Isentia’s Philippines report on alcohol and tobacco brands featured in MARKETECH APAC

Summary: MARKETECH APAC covered Isentia Philippines’ social listening report revealing how K-pop endorsements and organic consumer behaviour are reshaping the perception of alcohol and tobacco brands in the Philippine digital space.

Published in June 2021, this MARKETECH APAC feature covered Isentia Philippines’ latest report on how alcohol and tobacco brands are perceived across the Philippine social media landscape. The report uncovered that K-pop celebrity endorsements — particularly BTS’s announcement as ambassadors for Kloud Beer, drove massive social buzz spikes (1,761 mentions on announcement day alone), demonstrating the outsized commercial power of fandom-driven marketing in Southeast Asia.

Kate Dudang, Former Insights Manager at Isentia Philippines, was quoted on the importance of mining data-driven insights beyond simple positive/negative sentiment — emphasising that understanding how audiences engage with stakeholders, not just what they say, is the real competitive advantage.