Sunday, March 19, 2017


GLENDALE BUTTER--the better butter with the better taste, says Uncle Bob. Print Ad, 1970

In 1970, Procter and Gamble PMC launched GLENDALE Pure Fresh Butter, its response to the well-entrenched Anchor Butter, already the Philippines’ largest selling butter that was introduced way back in 1966. Procter & Gamble PMC was the current leader in margarine spreads, so it was no surprise that it forayed into the butter market.

A block of GLENDALE Pure Fresh Butter was made from one and a half gallons of fresh cow’s milk—a competitive advantage that it leveraged on in its print ad campaign. To help push the product, popular TV personality “Uncle Bob”—aka Robert Stewart—was tapped to endorse the new butter brand, appearing in full-page, full-color print ads in leading weekend magazines.

Robert Stewart arrived in the Philippines in 1943 as a United Press (UP) war correspondent. He stayed on after the war, having met Loreto Feliciano, a Kapampangan widow with 3 kids, whom he married. Robert started the Republic Broadcasting Republic Broadcasting System (RBS), DZBB, DZFF and DZXX. Loreto did the marketing for the stations, and eventually, they would also establish Channel 7 in the 1960s. He first appeared as “Uncle Bob” on 30 Oct. 1961, as a news anchor for “The News with Uncle Bob”.

He would retain the monicker  “Uncle Bob” when he became the host of the widely popular children’s show, “Uncle Bob’s Lucky 7 Club”. It was the first live children’s TV show that was aired on Saturday morning, with Uncle Bob dishing out memorable catchphrases as "hot-diggity-dog" and expressions like "pum-pa-rum-pum".

A supporter of Pres, Garcia, he was threatened with deportation by the Macapagal government in 1961, but officials backed off when a deluge of letters from children expressing their support flooded Malacañang.

Photo from
Stewart had other shows like “the Maestro & Uncle Bob” (with pianist Federico Elizalde) and “Uncle Bob & Friends” (with Joselito Pascual). Disillusioned by the Marcos government, he moved to the U.S., leaving his “Uncle Bob’s Lucky 7 Club” to his son Jody Stewart, till it ended in the late 1980s. 

The much-loved uncle to thousands of Flipino kids passed away  in Phoenix, Arizona on 6 April 6, 2006, and his remains were returned to the Philippines. and his remains were cremated before being returned to the Philippines on April 25.

As to the fate of GLENDALE Pure Fresh Butter, it remained on the market shelves for just a few years, unable to make a dent in the successful Anchor butter business. The “cream and sunshine butter” continues to dominate the butter segment of dairy spreads in the Philippines today.

Sunday, March 12, 2017

99. Brand Stories: STAR MARGARINE, Philippine Manufacturing Company (PMC)

STAR MARGARINE, in a new, more colorful air-tight packaging with a lid. 1955.

The company that would come to be known as the giant  Procter & Gamble PMC  started in 1908 as a partnership called the Manila Refining Company, with the purpose of manufacturing candles and fertilizer. In 1913, the company was incorporated into the Philippine Manufacturing Company (PMC), initially capitalized at Php One Thousand pesos, which was later increased to half a million.
 It shifted its objective to the manufacture and selling of coconut oil—as up to 1914, there was only one coconut oil mill operating in the country. Besides, edible oils in the Philippines came largely from pork lard and imported peanut oil from Hong Kong and Shanghai.
HAPPINESS IS A STAR. early 1951 print ad.
In 1917, PMC employed a chemist to develop edible products from coconut oil—and in 1919—PURICO was introduced to the market---the first vegetable shortening made in the Philippines. The reception to this coconut oil-based produt was overwhelming so PMC sought to produce another consumer food product.
It would take 12 years to introduce the first vegetable-base margarine to the country i—known then in 1931, and still now—as STAR MARGARINE. The creamy-rich flavored golden yellow margarine was fortified with Vitamins A and D, and came packaged in small, circular tins, branded with a . By the time Procter and Gamble of Cincinnati, Ohio acquired PMC in 1935, STAR MARGARINE had already a steady following.
From the 1940s to the 50s,  STAR MARGARINE was actively pushed in the trade as well as through advertising,  a marketing tool that P&G always believed in. Black and white print ads in leading women’s and general family magazines were used to promote the healthy benefits of STAR, using the early slogan—“Stars for Flavors”. The use of STAR as filler for sandwiches or a spread for bibingka and puto was encouraged in the early print ads.
Then, in 1951, a major product development was introduced---the addition of Vitamin B1 in STAR. Vitamin B1 was touted as an effective ingredient against beri-beri which was a common affliction of Filipino children in the 50s.
In the 1960s, STAR MARGARINE shifted to energy stories in its print ads, even targeting young adults in the brand’s quest for a broader appeal. It was only a decade later that P&G and its ad agency, Ace-Compton Advertising, re-looked at theVitamin B1 ingredient of STAR MARGARINE, which happened to be a growth-stimulating vitamin. Thus, the campaign,”Iba na’ng Matangkad!” (Being Tall Makes A Difference) was born. The famous tagline embodied the aspiration of the generally height-challenged Filipino to tower—and triumph--over the competition.

