Located in Tanay, the picturesqe DARANAK FALLS is one of
the most famous natural attractions of Rizal, and a popular summer destination
for tourists. The word “daranak”, comes from the Tagalog work “danak, meaning
to flow, as in blood flow, or blood being spilled.
Likewise, commercials like the Magnolia Long Life Milk TVC
and this LITTON DENIMS print ad have
also been filmed here. Many magazine pictorials have also used the falls as
backdrop for fashion editorial shoots.
For many Manilans in the 70s decade, Mount Batulao in Nasugbu, and its environs were the go-to places to unwind every weekend. In 1975, these area,and parts of Ternate and Maragondon were designated as tourist zones.
One of its earliest developments was the sprawling Batulao Village Club owned the family of senator Gil Puyat and designed by architect Benjamin Bautista with landscapes by Ildefonso P. Santos Jr. It was the first resort south of Manila to offer the same luxurious amenities as Baguio’s older destinations.
The club’s modern look took inspiration from the terraces of the Mountan Province ( the architect and planner was from Baguio), with touches of environmental sensibility ahead of its time. Natural materials and indigenous patterns and textures were incorporated in the buildigs and cottages, like rattan, Capiz and local woods.
The expansive club boasts of a Gary Player-designed golf course, a main clubhouse, a halfway
house, a village inn, cottages and a sports complex that featured the latest rage in 70s racquet sports – pelota.
Batulao Village Club rose in prominence in the 70s, providing live combo music, and evening events. There were hiking and camping activities at the Gulod sa Batulao, plus lots of swimming and snorkeling for nature lovers.Golf and pelota tournaments were frequently held, as well.
Batulao lost much of its appeal beginning in the 80s as more affordable resorts opened up north, made accessible by the new expressway of North Luzon. Add to that the internal problems of the company. Attempts to redevelop it in the mid 1990s with the addition of another beach resort and the restoration of the golf course did not do much to its dwindling popularity until it fell into disarray and eventual closure completely.
SOURCES:
Batulao, wikimedia entry
Batulao
Summers, https://www.philstar.com/lifestyle/modern-living/2004/04/17/246536/batulao-summers
One of the premiere beach resort clubs in the 80s was the the MONTEMAR Beach Club, which was established way back in 1978 in Bagac, Bataan. It has since been operating as a private membership beach resort Club. As a beach resort, Montemar is ideal for rest, recreation, dining, conventions, parties and weddings.
In the 1980s, its facilities and amenities include 64 airconditioned rooms with balconies, tennis, golf, pool, two restaurants, waterfall, and windsurfing. It boasts of a 500 meter-long powdery white sand beach, spacious palm-dotted lawns, just 2.5 hours-drive away from Manila. Back then, MONTEMAR was the go-to place for the rich and famous,
Today,
MONTEMAR is still in operation. According to its website, it now has 89 plantation-inspired rooms spread among the
five Mediterranean-styled inns that provide comfort and space for
relaxation. Ocean View and Garden View
rooms are offered at the Club to provide scenic views for a worthwhile and
memorable experience.
Three swimming pools (Members’ Pool, Pavilion Pool and Garden Pool) are also available at the Club. Various indoor and outdoor activities such as kayaking, jet-skiing, horse-back riding, and fishing are offered at the Club for everyone’s enjoyment.
MONTEMAR
is majority-owned by Philippine Communications Satellite Corporation
(Philcomsat).
SOURCE: Montemar Beach Club website, https://www.montemar.com.ph/
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| TIKI-TIKI MANUEL ZAMORA, Print Ad, 1937 |
One medicine that has a special place in our medical
history is TIKI-TIKI, that was developed in 1909 by chemist-pharmacist MANUEL
ZAMORA ,(1870–1929), of Sta. Cruz,
operating out of his laboratory/pharmacy on R. Hidalgo Street. It was
formulated to cure infantile beriberi (“taun”, in Pilipino) , a
deadly disease that plagued poorly-nourished Filipino children during the
American colonial period, caused by Vitamin B1 deficiency.
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| TIKI-TIKI 'BOUNCING BABY', Print Ad, 1940 |
Made from rice bran extract, it became a crucial public health solution during the American colonial period. The brand name was derived from “tikitiki” a local term for the rice bran from which the liquid medicine was extracted. The bran was a rich source of Vitamin B1 or Thiamine and it was Zamora who successfully extracted a stable version of it, producing it commercially, thus saving thousands of Filipino babies’ lives.
