Monday, July 30, 2018

174. P&G PMC Sensational Washing Discovery! TIDE DETERGENT: The First Philippine Ads, 1957-1959

THE FIRST TIDE LAUNCH ADS, Sunday Times Magazine, 1957.

The powdered laundry detergent that would revolutionalize how Filipino housewives would wash in the late 1950s was manufactured b7 Procter & Gamble back in 1946.

TIDE was not actually the first powdered detergent; pulverized soap was known as far back as the 1880s. But TIDE—originally designed for heavy-duty machine cleaning, was a major improvement as it was made with synthetic alkylbenzene sulfonates that  made machine washing with hard water possible.

Test-marketed in 1946, TIDE was dubbed as the world’ first heavyweight detergent, and was rolled out nationally in 1949. TIDE became a national hit, and in 1957, was launched in the Philippine market. At that time, manual detergent bars were widely used all over the country; the use of powder was unheard of.


When the first English ad for TIDE came out that year, the detergent was touted as a product of modern science, a “Sensational New Washing Discovery---TIDE washes clothes cleaner than any other soap.” The superior-cleaning claim was backed by its international success in the U.S., England, Canada, France, Belgium, Mexcio, Cuba and Venezuela.


In its first year TIDE was pushed by field marketing and radio advertising, novel initiatives that P&G would be well known for.

“No need to change the way you wash—just change to TIDE!”, the ads encouraged, and soon, Filipinos were ditching their old-fashioned bars for the new powdered detergent packed in that iconic box and pouch with bright red orange and deep yellow concentric circles forming the backdrop for the TIDE fonts in blue. They were not only washing clothes with it, but used it for dishes and utensils too—to great effect!

TIDE PRINT ADS, Sustaining, 1959

Traditional bar makers countered that TIDE—being in powder form—led to wastage and is therefore more expensive to use. Hand-held bars give the user more control, as the user can regulate the amount of product used via the number of scrubbing. Thus TIDE launched “value for money” testimonial ads around 1959, to convince housewives that in the long run, TIDE is more cost-effective.


For the next decade, TIDE lived up to its promise--“Never before such a washing sensation!”, prompting competition like Philippine Refining Co., to launch its own powdered detergent brand that would give TIDE a stiff competition—Breeze. TIDE would also be known for its iconic vernacular TV commercials in the 1960s—“Utos ni Mayor”, “Puputi ang damit kahit hindi ikula!”, “Balik-Tide”.


Wednesday, July 25, 2018

173. PMC LUTO: “The Soap that Fights Dirt!” (1951)

Philippine Manufacturing Company (PMC) started as Manila Refining Co., way back in 1908 for the purpose of manufacturing candles and fertilizer. By 1917, PMC forayed into vegetable shortening production, but things too off when Procter & Gamble of Cincinnati U.S.A. purchased PMC in 1935, resulting in the expansion of its product portfolio.

PMC entered the soap business in 1950 beginning with Camay. The next year, PMC ventured into the detergent business with the introduction of PMC LUTO.  The laundry soap came in blocks of to, and the PMC trademark is carved in every genuine block of PMC LUTO Soap.

The early 1951 ads were all in English, using the campaign theme “The Soap that Fights Dirt”. In an age where advertising regulations were still no-existent, PMC LUTO  was described as “the most effective laundry soap—easy-lathering, fast-working”.

One of the comics-style ad shows a lavandera from Saluysoy, Bulacan, extolling the virtues of the product in perfect English—“PMC LUTO really lathers easily..makes laundry chores a pleasure!”

By 1954, the PMC LUTO print ads now were appropriately written in the Pilipino language.  There was a new power ingredient too—Lumina—“bagong pampasinag na sangkap!”. The ad copy was picturesque and flowery—“Limutin ang mga “Antuking Sabon”! Damit na nilabhan sa PMC LUTO ay nagiging higit na malinis, napakabango! Ang puti ay higit na pumuputi, ang mga kulay higit na marilag!

PMC LUTO would give way to a new, breakthrough detergent powder in 1957—a first in the Philippines—TIDE--which would make Procter & Gamble PMC an undisputed leader in the detergent industry.

Friday, July 20, 2018

172. Battle of Sardine Stars: Tessie Tomas’ HAKONE vs. Nanette Inventor’s TOYO

SARDINAS INI, SAYS SAKURA! Hakone Print Ad, 1989

The Philippine canned sardine industry has a long history and scores of brands actively compete in the category. Even with the 1980s economic crisis, branded sardines continued to advertise. After all, like noodles, sardines are emergency staples.

Two brands stood out for their advertising back in the 1980s. HAKONE Brand Sardines is a product of  Uptrade Resource Corp., sardine manufacturing company based in Valenzuela City. 

