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.
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.
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.
WATCH THE BEAR BRAND TVC HERE:
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 isnot 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..”
CREDITS:
ADVERTISING AGENCY:
AMA Consolidated / CREATIVE DIRECTOR;
Eva Perez
ART DIRECTORS: Franz
de Castro, Roel Sunga / COPYWRITER: Joyce
Bustamante
CLIENT: Nestlé
Philippines
SOURCES:
Bear Brand old Commercial, https://www.youtube.com/watch?v=pBCguyjreXs, uploaded by Marwin Manuel, 17 Dec. 2009.
Dela Torre, Visitacion. Advertising in the Philippines, Its Historical, Cultural and Social Dimensions. Tower Book House. 1989.
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 HILLSIDE SINGERS COKE VERSION:
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.
WATCH "I'D LIKE TO BUY THE WORLD A COKE" TV HERE:
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!
Youtube: Hilltop Remastered, https://www.youtube.com/watch?v=C2406n8_rUw, uploaded by the Coca Cola Company, 4 April 2016.
Youtube: “I'd Like to Teach the World to Sing (1972) by
Nora Aunor (HD)” https://www.youtube.com/watch?v=1VJ3hz-nXCQ,
uploaded by Edgar Ebro Videokeking2018 on 5 June 2019.
MAGNOLIA BUTTERCUP, with endorser MARITA ZOBEL, 1975
Iloilo belle Mary Ann
Blanch (b. 18 Jun. 1941)) was an avid fan of Gloria Romero which inspired
her to join showbiz via a talent contest. At the height of the “troubled
juvenile delinquent teens” era, LVN Pictures launch a talent search for a “Good
Girl”, to star alongside Lou Salvador
Jr., touted as the ‘James Dean of the Philippines’ for his launch film, “Bad
Boy”. The Ilongga bested 300 applicants
and clinched a supporting role in the 1957 movie, under the name “Marita Zobel”.
The Manuel Silos drama bagged the Famas best picture and
best story trophies. It also competed at the 10th Berlin International Film
Festival in Germany, and was exhibited at the 1960 Asian Film Festival in
Tokyo, Japan.
Portraying sweet virginal types, Zobel gained the attention of critics in“Biyaya ng Lupa” (1959)
directed by Manuel Silos. As Angelita, a rape victim who suffered mental
trauma, Zobel was nominated for the
best supporting actress award at the Famas; the film itself won Best Picture
and Best Story trophies.
Marita’s fresh
wholesome beauty snagged her a LIFEBUOY
SOAP contract for a series of print ads in 1961, alongside another heartthrob, Robert Campos, with whom she was also paired and romantically linked.
In the 1970s, she continued to appear in at least 2 commercials—one for BUTTERCUP, a Magnolia brand of fresh,
premium margarine. Her wholesome ‘young mother ‘ image served her well as she
also was seen in a SCOTT’S EMULSION
print series that included contemporary celebrity moms like Nida Blanca, Amalia
Fuentes and Tita Duran.
LIFEBUOY AD, Marita Zobel with Robert Campos, 1961
She found more fame when she transitioned from film to TV,
joining the cast of “’Naku Po! Tatang!” in 1982, with Leroy
Salvador,Bentot Jr., and father Bentot.
The sitcom enjoyed a measure of success and lasted until 1986.During these time, she was also active in
movies, many of which were Sharon Cuneta starrers for VIVA Films
SCOTT'S EMULSION Marita Zobel AD, 1971
It would be over 20 years before was seen again—this time in
a grandmother role for a memorable McDONALD’S
commercial that came out in 2013. In that endearing TVC, she played a granny,
singing Petula Clark’s 1960s hit, “Downtown” while making herself up. All along,
her little granddaughter aped was by her side, aping her every move, including her
singing.
WATCH MARITA ZOBEL IN THIS McDO TVC
DOWNTOWN TVC, 2013
Today at 79, Marita
Zobelstill makes choice appearances
on TV. Her latest was in the cast of the telenovela “The Story of Us” (2016,
Channel 2), and a recurring role in “Destined to be Yours (2017, GMA 7). She is
a half-sister of 1990s singer-stage actor Jaime Blanch, and grandmother of Miss
Universe Philippines 2020 1st Runner up Ysabella Ysmael.