Early TV executions dramatized the advantage of being tall—hence a child basketball player performed better, and even mundane tasks as reaching for a fruit hanging from a tree branch was a breeze for a vertically-superior youngster. When statuesque Aurora Pijuan won Miss International 1970, she became the face of STAR. Her popular commercial showed her standing shoulder to shoulder with other international beauties, while we hear her voice-over: “Magaganda sila…Matatangkad..Buti, ako rin!”.

"Iba Na'ng Matangkad-James Yap" TVC

The “Iba Na’ng Matangkad” campaign  endures to this day, even as P&G PMC sold STAR MARGARINE along with Dari Creme, to the Magnolia division of San Miguel Corporation in 1994. It has evolved into “Angat sa Height, Ang Future Mas Bright” (“Increased height, for a brighter future”). It’s pro-growth equity has also crossed over to other San Miguel-Purefoods brands like the Purefoods STAR Hotdogs and Purefoods STAR Corned Beef--which just goes to show that nothing succeeds like success.

Sunday, March 5, 2017

98. Is That Who I Think He is? RONALD CORVEAU for Pepsi Cola

In 1975, Pepsi went worldwide with its ‘Have A Pepsi Day” campaign, and the Philippines adapted the campaign using a massive tri-media campaign that included a series of print ads showing young people in all kinds of everyday situations. The print ads encouraged Pepsi drinkers to “make each day a celebration”—whatever the moment was—a fun day at the carnival…a break from classes..walking hand in hand…or just playing a favorite sport.

The “Tennis Game” print ad version featured a gang of friends having a friendly banter after a brisk set. One of the talents was a smiling, gangly, curly-haired teen sitting on the top bleacher, holding a racket and a half-empty bottle of Pepsi. He would go on from doing commercial modeling to acting in top-rated TV telenovelas and award-winning films just a few years after his Pepsi appearance.

CORVEAU as a movie actor.

RONALD  CORVEAU (b. 1956, as Ronald Maquilan Corveau) found national fame when he was cast to portray Carding Medel in the 1977 TV show Gulong ng Palad. He starred alongside Marianne de la Riva (as Luisa) in the telenovela that was based on a DZRH radio serye created by the late Lina Flor-Trinidad  and written for TV by her sister Loida F. Viriña. The soap became a monster hit for Channel 2, running from 1977-1985,  and made Ronald Corveau into a household name—and a hot property.

GULONG NG PALAD CAST. Marianne de la Riva, Ronald Corveau and
Caridad Sanchez. Photo courtesy of Isidra Reyes

Soon, Corveau was tapped for the movies,  first in “Beerhouse” (1977) and then in the award-winning “Atsay”, opposite Nora Aunor, which won Best Film at the 1978 Metro Manila FilmFest.  Subsequently,  Corveau did “Si Mahal, Nakialam Na Naman”—again with Aunor, followed by  “Kadete” and “Mahal Kong Taksil”,  (1979)., “Biktima”, “Apat na Maria” (1980) and "Gabriela" and “Limang Daliri ng Diyos” (1989)

His marriage with “Gulong” co-star Marianne de la Riva produced two daughters, Ella and Louie. They separated after a few years, when Corveau left for the U.S. De La Riva has also remarried and is settled in New Jersey as a doctor’s wife. She and Corveau, who is a contractor in the U.S., remain in good terms.

Isidra Reyes, for the 'Gulong ng Palad"p B&W photo, Nora Aunor's Leading Men

 Ron Corveau FB page

Sunday, February 26, 2017

97. COLGATE’S PROOF: The Only Toothpaste with MFP Fluoride, 1975


For the longest time, Colgate had a monopoly of the toothpaste market, but new brands began to surface by the 1970s. Some, like PRC’s (Phil. Refining Co,) Close-Up targetted the youth market, while P&G was cooking up plans to launch Crest, already a leading U.S. brand.

