531. Brand Stories: SUNFLOWER CRACKERS by Croley Foods Mfg. Inc.

The first crackers available in the Philippines were soda crackers—those tasteless, lightly salted rectangle or square-shaped biscuits with the signature pinprick holes and break marks. They were so named because they were simply made with white flour and leavening agent, baking soda,  to make them crispy.

 Popular local soda cracker brands included those made by Fibisco and Lion Brand that were commonly available in most stores in the 1950s era. In 1962, M.Y. San shook the cracker market when it introduced Skyflakes, a more flavorful and crispier saltine cracker that has a creamier taste. It took off and became a hit, favored by students, office workers and snack lovers to instantly assuage hunger, Skyflakes came in handy cellophane packs for individual enjoyment and in tin cans.

For nearly2 decades, Skyflakes dominated the saltine cracker market—until a family owned bakery in Manila, established way back in the 50, became big enough to grow into a biscuit company in the 60s, calling itself the New London Biscuit Manufacturing Company.

In the late 70s, the biscuit plant, located in Novaliches, developed a wafer-thin, extra-crispy cracker that was more savory. Even the biscuit’s color, a shade of yellow-orange, appeared more appealing. It was priced much cheaper too, and the first batches were bagged in cellophane packs. The product, when launched, was called SUNFLOWER CRACKERS.

The massive response to these flavorsome crackers—crunchier than Skyflakes, tastier and cheaper too—was unexpected. Suddenly, crackers were no longer boring, they can have great appetite appeal too! Much like munching potato chips, you can’t eat just one! And you really can,  because SUNFLOWER CRACKERS were very much affordable.

The new brand in the market posed as a real threat to the market leader, latching on to its superior taste, rather than on plain crispness, which Skyflakes flagged in it slogans. In the 1980s. the company was restricted and re-branded as Croley Foods Mfg. Corp., with modern machines and new biscuit technology, The first major initiative was to claim the “taste” positioning among biscuit brands by introducing flavored variants.

LISTEN TO SUNFLOWER CRACKERS RADIO HERE:

By 1984, SUNFLOWER CRACKERS were available in Chicken, Adobo, Pizza, Onion & Garlic—as well as sandwich cream versions: Lemon and Strawberry Sandwich. Today, Croley Foods continue to expand its cracker, biscuit and cookie line under several trade names. Some of the flavor offerings have been streamlined to include Original, Chicken flavor, Pizza, and Cheese flavor. There are more crea-filled sandwiches flavors too with the addition of Mango Sandwich, Blueberry Sandwich, Coconut Sandwich and Orange Sandwich.

SUNFLOWER CRACKERS is now one of the top exports in UAE countries  catering to Filipino expatriates. It is also doing well in China. It may not have dislodge Skyflakes which continues to be the market leader to this day, but like Skyflakes, it is well on its way to becoming an icon brand, having established itself as a major and significant player in the biscuit industry for its commitment to food excellence, in its desire  to satisfy and enrich the diverse tastes of Filipino consumers.

SOURCES:

Croley Foods website: https://croleyfoods.com/company/

Croley Foods: Filipinos’ choice for mildly sweet cracker snacks, https://filipinotimes.net/news/2019/08/01/croley-foods-filipinos-choice-mildly-sweet-cracker-snacks/

530. DOLE Canned Pineapples and Fruit Drinks, 1968-1984

The brand that briefly gave icon brand Del Monte a run for its money was DOLE Philippines, which, with its array of canned pineapple and fruit drinks, was looked at as a threat to the former’s monopolistic pineapple business.

DOLE Philippines began operations in 1963 with Dolefil, a major producer of fresh and canned pineapples located in Polomolok, South Cotabato. The company's history in the Philippines is linked to the worldwide expansion of its parent company, which, in 1903 started the mass-production of canned pineapples in Hawaii. The pineapples were grown in the vast pineapple plantations that were processed in the company’s manufacturing facilities, which were canned to the highest standards,

By 1965, Dolefil made its first shipment of 30,000 cases of canned pineapple products to the US. At this time, DOLE products were being marketed and advertised in the Philippines, beginning with the canned pineapple products (chunks, crushed,  tidbits) and juices (pineapple, pineapple orange, pineapple strawberry).

DOLE products became popular options to Filipinos, as well as their mixed-fruit juices. To maintain quality control, Dolefil put up its own can manufacturing plant in 1968, and a packaging plant in 1976.

Things were going well for DOLE, until the more established Del Monte Phils.went all-out in advertising, featuring well-strategized and well-crafted TV commercials from the ad agency, McCann-Erickson, that were targeted at lower-middle classes. After all, pineapple juice was a staple drink in practically all-Filipino events, much like soda.

