ALDUB vs KalyeSerye: What Branding Conflict?

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What ALDUB vs KalyeSerye dynamic did I just bring up? A little bird told me about the conflicts that occurred regarding the current phase of the KalyeSerye. I admit that I try to downplay the complaints that I see online regarding how the KalyeSerye’s storyline is getting stagnant. Or how the storyline is becoming less about Alden and Divina. Or how certain episodes have become blatant fillers. Or how certain fans are starting to sound less like fans and more like nitpickers. Hmm. Sounds familiar.

ALDUB vs KalyeSerye
Source: Eat Bulaga Facebook Page

Anyway, for the loyal followers of The Philippines Web, most of you are aware of our site’s edge over other blogs that tackle ALDUB. We transcribe and translate lines from the KalyeSerye for the sake of the non-Filipino fanbase of ALDUB. And in the course of skimming through the lines and adlibs of the recent episodes, I then understood the ALDUB vs KalyeSerye dynamic that caused the online ruckus on social media. Just when you thought “bashers” are the only sources of concern for the ALDUB fanbase, you discover internal conflicts that exploded on your timeline.

Don’t worry about the bad vibes. Consider this article discussing the ALDUB vs KalyeSerye dynamic as a way to address the elephant in the room. I am notorious for addressing the elephant in the room in the past for discussing issues that people try to bury under the premise of “good vibes”. So let that be a warning. And just like the response article to Mr. Josiah Go, I would try to discuss the ALDUB vs KalyeSerye dynamic on the business side i.e. AD GENERATION.

ALDUB vs KalyeSerye
Source: Eat Bulaga Facebook Page

ALDUB vs KalyeSerye Dynamic Issue #1
It has become more about the story and less about the “kilig”.

Of course, the main thing that propelled ALDUB to stardom is the organic “kilig” (giddy feeling) generated ever since 16 July 2015. So to analyze the ALDUB vs KalyeSerye dynamic, ALDUB preceded the KalyeSerye tag. Some fans might contest claim here until someone can spot when did the term “ALDUB” was first uttered on Eat Bulaga. [Ryan Agoncillo credited Boss Joey de Leon’s son, Keempee de Leon, for coining the term “ALDUB” in the ALDUB Songwriting Contest.]

Story-wise, it’s a challenge to focus the story on Alden and Divina at the moment. Why? Because you don’t have a villain anymore. Fans don’t want Lola Nidora to go back to her sadistic days of terrorizing Alden. Isn’t that the purpose behind the introduction of the characters of Donya Tidora and Donya Tinidora? So that Lola Nidora’s sense of entitlement and false notion of privilege be destroyed? It served as a positive tweak to the ALDUB vs KalyeSerye dynamic.

Lola Nidora’s penchant for challenges hasn’t waned as seen in the ALDUB 3rd EB Awards episode. But fans should not mistake it as a sign of putting Alden and Divina on the sidelines. Remember. Divina will never go back to her yaya status again. As of the ALDUB 3rd EB Awards episode, almost nobody calls her YayaDUB anymore. Alden may still occasionally slip and address Divina as “Maine”. But for me, I see this as a sign that Divina as a character is seen to grow. Especially now that the House of De Explorer is under her name.

ALDUB vs KalyeSerye
Source: Eat Bulaga Facebook Page

The ALDUB vs KalyeSerye dynamic existed because after The Maine Event, there wasn’t any real interesting angle that involved Alden and Divina. Most of the great angles involved Divina. From the arrival of Dodong’s wife and Divina’s stepmother to the official Transfer Certificate of Title handed over to the new owner of the mansion. The only real villain I expect to come out of that angle is Duhrizz because of envy.

On the other hand, it would be an opportunity for Alden to be presented as the knight in shining armor for Divina. Someone who would be there for her because the Rogelio Rogelio Rogelio are not that reliable when it comes to security. [Donya Tidora’s Bernardo Bernardo Bernardo simply disappeared off the face of the earth. Donya Tinidora’s Cuando Cuando Cuando are more like plot devices to execute slapstick comedy in the ALDUB vs KalyeSerye Dynamic.]

ALDUB vs KalyeSerye
Source: Eat Bulaga Facebook Page

ALDUB vs KalyeSerye Dynamic Issue #2
ALDUB as a brand as opposed to MaiChard

Let’s face it. ALDUB is a brand. Whether TAPE Inc has trademarked the name or not is something we have yet to confirm. And it was formed after the nation got swept off their feet with Divina’s smile at an unassuming spectator named Alden Richards. It was an improv moment where an actress forgot to stay in character and did something that her character was not supposed to do. As far at the ALDUB vs KalyeSerye dynamic is concerned, it wasn’t Divina a.k.a. YayaDUB that smiled but Maine.

Is that enough reason for fanbase to propose changing their fan club names from ALDUB to MaiChard? I’d rather leave that to the discretion of their respective fan club committees. Besides, the ALDUB vs KalyeSerye dynamic produced such amalgams like MaiDen (Maine and Alden), MaiChard (Maine and Richard) and, for some hardcore fans, CharMaine (see the ALDUB Pagbangon episode to see why). In short, it still attracts the attention from all walks of life massive enough to cause a ruckus online. Ratings equal more ad placements and product endorsements.

There are some Facebook groups that chose to play it safe and put amalgams in one group name = ALDUB/MaiDen/MaiChard. It becomes a concern once fans that can’t tell reel from real get so immersed in this love team euphoria that they blur the lines between ALDUB, MaiDen and MaiChard. Some fans knew better though how to handle the concerns that popped up in the ALDUB vs KalyeSerye Dynamic.

ALDUB is a brand consisting of characters Divina Ursula Bukbukoba Smash and the fictional version of Alden Richards. It was strengthened after Alden overcame all of the challenges (more like torture schemes) of Divina’s “employer” Lola Nidora. MaiDen became a buzzword once Eat Bulaga has started presenting Maine Mendoza as a personality distinct from that of Divina a.k.a. YayaDUB.

MaiChard? Well that was born out of the perception that the fictional version of Alden Richards and the fictional character Divina a.k.a. YayaDUB are just extensions of their true identities Maine Mendoza and Richard Faulkerson, Jr. And fans are free to think of them that way. Pundits aware of the ALDUB vs KalyeSerye dynamic are just aware how interest in certain love teams wane after admitting that they have been officially a couple. Certain love teams, okay? Not all of them. So the MaiChard factor keeps the “Are they? Or aren’t they?” dynamic of keeping the public’s interest aroused.

Bottomline is if certain fan clubs want to change ALDUB into MaiChard in their fan club name, they don’t have to impose that factor on other fan clubs as well. Surely, ALDUB consisted of fictional characters in an improv skit. But they are aware of the potential career boosting opportunities that await Maine and Alden outside the ALDUB universe. The ALDUB vs KalyeSerye dynamic would still be there. But just like in most career moves, birth pains are expectation when reinvention becomes a necessity.

There are ways for you to see for yourself the ALDUB vs Kalyeserye dynamic that kept thumbs numb on social media. First, like Eat Bulaga’s official Facebook page. Second, subscribe to Eat Bulaga’s official YouTube channel. Their playlists include episode replays for you to enjoy.

Ever worried that some KalyeSerye episodes might not make it to our list of episode recaps? Surprises await those who keep tab of our latest articles. This can be done best by liking our official Facebook page, The Philippines Web. Follow us on Twitter too @pinasamazing. We’d be expecting you.