|ROYAL SPAGHETTI, New Packaging, 1968|
|ROYAL SPAGHETTI WITH MEATBALLS, 1962|
There was even a canned version of ROYAL SPAGHETTI, complete with meatballs, launched in 1962, but did not take off, as it is the habit of most Filipinos to prepare and customize their own spaghetti and pasta dishes. ROYAL SPAGHETTI was packed in yellow and red cardboard cartons with the familiar “Royal” font that has remained unchanged over the years. Also aavailable was ROYAL Macaroni, in shell and elbow types.
|ROYAL SPAGHETTI CHRISTMAS AD, 1979|
ROYAL also joined the instant noodle bandwagon in 1978, with its Chicken and Beef variants in pouches (“Noodles na mainit…in just two minutes!) , but it was its pasta flagship brand that would remain consistently popular. The advertising was handled for the longest time by Pacifica Publicity Bureau, and its memorable campaigns included the “Royal celebration” campaign, rolled out in the Christmas of 1968.
AGENCY: Pacifica Publicity Bureau
Creative Director: Nonoy Gallardo
Copy Group Head: Vince Pozon
Copywriter: Betty Ann Quirino
CLIENT: California Manufacturing Corp. (CMC)