A year after its milestone 50th anniversary celebration, Ascorbic Acid (Poten-Cee) continues its momentum as the campaign #FiftyFortifiedandForgingForward secured a win at the Philippine IABC Quill Awards. The event, held at the historic Manila Hotel, recognized the campaign for its impact and excellence in communications. This latest recognition marks the second consecutive win for the brand at major industry awards, following its Silver Anvil from the Public Relations Society of the Philippines in January.
Excellence Award Recognition
The IABC honored Poten-Cee with an Excellence Award for its campaign #FiftyFortifiedandForgingForward. The campaign earned this distinction for effectively conveying the brand’s 50th anniversary to its intended audiences using multiple communication channels and platforms. The initiative achieved a score of more than 5.75 based on the IABC’s Global Scale of Excellence, qualifying it for one of the most respected awards in the field of business communication.
Internal and External Engagement
In 2024, Poten-Cee placed strong emphasis on internal communications by first engaging its employees. The company believes that employees serve as the best brand ambassadors, capable of spreading authentic and impactful messages about the brand. Once internal alignment was achieved, the campaign expanded to external stakeholders that included loyal customers and media representatives, many of whom were users of the product themselves.
The campaign, conceptualized in late 2023 and executed throughout 2024, utilized a wide range of communication tools. These included internal company platforms, as well as above-the-line (ATL), below-the-line (BTL), and digital platforms. Despite market challenges, the campaign delivered strong results across several fronts. Poten-Cee reported significant sales performance, high levels of digital engagement, effective public relations efforts, and strong stakeholder involvement, including contributions to corporate social responsibility initiatives. These results contributed to the campaign’s strong evaluation score at the Quills.
Standing Out Among Hundreds of Entries
The IABC received a total of 918 entries for the Quill Awards. Of these, 163 campaigns won Excellence Awards, including 58 in the same category as Poten-Cee. Among these winners, Poten-Cee’s #FiftyFortifiedandForgingForward distinguished itself by qualifying for the Professional Top 5 Awards. This recognition is reserved for campaigns that achieve some of the highest scores on the IABC’s 7-point scale, with 7 being the highest possible rating.
IABC President Belle Tiongco explained the importance of this recognition. “Scoring a Professional Top Awards means you submitted a well-written entry, with clear strategy, creativity, and results accompanied with an impressive Work Plan, showing a sample of the campaign which allowed the evaluator to ‘experience’ the output in a very effective manner. This is how you win the Quills!” She added, “Landing in the final five is a big feat in this very competitive category.”
Building on Past Success
This recognition represents PascualLab’s second Quill Award. The company first received an Excellence Award in 2021 for its 75th anniversary campaign, #PascualLove. The back-to-back awards demonstrate consistency in developing impactful communications that resonate with stakeholders. For Poten-Cee, the #FiftyFortifiedandForgingForward win provides fresh motivation to continue serving the vitamin C needs of consumers across different market segments.
Poten-Cee Product Portfolio
Poten-Cee has built a strong product line designed to meet diverse health needs. Its current offerings include:
- Poten-Cee Sugar-coated
- Poten-Cee Sugar-free
- Poten-Cee Forte (1000 mg)
- Poten-Cee Chewable
For advanced immunity protection, the brand also offers Poten-Cee Zn and Poten-Cee Zn Advance. To support skin, hair, and collagen health, Poten-Cee provides Poten-Cee + C with Bovine and Marine collagen variants. For younger consumers, the lineup includes Poten-Cee Plus, along with its latest addition, Poten-Cee Gummies.
Customers can learn more about Poten-Cee products by visiting pascuallab.com or the brand’s official online stores on Lazada, Shopee, and Tiktok.
