[Photo credit: Advertising in the Philippines, 1989]
The delightful pair that led Filipino children to threaten their mothers to buy the Sustagen cans came to life in 1985. Mead Johnson, which had the nutrition supplement behind Sustagen, marketing brainchildren were Susy and Geno. Mr. Chichi Barros, Marketing Director of Consumer Goods, has conceived the concept of creating a community of adorable mascots that reflect parents’ and children’s values as well.
Susy And Geno: The Philippines’ Famous Influencers, Where Are They Now?
Sustagen became the best-selling marketed milk drink in the 1980s. This was due to the popularity of the Susy and Geno tandem that was the embodiment of happy, stable children. In addition to being featured on TV commercials, Susy and Geno have visited schools and supermarkets to play, dance, sing, and advertise the brand’s health benefits. They were the stars of their own Sustagen’s Kiddie Club, which had over 45,000 members at its peak.
Sustagen was without a doubt a superior chocolate-flavored food supplement with its “23 Resistensya Builders,” but most children saw it and felt so serious.
The mascots were the perfect responses to the premium brand. Susy was built as a young girl with lots of charming character, a great addition to the nice and friendly Geno.
The company mascots, as the stars of the brand, went around the Philippines – town markets, lectures, weekend meetings, puppet-making workshops, and endless invitations to celebrate the birthday! Whenever they have gone, Susy And Geno, and professional Mead Johnson nutritionists who have accompanied them on tours have shared the message of good health.
The use of mascots in marketing campaigns and communications is often regarded as a perfect example, particularly for children who are faced with abstract concepts, such as safety, nutrition, and friendship. The brand mascots have been able to describe them in fun and entertaining ways so that children can understand without losing their sense of wonder.
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Despite its popularity, the high expense of these operations forced the company to withdraw temporarily, but Susy and Geno returned to the country in the late 1990s. Susy And Geno were again considered adult mascots in 2013, leading individual lives and careers. The drama of their reunion played out on social media attracted some attention.
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I'm a blogger, a crazy kid, and a happy piece of a blob. My star sign is on the cusp of the Crab and the Lion. I am Julian.