284. Served in the Philippines’ Finest Restaurants: CHASE & SANBORN COFFEE, Print Ad Series, 1956

CHASE & SANBORN, "Exclusively Served in the Finest Restaurants", Print Series, 1956

One of the early American coffee roasting companies was started in 1862 in Boston by Caleb Chase and James Solomon Sanborn. Initially engaged in tea and coffee importation, the company soon launched an American coffee brand bearing their name—CHASE & SANBORN COFFEE, the first coffee company to pack and ship roasted coffee in sealed tins.

CHASE & SANBORN was available in the Philippines beginning in the mid1930s. Imported all the way from the U.S.A., CHASE & SANBORN became a pre-war coffee favorite, advertised on leading magazines of the Commonwealth er and supported by msales gimmicks (premiums like how-to dance booklets were given away). The classic brnd was actively advertised through the 50s and 60s decade.

In 1956, CHASE & SANBORN came up with a pint ad series touting the brand as the exclusive coffee choice of the country’s finest restaurants and coffee shops. The strategic alliance with the renown establishments boosted the quality image of the coffee  brand.

The Philippines’ premier MANILA HOTEL was built in 1909  and was opened on the commemoration of American Independence on July 4, 1912. The historic hotel was the home of Gen. Douglas Macarthur and his family when he served as a military adviser to Pres. Manuel Quezon in 1935.  For “the finest hotel in the Far East”, only CHASE & SANBORN will do.

The well-air conditioned  NEW EUROPE RESTAURANT,  was a favorite dining olacein Manila, especially with the Ermita crowd. Located along Isaac Peral (now Herran  St.), “the home of good food”, was put up by Heinz Wielke.

 Known as “the grand old dame of Baguio”, PINES HOTEL was one of the earliest structures in the city, erected in 1909 on Gov. Pack Rd. It was destroyed during the War, but was rebuilt on Luneta Hill with the same name. The Pines Lobby was a popular coffee place, plus the Bontoc Bar, in the 1950s. It was gutted by fire in 1984.

Time was when pharmacies also had coffee shops appended to their business, and Botica Boie was a large drugstore chain that also operated BOIE COFFEE SHOP, along Escolta. While young people got their ice cream soda from the shop, the oldies delighted in their cups of CHASE & SANBORN COFFEE.

As the ad copy goes: “the finest restaurants the world over serve CHASE & SANBORN”.  But---you’ll enjoy its rich aroma and delicious flavor—at home too!”