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| New, Richer Flavor SKYFLAKES, Launch Ad, 1962 |
M.Y. San & Co, (Mar Yuk San) went into the biscuit and
cracker business to complement his Escolta Ice Cream shop that he put up with
his family in Escolta in 1935. M.Y. San began branding their products starting
with the Lion Brand Soda Crackers (1940). By the 1960s, they had added Fita,
Carousel and SKYFLAKES, which was
launched in 1962---”a completely new kind
of crackers, with a new richer flavor!”.
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| SKYFLAKES, in an M.Y. San omnibus biscuits ad, 1963 |
For many years, SKYFLAKES
came in a tin can wrapped with a red-striped paper label with a blue band
carrying the SKYFLAKES brand name
alongside a couple of the crackers seemingly flowing from the mouth of the can.
The first cans had illustrated labels.
 |
| SKYFLAKES, "Top hit with the In-crowd", Print Ad, 1969 |
SKYFLAKES became
best sellers in no time at all—even teens loved them: “Top-hit with the
in-crowd”—as one ad flagged, all because of the tasty, crisp ‘n crunchy creamy
flavor. Marketing pushed SKYFLAKES in
individual ads as their following grew
 |
| MALUTONG, KAHIT ANO'NG IPATONG, 1975 |
In the golden age of TV advertising in the Philippines,
however, SKYFLAKES had all kinds of
thematic messages, but in 1975, it hit the jackpot with a well-remembered
slogan that had a matching television commercial. “Malutong…kahit ano’ng
ipatong!” , the ad proclaimed---and it was a promise well delivered. A version
even had a foreign talent mouthing the slogan with a distinctive American
accent: ”Malu-tong, kahit ano’ng ipay-tong!”—and the TV audience went wild.
 |
| SKYFLAKES, "Snack Pack", Print Ad, 1987 |
There have been many messages after this—“SKY has no limit”, referring to the limitless pairings one can
have with SKYFLAKES. It was
developed in 1989 by its agency, Adformatix. Other themes include” Ang Pambansang
Biscuit”, and in the new millennium: “Buti
Na lang, laging Ready” (2005, Gallardo & Associates), “Break Mo, Kagatin Mo”,
“Ito na ang Break Mo” (2010-2015, Publicis JimenezBasic) , but the 1970s “Malutong,
Kahit Ano’ng Ipatong”, remains a Philippine sloganeering classic.
 |
| SKY has No Limit, Print Ad", 1989 |
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| SKYFLAKES, "Thousand and One Ways", Print Ad, 1989 |
Over the years, there have been a few product improvements
and variations, particularly in the 2000 decade, like the launch of SKYFLAKES Fit (with Omega 3, 2015); Flavored SKYFLAKES
(Cheese, Garlic); SKYFLAKES Cracker Sandwich (Mantekilya,
Peanut Butter, Condensada. Chocolate).
 |
| "COME TO THE SKY", Print Advertorial, 1989 |
But the base cracker recipe is still the same: wheat flour,
vegetable shortening, iodized salt, sugar, baking soda & yeast. Even the
iconic packaging has changed very little, it is so recognizable to millions of Filipinos
nationwide. The unwavering loyalty and acceptance of consumers towards this original
M.Y. San brand—now made by Monde M.Y. San--all these 6 decades indicate that SKYFLAKES is here to stay.
