MMC501M – G01 | Introduction to Marketing Communications
Case Study # 2 – Napoleon Brandy: Can Bad Publicity Actually
Be Good for Your Band?
11572817 de Jesus, Jose Amiel G.
MMC 501 G01 21-22 T1
Part I: Issue / Main Problem
Destileria Limtuaco (DL) is known as one of the oldest distilleries in the country dating back 1852 and known for its
products like White Castle Whisky and Napoleon Quince. In 2004, Napoleon Brandy (NB) released its infamous
billboard (and radio commercial) with the headline “NAKATIKIM KA NA BA NG KINSE AÑOS?” This advertisement
drew flak from the public and apart from the negative brand image, several boycotts and protests were mobilized
against DL and its Ad Agency Sinson Lascano Group. DL’s business ethics were also questioned due to their constant
refusal to pull out the controversial ads.
Part II: Questions for class disccusion
1. Do you see anything wrong with the Kinse Años ad? Expound.
2. Given that we are in a heightened climate of “wokeness” political correctness, what will be the outcome if
the NB Kinse Años ads are to be released in 2021?
3. Do you think ethical advertising is important? Explain.
4. Can negative publicity bring positive effects?
Part III: Facts vs Opinion
Several billboards have caused controversies in the recent decades and one of them is DL/NB’s Kinse Años ads which
caught the attention not just of the EDSA commuters but also the attention of different sectors like MTRCB,
Archdiocese of Manila, National Commission on the Role of the Filipino Women, and Gabriela Women’s Party to
name a few (Porcalla, 2004). Even though the tagline is directly referring to the age of the brandy, different sectors
calling out the ads claims that Kinse Años is insinuating rape and child abuse (Cornelio, 2014). Obillo (2020) believed
that this ad banks on Philippines being a male-dominant culture and that DL believes that it will get good sales on its
prime taste while having a “play of words.”
Although I could not find any empirical data on the sales of DL after the ad controversy, I believe that Kinse Años ad
created negative publicity based on the news articles that I have read and according to Berger, Sorensen, and
Rasmussen (2010), negative publicity often hurts. However, in their study, they argued that negative publicity can
increase purchase likelihood and sales due to increasing product awareness and negative publicity should have
different effects on established versus unknown product and I believe that DL is a well-established brand given its
169-year corporate history. The fact that they were able to surpass the NB ad backlash and is still thriving during the
pandemic period – as their president makes to the list of top Asian women business leaders (BusinessWorld, 2020),
is a living testament that their brand could withstand boycotts, protests, and negative publicities.
In my own opinion, the advertisement should not be released in the first place knowing that the country’s long
history of colonialism has embedded a patriarchal and misogynistic culture among Filipinos and deny it or not,
“tasting a 15-year-old” or a minor is a running joke among older men and I felt like the ad agency is aware of the
innuendos and purposely used the headline to generate buzz, however, they I believe that they did not foresee that
the negative buzz will outweigh the positive ones.
They may be successful in generating buzz, however, in my opinion, it may have hurt their sales during that time,
because as a consumer, I would not like being associated with a “sexually suggestive” brand.
MMC501M – G01 | Introduction to Marketing Communications
Case Study # 2 – Napoleon Brandy: Can Bad Publicity Actually
Be Good for Your Band?
11572817 de Jesus, Jose Amiel G.
MMC 501 G01 21-22 T1
Part IV: Conclusions/Recommendations
In a marketing perspective, although the Kinse Años headline is catchy and brilliant (due to the fact that it generated
a lot of attention), I believe that there are a lot of creative ways to promote the “15 years” angle of the liquor like
focusing and specifying the barrels, or the process of how it the brandy was aged, etc,. so that it could avoid different
interpretations that would connect to sensitive topics like child abuse. As Obillo (2020) mentioned in his article,
marketing and brand managers (as well as ad agencies) must be stay vigilant regarding sensitive topics that may
include sexual connotation, gender bias, racial sensitivities and religions. Managers should always remember to
research on the market and how they behave, as well as other factors that need to be considered before the
advertisements make it way to the billboards, tv, radio, and social media. Above all, they must have empathy towards
their consumers and uphold society’s current ideals.
One may say that negative publicity is still publicity, but advertisers and advertisements are regarded as the most
powerful, persuasive, and manipulative tool that firms have to control consumers and as someone who possess
those “powers”, they should hold themselves to high level of responsibility and ethical standards.
My last recommendation would be in the form of explaining a quotation from David Ogilvy, “Never write an
advertisement which you wouldn't want your family to read.” Ask yourself if your family would like to see the ad,
and if you are unsure or a straight up no, then trust your gut feeling, they won’t like it too.
References:
BusinessWorld. (2020). Destileria Limtuaco head makes list of top Asian women business leaders. Retrieved
November 10, 2021 https://www.bworldonline.com/destileria-limtuaco-head-makes-list-of-top-asianwomen-business-leaders/
Cornelio, J. S. (2014). Billboard Advertising and Sexualisation in Metro Manila. European Journal of East Asian Studies,
13(1). 68-92.
Frialde, M. (2004). Brandy maker wants “kinse” ads to stay. The Philippine Star. Retrieved November 10, 2021 from
https://www.philstar.com/metro/2004/03/09/241844/brandy-maker-wants-145kinse146-ads-stay
Obillo, A. (2020). Mark(catch)ing Strategies. Manila Standard. Retrieved November 10, 2021 from
https://manilastandard.net/mobile/article/337724
Porcalla, D. (2004). Brandy maker files graft charges vs AdBoard execs. The Philippine Star. Retrieved November 10,
2021 from https://www.philstar.com/metro/2004/06/02/252265/brandy-maker-files-graft-charges-vsadboard-execs