436. And you thought Presto only made chocolates: PRESTO COFFEE, 1962

PRESTO COFFEE INTRO AD, "Magnifico!", 1962

“When you want-a good-o coffee, get PRESTO! It’s the very best-o!”

The local PRESTO brand of the Gokongwei-founded Consolidated Food Corp. (CFC)  is so well-associated with chocolate products-chocolate powder drink, cocoa, chocolate bars. Many have forgotten that its pioneer product was a coffee brand.

In 1961, after John Gokongwei Sr,  surveyed the local coffee landscape, decided that there was room more for new coffee brands. The market leader then was the post-war brand Café Puro of Commonwealth Foods Inc., which, by 1951, had become the no.1 selling coffee brand, a position it kept till the 1960s.

And so, New PRESTO COFFEE was launched in 1962—a 100% soluble coffee made from a unique blending process of choice coffee beans. Thus, PRESTO COFFEE claims to have a livelier aroma, and real perk-up flavor. An illustration of a distinctive bemoustached Italian coffee connoisseur accompanied the print ad.

The PRESTO Coffee brand, however was no match to Commonwealth Foods’ popular line of coffee brands that are so well-entrenched in the market. Nestle’s Nescafe, on the other hand, was gaining ground due its more premium image backed by a massive advertising budget.

So, Gokongwei looked at another more viable product venture—and saw SERG’s, which practically monopolized the chocolate market. In the second half of the 60s, CFC introduce a chocolate drink under the PRESTO Brand to test the market. Shortly after, it expanded to include chocolate products. The PRESTO chocolate line began to gain traction in the market, and the PRESTO coffee brand was discontinued. The rest is history for its successful chocolate line that came to include PRESTO ice cream, PRESTO Tivoli  and PRESTO fun fruit drinks.

CFC however, never forgot its coffee beginnings and launched Great Taste Coffee in the 70s. With its superior taste, product quality, and better, more sophisticated marketing support, Great Taste also became a huge better-late-than-never success for CFC.

435. Where Are They Now? MILDRED LOEWINSOHN, Angel Face Model, 1966

In 1966, ANGEL FACE launched its campaign for its Foundation Powder product with a print series featuring 3 young career women: Elizabeth Pineda, a model and a UST Fine Arts student; Geraldine Keesey, a school teacher; and MILDRED “Millie” LOEWINSOHN, a Philippine Airlines stewardess.

Manila-born Loewinsohn (b. 28 Apr. 1947) was just a fresh 21 year-old Assumption College graduate when she joined the national flag carrier as a stewardess. Her being bi-lingual (she speaks Spanish) served her well in her job as nan international purser.

Through the 70s-80s, Millie continued to model for photographers and artists like Santiago Bose and Wig Tysmans, both from  Baguio. She also dabbled in photography, an interest she pursued when she moved to Guam in the early 1980s, where she worked as a lab technician/photographer . She stayed in Guam for over 9 years. In December 1993, she went to the United States, where she got married, but was later divorced. Loewinsohn now lives  in Las Vegas, Nevada, where she works as a wedding photographer.

 PHOTOS:

The Sunday Times Magazine, M. Loewinsohn FB Page

534. Sure to Please! DUCHESS CHEDDAR CHEESE, 1960-62 Ads

All-New! All-Fresh! All-Flavorful! DUCHESS Cheese Intro Ad, 1960

DUCHESS CHEDDAR CHEESE, a product of PACOSTA Dairy Products (Pacific Costa Packing Corp.), was launched in the Philippines in 1960. DUCHESS was a processed Australian cheese that came with Mellow and Sharp full-flavored cheddar to suit one’s taste. Along with Pacosta Ice Cream, it was one of the short-lived products of the Quezon City-based dairy business.

DUCHESS CHEDDAR Christmas Ad, 1962

In Pacosta’s heyday, it relied on TV shows sponsorship for their product advertising and promotions, starting in the 1950s with  “Our Pacosta Show”.  Later, it sponsored “The Dee Marquez Show” that aired every Wednesday, at 6:30 P.M., on  DZAQ TV- Channel  3, Wed. 6:30 PM.

Products of Pacosta were distributed by Smith, Bell & Co.Young and Baldwin Inc., Ong Sit & Co., Muller & Phipps (Manila) Ltd. 

533. Where Are They Now? ROEL VERGEL DE DIOS, The Glamor Boy of Ads and Movies

One of the pretty boys who lit up both the advertising world and the silver screen from the late 70s to the early 80s was ROEL VERGEL DE DIOS.  Starting out as a ramp model in his student days, he first appeared in fashion advertising, and then made a successful leap to films.

The tall, teen model with a schoolboy look was born Roel Arce Vergel de Dios on 30 Oct. 1958, one of the six sons of Marcelino Vergel De Dios of Baliwag, Bulacan and Esperanza Arce of Manila. He has two younger sisters.