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| TESTIMONIAL AD 'Virginia Dela', Print Ad, 1953 |
Zamora made known TIKI-TIKI’s life-saving impact on Tiki-Tiku print ads that were circulated in dailies and magazines regularly: “The TIKI-TIKI MANUEL ZAMORA extract is a medicine unequalled in quality for the prevention and cure of Infantile Beri-Beri which is a dangerous disease of children…..Within the years that this famous TIKI-TIKI MANUEL ZAMORA has beEn discovered, countless mothers and children have been saved from early death”.
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| TIKI-TIKI 'Health Protection', Print Ad, 1958 |
The success of the ban prompted international pharmaceutical companies like Parke Davis to make lucrative offers to Zamora to buy him out, but he refused to sell the rights to his formula, ensuring it remained accessible to Filipinos. Zamora eventually helped establish the Philippine Pharmaceutical Association.
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| UNITED AMERICAN TIKI-TIKI Print Ad, 1964 |
While originally a specialized medicine, TIKI-TIKI is now manufactured by Unilab as a children's multivitamin brand, originally under the name United American (Tiki-Tiki Drops and Syrup). It became well-known for its memorable jingle that was heard on he raio without fail, every day—“United American, United American, United American TIKI-TIKI ang bilhin!”.
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| UNITED AMERICAN, 'Bring Up Your Babies', Print Ad, 1964 |
Today, TIKI-TIKI is a significant product in the history of Philippine medicine, credited with fighting a national health crisis.
SOURCES:
Wikipedia, https://en.wikipedia.org/wiki/Manuel_A._Zamora
Ginats in History: Manuel A. Zamora: https://www.asiaresearchnews.com/content/manuel-zamora
MARCA PIÑA SOY SAUCE has a long and hallowed history that dates back to the late 1940s starting patriarch Kiam Tiam Sy who built the brand from scratch in their backyard and turned it into a product of national prominence in the 60s and 70s.
It all began when Mr. Kiam Tiam Sy began marketing the soy sauce from his backyard factory, under the name National Soy Corporation. He, along with his son Tian Tan Sy, formulated the brand with a taste so superior-tasting that Marca Piña soon became the no. 1 brand in Pampanga, Tarlac and the National Capital Region. In Batangas and Laguna, it had 90% of the market.
Its heyday began with its effective advertising that revolved around its claim as the best-tasting in the market. Thus, the slogan “PIÑAkamasarap!” was born in 1968, appearing on top of their newpaper and magazine ads. But the line took off when, in 1972, a new Marca Piña TV commercial was produced by Convey Advertising featuring a precocious boy who was supposed to conclude the commercial by saying “Piñakamasarap”.
But try
as he would, the little boy could only manage to say “piñarap” or
worse, piñanap”, take after take. The shooting made no progress as a
result, so the director decided to go ahead and use the cut with “piñarap!”,
the best the boy could do. He figured, the audience might find it cute, anyway.
Indeed, as once the budget TV ad was aired, Marca Pina’s slogan became a byword , thanks to the adorable little Chinese boy who uttered “Piñarap!!” to millions of TV watchers nationwide, and propelled the brand to greater heights.
The
model was TIAN SY, then, the 3-year old son of Tian Tan Sy, and grandson of founder Kiam
Tiam Sy. For the next few years, Tian Sy was the face of Marca
Piña, and his TV ad continued to delight viewers while working wonders for
their soy sauce business.
However, the next 2 decades would bring much change to the company that included renaming the condiment company as Balanced Food Corp. in 1973. Five years later, it was redubbed as “Piñakamasarap Corp.”. Labor problems began to surface too, and it was believed that the work force was infiltrated by militants who threatened the owners. This prompted the Sys to flee to Canada and halt Marca Piña’s operation from 1993-1997.
TIAN SY had gone to Canada even earlier to start college at the University of Toronto. When things settled down, the Sys returned to the Philippines to restart the company, and no less that TIAN SY—the commercial star that made the brand slogan famous—was named as CEO of the Piñakamasarap Corp. To prepare himself for the role, he took Master in Entrepreneurship/Entrepreneurial Studies at the Asia Institute of Management from 2004-2005. He also started his family with wife Mir and 2 children.
With TIAN
SY at the helm, he sought to relaunch MARCA PIÑA Soy Sauce , bring
it back to supermarket shelves through more dynamic distributors. He also asked
for the reformulation of the soy sauce to appeal to more modern tastes. To
capture the younger market, he employed social media to connect them better to
a legacy brand. But to reintroduce MARCA PIÑA Soy Sauce to the national
market, he relied on his gut instinct—replicate the scene he made famous and
which solidified Marca Piña’s leadership.
