I-Witness features Pinoy icons in series marking 8th year

Episode airs on Mar. 5, 2007 Monday late night after Saksi Reporter: Sandra Aguinaldo GMA-7’s I-Witness enters its 8th year at the top of public affairs programming, having just brought home the coveted World Gold Medal for Documentary at the New York Festival for Television and Film. For its 8th anniversary episodes, which will span the four Mondays of March, I-Witness lines up a series on Philippine icons, including action film icon Robin Padilla, music icon Freddie Aguilar, fashion icon Ricky Reyes and more. I-Witness kicks off its anniversary series on Philippine icons with an episode on iconic brands. The episode’s producer, Sandra Aguinaldo, looks back at the humble beginnings of fast-food giant Jollibee, leading bookseller National Bookstore and major clothing company Bench. From a small ice cream store in Cubao, Jollibee has become the largest fast-food chain in the country. The Jollibee mascot itself has become an icon for Filipino children, while the company’s food and marketing strategies have become iconic to the Filipino public in general. Sandra looks into the secrets behind Jollibee’s overwhelming success. Working mother Socorro Cancio-Ramos – called “Nanay" by National Bookstore employees – recalls the war-torn days of the store that started long ago in Escolta. She has since grown the company into a nationwide network of bookstores that is always first in the minds of Filipinos buying books and school supplies. Before the rise of Bench, young and hip Filipinos would rarely take pride in wearing a local clothing brand. Ben Chan changed that mindset. Using quality materials and design as well as the most popular young stars of their generation – from Richard Gomez in the 80’s to Piolo Pascual today – he made wearing Bench a prestigious thing for Pinoys. Find out how Chan turned a small backyard business into a national icon.