He owes his mestizo looks to his forebears, specifically, his maternal grandfather, Ramon Arce, who was a Spanish court stenographer at the Philippine Congress during Pres. Quezon’s term. The enterprising Arce saved enough money, and invested in land. In his Novaliches farm, he raised herds of carabaos that he milked which he used to produce dairy products, which he eventually parlayed into a profitable business—Selecta Dairy Products and Ice Cream. The outlets were transformed into restaurants to showcase the cooking skills of Ramon's wife, Carmen.

Roel also has Spanish blood from his paternal side. His great grandfather was a civil guard who married a Filipina when he was stationed in Zamboanga. Daughter Angela married Fernando Vergel de Dios, from a big family in Baliwag.

TOP ROW (L-R): Ronald, Roel, Raul. BOTTOM ROW (L-R) Renato, Rolando Bambi

Roel went to Ateneo for Grade School and JASMS-Q.C. for his high school. It was as a college boy in the University of the East that he forayed into fashion modeling and which led to appearances in commercials and print advertising spreads. Due to his runway background, he was chosen as a signature model for Image Maker, a very popular line of sports and leisure wear in 1978.

ROEL VERGEL DE DISO for IMAGE MAKER SHIRTS, Print Ad, 1978

He also appeared in a print ad for Alfa, a premium fabric made with Tefilin polyester that was produced by Philippine Synthetic Fiber Corporation.

ROEL VERGEL DE DIOS for Filsyn's ALFA, Print Ad 1978

While doing the rounds of advertising casting agencies, the movies beckoned. A cousin had dabbled in movies under the screen name Anthony Rodriguez.  Roel got producers into the cine bandwagon in time at all, and somehow, he managed to do both—modeling and acting—quite very well.

One of his earliest films was “Huwag  Pipitas ng Bubot na Bunga", with Amalia Fuentes and Vivian Velez in 1977.  In 1978, he made a daring appearance in Regal Films' “Bomba Star”, with Alma Moreno, then, one of the most sought-after sexy young stars of the country. This was followed by the Gosiengfiao-directed  “Promo Girl”, with Vilma Santos in the lead, “Nakawin Natin ang Bawat Sandali (1978), “Holdup” (1979) and “Pag-ibig, Bakit ka Ganyan?” (1979).

In 1980, he teamed up with Moreno again in “Lumakad kang Hubad sa Mundong Ibabaw”, a much-talked about film directed by Manuel “Fyke” Cinco. He also did “Apat na Maria”, partnered with Julie Ann Fortich, based on the story of Mars Ravelo. In 1985, Roel Vergel de Dios bade Philippine showbiz goodbye when he married Jaye Murphy, Bb. Pilipinas International 1975, and opted to settle in the U.S. Their union bore one daughter,

SOURCES:

Many thanks to Ms. Angel Vergel de Dios, sister of Roel Vergel de Dios, for providing updated information and latest pictures of his brother. 

Roel Vergel de Dios, FB Page

Screengrab from the Memorial video of Roly Vergel de Dios, brother of Roel Vergel de Dios, 

Screen grabs from movie on youtube, "Apat na Maria" (uploaded by Apochingching) and "Bomba Star" (uploaded  y Regal Entertainment, Inc. )

532. Brand Stories: VICKS INHALER, Richardson-Vicks, 1941

Movie idol JAIME DELA ROSA for VICKS INHALER, 1959

Pharmacist Lunsford Richard founded  Richardson-Vicks out of a family emergency. His young son, Smith Richardson suffered from a serious case of croup. Lunsford combined unique ingredients into a salve that when heated by the body, would release soothing vapors.

The boy found relief and the homemade croup and pneumonia salve was soon being sold as a legitimate product in 1894, after Lunsford took over his brother-in-law Dr. John Vick’s drugstore business,  Thus began the Vicks Family Remedies Company (later, Vicks Chemical Company) in 1898.

In 1911, the salve was renamed as VapoRub by the now-grown up Smith,  the very boy who inspired its creation and now a the helm of the business. The soothing vapors became the unique advantage of the product, such that in 1941, that effective production action was used in the development of Vicks Cough Drops, that provided instant, portable relief. The cough drops were an immense success.

Matinee Idol LUIS GONZALES for VICKS INHALER, 1956

The Vicks “vapors” line was extended in 1941 with the launch of the VICKS INHALER. This unique products brings the soothing vapors of Vicks in your pocket, just by inhaling the vapors from a plastic tube which are released from an absorbent material (like a cotton wick) that has been saturated with a blend of ingredients formulated by the company. Again, the reception to this innovation was met with widespread approval.

Singer-actress JEAN LOPEZ for VICKS INHALER, 1960

By the 1950s, VICKS INHALER  was available in the Philippines, and its early local advertising in the late 1950s featured popular movie stars, shown on this page. Despite the rise of Thai and Chinese made inhalers, VICKS INHALER—now also available in the key chain type, continues to be a favorite among local users, as the brand is now owned and managed by Procter & Gamble, a trusted maker of products that make Filipino lives easier.

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.