Jollibee’s marketing success

For those who do not know, Jollibee is the number 1 fast food chain in the Philippines, even beating the world’s most famous McDonald’s. For many years, the company is considered as one of the best run in the country.

Johann is a year and a month old as of writing. He started associating people and object in words as early as 9 months. The first 2 syllable word that he clearly spoke is, of course, “daddy” (dah-dee). :D Joy’s name comes in 2 — when he’s hungry, he calls her “de-de” and when he’s sane, “ah-dee” — that’s “mommy”.

But this is amazing. The first ever 3 syllable word that he can clearly speak and associate with is the word “dyaa-dyi-bee” — that’s Jollibee, folks. And this is even more incredible — whenever he sees a billboard, or when we pass by a Jollibee store, or when he sees Jollibee’s posters anywhere in the mall, you can see his eyes sparkle, starts to giggle and repeatedly shout “dyaa-dyi-bee! dyaa-dyi-bee!”

I sometimes wonder, yes, he sees the commercial on TV, but what’s with Joliibee that even a one year old kid who hasn’t tasted a hamburger yet that makes them so excited whenever they see his face? His ninang is a commercial caster. She is part of a lot of successful Jollibee advertising campaign. She suggests that it’s the complete marketing package that makes Jollibee so appealing to kids — the mascot properly designed with its face and colors that attracts kids, the commercials that makes them long to see Jollibee in person and go to a Jollibee store, and the store itself filled with striking red, blue and yellow colors which makes them feel like it’s a fun place to go to.

The first time we saw the film Super Size Me, we vowed not to introduce Jollibee or even McDonald’s or Wendy’s to Johann. We are about to become a failure. Congratulations, Jollibee, for making us feel irresponsible parents :D