78. THE SEARCH FOR LITTLE MISS SHELLANE 1968

LITTLE MISS SHELLANE. Little Jackie Alipio (now Monteclaro) of Cavite, aged 5, in 
her official Shellane girl dress..

In 1965, SHELLANE COOKING GAS, was introduced by the international fuel company, Shell, to the Philippines.  At that time, Esso Gasul and Mobil Gas were the leaders in the liquefied petroleum gas (LPG) market catering to a middle to lower class market that could afford gas stoves and ranges.

SHELLANE COOKING GAS INTRO AD, 1966.

SHELLANE became the new alternative, and in 1966,  it began to be advertised and promoted aggressively to win a chunk of the growing middle class families of the later part of the 60s in the cusp of a new, progressive decade.

SHELLANE WAS SOLD ALONG WITH SHELLANE
GAS STOVES AND RANGES. 1966

“Cook fast and tasty with SHELLANE!”, the launch print ads announced.  After all, cooking with gas—as opposed to wood—was efficient and precise, with just the right amount of concentrated heat needed to keep natural juices of food intact.

The SHELLANE tanks,  in 30 lb, or 110 lb. cylinders, were available in Shell agents nationwide. The promotional launch included selling SHELLANE gas with SHELLANE stoves that came with attractive giveaways like kitchen and stove utensils.

LITTLE MISS SHELLANE MASCOT

Equally appealing was the SHELLANE mascot, depicted by a sprite of a girl with her trademark tress sweeping upwards much like a tongue of flame. It was SHELLANE’s cute answer to Esso Gasul’s strange-looking lady mascot with a gas droplet for a head.

LITTLE MISS SHELLANE ANNOUNCEMENT AD, 1967.

In 1967, SHELLANE gained more momentum when it launched the Search for Little Miss SHELLANE. Aimed at creating goodwill with the housewife, the contest revolved around the quest for a little girl from 4-6 years old that best personifies the Shellane mascot. She had to be photographed wearing a specially made Shellane outfit—a blue polka-dotted dress made from Gentex fabrics, and the picture submitted either through designated Shellane dealers or by mail.

From twenty five regional semi-finalists, 4 regional winners will be picked after live judging. From the 4 will emerge the grand winner—Little Miss SHELLANE OF 1968—who will win P5,000 and a host of appliances—from a cooking range to an air condition unit, refrigerator and kitchen appliances. In all, Php 33,000 was at stake for all the winners.

Photo: http://www.philstar.com/shell100

The first Little Miss SHELLANE was Joy Paguirigan. Apparently, the contest drew much buzz as to warrant a second edition in 1969. Arlene Arrieta emerged as Little Miss SHELLANE of 1969—and that would be the last year the contest was staged.

In 2013, SHELLANE was re-branded as SOLANE, after it was acquired by Isla Pretroleum and Gas Corp.--a Fil-Japanese company, from Shell. The name change was announced in a full-blown ad campaign that featured comedienne Eugene Domingo.

WATCH THE SOLANE TVC HERE:

Interestingly, the major relaunch  included the search for the Little Miss SOLANE, thus reviving the pageant for little girls began over 50 years ago. This time though, the age requirements were raised to include girls 8-12 year olds (Cuties) and 13-16 years old (Teenies).

LITTLE MISSES SOLANE 2013, Cuties and Teenies winners.
Photo: The Manila Standard Today

The winners were Caryl Brianne Codina, 10, and Gabriella Louise Lopez, 14, respectively, crowned in a contest hosted by former Little Miss SHELLANE girl finalist, society girl-columnist-fashion plate Tessa Prieto-Valdes.


SOURCES:

http://business.inquirer.net/114785/meet-solane-the-former-shellane

Video: youtube: https://www.youtube.com/watch?v=nb4LzCk9Vl4

Photo of 2013 Miss Solane Winners: http://manilastandardtoday.com/mobile/article/108911

http://www.philstar.com/shell100/template/pdf/edmposter-1277282.pdf