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                    [Title] => Sara Lee: Transforming to succeed at all times
                    [Summary] => Whenever the brand Eskinol is mentioned, many Filipinos will most likely refer  to  Vilma Santos. A successful communication campaign and close partnership with a popular and credible endorser will usually linger in our memories even after many decades. Many marketers regard such a phenomenon a blessing, on the other end, others will argue that such is a disadvantage. For Sara Lee, the owner of Eskinol facial care lines, the close association to its past endorser is both an advantage and a challenge for the brand.


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                    [AuthorName] => Leo Obias, President, Sara Lee Philippines
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SARA LEE PHILIPPINES

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                    [Title] => Sara Lee: Transforming to succeed at all times
                    [Summary] => Whenever the brand Eskinol is mentioned, many Filipinos will most likely refer  to  Vilma Santos. A successful communication campaign and close partnership with a popular and credible endorser will usually linger in our memories even after many decades. Many marketers regard such a phenomenon a blessing, on the other end, others will argue that such is a disadvantage. For Sara Lee, the owner of Eskinol facial care lines, the close association to its past endorser is both an advantage and a challenge for the brand.


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abtest

Sara Lee: Transforming to succeed at all times

By Leo Obias, President, Sara Lee Philippines | June 26, 2006 - 12:00am

Whenever the brand Eskinol is mentioned, many Filipinos will most likely refer to Vilma Santos. A successful communication campaign and close partnership with a popular and credible endorser will usually linger...

Business As Usual