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| MAGNOLIA FLAVOR OF THE MONTH, 1965 |
For over 90 years,, Magnolia has been synonymous with the finest name in ice cream. One of its most distinctive product line was the Flavor of the Month ice cream series which represented the dozen months of the calendar.
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| APRIL FLAVOR OF THE MONTH--MOCHA NUT, 1964 |
Introduced in March 1954, Magnolia’s Flavor of the Month (FOM) had Tru-Fruit Strawberry as its initial offering. Positioned as a superior ice cream with novel, exciting and various flavors throughout the year, FOM flavors range from fruit-based or confectionery-flavored ice cream with homegrown or imported ingredients.
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| JUNE FLAVOR OF THE MONTH--STRAWBERRY RIBBONETTE, 1961 |
The flavor names evoked mouth-watering and sometimes, exotic deliciousness—“Coffee Mangosteen”, “Ube-Nangka Fiesta”, “Corn ‘n Coco Flip”, “Vanilla Macaroon”, “Atis Glacé”.
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| MAY FLAVOR OF THE MONTH--RAINBOW PINEAPPLE, 1964 |
FOM’s advertising weaves through the texture of time and growth of the products themselves in terms of sales volume. Initial print advertising featured illustrated ice cream scoops in goblets, but eventually, photography was used to enhance appetite appeal. In the 1970s,
FOM models were used to endorse the product, hence the “Miss Magnolia” search was hatched. The winner pitched the product with all her wholesome charm, in print, poster and TV commercials.
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| JULY FLAVOR OF THE MONTH---VANILLA MACAROON, 1979 |
“Magnolia, the finest name in ice cream, now presents the Ice Cream Flavor of the Month”—goes the jingle which opens the commercial and which then led to Miss Magnolia—“For March, it’s Tutti-Frutti!”, and then proceeds to describe the ingredients of the flavor.
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| MAY FLAVOR OF THE MONTH--GOLDEN NANGKA FIESTA, 1979 |
In the late 70s thru the early 80s, FOM ads, designed by its long-time agency J. Romero & Associates, latched on to seasonal themes and visuals—a wedding setting for June, kite-flying for May. Miss Magnolia was relegated as an inset picture in FOM ads, until she was eased out completely; the last Miss Magnolia quest was held in 1980.
The Magnolia’s FOM line was discontinued when SMC transferred its ice cream and dairy businesses to Magnolia-Nestlé Corp. In 1998, SMC withdrew from the joint venture with Nestlé and a "non-compete" clause barred it from the ice cream and milk businesses for five years. When the clause lapsed in 2004, SMC revived its ice cream through subsidiary, Magnolia, Inc., but not its FOM line.
My tita was Miss Magnolia in 1979, Dindin Lopez. She beat Dina Bonnevie in that year's competition
ReplyDeleteThanks for the memory!!! I remember that Miss Magnolia contest--bec. it was the last. Placing third was Thelma Aranda. What's your tita doing now???
ReplyDeleteThelma Aranda was a newscaster right? Name rings a bell. She worked in the banking industry for many years with Citibank first in various managerial positions in both the branch and corporate levels and now occasionally does consulting for other banks after her retirement from Citi a few years ago. The Miss Magnolia thing has always been a source of pride and an occasional punchline in our family
DeleteYes, Thelma had a short career as a TV newscaster. I worked on the Magnolia account as an adman for many years in 3 Magnolia agencies, so I was very familiar with many Magnolia talents involved.
DeleteThelma was once a newscaster for "NewsWatch." Correct me if I'm wrong.
DeleteOther Miss Magnolia title holders were Mary Massab (1978) who later became part of the original cast of "Iskul Bukol" in 1978 and Joana Paras (1979). Geraldine "Dindin" Lopez came in 1980.
ReplyDeleteHello, Sir Castro! May I ask where you got the photos for these ads? And if we could privately message you regarding this? Thank you!
ReplyDeleteHello, Sir Alex! We are students from Ateneo de Manila University doing a study on how ice cream became popular in the Philippines during the American period. We were wondering if we could get in touch with you to ask for permission to use the photos you included here in your blog? Thank you!
ReplyDelete