In 1990, Stanfilco, another Dole operation in the Philippines, merged with Dolefil. In 2013, Dole Phils. was  turned over to Itochu Corporation, and became the majority owner of DOLE plc, a global producer and marketer of fresh fruits and vegetables. This means that it has significant ownership of DOLE's Asian fresh produce and worldwide packaged foods businesses , and has also been expanding DOLE's pineapple production in the Philippines. 

529. KAMINOMOTO Hair Saver-Growth Accelerator, Print Ads, 1967

The world-famous brand of hair restorer was developed by Kaminomoto Co. Ltd.,  a company founded in Kobe, Japan in 1908. In 1932, it launched its KAMINOMOTO Hair Saver-Growth Accelerator tonic, that blends traditional knowledge of medicinal herbs with advanced technology, creating patented ingredients like Kamigen K and E. These have been validated for their effectiveness against alopecia.

With the joint-stock company Kaminomoto Hompo established in 1953, the product was launched in Southeast Asia beginning in 1959, and was introduced to the Philippine market in the mid 1960s.

KAMINOMOTO was advertised extensively on TV, magazines and newspapers, featuring a variety of hair tonics, and extending the line to KAMINOMOTO hair, scalp  and skin soap, shampoos, haiir strengthener, and hair lotion. Kaminomoto Co Ltd. received invention prizes for its products, winning the Japan Invention Award in 1961.

Early KAMINOMOTO advertising used Japanese materials and imagery, with a smattering of local illustrations. By the 70s, the KAMINOMOTO brand was using Filipino models in print ads. 

Even with the advent of Minoxidil that has more laboratory evidence to back its effective hair loss treatment, KAMINOMOTO continues to hold on to its market that patronizes general hair growth stimulants, combining high technology and the traditional power of natural medicinal herbs, roots and plants, that has come to be recognized and widely accepted, the world over.

528. Creative Guild TV Ad of the Month for April, 1984: TANG ORANGE

TANG is an orange-flavored powdered mix drink developed in 1957 by General Foods Corporation food scientist William A. Mitchell and chemist William Bruce James. It became available in the market by 1959, and its early reputation rested on the fact that it was used by early NASA crewed space flights.

Orange TANG was introduced in the Philippines around late 1970s by General Foods Philippines, Inc. and enjoyed a successful launch due to its American image. The first commercials that were aired were Australian productions, but in the 1980s, Hemisphere Leo Burnett was appointed as the  local agency to handle its marketing communications. Mr. Greg Garcia handled the account and his team improved on the Aussie commercials, visually and musically.

The TANG TV commercial that was aired in April 1984 featured lush visuals, a new jingle composed by ace composer Ed Gatchalian, while integrating the signature “orange drop” shot that TANG was famous for.

TANG, "Share the Feeling" Campaign, 1979

Since then, TANG has introduced a world of flavors also in pouches and packs, like Guyabano, Grape, Calamansi, Apple, and many more. The TANG  brand is currently owned in most countries by Mondelēz International, a North American company spun off from Kraft Foods in 2012. The Philippines continue to be a topmarket for TANG, along with Brazil and Argentina.

 CREDITS:

AGENCY: Hemisphere Leo Burnett

ECD: Gregg Garcia

COPYWRITER: Patch Falgui  / ART DIRECTOR: Raffy Velasco

JINGLEMAKER: Ed Gatchalian

CLIENT: General Foods Philippines Inc.

527. A Free Christmas Gift from PURICO--BEAUTIFUL 3-DIMENSION BELEN! Promo Ad, 1953

PURICO was the very first product manufactured by Philippine Manufacturing Company (PMC), which was later bought by Procter & Gamble. Purico , a cooking-frying-baking lard, came out in 1919 and was promoted extensively though field marketing, advertising and sales promotions.

For Christmas 1953, Purico offered a full-color 3-dimensional cardboard Belen (nativity scene)  that one can have by presenting a boxtop flap plus 10 centavos. The pop-out belen set features cut-out figures and scenery-- "amazingly lifelike!", as the ad proclaimed.

An actual example of the giveaway Nativity set is shown below, plus he complete advertising copy that details the mechancis on how to get the Christmas cardboard Belen free.

YOUR FREE XMAS GIFT FROM PURICO!

BEAUTIFUL 3-DIMENSION BELEN—IN BRILLIANT Full COLOR

 Perfect Christmas touch in your home! Heavy cardboard BELEN with cut-out figures and scenery. Just open and spread up. Amazingly life-like! But remember, only requests by mail will be answered.

For each Belen you want, send One (1) boxtop with flap from any size Purico carton and 10 centavos.. You will get you Belen by return mail. Send for as many as you like but be sure to enclose 1 Purico box-top with flap AND 10 centavos for EACH Belen you want.

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If the coupon in this advertisement is already usedm  just print your name, aand address on the Purico box-top you send. Add the name of this magazine and the date at the top of the page. Send 10 c with each box-top for each Belen you want.

Don’t delay! Offer ends December 15!

