Monday, August 1, 2022

383. CAMAY: Cheek-to-Cheek Softness Campaign, 1964

NEW CAMAY, for cheek-to-cheek softness! 1964

In 1964, CAMAY was relaunched to address the needs of a particular market segment—young, married women. A new, reformulated CAMAY was offered to them, promising only the softest, loveliest complexion—with an exclusive cold cream to soften skin.

To dimensionalize the softness promise, a child was included with the mother models—drawing parallels between their complexion. The first ads show skin-to-skin contact via a kiss---describing a supple and lovely complexion as “soft as a child’s kiss”. 

New CAMAY, soft as a child's kiss. 1964

Succeeding ads show a mother  and child snuggling together cheek-to-cheek, visualizing the “cheek-to-cheek softness” of the Mother’s skin washed with CAMAY.

The intimate portraits were a sharp departure from the CAMAY regular ads that showed young, beautiful ladies, and made their full-page appearances in weekly magazines. 

For the softest. loveliest complexion--new CAMAY, 1964

The new CAMAY campaign effectively demonstrated the functional benefits of the beauty soap, making it more relevant to a more mature market who are concerned with staying beautiful even with aging skin. The new CAMAY campaign lasted for over a year, until another total relaunch was mounted in 1967, which signalled the much awaited return of the young , modern CAMAY Girl.

Sunday, July 24, 2022

382. PANCHO PANTERA Instant Chocomilk, 1965

PANCHO PANTERA is an instant chocomilk powder drink that was widely popular in Mexico, introduced in the Philippines in 1965. Its product label claimed it is U.S. made and that the vitamins-and-minerals-fortified product was repacked in the Philippines by Garrick Enterprises Inc., owned and operated by Ricardo Quintos (father of Paul and Michael who were murdered by hired killers of his political opponent in Mindoro).


But PANCHO PANTERA is a heritage brand from Mexico, sold and enjoyed for over  90 years, before folding up in 2021. Along the way, the brand  was bought by a succession of blue-chip companies, from Procter & Gamble to Mead Johnson,

 PANCHO PANTERA had a brief shining moment in Philippine marketing, advertised in full color ads in magazines, and  TV, with an animated cartoon commercial featuring a cowboy mascot and a catchy jingle.


In less than 2 years, PANCHO PANTERA would disappear from the local market, but Filipino children growing up in the 60s still vaguely remember the cowboy kid that ran through te TV screen, a picture of a healthier, stronger, taller kid, brought up with chocomilk that is PANCHO PANTERA!


Choco Milk y Pancho Pantera en 1967, uploaded by Telenostalgia Nov. 20, 2011.

Friday, July 15, 2022



TRIUMPH INTERNATIONAL began in a German factory tha manufactured corsets, and would grow into one of the world’s leading manufacturers of lingerie and underwear—and a most successful global brand at that! It underwent a series of worldwide expansion, beginning in Europe from 1953-1959, and in the 1970s, forayed into the South American, Australian, African and the Asian market, beginning in Hong Kong.

MONDRAGON, on the other hand, began in 1969, distributing Tupperware, educational books and toys, skincare products  (Naturelle), feminine hygience products (Uni-charm, Confidence and Lady Fresh sanitary napkins), Nike sports, among others.

By the 1980s, it became an exclusive distributor of TRIUMPH INTERNATIONAL, which it also marketed and promoted via advertising. The company was led by Jose chief executive Antonio “Tony” Gonzalez, who later became the tourism secretary under Cory Aquino’s administration. 


The TRIUMPH ads revolutionized female underwear advertising by going beyond the functional benefits, positioning them as premiere fashion brands. New lines were presented as “annual collection” much like a fashion collection---and the print ads were done with a very classy look—from the well-chosen models who were mostly Caucasians, to the slick photography and tasteful lay-outs that seemed to have come straight from Madison avenue.

The TRIUMPH International brand was further elevated when it forged an alliance with a national beauty pageant to form a “Mondragon Triumph Court of Fashion”, actually a group corporate award for contestants, who later on, were featured in ads and events.

In 1989, TRIUMPH INTERNATIONAL (PHILS.) was put up in the Philippines, which manufactured intimate apparels for the world. The product portfolio became diverse and expanded into a range of lingerie, silk lingerie, nightwear, swimwear and sportswear for females, and underwear, swimwear and casual wear for males.


In later years, MONDRAGON INTERNATIONAL PHILS. was beset with financial issues—unpaid loans--leading to several high profile cases filed by banks. The Mondragon building in Makati City, which served as the company's headquarters, was foreclosed by bank creditors.  The once profitable Mondragon Group of Companies with over 2,500 employees, was  reduced to a one-man organization by 2000, composed of Gonzalez as chairman of the board and chief executive officer.