PASALUBONG (or more popularly known by TV viewers as "Jennifer") Basic Advertising, 1991.
The unforgettable fastfood commercial that sold hundreds of
thousands of Jollibee products also sold thousands of Coralyn dolls---the same
doll brand featured prominently in the TVC.
The commercial , originally entitled “Pasalubong”, was the brainchild of the Jollibee creative team of Basic Advertising, renown
for creating “very Filipino” commercials.
WATCH JOLLIBEE'S "Jennifer" TVC here:
The venerable Minyong Ordoñez, being Basic's Chief Creative
Officer, oversaw the creation of the campaign written by veteran Kiko
Gargantiel. The theme of the one
minute-commercial revolves around the domestic challenges faced by busy working
couples, particularly a mother, who has to leave her child (Tricia) at home in distress over a missing doll,
Jennifer. Feeling guilty, she reassures her daughter that she will find her
doll, a promise sealed with a pasalubong of Jollibee treats. Indeed, the doll
is found, and the family celebrates with a Jollibee eating spree.
The project was assigned to production house Electromedia.
Chosen to direct the TVC was rising star director Mandy Reyes, who had
previously worked on minor projects before being given the chance to handle a
major production for an icon brand, Jollibee. Mae Paner ( now recognized more
as Juana Change) was assistant director for the October 1991 shoot date.
He remembers the project briefing. “In the original board, the child was missing a pet cat—instead of a
doll. But at that time, the “pusa sa siopao” story was going around
so, a ragdoll replaced the pet”.
The child talent who portrayed Tricia was 5 year-old Tricia Coronel. It was she who tearfully uttered the line “Nawawala si Jennifer..”,
and who kept calling out her name “Jennifer”, in a tone so touching, it moved
many viewers and led to a high TV recall.
Direk Mandy recalls shooting that pivotal scene inside a Bel-Air house location: “I remember
rolling the camera continuously (film pa yon) in that crying scene “Nawawala si Jennifer”, and I kept
on telling her—“isa pa, isa pa, isa pa.
Na medyo makulit na ko, then she just broke down crying while saying the line”.
Needless to say, the director got his perfect take and called it a wrap.
The commercial was aired to a rousing reception. Children imitated
Tricia’s plaintive cry—“Nawawala si Jennifer!”--and proceeded to call her name. That scene from the commercial was even spoofed in the musical comedy film "Andrew Ford Medina: "Wag kang Gamol!" (1991) that launched Tricia Coronel's brief showbiz career. The movie soundtrack even featured a song inspired by the commercial, entitled--what else--"Jennifer"!
TRICIA reprises her Jollibee role in the 1991 Andrew E. movie "'Wag kang Gamol" Screen grab: Courtesy of retrovologs.
Listen to "Jennifer", from "Wag kang Gamol"
It is claimed that many baby girls born in late 1991 (when the ad
was aired) were named “Jennifer”. Coralyn Dolls, also had their heyday, with a surge in demand and sales of their iconic cloth dolls.
As for “Jennifer”—she is still around, secured in a glass
case in the home of Direk Mandy Reyes, who spirited her away after the
shooting!
In theearly 1950s,PMC’s (Phil. Manufacturing Co.) Purico was lording it over as the no. 1 shortening
in the Philippines—good for frying, baking and cooking.PRC (Philippine Refining Co.) was in direct
competition with most of the products of PMC, particularly beauty bars, health
soaps and detergents. Not to be outdone, the company came up with WHITEBAND SHORTENING, for frying,
baking and sautéing. Instead of being packed in cartons, WHITEBAND initially came in tin pails. Later, the shortening was packed in colorful
and re-usable plastic pails.
WHITEBAND RECIPE AD, 1957
To differentiate it from Purico which featured
everday dishes and recipes, WHITEBAND
touted its promise of giving luxury-taste to dishes. It even resorted to
copying Purico’s recipe ads, endorsed by a ‘a famous home economist, Betty King. It is interesting to note that Betty King was also used in Australia by World
Brands Pty Ltd and promoted as one of the leading ladies of Australian cookery. In reality, she doesn’t exist.She was, no
doubt, inspired by the equally fictional Betty Crocker in America. WHITEBAND ceased to exist by the early
1960s, soundly trounced by Purico’s effective and massive marketing and
advertising support.
