MANILA, Philippines - Among the billboards that litter our superhighways, the mother of them all is the multi-story monster overlooking the Guadalupe Bridge. Previous occupants have included the gorgeous show-biz endorsers of Dr. Vicki Belo, and boxing champ Manny Pacquiao wearing Nike?s proud-to-be-Pinoy graphics.

Today, this gigantic canvas has been occupied by Coke Zero. No one can miss Coca-Cola?s newest baby. In our age of modernity, Coke?s classic drink is being reinvented: same Coke taste, zero sugar.

Coke Zero?s product launch last month was the biggest in more than two decades of advertising. The exhilarating drink was officially launched at the Bonifacio Global City Open Field and Helipad. Hundreds of guests from all fields of media, technology, sports and arts were ?kidnapped? from the original venue by 30 Zero Men and brought to the field as they eagerly awaited the unexpected.

A helicopter then flew overhead and unloaded a giant Coke Zero bottle, all to the as tonishment of the delighted guests. There was a momentary drizzle, but the overcast skies were not enough to dampen the mood.

Coke Zero honchos Kandy Anand, head of the Philippines Business Unit, and David Lyons, CEO of Coca-Cola Bottlers Philippines, surprised the guests when they revealed themselves as the masked Zero Men Big Bosses.

The event was conceptualized by brilliant PR impresario Keren Pascual. He is celebrating his birthday this week, at the height of his career giving service to corporate giants and representing hot, upcoming stars.

Celebrity entreps

Keren?s inspiring entrepreneurial life is shared in the latest ?Go Negosyo? book?the Celebrity Edition. He is one of many high-recall names who tell the stories of their thriving businesses outside of the turbulent entertainment industry.

One of my little ventures is also catalogued in the book. As part owner of Urban Spa, I am proud to share my story with the hope that it inspires many young Filipinos to start their own businesses. The book is also being promoted in an Edsa billboard featuring many of the show-biz entreps in the book.

The ?Go Negosyo Celebrity Edition? book launch was recently held at the Music Hall of SM Mall of Asia. Over 40 entrepreneurs showed up, ranging from fashion designers to film stars, all sharing their inspiring stories and spreading knowledge and optimism to the eager crowd. The book-signing line must have been a mile long!

?Go Negosyo? is the brainchild of business genius Joey Concepcion, who was appointed consultant of the government?s entrepreneurial development program by President Macapagal-Arroyo. Joey, along with other big business names, established the Philippine Center for Entrepreneurship (PCE) to help aspiring individuals learn the ropes of running a business.

School of Asia founder Vivienne Tan opens the ?Go Negosyo? book with practical start-up tips and lessons she?s garnered from many years of experience. The book, with great photos taken by no less than master lensman Jun de Leon, is a wonderful gift to share, and is available at National Bookstore.

Dual-brand pull

Seated beside me at the book signing was actor/restaurateur Marvin Agustin. We exchanged stories about my running Urban Spa and his new restaurant John and Yoko. A hardworking and really nice guy, Marvin has opened his latest resto at the new Greenbelt 5, co-launching it with the opening of fashion designer Kate Torralba?s store.

That?s a good entrepreneurial tip: Save money by doing events with an equally good but non-competitive brand. Marvin and Kate?s launch featured a colorful fashion show that began with very talented Kate singing and playing the piano. Thanks to the dual brand pull, they were able to get Sen. Loren Legarda and Rep. Imee Marcos to jointly do the ribbon-cutting honors.

In matching Kate outfits, my confident two-year-old Athena and I modeled during the show. Of course, Athena was more excited with the cute little puppy than with the walk down the ramp.

Ever supportive Vicki Belo and Cristalle Henares of Belo Medical Group helped out during the funky opening, as well as Saga Productions of dynamic Robbie Carmona. Kate?s bright energy is quite infectious; being around her makes everyone happy.

That?s the sort of positive energy that I?ve learned over the past years, working with Lifestyle editor Chelo Banal Formoso. I?ll dearly miss her guidance and support and wish her all the best in her new section, Education. I am a strong believer in pursuing one?s dreams, and I believe Chelo will make the new section a winner!

Golden jubilee

In closing, here are some not-to-be-missed events:

Assumption College-San Lorenzo launches its Golden Jubilee celebration on the Feast Day of St. Marie Eugenie of Jesus on March 10, 5 p.m., at the Chapel of Our Lady of the Assumption. Bishop Tagle will say the Holy Mass, with reception to follow at the school?s Serenity Garden. The celebration will also launch the Jubilee Merit Scholarship Project spearheaded by Sr. Gertrude.

On the same evening, QTV?s ?One Proud Mama? hosted by Jaya will feature me with my mother, Marixi R. Prieto. Catch it on March 10 at 8:30 p.m.

A must-see concert on March 15 at the PICC Plenary Hall is by three-time Grammy winner and jazz sensation Harry Connick, Jr. and his big band. To purchase tickets, call Ticketworld at 8919999. Presented by Globe and MTV Philippines, this one-night-only concert will surely be a blast.

E-mail the author at seaprincess@inquirer.com.ph.