Villar's Vista Land partners with Procter & Gamble

by Cathy Rose A. Garcia,

Posted at Dec 04 2013 05:12 PM | Updated as of Dec 05 2013 05:17 PM

MANILA, Philippines - Vista Land & Lifescapes, the property holding company of former Senator Manuel B. Villar, has partnered with consumer goods giant Procter & Gamble.

Under the partnership, P&G will be given access to conduct marketing activities in Vista Land's communities around the country. Vista Land's brands include Brittany, Crown Asia, Camella Homes, Communities Philippines and Vista Residences.

Villar called the partnership with P&G a "perfect fit" for Vista Land, which is the largest homebuilder in the country.

"We wanted to understand and serve the Filipino consumer and to do that, it's logical that you partner with the number one consumer company in the Philippines which is Procter & Gamble. This is a perfect partnership as far as I am concerned," he said.

Jojo Geslani, P&G brand manager for trial, said the one-year partnership with Vista Land will start on January 1, 2014.

"The initial partnership will be two-fold. For new homeowners, we will give them a P&G welcome basket, which includes our core brands, Tide, Joy, Downy, Pantene and Head & Shoulders. For existing homeowners we will extend exclusive offers over the period of our partnership," he said.

Geslani said the second phase of the partnership would involve a P&G and Vista Land joint marketing program next year.

"It's initially one year, but we would like to have a long-term partnership with them," he said.

This partnership between a consumer goods company and a property developer is said to be the first of its kind in the country.

Villar said his company is looking for similar partnerships in the future.

"We like to be in the forefront of innovation... We're are looking for other partnerships of this sort and even beyond. We're open to all kinds of partnerships that will benefit our customer," he said.