Building solutions provider Holcim Philippines, Inc. has partnered with mixed martial arts organization ONE Championship and its heavyweight world champion, Brandon "The Truth" Vera, for a campaign to highlight the company’s strong legacy of excellence in helping partners build important structures in the country.
Called “Built to Excel,” the campaign will feature Vera highlighting the similarities of his path to being a champion with Holcim Philippines’ journey in establishing itself as the leading building solutions provider in the country. The campaign will highlight Holcim Excel, the company’s flagship general purpose cement brand which is set to celebrate its 20th year in 2021. Holcim will primarily use social media for the campaign and produce materials for its trade partners nationwide.
Vera won the inaugural ONE Heavyweight World Championship in December 2015 and has held the title ever since. One of the first successful Filipino-Americans to make a breakthrough in mixed martial arts, Vera has competed against some of the sport's biggest names in his nearly 20-year career.
Holcim Philippines President and CEO John Stull: “We are excited to work with ONE Championship and Brandon. Aside from tapping into their growing fan base which aligns with our own customers, we decided to continue this partnership due to shared values with them. Our Holcim Excel brand is set to reach its 20th year in 2021. During this period, billions of bags of this product have been used by our partners to build important structures all over the country. It’s a testament to the trust it has built in delivering excellent performance. We believe that Brandon embodies what Holcim Excel means to our partners and thrilled to have him for this campaign.
ONE Championship Heavyweight Champion Brandon Vera: “Many thanks to Holcim for trusting me to be the face of their brand. I am honoured to have been chosen by a company who is known in its industry for products that stand out for their excellent performance, strength, and durability.”
ONE Championship Country Manager Chris Aguilar: “There are many similarities between our brands. Holcim products possess qualities you find in our fighters and champions – particularly Brandon – such as strength, resilience, fortitude, speed and versatility. It really is a perfect match, and we are very excited with moving this campaign forward.”
The partnership continues the successful pairing of Holcim Philippines and ONE Championship to launch the company’s road and infrastructure cement Holcim Solido in 2019. Holcim Solido has grown to become a significant share of the company’s portfolio with its success partly attributable to the strong awareness and excitement generated from its promotion during “Roots of Honor” event fight organized by ONE Championship in Manila in 2019.