TOYO Sardines, on the other hand, is owned and distributed by Tosen Foods, which also deals with canned meat and agricultural products.

When the two competitive sardine brands launched their advertising, they chose two competitive comediennes who were at the peak of their career. HAKONE had Tessie Tomas  as endorser, while TOYO had Nanette Inventor.

Tessie Tomas, a U.P.  MassComm cum laude graduate , was the country’s first female creative director to lead a multinational agency.  She got her performing genes from mother Laura Hermosa, a famous radio voice talent.  After work, she did comedy shows with friends Noel Trinidad and Subas Herrero in top bistros.


In 1984, she decided to go full time with her one-woman comic acts (“Meldita, Miss Margarida’s Way, and Boni Buendia).  She found national fame on TV, starting with “Champoy”, where she played characters as the zany weather girl, Amanda Pineda and Sakura Bichu-Bichu, the Japanese geisha. It is the latter character that she used as endorser for HAKONE, capped by the tagline—“Sardinas ini!”.
'DI BASTA BASTA SI DONYA BUDING! toyo Sardine Print Ad, 1984.

Considered as Tomas’ arch rival was the versatile Nanette Inventor, who was a member of the U.P. Concert Chorus in her student days. She sang jingles for commercials and did song covers for Vicor Records and acted in films ( “Kakabakaba Ka Ba?”, 1980).  


Inventor became a certified TV star with her appearance as crass-talking socialite  “Donya Buding”on the highly rated Penthouse 7 show. Like Tomas, she also had her dinner theater shows, the most successful being “Tit for Tat” with Maya Valdez. Her appearance in the TOYO campaign resulted in at least one TV ad (“Lahat content con TOYO) and many print ads.

As to the question –“Who was the more effective endorser?” Well, we are happy to note that HAKONE and TOYO SARDINES are still around, still among the popular sardine brands that continue to delight Filipino families today.
Tessie Tomas "Champoy" video,, uploaded by betaxfer1, may 14, 2011
Nanette Inventor as Dna. Buding video:, uploaded by betaxfer1, May 21, 2011.

Saturday, July 14, 2018

171. Where Are They Now? THE GUTIERREZ TWINS of Nestlé Twin

In the 80s, Nestlé Philippines has been toying with the idea of coming up with a more affordable milk alternative to uplift the health of Filipino children. In 1986, the fruits of Nestlé’s labor finally culminated in the launch of a revolutionary milk blend that combines powdered filled milk with soya—New! Nestlé TWIN.

The launch ad of Nestlé TWIN harped on its unique,  twin-protein blend—from refreshing milk and nutritious soya. It was also enriched with Vitamin A, D3 and Minerals, thus making it a perfect drink for kids and their families, for all-around good health. What’s more, it was cheaper than real milk brands. Thus,  when Nestlé TWIN was rolled out complete with advertising and marketing, hopes were high for its acceptance and success.

Nestlé TWIN was slow to catch on, but Nestlé Philippines kept the product in the market as it believed in its potential as a milk alternative. Consumer research revealed that its taste was an issue—often described as being bland, and less flavorful than real, dairy milk. A product reformulation was planned, and a more engaging promotional support was initiated.

RICHARD & RAYMOND GUTIERREZ TAKE A BREAK FROM THE SHOOTING OF THE NESTLE TWIN TV AD, to pose with Ace-Saatchi account manager Sandy Espinosa, and creative director Nancy Tizon. Also with the twins is sibling Elvis Gutierrez. Photo courtesy of Nancy Tizon-Truscott. taken in June 1990.

By the beginning of 1990, a newer version of Nestlé TWIN was completed—richer, creamier, “mas malinamnam” . The relaunch advertising was also revamped--the language shifted to Tagalog and English, and for better mass appeal and engagement—two adorable 6-year old twin boys were cast to become Nestlé TWIN endorsers.

It was through Nestlé TWIN’s relaunch advertising that twins Richard and Raymond Gutierrez were thus recognized by the whole Philippines. They had been appearing in several local films since they were 3 when they were discovered for the commercial. The twins hammed it up as they delivered their lines with all their cuteness:
“Ako si Richard!”
“Ako Si Raymond!”
“Meron akong twin.”
“Meron din akong twin.”
“Hindi ikaw!”
“Hindi rin ikaw!”
(Together) “Ang twin ko...New Nestle Twin!”


It was at this point that their father, 60s matinee idol, Eddie Gutierrez, takes over to say that: “Paborito taaga ng aking twins ang-- Nestlé TWIN! Masarap na, masustansya pa! Kaya naman, very healthy ang aking twins!”. The commercial ends with a spritely song that repeatedly hailed Nestlé TWIN as “Kakambal sa Paglaki”. Their successful commercial appearance boosted their stock, paving the way for an active showbiz career that continues to this day.

