290. EVER Fragrant Soap of Philippine Refining Co. (PRC), 1959-1971

EVER GIRL 1964, Alice Rosal Barr, was a runner up of Gemma Cruz in the
1964 Miss Philippines of Boys' Town Contest,

In 1959, Philippine Refining Company (PRC) launched a new beauty soap,  on the basis of its fragrant scent.  There was much romanticizing about EVER Fragrant Soap’s unique selling proposition , and its launch ad proclaimed it so--“With the exclusive Tres Chic Perfume from Paris..the perfume that whispers Love me!’,

 

EVER FRAGRANT SOAP, Launch Ad, 1959

The green oval soap was initially available in Manila, but was soon rolled out in the country by next year. It had also acquired a new elegant green package,  to hold in the “cool, refreshing green soap so pleasing to the eyes!”.

 

NEW GREEN PACKAGING FOR EVER FRAGRANT SOAP, 1960

In 1964, EVER Fragrant Soap chose Alice Rosal Barr as EVER Girl 1964. She had earlier placed as second runner up to Gemma Cruz at the Miss Philippine Boys Town search  that year. 

 

THE FIRST EVER GIRL, ALICE ROSAL BARR from Cebu, 1964 Ad

The search for  EVER Girl continued the next year with eve bigger prizes—a trip to the U.S. and a scholarship at the John Robert Powers Charm School in New York, 4 Thousand pesos worth of jewelry and a complete wardrobe from Tres Chic and Eddie Alcantara. What was so noteworthy about this beauty search was that, even married women could join the contest.

 

THE SEARCH FOR EVER GIRL 1965, Announcement Ad, 1965

No amount of promotion, it seem,  could help EVER Fragrant Soap make headway in the beauty soap market, as Camay and Lux had risen as the two formidable beauty brands of the 60s decade.

 

EVER GIRL 1965 SEARCH, Open to all single and married ladies.

In 1971, PRC made a last ditch effort to modernize EVER Fragrant Soap’s image by relaunching it with a more contemporary look, and better looking ads that made use of dramatic and classy layouts. 

EVER SOAP, RELAUNCH AD, 1971

The proposition remained the same,  with “fragrance” as its differentiating point. “Tres Chic “ perfume had become passé, and this time, EVER Fragrant Soap was lavished “with Jeunesse, the perfume you can bathe in!” . 

Unfortunately, EVER Fragrant Soap was lost in the beauty soap war of the 70s, and did not even last the new decade.

289. Father and Son Endorsers: LEOPOLDO SALCEDO & EDGAR SALCEDO for PIEDMONT Cigarettes, 1966

PIEDMONT, CHOICE OF 2 GENERATIONS, 1966 Print Ad

One of the oldest American cigarette brands that found its way in the Philippines was PIEDMONT Cigarettes, made by Liggett & Myers Tobacco Co. (L&M), a company incorporated in the 1870s in St.Louis, Missouri. Though it was acquired by the American Tobacco Co. (ATC) in 1899,  L&M continued to operate, introducing PIEDMONT in 1905. Some of its early brands included Chesterfield, L&M, Fatima, American Beauty, Home Run, Imperiales, Coupon and King Bee.

PIEDMONT Cigarettes was available in the Philippines after the war, as it was a popular brand among Americans. It was marketed actively in the 1950s through the 60s, and made use of celebrities and authority figures to push the brand.

In 1966, PIEDMONT print ads featured the father-and-son tandem Leopoldo Salcedo and Edgar Salcedo, both popular film actors.

Leopoldo  Salcedo,  (B. 12 Mar. 1912/d. 11 June 1998), known as “the Great Profile” was the Philippines’ answer to John Barrymore. By the 60s, he was already an established senior star, a long way from his bod-a-bil beginnings.  He broke into films in 1934, debtuing in “Sawing Palad”, but 1939 was his breakthrough year when he starred as Macario Sacay in Lamberto Avellana’s “Sacay”of LVN Pictures .

THE GREAT PROFILE

His career was interrupted by the war, so he returned to performing in stage shows while secretly engaged in underground activities. Post-war, he starred in he formed his own production outfit which produced movies with socially-relevant themes like “Bisig ng Mangagawa” (1951) and “Batong Buhay (Sa Central Luzon)”. 

