By Michael Angelo S. Murillo
LOOKING TO strengthen its recall among its target customers, multivitamin supplements brand Rogin-E recently held its first “man convention” (ManCon) at the Metro Walk Tent in Pasig City.
A whole-day event on Feb. 18, the “Rogin-E ManCon 2017” was held to celebrate and highlight “men who want to stay on top of their game.” Done in partnership with TV channels FOX and FOX Sports, the convention showcased various activities that spoke to men with varied interests and passions.
There were cars and motorbikes for men who love speed and mobility; sports activities for those who want to stretch the limits of their physical strength and power; fashion and grooming for those who know that appearance counts; and a selection of toys and hobbies to engage a man’s mind and body.
Present during the ManCon were a number of car and motorcycle groups, sports organizations, and lifestyle and fashion brands including the likes of Felipe and Sons barbershop, Pacsports, Rastaclat, The Nines and Sole Academy, and Futbol Funatics and the Philippine-American Football League. Featured as well were various food and craft brew offerings.
There was also a swimwear fashion show with models strutting to the music and beats of Roxanne Barcelo, Nix Damn P, and Motherbasss.
“In putting this up, we really had the Rogin-E man in mind. What is a Rogin-E man? The man who has the time and resources but doesn’t have the energy to be on top of his game. We thought what this guy would need in life to be ‘the man on top,’” said Tina Sarmiento, Brand Manager for Rogin-E, dropping in the Rogin-E tag line while describing the inspiration for the ManCon. “So there are cars, bikes, sports and, of course, fashion and lifestyle as well as food and brews,” she said in an interview with BusinessWorld.
“We partnered with FOX and FOX Sports and it was a team collaboration to see how we can reach our target market better and how they can relate to us further,” added Ms. Sarmiento.
One of the country’s top multivitamin supplement brands, Rogin-E is a multivitamin especially formulated for men. It contains Korean panax ginseng that is supposed to enhance physical and mental endurance, deanol for potency, improved concentration and mental agility, and royal jelly for vitality.
Seeing how well the ManCon was received by the people who trekked to the Metro Tent, Ms. Sarmiento said they are not ruling out succeeding Rogin-E conventions, adding that from their end their purpose was met.
“We will definitely look into that (holding of succeeding conventions) after this one. Reactions have been great and the people are enjoying the different sections. This event has epitomized what the brand is about and has kind of made it easier for customers to understand what is the ‘man on top,’” Ms. Sarmiento said.