BRAND
STORY
Instant coffee is a cupboard staple in practically all Filipino households. On average, Filipino households drink close to 600 cups of coffee each year, which is between one and two cups every day.
Kopiko is the third most chosen FMCG brand and the second most chosen beverage brand in the Philippines.
Kopiko continues to reach more shoppers, winning an additional two million homes over the last two years. Filipinos purchase Kopiko twice a month, on average.
Kopiko has managed to communicate around more drinking occasions, not only during the typical breakfast, but also drinking in the afternoon and evening. Its variety of flavors, Blanca, Black and Brown offer something for the wide range of Filipino palates.
Kopiko uses both a consistent media presence on screen and popular celebrity endorsers to maintain its position as the number one coffee mixes brand in the Philippines.
Despite a challenging 2021, the Baby Diapers category recovered in 2022 thanks to better mobility, which lead to the renewed relevance of its pants format.
With consumers feeling the pinch, shoppers have switched to more affordable diaper brands, which has benefitted local baby diaper brand, Happy, which is now the fastest-growing brand in the Philippines.
In just one year, Happy was able to reach one million homes and made gains in homes with babies of all age groups. As an affordable brand, (96 API vs the category and 93 API vs the leading baby diaper brand) it resonated more among lower purchase power homes and was popular in Sari-Sari Stores with cash-strapped shoppers.
The brand highlights benefits such as preventing leaks, keeping babies dry, a perfect fit, and comfortable to wear. Happy is a growing choice among Filipino homes and promises to make every bonding moment with baby a happy moment.