TRIUMPH INTERNATIONAL (PHILS.) was also plagued with labor problems, and in June 2009, the company announced that it will cease manufacturing and distribution center operations in the Philippines, effective August 28. TRIUMPH fashions are still available  in the local market today, via official TRIUMPH stores and online sites like Zalora, LazMall and Shopee.

Tuesday, July 12, 2022

380. PBA LEGEND: ROBERT JAWORSKI SR. The Basketball Icon as a Product Endorser

BIG J, for Nescafe Master Roast, Print Ad, 1989

One of the most popular and celebrated basketball icons of the Philippines, Robert Vincent Salazar Jaworski Sr (born March 8, 1946) is the so of American-Polish , Theodore Vincent Jaworski and Ilocana Iluminada Bautista Salazar. As a student, he  became a well-known collegiate basketball player for the University of the East, leading the “Red Warriors” to back-to-back victories at the University Athletic Association of the Philippines (UAAP) meet in 1965 and 1966. That earned him a place in the basketball team that went on to compete at the 1966 Bangkok Asian Games, and at the Asian Basketball Championships, where his team placed first, beating the host country, Korea.


His amateur career began in 1967 when he joined the YCO Painters under coach Carlos Loyzaga. He then suited up for Meralco in 1970. After being banned by the Basketball Association of the Philippines in a mauling incident during a game against Crispa-Floro (which caused him to miss the 1972 Olympics),  he was reinstated in 1973 to the national team.

 “Big J”, as he was called, joined the newly-formed Toyota Comets after his Meralco stint, and he officially became a PBA player in 1975 after the Toyota Comets became one of the league's founding franchises of the league.  He played with Toyota until 1984, and it was there that he became an MVP in 1978.


He then joined Ginebra San Miguel, staying with the team for 14 years (184-1998), which would become the most popular Jaworski-led team in Philippine basketball history. As a playing coach, he and his team won the 1986 Open Conference championship finals. He also coached the Philippine team that won Silver at the 1990 Asian Games.

In 1991, Jaworski won his third title at the expense of Formula Shell of the PBA that a team came back from a 3–1 deficit to win the championship.


Ginebra’s performance faltered from 1992-95 due to PBA budget limitations, but rebounded in 1996 with new top players that enabled the team to win a 4th championship in 1997 vs. Alaska Milkmen.

Fifty year old Jaworski's last game in the PBA was in March 1997 in a game held at Dumaguete City. He ran for the Philippines senate and won a seat during the May 1998 elections but was defeated when he ran for re-election in 2004.


As the country’s most-well known PBA player, Jaworski’s influence cannot be denied. He was sought after by advertisers and agencies for his pulling power, and some of his well-known commercials included TIMEX (“The Tough Watch”), GINEBRA  promotional plugs, Añejo AÑEJO RUM, NESCAFE Master Roast, among many others.

 Recently, his son Robet “Dudut” Jaworski Jr. , who also played in the PBA  along with his fater, announced in 2021 that Robert Sr., age 76, was suffering from a rare blood disease.


Cerveza Negra Promo 1978 Philippine TV Ad ( w/ Jaworski ),,, uploaded by ADman1909

1983 Juvelon E+ TVC feat. Robert Jaworski,, uploaded by莢豌豆本舗


Jaworski's Anejo Rum Commercial,, uploaded by Alamat ng PBA.


Monday, July 4, 2022

379. Brand Stories: MAX’S FRIED CHICKEN, The House that Fried Chicken Built, 1945

MAX'S RESTAURANT Corporate Print Ad, 1989

The enterprising Mr. Maximo Gimenez  founded the popular fried chicken restaurant way back in 1945, who met American soldiers who  posted in Quezon City. These military men often dropped by his house, where they would be served homecooked meals. This gave rise to the idea of opening a QC  café—MAX’s---which the Stanford-educated quickly put up to answer this need.

Source: MAX's Restaurant website

The first menu offering was fried chicken, that soon became everyone’ favorite, especially when Gimenez’s niece, Ruby, improved on the recipe that gave the chicken an appealing deliciousness—what with its crispy skin, and tender meat that one would dip with sweet Jufran or Mafran catsup. It soon opened a branch along Dewey (Roxas) Boulevard and expanded its menu.


MAX's also began actively advertising on TV and print since the 1970s, and one of its most memorable commercial, under the “Sarap to the Bones” campaign  starred Mr. Pure Energy, Gary Valenciano, in 1996.


Now known as MAX’s Restaurant, the Philippine institution has evolved into a modern restaurant chain, but which continues to be beloved part of the Filipino tradition of fine family dining.



