Thursday, May 6, 2021

322. Sun, Sand, and Sandals! SANDALS OF SUMMER, 1959-1962

BEACH WALK SANDALS, 1960. Most Popular Footwear in the World.

Long before high-end Havaianas and signature "flip-flops" came into fashion, there were the bright, all-purpose, cheap rubber sandal brands that we wore, available practically anywhere. These were our everyday footwear, but they were most useful for walking on the beach, strolling on the sand during summer excursions. These mass-produced footwear had basic constructions, consisting of rubber soles, and criss-crossed or straight straps, or a Y-shape thong. Since they all looked so similar, companies differentiated their brands by using attractive colors, decorative features, and slight design variations. Most were of rubber, although a few were made of plastic. This assortment of sandals print shows the bewildering number of sandals and styles produced during the late 50s to the early 60s decade.




SWALLOW SANDALS for that light-footed feeling! 1962


BANTEX, 1962

Thursday, April 29, 2021



"FIGHT LIKE A PRO!'on the cover of Kaunlaran, SMC Magazine

In the 1980s, SMC-Magnolia Corporation caps  the year by holding its annual national sales convention, usually in major key cities in the country, like Manila, Baguio, Cebu and Davao. Here, members of its national sales team are flown in, gathered, and apprised of the next years plans for the various Magnolia products they are pushing. These include a review of all the Magnolia brand’s performance and a presentation of next year’s sales targets, marketing, advertising,  and merchandising plans.


The direction of next year’s sales initiative is embodied in a theme, and in 1985, “FIGHT LIKE A PRO!”  was the battle cry, a call to more aggressive selling, but carried out in a professional manner. A Rally Song was commissioned by Magnolia’s ad agency to motivate  the sales teams and lift their “fighting spirit”. Music  was provided by the late award-winning composer, Caloy Agawa, from lyrics written by Creative Director, Alex Castro.

During the whole duration of the 2-day conference, the song was played during social events, most especially on the last day of the conference: the Magnolia Sales Achievement Awards Night. Here, sales achievers of every rank are given recognitions in a grand evening  of musical entertainment, featuring the country’s leading artists of the decade.


AGENCY: Ace-Saatchi & Saatchi Advertising

ACCOUNT: Gigi Garcia, Lawrence Tan, Dudy Masilungan

CREATIVES: Alex Castro, James Bernardo, Vianne Lizardo

PRODUCER: Paul Suarez


Friday, April 23, 2021

320. Celebrity Endorser: GEMMA G. CRUZ, Miss International 1964


The honor of being the first Filipina to win a world beauty title belongs to Gemma Teresa Guerrero Cruz (b. 30 Sep.1943), who was crowned Miss International of 1964 in Long Beach, California on Aug. 14, 1964. She was also the first Asian to win the title. 


The statuesque Cruz has an illustrious pedigree, the daughter of writer and journalist Carmen Guerrero Nakpil, and Ysmael Arguelles Cruz. Araneta's paternal great-grandmother was Doña Maria Mercado, sister of Dr., José Rizal, which makes her a great grandniece of the national hero.


Cruz endeared herself to her countrymen when she donated her prize money of  US$10,000 to Manila Boys Town and Girls Home, which sponsored her in the Miss Philippines contest.  She came home to a triumphant welcome., with a ticker tape parade in Manila.

 It’s almost expected that an international beauty contest winner will be deluged with offers from advertising agencies and movie producers after her reign. But surprisingly, Gemma appeared in just a handful of ads. 


Pre-Miss International, she had dabbled in fashion modeling and was featured in at least one print ad for HELENE CURTIS  COLOR ESSENCE hair coloring product in 1963.


 After her historic win in Long Beach, Cruz was seen in at least 2 print ads for LADY’S CHOICE and ROSE BLOOM scented hair sprays. It would seem that Cruz did not pose exclusively for these products; instead, she made a pool photographs dressed in one attire, which were used as ‘photo clips’ for a variety of products. 


After her reign, Gemma Cruz married Tonypet Araneta in Avila, Spain with whom he had  2 children. She had been a director of the National Museum in 1968. She eventually moved to Mexico, and came back after Marcos was deposed. She was appointed Secretary of Tourism (1998-2001) by President Joseph Estrada.  A member of the National Heritage Commission of the Philippines (NHCP), she also became president of the Heritage Conservation Society. Cruz has 7 books to her credit, mostly history-base books, and is currently a columnist for Manila Bulletin.