Salcedo’s peak was during this period and the 60s decade saw him essaying his most famous title role in Gerry de Leon's “The Moises Padilla Story”, a 1961 bio-flick of about the heroic politician who was murdered after refusing to withdraw his candidacy. For this, he was awarded the Famas. He won another Famas for a supporting role in “Ganito Kami Noon, Paano Kayo Ngayon”(1976). His last film was in Raymond Red’s “Sakay”, a role he originated years before.

His son with Trinidad Salas—Edgar Salcedo—also forayed into movie making and achieved a certain measure of fame in the mid-1960s as a member of Sampaguita Pictures “Stars ‘66”—a group of young love teams tagged as most likely to reach full stardom. 

Photo: Pinterest

The young Salcedo was paired with Gina Pareño. The other stars include Loreta Marquez-Dindo Fernando, Rosemarie-Pepito Rodriguez, Blanca Gomez-Bert Leroy Jr., Shirley Moreno-Ramil Rodriguez.

While Stars’66 were featured in light romance comedies, Edgar Salcedo had a chance to appear with his father Leopoldo in the 1966 action movie, “Laman ng Aking Laman”, which they both topbilled. 

The movie, from United Brothers productions, also starred Rita Gomez and Rosemarie. He did “Pedro Valiente” (1971) and “Milyon” (1980), his last known film.

But in 1966, the Salcedos were at the top of their game, credible and well-known enough to push PIEDMONT Cigarettes, in the familiar white and gold package, and “the choice of two generations”.

288. PEST KILLERS AND INSECT REPELLENTS, Various Ads 1955-1980

Mosquitoes and rodents and roaches,  oh my!

Ever since the dawn of civilization, mankind has been plagued with pests of the most annoying biting-stinging-crawling-wiggling-disease carrying variety, infesting every nook and cranny of homes and offices. And men have found ways to deal with them.

The first known pesticide was elemental sulfur dusting used in ancient Sumer about 4,500 years ago in Mesopotamia. It was only in 1946 that the first modern bug repellant was invented by Samuel Gertler of the US Department of Agriculture,  receiving a patent  for using DEET  in the form of a cream, lotion, or powder.

The aerosol can had been invented in 1931 and was largely undeveloped until American Lyle Goodhue devised a practical version that could be used to propel insecticide. In 1945, Goodhue, joined Airosol, Inc.. With him as director of research Airosol  became a leading packager of aerosol spray consumer products after the war—including insect spray—which gave us a major advantage in our war against pests and bugs.

Here are some anti-insect and pest products that have protected us and our homes through the years:

 **********

RODENTICIDE

RAT-EX WITH WARFARIN. A powerful rodenticide manufactured by Estraco Pharmaceutical Laboratories, an exclusively distributed by La Estrella del Norte. 1955.

DORA RAT KILLER, One of the most popular rodent killer brand, that came in granules forms. Manufactured by Fumakilla Lab, a Japanese company. 1978.

MOSQUITO KILLER

LION BRAND MOSQUITO KILLER, an early katol-type coil with fumes that can kill mosquitos. 1957.

VAPE ELECTRIC MOSQUITO DESTROYER, a new,modern way to keep away mosuitos. Made by Fumakilla Lab. 1966.

OFF INSECT REPELLENT. your invisible mosquito net. Apply or spray this on your skin to ward off pesky mosquitos. Made by S./C.Johnson. 1975.

SHELLTOX BLUE. Kills all troublesome breed of insects, including mosquitos. From the Shell Chemical Co. (Phil.) Inc. 1979.

ROACH AND FLY KILLER

KAN-KILL--kills filthy germ carriers that can cause malaria, cholera, dysentery, typhoid fever and diarrhea. Made with Strobane, the world's deadliest insect killer. 1961.

NUVAN AEROSOL SPRAY. "Pamatay n, pleasant-smelling pa!", Does not contain DDT and fluorocatbon claimed as harmful to the ozone layer. 1978.

NUVAN, the insecticide thatt scores a 1-2 punch to knock out pests every time! 1978.

SHELLTOX ANT AND COCKROACH STOP. Kills crawling isects. 1979

ADVANCED FORMULA SHELLTOX INSECT KILLER. Kills on contact, ones pray lasts for days. 1980.

287. LADY'S CHOICE MAYONNAISE of California Manufacturing Co., Early Ads, 1966-1972

EARLY LADY'S CHOICE MAYONNAISE AD, 1966

LADY’S CHOICE was an American food brand that started in California way back in 1872.  A Philippine manufacturing plant—the California Manufacturing Company (CMC)—began operations in 1955, and introduced Filipinos to its world of flavorful products  like  jams, spreads, pickled vegetables to condiments and canned goods.

