IMC students top Kraft iTaste tilt

IMC students top Kraft iTaste tilt

by Daryl Zamora, CCO on October 3, 2012 - 11:08 am

IMC students win Kraft Foods Philippines’ iTaste competition. Photo by Dixie Camua.

Coffee and powdered juice don’t go together.

But it seems they did, in a sense, when a team of integrated marketing communications (IMC) students bagged glory and the top prize in Kraft Foods Philippines’ iTaste competition, October 1.

Jico Pascual had shared on Facebook he was “living on caffeine” as he and batchmates Agi Recio, Grayson Yañez, Isabel Agoncillo, Ysay Camus, and Mari Barretto were still crafting a business plan for Tang Pick & Go powdered juice in iTaste’s “business challenge.”

Team UA&P beat their counterparts from UP-Diliman (2nd place), Ateneo de Manila University (3rd place), De La Salle University, and University of Santo Tomas, in a program that describes itself as “a gathering of the 30 most promising graduating college students in the country.”

The iTaste program is held annually and includes tours and seminars with Kraft Foods’ top executives. Its main event is the business challenge, wherein competing teams come up with “creative solutions” to problems given in their marketing brief.

For Isabel Agoncillo, however, the secret to conjuring winning ideas was not some beverage, but friendship.

“I think it helped that we were really friends,” she said, musing on their edge over the others. “All the other schools’ teams were composed of students from a mix of courses. Some of them had only met at the iTaste kickoff, and from the start it was clear we had the advantage of real friendship.”

Mari Barretto was also selected as one of the “Top 5 iTasters,” giving her a slot in Kraft Foods’ Graduate Trainee Program in Singapore.

The team and the University received PhP50,000 and PhP100,000, respectively, from the contest.

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