Youtube; Miss International Beauty 1964 (1964),, uploaded by British Pathé


Sunday, April 18, 2021

319. World Boxing Champion, GABRIEL ‘FLASH’ ELORDE for KLIM POWDERED MILK, 1960


KLIM was one of the early American milk brands that found its way to the Philippines, through importer Getz Bros. in the early 1930s. the brand is “MILK” spelled backwards, first createad in 1920 by Merrell-Soule Company of Syracuse, New York. It was developed as a dehydrated whole-milk powder for use in the tropics, where ordinary milk tended to spoil quickly, so it was perfect for the Philippines. In fact, during World War II, it was included as part of the military jungle rations of the U.S. Army and was used by the Red Cross to feed prisoners of war

KLIM was advertised as early as 1935 in the Philippines, and was actively promoted through the decades, especially through its peak years in the 60s. 

In 1960, the Borden company sought the services of rising professional boxer,  GABRIEL “Flash” ELORDE (b. 25 Mar. 1935/ d. 2 Jan. 1985), who made his professional debut at the age of 16  in 1951, against Kid Gonzaga. He was the most well-known boxer in the country by that time, and lost only twice in his first 14 fights. But he gained international prominence when he became the  Junior Lightweight Champion of the World against Harold Gomes.

 Elorde and his family, which included wife Laura, two boys and daughter, appeared in the 2-color print ad for KLIM—The Complete Milk--where he claims that “My family keep in shape with KLIM”. “That’s why, I think every family should drink this milk”, he suggests, “my family always drinks KLIM at mealtimes”.

 By the end of his long and illustrious boxing career in 1971, Elorde had a achieved a record that is hard to beat: The first Filipino boxer to hold the WBA and WBC World Title belts, the first to become a World Super Featherweight/Junior Lightweight Champion, and the first to hold longest the Junior lightweight division title--7 years 3 months. Elorde retired with a record of 88 wins (33 KOs), 27 losses and 2 draws.


Even in retirement, Elorde was a visible presence on Philippine media, due t his association with San Miguel Beer. He was tapped to appear in a 1984 commercial for the world-famous beer along with Bert Marcelo and Rico J. Puno, entitled “Pulutan”, where he delivered the punchline “isang platitong mani”. The commercial was voted the year’s best TV ad for 1984.

Considered as the greatest super featherweight champion of all time in WBC history, he was inducted into the World Boxing Hall of Fame in 1988 and the International Boxing Hall of Fame in 1993. Elorde also made itof the 80 Best Fighters of the Last 80 Years by Ring Magazine, the world’s leading publication on the sports of boxing. Two of his grandsons, Juan Miguel and Juan Martin Elorde, have followed in his footsteps as boxers.



Gabriel Elorde:

Elorde Photo:

BoxRec/Boxing's Official Record Keeper: Flash Elorde boxing records:

Sunday, April 11, 2021

318. CAFÉ BUENO, “No Nerves” Print Campaign, 1962


Commonwealth Foods Inc. was founded back in 1951 and its first flagship brand was  the popular CAFE PURO. It paved the ay for the opening of a new Comfoods plant in 1956,  the country’s first instant and soluble coffee manufacturing plant. Once established, new variants were added to the Café Puro line in 1958:  CAFÉ EXCELENTE, a premium brand known for its winey taste, and CAFÉ BUENO, the decaffeinated version. 

PARACHUTE JUMPER, Cafe Bueno, 1962

When CAFÉ BUENO was launched, its benefit of “having coffee as often as you want and wake up refreshed” was touted in the headline.  Since it had less caffeine, it caused no jitters—“no nerves”, as the copy noted. Four years later,  the “no nerves” story became the 1962 campaign’s central theme. 

HUNTER, Cafe Bueno, 1962

To visualize the benefit, critical situations in which alertness was pivotal were used in a series of ads: jumping with a parachute, hunting and shooting a wild animal, walking on a tightrope.

TIGHTROPE WALKER, Cafe Bueno, 1962

CAFÉ BUENO enjoyed a level of popularity with a niche market throughout the late 60s, longer than CAFÉ EXCELENTE, which was phased out by 1966.  

Tuesday, April 6, 2021

317. BEAR BRAND STERILIZED MILK “Generations” (“I Remember Yesterday”) TVC Campaign (ca.1988-90)


BEAR BRAND Sterilized Milk  is an iconic milk brand with a long history in the Philippines, one of the first brands to be imported locally at the turn of the 20th century. It is no wonder that “Marca Oso”, as it was popularly called, became a part of the everyday life of Filipinos for many generations. The heritage story also inspired the creatives of Advertising and Marketing Associates (AMA) Consolidated to use this angle in crafting BEAR BRAND’s new campaign around 1981, producing a "Decades" TVC that used vignettes to show how the milk brand played a role in nourishing Filipino families, under the theme--"The special milk trusted for generations"/ 

Few years down the road, around 1988, a refreshed campaign was launched again for BEAR BRAND, usin te same thematic line, but executed differently.


