Dingdong Dantes inks a deal with the country's leading bakeshop

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"Nakikita natin sa lahat ng produkto ng Goldilocks na everyoccasion, ipinapakita niya yung warmth ng pagka-Filipino, yung pagmamahal. So,you know, this is the way of sending love to everybody. Kaya naka-identify akosa kanya dahil sobrang generous ang Goldilocks. Ako, in a way, may pagkaganoondin ako, e," says Dingdong Dantes.



Matinee idol Dingdong Dantes adds another one to his longlist of endorsements. He was chosen by Goldilocks to be their latest endorser,in line with their current campaign and tagline "You're the 1, Goldilocks."

Dingdong was formally launched as the newest Goldilocksendorser last Friday, January 9, at the Santan Room of the Shangri-La EdsaPlaza Hotel in Mandaluyong City.

Goldilocks Managing Director Pinky Yee explained why theypicked Dingdong among all the popular young actors today.

"As an advertiser, we are always on the lookout for thosecelebrities and talents whose image taint-free," she began. "Kahit may kontingtaint, puwede na rin. But the most important thing is credibility. Para kasi saakin, credibility is very important.

"We do subscribe to research and focus group discussionswhere we ask our target markets different questions—from what they are watchingon TV, who they idolize, who they see embody the true spirit of the Filipino.And I'm so happy to share to all of you that Dong scores very, very high in allmarket segments. He crosses socio-demographic segments, from the AB crowd allthe way to the CD, from moms to young children, to teenagers. He has ratedvery well. He is credible to most of the age groups and respondents that wehave talked to."

Dingdong, on the other hand, considers the partnership aninevitable occurrence.

"Sa lahat po ng iniendorso ko, unang-una po, naniniwala poako sa lahat ng ‘yon, definitely. Yun talaga ang No. 1 criteria. And with regardsto Goldilocks, I've been part of the Goldilocks family ever since I was young. When you say Goldilocks, automatically, masasabi mong veryFilipino ang Goldilocks. At pag sinabi mong Filipino, kakaibang magmahal ‘yan.

"Nakikita natin sa lahat ng produkto ng Goldilocks na everyoccasion, ipinapakita niya yung warmth ng pagka-Filipino, yung pagmamahal. So,you know, this is the way of sending love to everybody. Kaya naka-identify akosa kanya dahil sobrang generous ang Goldilocks. Ako, in a way, may pagkaganoondin ako, e," said Dingdong.

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What are Dingdong's favorite Goldilocks products?

"Sa bakeshop, ang ensaymada at ang aking ultimatefavorite—ang chocolate pulvoron. Sa food shop naman, nandiyan ang bangus, angdinuguan, at ang lumpia. ‘Yan ang aking mga top choices," he enumerated.

Dingdong also announced that Goldilocks will soon launch asugar-free line for the health conscious.

Together with Dingdong's debut, Goldilocks likewise launchedtheir latest tagline, "You're the 1, Goldilocks." Even after 43 years of beingingrained in the hearts and stomachs of Filipinos, Goldilocks continues toreinforce its unrivaled position.

"Sobrang bagay yung tagline na ‘You're the 1' saGoldilocks," Dingdong agreed. "Basta celebration, special occasion , pasalubong,merienda, cakes, or pastries, isa lang naman ang pumapasok sa isip at puso ngPinoy."


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