Thus, to pre-empt competition and to consolidate its hold in the market, Colgate introduced New PROOF Toothpaste, touted to be the only brand with monofluorophospate—MFP Fluoride—that is clinically proven to reduce tooth decay. This revolutionary ingredient does not stain teeth, and makes them less sensitive to hot or cold liquids and food.

New PROOF carried over Colgate’s dentist-backed credentials in its advertising, which has worked very well for the mother brand. The communication strategy capitalized on the clinical tests conducted on the efficacy of MFP Fluoride in the U.S., Germany and Australia against tooth decay.


Colgate’s New Proof was launched in 1974 or 1975 via a tri-media campaign, endorsed as usual by the PDA (Philippine Dental Association). “Only a dentist can give a better fluoride treatment”—so went the selling line.

PROOF  lasted for a few years as by 1978, Procter and Gamble had gained a foothold of the market with their own CREST Toothpaste, that rode on its unbeatable cavity-fighting power of Fluoristat—not to mention its strong made-in-America appeal. Today, in some countries like UK and Australia, Colgate has retained the PROOF brand, as Colgate Total PROOF.

youtube, Colgate Proof Classic TVC, uploaded by ADman1909, on 13 Sept. 2007. Colgate Proof
Woman's Home Companion, 1975 issue

Sunday, February 19, 2017

96. PUREFOODS HOTDOGS “Codiñera, Patrimonio, Lastimosa” TVC SERIES, 1988

PHOTO FROM CNN SPORTSDESK. Pinterest: PBA, The Basketball Life

The trio of Purefoods commercials that made waves at the 1989 Philippine Advertising Congress creative competition  in Baguio City, featured the prized cage stars of the  PUREFOODS TJ Hotdogs basketball team: Jerry Codiñera, Alvin Patrimonio and Jojo Lastimosa.

The year before, the Purefoods Hotdogs season began in and was the first season of the franchise in the Philippine Basketball Association (PBA). They would win their first PBA title in 1990, with a lineup that included the 3 ace cagers.
ACTUAL TVC STORYBOARDS, autographed by the Purefoods cage stars.

PUREFOODS sought to capitalize on the immense popularity  of their basketball stars by directing its agency, Ace-Saatchi & Saatchi, to feature them in their corporate advertising, with the hotdogs as flagship brand. The big project was assigned to the newly-created Marketing Services Department of Ace-Saatchi & Saatchi, which prepared the storyboards for the Client.
Photos taken from the shooting of Purefoods "Codinera" TVC, Oct. 1988.

Jerry Codiñera, then a 22 year old center from University of the East, along with Alvin Patrimonio, was was a dominant presence in  the All-Filipino hardcourts, christened “Defense Minister”, for his prowess in the defensive end.

 For Codiñera, a dramatic storyboard that involved him playing basketball with a handicapped, crippled child was shot in a day in San Juan, in front of the Sto. Cristo Church.  It was effectively directed by young Vittorio “Vitt” Romero.


Actual photos taken from the Purefoods "Patrimonio" TVC shoot.

Mapua stalwart Alvin Patrimonio, also 22, entered the PBA in 1988 and played his entire career with the Purefoods franchise which won five championships. He would go on to win 4 PBA Most Valuable Player awards.


Patrimonio’s commercial showed him propping up the spirit of of a grade school basketball player after losing a game. The filming involved replicating a school fair with hundreds of kids and parents in attendance. It was a challenging shoot, compounded by the replacement of the original lead child actor on the set, but which was superbly directed by award-winning Maryo de los Reyes.



Jojo Lastimosa, then 24 years old, was a guard forward from University of San Jose Recoletos. “Jolas” came into the league as a member of the very first PUREFOODS TJ Hotdogs team and would be named PBA Rookie of the Year in 1988.

Lastimosa’s commercial was the first to be shot, which showed him helping a child practicing his shooting skills awkwardly amidst the taunts of  neighborhood bullies. The scene was filmed at the basketball court of Philam Homes in Quezon City, under the direction of film director Ismael Bernal. The ad is best remembered for exposing his sexy legs which he was known for at that time. (Unfortunately, a print of this ad has yet to surface).
Photos taken from the actual Sept. 22, 1988 shoot, at PhilAm Homes.

