TCL Electronics has renewed its partnership with Kathryn Bernardo for 2026, marking the fourth consecutive year that the actress will serve as the brand’s ambassador in the Philippines. The contract signing ceremony was held in Pasay on January 30, attended by company executives and the actress’s management team.
Why it Matters: Brand ambassador renewals signal continued marketing direction and audience alignment, especially for consumer electronics firms that rely on celebrity influence to connect products with lifestyle use cases in local markets.
According to TCL Philippines representatives, the extended collaboration aims to maintain brand visibility and consistency as the company promotes its lineup of televisions and home appliances. Company officials cited Bernardo’s broad audience reach and long-term association with the brand as key factors in continuing the partnership.
In recent campaigns, TCL has highlighted several of its home technology products through Bernardo’s lifestyle-focused promotions. These include QD-Mini LED televisions for home entertainment, FreshIN air conditioners with voice control features, the Super Drum C682 washing machine for laundry automation, and built-in refrigerator models aimed at modern kitchen setups.
The renewal reflects TCL’s strategy of pairing product marketing with everyday home scenarios, positioning smart appliances and entertainment devices as tools that simplify daily routines. For Bernardo, the collaboration continues to center on home living themes, particularly independence, convenience, and technology-assisted household management.
With four years of continuous endorsement, the partnership underscores TCL’s focus on long-term celebrity branding rather than short seasonal campaigns, as the company continues promoting smart home and entertainment products to Filipino consumers.
