Vibrant costumes, lively dances, and high-adrenaline revelers marked this year’s Dinagyang Festival in Iloilo City. Held annually in late January in honor of the Sto. Niño, Dinagyang featured a week of festivities that had kaleidoscopic hues matching the wildly celebratory mood of the city.
Still, an all-too-familiar color stood out in the midst of the frenzied activities—Levi’s denim blue.
To add star power to one of the country’s most popular festivals, Levi’s Philippines flew in international singer Charice Pempengo and DJ Ron Poe for Levi’s Night, a lively party held at the Prism Night Life on Jan. 23.
The crowd went crazy when Charice performed her covers of a slew of hit songs. Meanwhile, DJ Ron revved up the energy that night as everyone danced to his beat, letting the party end on a high note.
Levi’s likewise held a celebratory sale at Robinson’s Iloilo during the weeklong festival as a fun treat for all Levi’s lovers in the city. To top it all, Levi’s fans with a P2,500.00 single receipt purchase were given two free passes for the Levi’s Night party.
“We certainly couldn’t miss one of the biggest festivals in the country and we made sure that the Dinagyang was made extra special for all Levi’s lovers in Iloilo,” said Kaths Laudit, Levi’s Philippines marketing head. “Levi’s decided to extend its ‘thank you’ to all loyal Levi’s fans in the Visayas by treating them to an epic Levi’s Night and a big sale.”
The brand’s attendance at Iloilo’s premier festival was only the first of the many high-profile events, concerts, and fashion shows in 2016 as Laudit promises a year full of surprises—from the launch of new collections to the holding of big sales.
“The Dinagyang was just our first salvo. Expect bigger events and much bigger sales for the rest of the year,” Laudit enthusiastically declared.
