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Aldo Taps Filipina Star Gabbi Garcia As Celebrity Endorser
Filipino entertainment sensation Gabbi Garcia has become the latest celebrity endorser for Canadian shoes and accessories brand Aldo.
The 24-year-old popular leading lady of GMA Network telenovelas has been tapped to add glittering stardust to push Aldo’s business interests in the Asian market. She becomes the first Filipina global ambassador for the brand known for its value-for-money chic and trendy offerings.
In recent weeks, Gabbi Garcia has been busy plugging Aldo themed posts with her numerous Instagram followers and expressed her excitement, stating, “She’s an Aldo girl,” and adding, “Truly overwhelmed to be the first Filipina global ambassador for Aldo Shoes.”
Meanwhile, Aldo’s decision to leverage on Gabbi Garcia popularity with Filipinos and choose her as its global brand ambassador obviously mirrors the industry trend of celebrity endorsements.
According to ASN data, celebrity endorsements (non-sport) rake in slightly over US$1.5b, taking up about 20.1% of Asia’s sponsorship market since Q121. However, we have seen quarterly investment in 2023 range from almost US$60.4m to US$117.3m (estimated forecast for Q423), the numbers are way below the average quarterly investment of US$132.2m.
