234. Brand Stories: BLEND 45 of Consolidated Food Corp., 1963-1984

THE VERY FIRST PRINT AD OF BLEND 45, launched in 1962, as a price brand.

The Consolidated Food Corporation (CFC) was founded in 1961 by John Gokongwei Jr., and, after surveying the local coffee landscape, decided that there was room more for new coffee brands. The market leader then was the post-war brand Café Puro of Commonwealth Foods Inc., which, by 1951, had become the no.1 selling coffee brand, a position it kept till the 1960s.

BLEND 45 IN WINDSOR CRYSTAL PARTY GLASSES PROMO, 1967

Consolidated Foods’ first coffee brand was Presto, launched in 1962. But it was the second locally-made soluble coffee brand that made a major dent in the 1960s coffee market” : BLEND 45. It was so named as a cup of mixed coffee contains at least “45 choice coffee beans”.

BY 1968, BLEND 45 WAS THE NATION'S LARGEST SELLING COFFEE.

Filipinos took to the aroma and distinctive flavor of BLEND 45, but what made it really popular and attractive to consumers was its cheap price, much less than the regular coffee then available. At 3 centavos per cup, BLEND 45’s grew and became known as “poor man’s coffee”—in a good way.

BLEND 45 IS SO AFFORDBALE, YOU CAN DRINK IT DAY AND NIGHT!

As Mr. Gokongwei recalls in an interview, “The price was very good, and the product was very good. So we had good pricing, good product, and good presentation,”

BLEND 45, PERFECT FOR AFTER LUNCH.

In just 2 years after its launch, BLEND 45 overtook Café Puro and rose to become the largest-selling coffee brand in the Philippines (Presto was discontinued, but the Presto trademark was kept and reserved for the chocolate line of CFC).

EDDIE RODRIGUEZ, DRAMA ACTOR, FOR BLEND 45, 1973

BLEND 45’s advertising peaked during the 1970s and 1980s, employing the most credible and popular endorsers of that period: Eddie Rodriguez, Boots Anson-Roa,Ariel Ureta, and Susan Roces. Its unique selling proposition was set into a catchy jingle to remind coffee lovers of the “45 choice coffee beans in a cup of BLEND 45”.

BOOTS ANSON AND PETE ROA, CELEBRITY COUPLE, FOR BLEND 45, 1981.

The success of BLEND 45 paved the way for another successful CFC coffee brand—Great Taste Coffee—its first soluble granule coffee.

SUSAN ROCES, QUEEN OF PHILIPPINE MOVIES, FOR BLEND 45, 1984.
Photo: www.susanroces.blogspot.com

Today, the brand--as well as its success—endures. BLEND 45 is still sold at a price every Filipino can afford. Now, as part of the Universal Robina Corp.’s beverage portfolio, BLEND 45 even has a single-serve instant coffee pack and a 3-in-1 sachet at popular prices of P1.50 and P4.00  in sari-sari stores.

WATCH BLEND 45'S "SUSAN ROCES" TVC 1984

The product’s taste appeal  has been made more attractive with such as new flavor innovations as BLEND 45 Kondensada, Pula, Barako. Gokongwei’s vision to see a Pinoy brand on the breakfast table of every Filipino, has been achieved—with BLEND 45.

CREDITS:
BLEND 45 TVC 1984:https://www.youtube.com/watch?v=nv4Nao3oo38, posted by Dateline Anime, 13 Sep. 2017.
SUSAN ROCES Blend 45 Ad: www.susanroces.blogspot.com