Each ad was scored with the same original jingle,”Slowly, But Surely”, but arranged differently to suit the varying moods of the one-minute commercial. The well-crafted ads were enthusiastically received and further bolstered the popularity of PUREFOODS hoop heroes. 

When the Araw Award season came, the 3 commercial won for Ace-Saatchi & Saatchi two Golds in the two categories they were entered in: TV Campaign (for the Codiñera, Lastimosa, Patrimonio TVCs) and Single Medium TV (for the Codiñera version)—a triumph that would put the agency in the lead as that year’s most creative.
ADVERTISER: Purefoods Hotdogs   
AD AGENCY: Ace-Saatchi & Saatchi Advertising
ECD: Jaime F. Santiago / CREATIVE DIRECTOR: Alex R. Castro
COPYWRITERS: Finina Gatchalian-de Jesus, Abe Medenilla Jr., Cary Rueda, Vianne Perdigon
ART DIRECTOR: Ernie Sta. Ana
PRODUCERS: Paul Suarez, Jess Garcia, Carrie Villamor / CASTER: Flor Salanga
ACCOUNTS: Mila Marquez, Natasha Balce, Jeanna Vidamo
PRODUCTION HOUSE: FILMEX / DIRECTORS: Vitt Romero, Maryo de los Reyes

PF Jerry Codinera TVC, uploaded by Albert Marc Justine Carreon:  Jerry Codinera Purefoods TVC
PF Alvin Patrimonio TVC, uploaded by likmainutz 4477, idol by gvg

Saturday, February 11, 2017


Development Bank of the Philippines (DBP), founded in 1935, is the country’s premiere development financial institution that has been at the forefront of  nation-building, It helps critical industries and sectors,  promotes countryside entrepreneurship  to advance the progress of communities and improve the lives of Filipinos.

In 1987, Development Bank of the Philippines  rolled out a memorable institutional campaign that highlighted core Filipino values such as “katapatan” (honesty), “kasipagan” (hard work),”kalinisan” (cleanliness), “delicadeza” (sense of propriety), and “palabra de honor” (word of honor). A year later, these values came alive in a series of “Pamilyang Uliran” (model family) story ads.

The campaign evolved into several dramatic true-to-life commercials that ran through the early 1990s, and acquainted the audience with the success stories of Narda Capuyan (handwoven ethnic products) and Virgilio Dytuco (furniture) who founded their homegrown businesses from scratch and grew them into large scale enterprises , with the help of DBP. They became inspiring models for self-employment and job creation.

WATCH DBP "Palabra de Honor" TVC HERE:

The very Filipino approach in advertising (they were all voiced in the national language) earned for DBP several prestigious awards from the Catholic Mass Media Awards, Philippine Board of Advertising, Creative Guild, as well as commendations from various groups.

The well-regarded DBP "Return-to-Values"  campaigns were conceived by the legendary Herminio “Minyong” Ordoñez (+) with several creatives from Basic/Foote, Cone and Belding (FCB) that included the prolific freelance creative director Danny Almirañez, art director Rino Hernandez, visualizer Bong Gonzales and producer Ding Fernandez. The iconic voice of the ads was provided by stage-TV-movie actor Joonee Gamboa. Almirañez even directed the “Narda” TVC that won TV Ad of the Month (January) at the 1989 Creative Guild Ad of the Year.

de la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions. Tower Book House. (c)1989. pp. 194-195.
The Creative Guild, 1989 Ad of the Year Program, 
DBP Values, youtube video posted by Robbi Mercado, June 21, 2010
PHOTO SOURCES: Narda Capuyan, from Baguio Midland Courier / Virgiio Dytuco, from 

Friday, February 3, 2017

94. Creative Guild Print Ad of the Month, February 1989: MEDIKER ANTI LICE SHAMPOO

In 1989, Procter and Gamble Phils. launched a medicinal anti-lice shampoo with the brand name, MEDIKER. The brand was launched with a TV commercial that featured a very young Judy Ann Santos, using a “suyod” ( fine-toothed comb) to remove lice from her long hair.

The TVC was launched alongside these two-page print ads, that depended on its cleverly-written copy to catch readers’ attention. The ad was selected one of the best print ads of the year,  at the Creative Guild Ad of the Year competitions. MEDIKER had a short-lived presence in the market, and was discontinued after a year or so.

COPYWRITERS: Don Bautista / Ariel Dalisay
ART DIRECTORS: Ariel Dalisay / Don Bautista