Saan Aabot ang 20 Pesos Mo? 🍪⚫️⚪️
"Cookies and cream" is a flavor that will never cease to exist. The flavor reached the number 2 spot in Philstar's list of "5 popular sweets holiday ice creams" in 2019 (Dizon, 2019). Moreover, Selecta Ice Cream has this flavor in many gallon sizes and variations. From the menu by Judah (2022) at Johnny Rockets, products with the cookies and cream flavor are highly sold, no matter the price.
Unsurprisingly, in 2016, a new Cornetto flavor was called "Cookies and Dream," an ice cream cone with a cookies and cream flavor. Selecta advertises it with JaDine, (James Reid and Nadine Lustre). The story goes where James Reid is fascinated by Nadine Lustre. He aims to impress her by paying for her surfing lessons with just 20 pesos. The famous line, "Saan aabot ang 20 pesos mo?" comes after James pays. He has now been given a surfing lesson and the instructor points at the wave he will be surfing. However, the tide is not actual; it's just people doing the wave motion. Both protagonists laugh because of the "pilosopo" characteristic, especially Nadine. Finally, the Cornetto "Cookies and Dream" is showcased. With just 20 pesos, one can buy ice cream, a suitable and thrifty dessert for a first date.
The commercial was showcased on millions of televisions in the Philippines. However, some might think it's only for millennials because of the models and the product, which is more suitable for the younger consumer. Yet, it shows that it's affordable and can impress your prospective loved one and wallet simultaneously. However, the product needs regulation in consumption to avoid illnesses related to the significant consumption of sweets.
The elements, as mentioned earlier, of the Cornetto ice cream make the commercial viral. Especially the Jadine love team, one of the "big three" love teams during the 2010s (Aseoche, 2020), appeared in this commercial. Celebrity endorsements are well-known to be a beneficial audience-grabbing factor. Who wouldn't want their favorite celebrity star in a product their fans can potentially have? With Jadine's peaking popularity, their appearance is a huge factor in sales, bringing in more Cornetto consumers who are also Jadine fans.
Nevertheless, the commercial also confuses consumers because of the tagline "Saan aabot ang 20 pesos mo." The consumers might want to buy ice cream for the whole family (gallon ice cream) but would also like to buy a ready-to-go ice cream (Cornetto). After further research, the commercial offered a hoax. They displayed that the product costs 20 pesos; however, in real life, it costs 25 pesos (Shopper's Mart, n.d.). Because of the famous Cornetto tagline, one might think it only costs 20, but it differs in real life. Although there is a relatively minimal price hike, the advertisement still spreads a false price for the ice cream.
All in all, the advertisement reached its goal, to advertise. Selecta chose the right skit, humor, love team, and Cornetto flavor that showcases the product and the love team's potential and freshness in the market industry.
References
Aseoche, T. (2020, January 26). JaDine: A Timeline of Their Love Story. When in Manila. https://www.wheninmanila.com/james-reid-nadine-lustre-relationship-timeline/#:~:text=August%202015
Dizon, G. (2019, November 19). From matcha to ube: 5 popular sweets now in holiday ice creams. Philstar.com. https://www.philstar.com/lifestyle/food-and-leisure/2019/11/19/1964334/matcha-ube-5-popular-sweets-now-holiday-ice-creams
Judah, P. (2022, June 25). Selecta Ice Cream Menu Philippines 2022 (Updated Prices in September ). Johnny Rockets. https://johnnyrockets.com.ph/selecta-ice-cream-menu/
Selecta Cornetto. (2016, October 23). Nandito na ang NEW Cornetto Cookies and Dream to make your kilig dreams come true! Www.youtube.com. https://www.youtube.com/watch?v=Y0Xm3rVqdl0&list=PLrmgoqW0Q_Yc1hZv5-mcBBuUl0rPrjPpW&index=26
Shopper's Mart. (n.d.). Selecta Cornetto Cookies N Dream 110mL. Shoppers' Mart. Retrieved April 29, 2023, from https://www.shoppersmart.com.ph/products/selecta-cornetto-cookies-n-dream-110ml