One of the best known and most respected names in the lock industry, Yale has recently introduced actor Alden Richards as its first local endorser. With Richards’ image and reputation as well as his popularity and inspiring success, Yale hopes to further spread its brand to more Filipinos.
Yale Philippines believes that Richards is the ideal personification of the brand, describing him as someone “who has strong family values and looks after the welfare of his loved ones.”
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“He will be able to remind everyone that more than just [being] in the business of locks, Yale is in a mission to provide safety and security. We believe that his credibility as an endorser will further strengthen our leadership in the market. His overall image and reputation plus his immense popularity and inspiring success will bring our brand to the widest possible segment of the population and his relevance to the present times represents what Yale is all about. A relatable character who consumers can identify with is now being welcomed to the Yale family,” said ASSA ABLOY General Manager Camilo Umlas.
Touted the world’s favorite lock, Yale is the brand behind locks of every design and function in over 125 countries. It is one of the oldest international brands with millions of Yale locks in use worldwide. But more than a company and a brand, Yale is also an institution that constantly comes up with innovative ways to provide security and safety.
The brand has always stayed true to its philosophy of providing businesses, families, and homes the freedom from worrying about security and safety, and it continues to welcome its customers to a safer home, it business partners into a home with even greater opportunities, and Alden into a home that share his values and priorities.
Yale is part of ASSA ABLOY global brands since year 2000. ASSA ABLOY is a global leader in total door opening solutions dedicated to end-user needs for security, safety, and convenience, with more than 200 brands under its portfolio.
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