The Advertising Standards Council (ASC) in the Philippines prohibits direct comparison between brands, but in general, branded content in the Philippines isn’t widespread. Focus is still heavy on traditional media, especially for the personal care / beauty / haircare industries.

A live concert was staged at the entrance of one of Manila's busiest malls to demonstrate the power of strong hair. A professional string quartet played for the entire length of 2.5 hours using real human haired bows (traditional bows use horse hair) without any breakage, in a unique demonstration of strong hair.

The concert drew overwhelming crowds at one of Manila’s largest, busiest malls – SM Megamall. Concert crowds swelled to a peak of 600 at its height. 25.7% of users who signed up for sampling trials were first-time users of Creamsilk; convinced by the live demonstration of strong hair. More importantly, 35% of Creamsilk users recorded a more positive recognition of the brand.