‘AlDub’ helps sales of firecrackers soar

By: Carmela Reyes-Estrope - 9 years ago

BOCAUE, Bulacan—Now you can really forget about “Judas’ Belt,” or “Sinturon ni Judas.”

And you can say farewell to “Good-bye, Philippines” and “Lolo Thunder,” too.

Here comes “Whistling AlDub,” a crackling fountain named after the popular television couple “AlDub.”

Take it from Rommel Eustaquio, a fireworks manufacturer and a longtime fan of the noontime show “Eat Bulaga,” who said his set of AlDub products was designed to thrill the so-called “AlDub Nation”—the TV couple’s fans—during the forthcoming New Year revelry.

Eustaquio operates EB Eat Bulaga Fireworks at Pyro Zone II in Bocaue. His store is the exclusive dealer of fireworks and pyrotechnic products named after actor Alden Richards and Internet sensation Maine Mendoza, who make up the AlDub duo in the noontime show’s “Kalyeserye” segment.

The popularity of the AlDub duo helped lift the sales of Eustaquio’s products, like the Whistling AlDub and the Kalyeserye, despite a government campaign discouraging revelers from using powerful firecrackers that have maimed people.

Naming firecrackers and other pyrotechnics after well-known personalities, news makers and big events has become a marketing strategy for manufacturers who are banking on name recall to attract customers.

In previous years, banned firecrackers had taken on such names as “Goodbye Philippines,” “Bin Laden”—named after the late terrorist leader Osama bin Laden—“Goodbye Gloria,” “Trillanes,” “Goodbye Bading,” “Ampatuan” and “Green Penoy.”

Piccolo, another banned item popular among children, was once called “Pacquiao,” after national boxing hero Manny Pacquiao.

Firecracker stalls in this town, dubbed the “Fireworks Capital of the Philippines,” began selling their products last week, reporting good business starting on Christmas Day.

Eustaquio’s store sells the “Maalden Kita” (or “I Love You, Too”) fountains and whistling rockets, the “AlDub You” fireworks and the “Pabebe” and “Baste” fountains.

“Pabebe” refers to the expression of the main characters in the “Kalyeserye” when they act like children. Baste is a boy from General Santos City who has joined the cast.

Eustaquio has been using the business name EB Eat Bulaga Fireworks for 10 years now, after it was accepted by the trade department. As a fan, he said, branding his products with AlDub was his way of promoting Eat Bulaga, his favorite noontime show.

He said a portion of sales from his AlDub products would go to Eat Bulaga’s charity projects.

Baste, a small fountain, sells for P35 apiece. A pack of AlDub fireworks sells for as high as P450, depending on its size.

“AlDub is no longer just an entertainment brand. AlDub has become a novelty and merchandise brand, so I make sure we develop quality products to protect the brand name,” Eustaquio said.

After the Christmas Day sales, which drew customers from provinces in Luzon and the Visayas, only about 1,000 pieces of Eustaquio’s AlDub selection remained in stock.

Stalls usually stay open for 24 hours on days leading to New Year’s Eve to accommodate customers, most of whom still prefer the traditional “kuwitis” (skyrockets), said Annie Dinglasan, owner of Ding’s Fireworks. A hundred pieces of kuwitis sell for P300.