Paolo Paredes
Company Representative
Jeano Cruz