526. RHEA RUBBING ALCOHOL “Walang Patawad sa Mikrobyo” Campaign 1981-1994

JIMMY FABREGAS FOR RHEA RUBBING ALCOHOL, Print Ad, 1994

At the height of the popularity of Green Cross and Family Rubbing Alcohol, a new alcohol brand joined the fight against germs and microbes, and achieved its on measure of success: RHEA RUBBING ALCOHOL.

The product was manufactured, marketed and distributed by PHILUSA Corporation  whose objective was “ provide the Philippine market with a wide range of quality and affordable products.”

RHEA Rubbing Alcohol became its flagship  brand for its line of health and wellness products. Over some 40 years, it  has been considered as one of the most trusted names in the health and wellness industry, with a reputation for being world-class and an affordable heathcare product.

Unlike other alcohol advertising which emphasized usage, RHEA chose to focus on its composition—that of being 70% Isopropyl Alcohol (IPA). In fact, IPA is the most effective concentration for disinfection because the water content acts as a catalyst, allowing penetration of cell walls and denature proteins in bacteria more thoroughly.

 

Thus RHEA can kill microorganisms with more efficacy, and its product action inspired the campaign theme: “Walang patawad sa mikrobyo”.  It is favored for use as antiseptic, for disinfection, sterilization, hygienic purposes and general massage.

WATCH RHEA ALCOHOL "GYM MASSEUR" TVC HERE:

 

(Credits: Dateline Anime)

The campaign was launched in 1980, starring a tough looking character in a gym setting who extolls the merits of RHEA Rubbing Alcohol in so many words. He shuts up only when a gym rat reminds him: “Tama na ang daldal, masahe na!” (Stop the talking, give me a massage now!). This original version ran from 1981-ca. 1989-90.

With international referee Sonny Padilla pushing Family Rubbing Alcohol, and Helen Vela recommending Green Cross, a more name endorser was employed in the 1994 incarnation of the “Walang Patawad sa Mikrobyo” campaign.

WATCH RHEA ALCOHOL WITH JIMMY FABREGAS TVC HERE:

 

(Credits: Jojo Baylon-VOTIII)

The quirky actor and musician Jaime “Jimmy” Fabregas was chosen to do the short RHEA TVC. By then, Fabregas was a show biz fixture, who hosted the gag show Sic O'Clock News on IBC 13. He also was seen a wrestling segment reporter of Pinoy Wrestling on PTV 4. What’s more, Fabregas was also a multi-awarded musical scorer for films like Shake, Rattle & Roll (1984) , which won Best Musical Score award at the MIFF.  He would win again in 1997 and 2005, for Rizal sa Dapitan and Kutob, respectively. His RHEA commercials ran from 1992-1994.

RHEA & JAMMY FABREGAS, TODAY

It's a great thing to know that both Product and Endorser are still around today. RHEA Rubbing Alcohol has extended its lines to include Vitamins, Generics and Topicals. Fabregas, on the other hand, boosted his popularity to newer heights via his role as Lt. Gen. Delfin S. Borja in the highly-popular and long-running ABS-CBN action-drama series FPJ's Ang Probinsyano, starring Coco Martin.

 SOURCES:

“Rhea Rubbing Alcohol TVC with Jaime Fabregas (1992)”, Credits to:  View on the 3rd - Jojo Bailon (VOTIII)

“Rhea Rubbing Alcohol TVC 1989”, Credits to: Dateline Anime

Company website, Philusa Corporation, https://philusa.com.ph

Jaime Fabregas, Wikipedia entry, https://en.wikipedia.org/wiki/Jaime_Fabregas

525. BAYANTEL VOICE MAIL, Ladder TVC 15"s, 2002

In the early 2000s, Jimenez D’Arcy began showing the characteristic spirit of Philippine culture---“ethos” as it was called—as a point of executional distinction. BAYANTEL’s TVCs for its products were the perfect mediums to showcase “Pinoy ethos” in all forms—from the dialogue, characters, situations, and other elements of design , like sets, wardrobe,  and props. After all, BAYANTEL was talking to the whole “masa ng bayan”. 

WATCH BAYANTEL'S "Ladder" TVC 15s HERE:

So, the drama of the BAYANTEL Voice Mail TVC was set in a neighborhood hardware store—which, along with the barber shop and sari-sari store, are local color stereotypes—where busy people are never too busy for tsismis, where politics is discussed, arguments erupt—and in the case of the crowded, disorganized chaos that is the local hardware store---where accidents happen. So, if you can’t answer the phone—you can always listen to voice messages, or in this case--listen to a warning about a broken ladder.

 CREDITS:

 AGENCY: JIMENEZ D’ARCY

CREATIVE DIRECTOR: Butch Uy

COPYWRITER: George Belardo / ART DIRECTOR: Poch Guevara

PRODUCER: Paul Suarez

CLIENT: BAYANTEL

SOURCES:

4A' Philippines Memoreels youtube channel