'Gossip Girl' star Ed Westwick headlines Penshoppe's 25-year anniversary campaign

The 'You know you love him' campaign will feature billboard, print ads, in store and social media elements. Billboards along major Manila thoroughfares EDSA and Timog Avenue have been tapped as strategic locations to showcase the ads.

Westwick is popular among Filipinos for his role as Chuck Bass in the US TV series 'Gossip Girl', known for its trademark ending 'you know you love me', which the campaign gets its slogan from.

PR Asia Worldwide, which was appointed by Penshoppe in March, conceptualised the campaign for the brand's 25th year anniversary. It was tasked to upgrade the image of the brand according to international standards.

PR Asia Worldwide is in charge of talent acquisition, campaign implementation, negotiations, media campaigns, publicity and social media.

“We believe it is time to appoint someone on an international scale. It’s time to show everyone that Penshoppe is upgrading itself to international levels. Someone like Ed fits the mindset and is admired by our market,” explained Alex Mendoza, brand director at Penshoppe.

“On its 25th year, Penshoppe is proud to have actor Ed Westwick as our headliner. His presence and charisma will definitely awaken the Philippines to the fact that what is originally Philippine-made can also be worn proudly by a worldwide icon as well as people around the world,” Mendoza added.

Penshoppe is the flagship brand of Golden ABC, and its network of stores has grown to 300 sites across the country. In 2002, it opened its first international store in Xiamen, China.