"BRING OUT THE BEST" APPEARS FOR THE FIRST TIME IN ADS, 1968

The pioneer product of CMC was Royal Pasta,but not long after that, it launched LADY’S CHOICE MAYONNAISE in the 1960s. Mayonnaise was already a condiment that Filipinos were familiar with,  supposedly invented to the French chef of the Duke de Richelieu in 1756. To celebrate the Duke’s triumph over the British at Port Mahon in Minorca, the chef whipped up a celebration dish with sauce made from cream, egg yolks and oil. Thus, mayonnaise or “mayonesa” as Filipinos in the early 1930s called  the homemade concoction was born, used mainly for preparing salads.

 

THE 'BRING OUT THE BEST CAMPAIGN' contunues in 1969

LADY’S CHOICE MAYONNAISE was one of the first commercially-produced mayonnaise (the other being Egg-O), and was met with success. The mother brand was promoted through print advertising, and one of it early endorsers was the newly-crowned Miss International 1964, Gemma Cruz.

 

'MAKE IT A LADY'S CHOICE DAY", 1972 Print Ad.

Individual product advertising began in the mid 1960s, with many featured recipe ads. The popular “Bring out the Best” slogan came out in 1968, and would be used throughout the 1970s. Today, LADY’S CHOICE MAYONNAISE is a Unilever brand, having acquired CMC in 2000.

286. FRESCO DEODORANT BEAUTY SOAP by Philippine Manufacturing Company, (PMC), 1955

In October 1955, the Philippine Manufacturing Co., , the maker of popular products like Purico, Perla and Star Margarine—introduced a new kind of soap—a deodorant soap with the brand name FRESCO Deodorant Beauty Soap.

Years before, PMC had already launched Camay with resounding success, one of the first beauty soaps in the country. Now it was ready to introduce an innovative soap. FRESCO claims to stop perspiration odor because of a special active ingredient called Arodin, a “wonder deodorant” that neutralized odor-causing bacteria that ordinary soaps can’t remove. 

The pink deodorant beauty soap is recommended for all-over beauty protection, with an alluring fragrance that clings to the skin and fragrance and lasts for hours.  FRESCO Deodorant Beauty Soap costs no more than other leading beauty soaps too.

Despite these wonderful benefits, FRESCO Deodorant Beauty Soap seemed to flouder, as its ads—by 1957—diminished in size and became rather unremarkable. FRESCO lasted for just a few years, and was discontinued before the new 60s decade began.

285. Brand Stories: AVEGON RADIOS, 1953

AVEGON CORPORATE AD, 1953

One of the more popular brands of transistor radios that promoted the golden age of the Philippine radio industry was AVEGON, produced by Avegon Inc.,with offices at Sta. Ana, Manila. At its peak, AVEGON RADIOS rivaled the country’s leading radio and TV maker—Radiowealth—which was founded almost 20 years ahead of the company.

AVEGON TRANSISTOR RADIOS/WIRELESS RECORD PLAYER, 1957

The story began with Engr. Antonio Avecilla y Nepomuceno, a Kapampangan born in San Fernando (b. 10 Sep. 1901) who was one of the leading lights of Philippine infrastructure reconstruction after the War. A 1923  Civil Engineering graduate of the University of Santo Tomas, Avecilla ‘s post-war works included the La Mesa Dam and Swimming Pool, Bel-Air Building, Syquia Apartments, Mote de Piedad, Galaxy Theater,  the San Sebastian Convent and Colleges, the Philippine Wallboard Corp. Bldg., the Rizal Motor Sales Bldg., and the rehabilitation of many war-damaged homes and factories.

FOUNDERS OF AVEGON

In 1953, noting the burgeoning radio industry thanks to its rising use as an entertainment and marketing medium, Avecilla teamed up with a friend, Joaquin l. Gonzalez of Baliwag, and pooled their money together to form a fledgling manufacturer and importer of electrical appliances called AVEGON INC., coined from their 2 surnames, AVEcilla and GONzalez.

SPECIFY AVEGON, PRINT D 1960

AVEGON'S NEW YEAR'S NEW PRODUCTS, PRINT AD 1961

Despite a bumpy start, AVEGON’s transistorized radios began gaining a large following, favored for their hi-fi  performance and economical price. They were also prized for their handsome construction, as the cases were made from durable Philippine hardwood.

