Tuesday, December 15, 2015

31. Xmas of 1965: CALTEX SHARE-A-TOY DRIVE


CALTEX began its presence in the Philippines way back in 1917 when local distributor Wise and Co. began marketing Texas Company products (or Texaco) locally. In 1921, Texaco opened its office in Binondo. A joint venture with Standard Oil Company of California resulted in a name change--CALTEX.  CALTEX started rebuilding its war damaged facilities in 1951 with the construction of the Caltex Refinery in Batangas. It was inaugurated in 1954 as the first petroleum refinery in the Philippines.

 In the 60s,  CALTEX was the country’s premier oil company--introducing revolutionary products like Boron gasoline. As a market leader, it invested in corporate promotions thru various community initiatives like the national search for Miss Caltex (1961), the Caltex Spelling Bee (1968) and its popular Christmas advocacy--Share-a-Toy Drive in 1965. (antedating Jollibee's "Ma-AGA ang Pasko" used toy distribution drive by over 35 years!)

SHARE-A-TOY DRIVE is a used toy collection project of Caltex with the aim of sharing the joy of Christmas with indigents. Caltex stations were used as drop-off centers for donated toys. Caltex even put up Caltex Toy Hospitals to repair damaged toys.

The project was supported by an animated TV commercial that featured a memorable jingle:

SHARE A TOY, SHARE A TOY
SHARE A TOY AND SPREAD MUCH JOY
FOR A GIRL, FOR A BOY
SHARE A TOY AND SPREAD MUCH JOY!

The collected toys were distributed to poor children on the Feast of the Three Kings (January 6), designated as the Share-A-Toy Distribution Day. This worthy project generated much national interest with millions supporting the call of Caltex to spread some  joy--for every child deserves to be happy--especially on this special day called Christmas!

1 comment:

  1. Quantum Binary Signals

    Professional trading signals sent to your mobile phone every day.

    Start following our trades NOW and gain up to 270% per day.

    ReplyDelete