Max’s Restaurant web site:

Max’s Restaurant youtube channel: Gary V,

Tuesday, June 28, 2022

378. Carnation COFFEE-MATE NON-DAIRY CREAMER, "Perfect Harmony" Campaign, 1989

CARNATION COFFEE-MATE Perfect Harmony AD, Piano, 1989

CARNATION is an evaporated milk product company  created in 1899, and its Carnation Evaporated Milk first made its presence in the Philippines in the early 1960s. Evaporated milk were favored in the country then, but Carnation made product extensions, including condensed milk, instant powdered filled milk, and a liquid coffee creamer---first introduced in 1974—Carnation COFFEE-MATE in cans.

 But Philippine households believed in cost-efficiency; since evaporated milk was already available at home, coffee-drinkers in the family used the same milk as coffee creamer. As expected, Carnation COFFEE-MATE Liquid Creamer didn’t quite succeed in the market. 


It was only in the early 1980s, that a Carnation COFFEE-MATE Non-Dairy Coffee Creamer in powdered form, was re-introduced to the Philippine market. The non-dairy creamer was already popular in the U.S. since the mid to late 1960s, clearly positioned as a coffee partner. The new Carnation COFFEE-MATE had a better level of acceptance, despite it being perceived as a premium product.

In 1985, Nestlé acquired the Carnation Company, and the Carnation name was removed from the brand name. In 1989, its ad agency, Advertising and Marketing Associates (AMA) relaunched COFFEE-MATE with a new campaign entitled “Perfect Harmony”. The campaign echoed the perfect-for-coffee message of the older U.S. campaign. It made sense as Nestlé also produced the best-selling Nescafe Coffee brand

CARNATION Omnibus Ad, 1984

The brand embraced its premium image, and that was translated in classy, sophisticated  ads that were mostly in black and white tones, and printed on the glossy pages of magazines. A jar of COFFFEE-MATE was featured alongside cups of coffee, with black-and-white piano keys and chessboard as backdrops. The poster-like ads had little copy—jut “Perfect Harmony” in glowing white fonts.

The TV commercial was memorable for its mellow jazz-laced  jingle with a sexy  saxophone solo as the singers sing-- “COFFEE-MATE and your coffee..go together in perfect harmony..”. The “Perfect Harmony” campaign was rather unexpected in coffee advertising, as most commercials of the time featured situations and vignettes, lasting for over 2 years. 

CARNATION COFFEE-MATE Perfect Harmony AD, "Chess", 1989

Now branded Nestl COFFEE-MATE, the product continues to be available in the market and is available in stand-up packs. Flavored COFFEE-MATE (Hazelnut, Vanilla, Caramel) were launched in  2007-2013. The new liquid form was re-introduced in 2018. Its advertising presence continues to be active, with commercials produced on a regular basis. 

Sunday, June 19, 2022

377, Celebrity Model: HILDA KORONEL for LUX (1981), TUSSY (1974), and CASHMILON (1970) Ads


When she came into the showbiz scene via the movie “Haydee” in 1970, Hilda Koronel was just 13 years  old, but her performance in the film as the Filipino fan and her American boy band crush, as well as her refreshing beauty captured the fancy of Philippine fandom,

HAYDEE, with Ed Finlan, LEA Productions, 1970. Credit: Video48

The Angeles- born Susan Reid (b.17 Jan. 1957) , a prized discovery of LEA Productions,  had previously debuted in “Leslie” a year before. But if “Haydee” catapulted her to national fame, it was “Santiago” that earned her acting honors with a FAMAS supporting actress trophy.  Soon, she was making other critically acclaimed movies like “Stardoom”, “Tubog sa Ginto”, “Kung Mangarap ka’t Magising”, “Angela Markado”, “Tinimbang Ka Nguni’t Kulang”, “Maynila, Sa Kuko ng Liwanag”,  and “Insiang”—an iconic role that cause a sensation in Cannes. 

TUSSY LOTION with Vitamin A, Print Ad, 1974

Hilda was not only sought by producers and magazine editors, but also by advertising agencies, who squired her no end for her elegant beauty and influence. It is indeed surprising that she only appeared in a handful of ads, the most prominent being LUX Beauty Soap, where she appeared with an equally young Edu Manzano as her escort, in a commercial produced by J.Walter Thompson.

Her previous appearance had been in a “Tussy” skin lotion ad in 1974, and “Cashmilon” fashions (with Tirso Cruz III), in 1970, perhaps her first endorsement. She had always shied away from publicity, even as local media keeps wanting to pry on her private life, especially her relationships with actor Jay Ilagan and a string of others: Bambi del Castillo, Spanky Monserrat, and Dr. Victor Lopez. 

CASHMILON, with Tirso Cruz III, Print Ad. 1970

Hilda has even become more reclusive when she moved to the U.S. with Fil-Am husband Ralph Moore Jr. in 2000. She may have distanced herself away from the entertainment circuit, but her luminous beauty and rare talent will always be remembered and celebrated by her fans who first saw her on the silver screen 50 years ago. 

Photo of "Haydee" movie ad, courtesy of Video 48 blogspot Hilda Koronel