The company expanded by leaps and bounds, necessitating the construction of its own AVEGON office and factory buildings located at Invernes St., Sta. Ana, Manila. Avecilla served as the company president and general manager.

Later, AVEGON  forayed into the production of fluorescent lamp ballasts that could withstand high humidity and temperature—the first of its kind in the country. AVEGON Radios however, were the company’s flagship brands, with many models to choose from.

THE NOVELTY HOUSE RADIO OF AVEGON, 1962

One of the most unusual were the AVEGON Dreamhouse radios—made in the shape of little roofed houses with TV antennas. It sold wireless record players, radios with legs—all sold at affordable prices.  AVEGON radios were regularly advertised on print and radio and had its own loyal market from the lower-midle class bracket.

AVEGON TV SET ADS, 1964

Radiowealth upped the tempo of the competition by leading the local production of the so-called “TV and Radio/ Music Player Furniture Sets”, an innovation that sought to rethink our idea of what an appliance is, which, to the company can be a home furniture too. It is in this arena of product innovation that AVEGON faltered. It belatedly introduced its first TV set in early 1960s, and continued to produce traditional small and portable transistor radios, which, nevertheless had their own market niche. With more and more Filipinos finding new prosperity, large and modern appliance furniture became the vogue in the 60s right through the 70s—with the advent of the age of stereophonic, quadraphonic and surround sound technology.  

AVEGON TRANSISTOR RADIOS, PRINT AD 1966

AVEGON continued making radios, and the hardwood cases gave way to modern colorful plastic in the 70s. The compToday, AVEGON Radios are prized by radio and music collectors as fine examples of local radio craftsmanship that is distinctively Filipino

SOURCES:

TABLEAU: Encyclopedia of Distinguished Personalities in the Philippines, p. 73.

BALIWAG, Then & Now. Vilacorte, 1985

284. Served in the Philippines’ Finest Restaurants: CHASE & SANBORN COFFEE, Print Ad Series, 1956

CHASE & SANBORN, "Exclusively Served in the Finest Restaurants", Print Series, 1956

One of the early American coffee roasting companies was started in 1862 in Boston by Caleb Chase and James Solomon Sanborn. Initially engaged in tea and coffee importation, the company soon launched an American coffee brand bearing their name—CHASE & SANBORN COFFEE, the first coffee company to pack and ship roasted coffee in sealed tins.

CHASE & SANBORN was available in the Philippines beginning in the mid1930s. Imported all the way from the U.S.A., CHASE & SANBORN became a pre-war coffee favorite, advertised on leading magazines of the Commonwealth er and supported by msales gimmicks (premiums like how-to dance booklets were given away). The classic brnd was actively advertised through the 50s and 60s decade.

In 1956, CHASE & SANBORN came up with a pint ad series touting the brand as the exclusive coffee choice of the country’s finest restaurants and coffee shops. The strategic alliance with the renown establishments boosted the quality image of the coffee  brand.

The Philippines’ premier MANILA HOTEL was built in 1909  and was opened on the commemoration of American Independence on July 4, 1912. The historic hotel was the home of Gen. Douglas Macarthur and his family when he served as a military adviser to Pres. Manuel Quezon in 1935.  For “the finest hotel in the Far East”, only CHASE & SANBORN will do.

The well-air conditioned  NEW EUROPE RESTAURANT,  was a favorite dining olacein Manila, especially with the Ermita crowd. Located along Isaac Peral (now Herran  St.), “the home of good food”, was put up by Heinz Wielke.

 Known as “the grand old dame of Baguio”, PINES HOTEL was one of the earliest structures in the city, erected in 1909 on Gov. Pack Rd. It was destroyed during the War, but was rebuilt on Luneta Hill with the same name. The Pines Lobby was a popular coffee place, plus the Bontoc Bar, in the 1950s. It was gutted by fire in 1984.

Time was when pharmacies also had coffee shops appended to their business, and Botica Boie was a large drugstore chain that also operated BOIE COFFEE SHOP, along Escolta. While young people got their ice cream soda from the shop, the oldies delighted in their cups of CHASE & SANBORN COFFEE.

As the ad copy goes: “the finest restaurants the world over serve CHASE & SANBORN”.  But---you’ll enjoy its rich aroma and delicious flavor—at home too!”