Kris Aquino on being an effective endorser: "What you see is what you get."

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"Alam nilang wala akong tinatago talaga, workaholic lang ako, makapamilya ako, and alam nila na 'yong dalawang anak ko ang priority ko talaga," says Kris Aquino about her being a transparent person, which she thinks is one of the factors why companies get her as an endorser.


Kris Aquino thinks her transparent personality is probably the primary reason why she has become one of the country's most prolific and credible product endorsers.

"Kasi, I'm not a liar. 'Yon lang 'yon, what you see is what you get," said the TV host-actress during the launch of K Everyday, her new line of kitchen and home products yesterday, October 2, at the SM Megamall in Mandaluyong City.

Kris, who has been the top female endorser in YES! List of Top Celebrity Endorsers in 2009 and 2011, also described herself as an obedient endorser.

She remembered an instance when the attention of her good friend Boy Abunda was called after she posted on Twitter that's she's taping for a commercial.

Although, she did not mention which product, Kris said that the companies were very strict about it because of the competitive environment.

She related, "Mayroon kaming mga bagong pinirmahan. May confidentiality rin, 'di ba, na bawal mo sabihin habang 'di pa ine-air?

"So, they always say, pinapagalitan si Boy na, 'She tweeted again na she's shooting a commercial.'

'Tapos sinasabi [ni Boy], 'But she didn't say which.'

"As much as possible, sinabi ni Boy [sa akin], 'Krissy, don't give any specifics until mag-air [ang commercial].'"

After that incident, Kris seldom posts on Twitter about her endorsement activities.

BEHAVIOR IN PUBLIC. Another factor that the Queen of All Media mentioned was the good conduct clause that's included mostly in her new product endorsement contract.

Kris said this is different from the usual morality clause.

"A good conduct clause is when you know how to behave," she said.

"I think, malaking factor din na hindi ako laman ng mga bars. Hindi ko trip 'yon, e."

Kris then mentioned the values that Pinoys usually look for in any commercial.

She related, "Sinabi nga ni Boy sa akin, 'Malaking bagay, Krissy, na you're so transparent and so public.'

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"So, alam nilang wala akong tinatago talaga, workaholic lang ako, makapamilya ako, and alam nila na 'yong dalawang anak ko ang priority ko talaga.

"So, I think 'yong values na ine-espouse ko ngayon, 'yon ang hinahanap nila."

INCOME TAX. Aside from being one of the well-sought product endorsers, Kris is also consistently included in the Bureau of Internal Revenue's list of top tax payers.

For the Taxable Year 2009, Kris ranked 39th among the Top 500 individual tax payers, and third among the local celebrities.

The youngest sister of President Noynoy Aquino said that she really prioritizes and monitors her income tax obligations.

"Mahirap ang ma-penalty dahil sa BIR, ma-late ka lang ng dalawang araw, may penalty na," she said.

Kris admitted that last April, she had to borrow money from her sisters to avoid the penalty.

"Honest, ha, noong last April 15, na-shock-a-doodle-dandy talaga ako.

"So, umutang talaga ako sa mga ate ko.

"Kasi, di ba, may mga naka-time deposit ka na 'di mo magalaw, sayang.

"Pero binayaran ko naman sila right away, after three weeks."

That served as a lesson for the TV host-actress. Her sisters even gave her advice on how to manage her money so she's ready anytime.

"Nakahiwalay talaga 'yong one-third, diretso. Kasi, 'di ba thirty-two percent, e?

"So, tinuro ng mga kapatid ko, 'yong one-third, ilagay na in a separate account para hindi ko nararamdaman.

"Para pagdating ng bayaran na, walang problema.

"Ngayon, natuto na ako talaga, na naka-set aside."


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