A liquefied petroleum gas brand wants to be part of Filipinos’s everyday lives as it launched an advocacy program that reminds consumers of the importance of family, honesty, integrity, hard work and respect for others.
Isla LPG Corporation (ILC), owner of LPG brand Solane, revives and puts the spotlight on Filipino values with its “Dapat Lang” campaign. A popular Filipino expression, “dapat lang” loosely translates to “that’s how it should be, rightly so” in English.
The program emphasizes the importance of doing the right thing in the workplace, at home and in the society.
ILC CEO Ruben Domingo said their company has been implementing the values promotion program among employees, an advocacy that they’re now sharing with their customers as part of their corporate social responsibility.
“When we came up with the campaign, we wanted something that consumers will understand,” Solane Marketing Manager Valeri Villano told Manila Standard. She continued, “In our business, it (“dapat lang”) is an expression because we operate in terms of safety, product quality and service.”
“Dapat Lang” highlights the value of making sure that wherever a person is, he should make sure that safety, reliability and quality, among others are taken into account much like how Solane complies with the highest standards in the industry.
According to Villano, Solane’s core values, which are excellence, honesty, integrity and respect for people are aligned and same with traditional Filipino values.
“We want to bring it back through the campaign, which is not only corporate but can also be used by anyone,” the Solane official added.
The advocacy program of the five-year-old LPG label also aims to humanize the product. “It makes consumers, even us, feel connected to the brand. We’re able to feel the brand and make it part of our everyday lives,” said Villano.
As part of the campaign, Solane also launched its new website, www.solane.com.ph, which outlines the various ways with which consumers can live out the new campaign principle, communicate directly with the company and enjoy access to quick and easy recipes and various helpful time-saving tips.
The website’s About Us page shares vital information about ILC and Solane. It also has an order form at the Pa-deliver Ka Na! page which allows consumers to order LPG right at the convenience of their home. Alternatively, a Store Locator tab helps users track the nearest LPG store.