Friday, August 11, 2017

123. Punong-puno ng Sarap: MAGNOLIA SORBETES, 1983


1983 was a period of turmoil in the Philippines, marked by destructive typhoon Bebeng, a major earthquake in Luzon , and the killing of Marcos opposition leader Ninoy Aquino in August that would catalyze protests all over the country, culminating in the People Power Revolution.  

It was against this uncertain backdrop that Magnolia launched its MAGNOLIA SORBETES, a line of local flavors that are sure to please, generously filled with chunky fruit bits, and other tasty ingredients--"punong-puno ng sarap!"

There were four initial flavors—Halo Halo Fiesta, Queso Rico, Ube Macapuno and Fruit Salad—all familiar favorites, as the product concept aimed to replicate popular, sought-after “sorbetes” flavors  that one could easily pick from a cart from one’s friendly neighborhood sorbetero.


The  launch materials included a full color introductory ad and a jingle-based TV commercial that featured mouthwatering food and consumption shots, and employing showbiz personalities like Toby Alejar, actor/model Marty Merino and dancer Ida Ramos.

WATCH MAGNOLIA SORBETES TV AD HERE:

In 1996, SMC went into joint venture with Nestle that resulted in the Magnolia-Nestle Corp. Two years later, SMC withdrew but Nestle continued producing  ice cream under the Sorbetes name. In 2004, after a 10-year absence, Magnolia Ice Cream returned to the market with its classic ice cream products. Magnolia Sorbetes was promoted by its food supplier arm (Great Food Solutions)  but its present website no longer lists the Sorbetes brand in its product portfolio.

SOURCES:
Magnolia Sorbetes picture inset:
Magnolia Sorbetes TV Ad: uploaded by Marty Merino, 9 Oct. 2007: https://www.youtube.com/watch?v=51VBV-LvMeA

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