Uniquecorn Strategies

For a brand like Sanicare, built on care and everyday hygiene, the challenge isn’t just being seen, it is being felt.

In December 2024, the brand introduced a new face to represent that message: Belle Mariano. More than a typical ambassador announcement, this was part of a bigger holiday campaign—“Carols of Care”—designed to highlight the role of hygiene in moments that matter most to Filipino families.

The goal was simple: deliver a message of care that felt timely, genuine, and easy to connect with.

A Campaign Rooted in Care

The holiday season naturally brings themes of family, togetherness, and giving—values that already align closely with what Sanicare stands for.

Instead of creating something overly complex, the campaign leaned into that natural fit.

Belle Mariano’s involvement helped bring a more personal and relatable touch to the message, reinforcing the idea that care isn’t just a product benefit; it’s part of everyday life.

Making the Message Travel

To make sure the campaign reached the right audience, we focused on combining curated media engagement with wider press visibility.

The approach included:

Targeted media invitations to lifestyle and news platforms
On-ground media management to ensure smooth coverage during the event
Post-event press release distribution to extend the story beyond attendees

Publications such as Daily Tribune, WhenInManila.com, and Philstar.com were part of the initial wave of coverage, helping anchor the campaign in credible platforms.

The goal wasn’t just to reach. It was meaningful visibility.

By the Numbers

Here’s what the campaign delivered:

19 media features across online and print
Coverage from lifestyle, entertainment, and news platforms
Strong visibility during the holiday season
Consistent messaging across all placements

While more focused in scale, the campaign delivered exactly what it needed to: clear, credible, and timely exposure.

More Than Just Holiday Messaging

Holiday campaigns can easily blend, but this one stood out because it stayed grounded.

Instead of pushing hard on promotion, Sanicare focused on something more relatable: everyday care.

By aligning its message with a season where people are already thinking about family and connection, the brand was able to show up in a way that felt natural and not forced.

That authenticity is what made the campaign resonate.

Key Takeaways

Seasonal campaigns work best when they align with real brand values
A relatable ambassador strengthens emotional connection
Targeted media engagement can drive quality coverage
Post-event PR extends the life of campaigns
Simplicity and clarity often outperform overly complex messaging

Looking Ahead

As Sanicare continues to connect with Filipino families, the focus remains on what it has always stood for—care that’s consistent, accessible, and meaningful.