ADVERTISER: Nestlé Philippines
PRODUCT: Nestlé Twin
AGENCY: Ace-Saatchi & Saatchi Advertising
WRITER: Nancy Tizon
ART DIRECTOR: Bingo Bautista
PRODUCER: Paul Suarez, Carrie Villamor
ACCOUNT: Sandy Espinosa

From Cuties to hotties RICHARD & RAYMOND GUTIERREZ !!
Uploaded by terdc, June 1, 2017:

Sunday, July 8, 2018

170. IRISH SPRING: “A New, Manly Scent”, 1981

IRISH SPRING , magazine  launch ad, 1981.

The deodorant soap brand known for its “new, manly scent”, but good enough for the whole family was introduced by Colgate-Palmolive Phils. in 1981. IRISH SPRING—by then, was already a decade old, having been marketed first in 1970 in Germany, then launched in the U.S. in 1972.

IRISH SPRING has an interesting brand lore. A spring day in  Ireland was much longer, with the sun still up at 10 in the evening. This gave the Irish men more hours of labor, which meant the need for longer deodorant protection—hence the name IRISH SPRING.

The Philippine IRISH SPRING was packaged in a distinctive  carton box with a 3-leaf clover icon, a traditional Irish symbol. Premium-priced, it was sold on the basis of its double-deodorant system for longer deodorant protection.


To complete  the “imported” image of the product, U.S.-produced IRISH SPRING commercials were used in the local launch, featuring an Irish village setting with actors speaking in the trademark Irish brogue.

To demonstrate the presence of double-deodorants in the soap, TV ads showed the side of the soap being carved with a knife to reveal the soap's green striped cross-section. The brand produced one of the most memorable slogans-- The product had one of the most famous slogans : "Manly, yes, but I like it too!" to communicate its expanded usage and appeal for both sexes, and in the case of the Philippine market--for the whole family.

Though IRISH SPRING  prospered in the U.S. with line extensions that include shaving products, deodorant and body wash, the life of the brand in the Philippines was rather short, disappearing in less than a decade, primarily because of its high price. Today, IRISH SPRING is available in the Philippines as an original, imported premium brand with a market price ranging from 70-100 pesos per bar.

"Irish Spring",
Irish Spring Soap 1978 TV Commercial. uploaded by robatsea2009, published on June 30, 2017.

Sunday, July 1, 2018

169. L&M CIGARETTES: “Come on Over to the L&M Side”, 1967-1968

L&M FILTERS, local cigarette ad, with Filipina model, Benigna Rustia. 1968

L&M CIGARETTES has a long history,  and takes its name from a product of an American tobacco company, Liggett and Myers founded in 1873. “L&M” started as a brand name for a plug chewing tobacco in 1885, but it was only in 1952 that the brand name was inherited by a modern cigarette product, made with a smoke filter.

At their launch,  L&M CIGARETTES were touted as  "American cigarettes of the highest quality with the best filter", and as such, was marketed in the 1950s on a health platform—“Just what the doctor ordered” .

It enjoyed much success around the world-- in Latin America, Europe, the Arab region, the Far East—including the Philippines. L&M CIGARETTES were extensively advertised in full-page ads, which were localized even as they adapted U.S. campaign slogans. 

"Come on Over to the L&M Side" Jingle

By 1967, L&M CIGARETTES in the Philippines began using elements of the  highly successful and engaging “Come on over to the L&M Side” campaign, first produced in the U.S.
The American L&M commercial with a catchy jingle was aired on local television that year, supplemented by illustrated ads of foreigners with a Philippine scene in the background.Perhaps to capture the attractive image of the Philippines as an exotic Far East paradise, the local ads were shot using a Filipina beauty (Benigna Rustia) in a Hawaiian setting.
COME ON OVER TO THE L&M SIDE! Print ad, 1968.
In 1999, the L&M trademark rights were acquired by the largest tobacco company in the United States, Philip Morris. Its Philippine affiliate, Philip Morris Philippines Manufacturing Inc. (PMPMI), joined forces with Lucio Tan’s Fortune Tobacco Corporation (FTC) in 2010, resulting  a new company called Philip Morris Fortune Tobacco Corp. Inc. (PMFTC). It continues to produce L&M CIGARETTES (L&M Filter Kings, L&M Lights, L&M Menthol, L&M Menthol Lights) which is considered a mid-sized brand.

youtube video, L&M CIGARETTE COMMERCIAL #2 (1966),uploaded by throwback, posted on Oct. 6, 2009.