The result was an epic, jingle-based commercial that was unprecedented in terms of length (a minute and a half!)  and cost—a novel idea at that time. The agency came up with a series of period commercials situating BEAR BRAND in the lives of Filipinos through decades,  adding the line, "So much a part of our lives", to the original positioning statement "The special milk trusted for generations”.  

The commercials were noted for their grand production design, period sets and wardrobe, plus wonderful casting. The main commercial was pure nostalgia, prefaced by the jingle line “I remember yesterday, the world was so young….” , shows a 1930s scene where family members visit grandma. A young boy is prodded to “dance with Lola”, with courtesy shots of family members drinking the milk. 

A picture is taken by the boy’s father as lola and grandkid dance. Fast forward to the 1980s. A young girl points to the same picture, now old and framed, and points to the young boy. She asks an oldish man by her side—“Is that you Lolo?”. To which the senior citizen replied—“Yes…Look at my mole!”. We realize he was the same little boy 5 decades ago!  The story comes full circle when the Lolo starts dancing with her granddaughter. 

The BEAR BRAND “Generations” commercial not only became famous for its jingle, and memorable dialogues, but an urban legend developed around the other girl talent (the one wearing a ribbon) who is  allegedly a ghost. Her face, people say, is never seen in the commercial, and in the end shot, she mysteriously is  not present!

The campaign lasted through the early part of the 1990s. There has never been another BEAR BRAND ad that reached the level of prominence and popularity that this campaign has achieved;  in fact, most children of the ‘80s are quick to recall and sing the jingle that began wistfully  with—“I remember yesterday..”



ART DIRECTORS: Franz de Castro, Roel Sunga / COPYWRITER: Joyce Bustamante

CLIENT: Nestlé Philippines


Bear Brand old Commercial,, uploaded by Marwin Manuel, 17 Dec. 2009.

Dela Torre, Visitacion. Advertising in the Philippines, Its Historical, Cultural and Social Dimensions. Tower Book House. 1989.

Wednesday, March 31, 2021

316. She Likes To Teach the World to Sing: SUPERSTAR NORA AUNOR FOR COKE, 1972

One of Coca-Cola’s most globally successful and popular advertising campaign was launched in 1971, conceived by McCann-Erickson executive Bill Backer. While in an airport in Ireland waiting for his next flight, he saw people in a huddle, chatting and laughing while having their Cokes. Inspired by the sight, he wrote “I’d like to buy the world a Coke..” on a table napkin. He discussed the lyrics with songwriter Roger Cook and Roger Greenaway, who set the words to a tune that they had used before for a song “True Love and Apple Pie” and ha the folk group the New Seekers record it as a Coke radio jingle.

THE NEW SEEKERS' VERSION "I'd Like to Teach The World to Sing"


The jingle became a monster hit for the New Seekers (it reached the Billboard Top 15) that a TV commercial was produced entitled “Hilltop” . The band couldn’t make it to the shoot so a new group, The Hillside Singers,  were tapped to sing the Coke version of the song. 


The commercial featured a group of  young people from all walks of life, coming together on a hilltop, while holding their Coke and singing to this new version  of  “‘I’d Like To Teach the World to Sing  (In Perfect Harmony). The Hillside Singers earned a Gold Record award from the Recording Industry Association of America. In addition to creating chart-busting records, the Coca Cola campaign went down in history as one of the greatest marketing campaigns of all time.

 NORA AUNOR VERSION "I'd Like To Teach the World To Sing"

The ‘Hilltop’ campaign was aired in the Philippines, but a local adaptation of the campaign was done by McCann Erickson in 1972 featuring superstar Nora Aunor no less--then at the pinnacle of her career. 

She did a full-tri media campaign, supported by sales promotions (Coke gave away autographed pictures of Guy and her Coke), and music marketing on radio via a full song recording of the hit jingle “I’d Like to Teach the World to Sing”, that was included in one of her long-playing albums under Alpha Records. 

Of course, three years later, she was singing a different tune. Coke was no longer it for Guy—she was having her Pepsi Day!


SOURCES:, 'I'd Like to Teach the World to Sing': The Story Behind the Classic Coca-Cola Jingle,

Youtube: “ The New Seekers - I'd Like To Teach The World To Sing 1972 with Lyrics”,, uploaded by islander8

Youtube: Hilltop Remastered,, uploaded by the Coca Cola Company, 4 April 2016. 

Youtube: “I'd Like to Teach the World to Sing (1972) by Nora Aunor (HD)”, uploaded by Edgar Ebro Videokeking2018 on 5 June 2019.

Hillside Singers:, Uploaded by Lorri Hafer, 7 Aug. 2015

The Hillside Singers,