“INGAT!” As the handsome face of top dramatic actor John Lloyd Cruz saying that for Biogesic’s TVCs flashes in your mind, add on these bits of trivia: Did you know that the proudly effective Filipino paracetamol brand turns 50 years old this May? And that in the last nine years, Unilab, the makers of Biogesic, have entrusted John Lloyd to be their one and only endorser.
To generations of Filipino families, Biogesic has been a symbol of unconditional care, beyond medication. And on its 50th year, it reassures Filipinos that the brand of care and relief it provides is here to stay, through its “ingat na nagpapatuloy” (care that continues) campaign.
Since 2007 when the highly effective Ingat! campaign was launched, John Lloyd’s amiable and simpatico ways have made him the perfect brand ambassador for the over-the-counter drug, as he sincerely delivers the message of “Ingat na damang-dama.”
He continues to do so in real life, which is mirrored in Biogesic’s latest TVC where he is joined by three individuals who closely work with him on a daily basis—his assistant Pip, stylist Rex, and manager Nenette, whom he all cares for like family.
Indeed, the consistent brand messaging of Biogesic, through John Lloyd, paved the way for consumers to continue trusting the product for headaches and fever, as it continues to be the leading choice for paracetamol in the market.
All these were celebrated on Wednesday night at the Edsa Shangri-La Hotel with John Lloyd leading the toast for Biogesic’s golden year. In his speech, the actor also expressed that he is overwhelmed to represent a brand that has such a rich history in the market as it took over foreign drug labels to provide safe and immediate treatment for Filipinos.
“I have no words to express my gratitude to Biogesic and Unilab, and I feel so honored to represent the brand nine years and counting,” said JL, as he is famously called. “It makes me recall how nine years ago, sa first ‘Ingat’ campaign and commercial na ginawa ko with them, 45-seconder lang yon. Talking head yung TVC na walang cut or palit ng camera at anggulo. But I had to do it 52 times, and sabi ko dati, nakakahiya naman ako, artista pa ako tapos 52 takes! But here we are, nine years later, and hindi pala yung takes ang importante, pero yung sincerity at katotohanan ng binibigkas ko at ibinibigay ng Biogesic.
The evening ended as Unilab’s executives thanked the consumers, its media partners, and other stakeholders who were instrumental in making the brand reach milestone after milestone.