A new, but short-lived San Miguel Corp. bottled softdrink was introduced in 1975, with much hoopla, accompanied by a TVC, a catchy jingle and a boy talent who would make waves years later in the music scene. New FRESS GUSTO was a root-beer drink that was set to rival Cosmos’ Sarsaparilla.
|FRESS GUSTO BOTTLE, courtesy of Jorge E. Ferrer|
Its assigned ad agency, J. Romero and Associates came up with a festive commercial inspired by a Mexican fiesta. As such, the production involved scores of “paisanos” celebrating the coming of new softdrink in their ‘pueblo’, led by a boy who enthuses—“Refreshing FRESS GUSTO, you’ll like it very mucho, come and get it, amigo!”.
The boy cast to appear in the commercial was no other than Gary Valenciano, who was just 11 when the ad was shot.
The Filipino-Puerto Rican talent was a La Salle schoolboy when he made his first TV appearance in that ad. His energy was already apparent in his performance back then. A choir singer, Valenciano would launch his showbiz career at age 19 in Kuh Ledesma concertss, and TV shows like ‘The Pilita and Jackie Show, and later in Germspesyal and Penthouse Live.
He had his first solo concert in April 1984 at the Araneta Coliseum, and made many hit recordings. Today, the multi-awarded “Mr. Pure Energy” is still active in showbiz. He is married to Angeli Pangilinan with whom he has 3 children: Gabriel, Paolo and Kristiana Maria Mikaela.
As for FRESS GUSTO, we wish we could say the same. After the novelty of its launch died down, the product floundered until it was “killed” by SMC in just 2 years.
youtube, Fress Gusto Classic Phil. TVC, https://www.youtube.com/watch?v=zTVmDxJxC90, uploaded 13 Jul. 2007, ADman 1909.