247. Champion talaga! CHAMPION CIGARETTES of Fortune Tobacco Corp.

CHAMPION TALAGA! Print Ad, 1971

One of the most successful local brands to be launched at the end of the 1960s is the popular CHAMPION brand, made Fortune Tobacco Corp. (now Philip Morris-Fortune Tobacco Corp. or PMFTC), owned by business magnate, Lucio Tan.

CHAMPION’s early advertising programs were handled by Convey Advertising, which was responsible for creating the "CHAMPION talaga!” abbreviated from the longer “CHAMPION sa lasa, Champion sa halaga, CHAMPION talaga” selling line.

The repetitive line, incorporated in a simple, but unforgettable jingle, raised awareness for CHAMPION to an all-time level that made the brand one of the most well-known in the 70s. 

All the agency needed to do was to refresh the commercial with sub-themes like “The CHAMPION Generation”, “CHAMPION dumiskarte”, “The Brand of Champions”,  but always retaining the “CHAMPION talaga” element.

CHAMPION BROWN, introduced in 1974

CHAMPION Mild Menthols were joined in 1974, with the more fashionable slim, brown versions called CHAMPION Brown.

WATCH A 1974 CHAMPION TVC HERE:

However, since January 1, 2007, when Republic Act 9211 was passed, all cigarette commercials on television, cable television and radio have been prohibited. CHAMPION, which celebrates its 50^th anniversary this year, continues to be produced and has its own following despite the absence of media advertising.

SOURCE;

Champion Philippine Classic TV Ad ( 1974 ), https://www.youtube.com/watch?v=sxHQPuh0Cvk

Posted by: ADman 1909, 12 July 2007

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