He did
not have to go on an expensive casting search, as his ka-lookalike son with
wife Mir Sy—Christian--was ready to take on the roll. The bubbly boy not only said the word “Piñarap”
perfectly, but also sang the whole jingle. Footages from the old commercial
were inserted to underline the appeal of the brand across generations.
Aired in January 2007, the new “Piñarap Boy” TVC enjoyed a high recall, a big boost to Marca Piña’s 20% market share. The CEO who once was a drumbeater for the brand wants to ensure that the family company that makes Marca Piña Soy Sauce will be passed on to more generations to come.
SOURCES:
Quiambao Tina Arceo The Unforgettable Piñanap Boy, Business Inquirer, 7 March 2007
Osorio, Ma. Elisa, Marca Piña soy sauce brand tries to expand market share, 11
MAGNOLIA started as an ice cream brand in 1925, but it wasn’t long that it began to carry dairy products—as basic as milk, for instance—sold in bottles. By the pre-war years, the company’s MAGNOLIA MILK had become an established brand, sold carafe shaped clear glass bottles, and promoted for its taste and health benefits.
The years that followed showed MAGNOLIA’s bottles dairy lines expanding. In 1957, a milk-based chocolate drink, Choco-Vim, came out in bottles of various shapes—one looked like a soda bottle, but most came in short, squat bottles with sloping sides and a small opening.
Around the 60s, the dairy bottles were standardized. The clear bottles had straight sides, ending with a narrow opening, with an applied blue colored label bearing the distinctive blue Magnolia logo , the product name, and topped by a scrimped carboard crown, further protected and sealed by a pull-out-tab.
Both its white milk product, now branded as Magnolia Fresh Cow’s Milk, and its new Magnolia Chocolait line—introduced after the phase out of Choco-Vim—sported these kinds of bottles and were used all throughout the 70s. In 1975, Magnolia Whole Cow’s Recon Milk, a reconstituted fortified milk.
In the 1980s, San Miguel Packaging Products (SMPP) began introducing innovations in packaging designs. The former straight sided bottle lost its rounded corners, and assumed a more streamlined round shape with a short neck and mouth, with a more contemporary applied color label. The name Magnolia, in small case letters, both in open and solid types, circumscribed the middle of the bottle.
This was used across all its milk products line, including the Magnolia Low Fat Milk, a premium milk introduced in 1984. When the fruit juice drink line was launched that same year, they were also packaged in the same bottle.
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| MAGNOLIA LOW FAT MILK, PRINT AD, 1984 |
To address tampering issues, a new Tamper Resistant
Seal was added to safeguard the freshness and purity of Magnolia milk products, as well as its
bottled juice products.
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| MAGNOLIA BOTTLES WITH TAMPER RESISTANT SEALS, 1984 |
By the late 1980s, packaging for products have shifted to using tetra packs and PET bottles, which have the advantage of being lighter, cheaper to produce, and easier to dispose. Carton-based aseptic Tetra packs and flexible doypacks, for example, were more hygienic, thus preserving the integrity of the product. They were easy to carry, saved store space, and even came with their own drinking straws. PET bottles were recyclable, lightweight, and less likely to be broken.
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| A CASE FOR MAGNOLIA GLASS BOTTLES, 1987 |
Magnolia made an effort to extoll the virtues of its
bottled milk products when it put out an omnibus ad that proffered the benefits
of glass bottles. But it was soon clear that the end in sight for glass
bottles---and eventually Magnolia would abandon glass bottles for their
milk products altogether, shifting to standing tetra packs for their Fresh
Milk, Full Cream Milk, Low Fat and Flavored Milk.
QUAKER OATS, one of the early oat meal brands that founds its way in the Philippines during the American period, has a long and hallowed history that. It began as early as 1850 when the first of several milling companies was formed, that would in time, merged with other millers, leading to the etsbalishment of a successful oatmeal company.
1877 is recognized as the brand’s founding year when it was registered that year by Henry Parsons Crowell, making QUAKER OATS the first trademarked breakfast cereal in the U.S., symbolizing honesty and purity. Its brand character is a hatted, white-haired man in a cravat, an iconic Quaker man, though to have been chosen by former owners, Henry Seymour and William Heston, a symbol of good quality and honest value.
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| QUAKER OATS "Back from School" Print Ad, 1926, "Lipang Kalabaw" |
Merging in 1901 with other mills to form the Quaker Oats Company, it revolutionized breakfast with the first rolled oats, boxed recipes, and later, instant oatmeal. Though QUAKER OATS’ first advertising began in 1882, its introduction in the Philippines merited advertising only in the 1920s with print ads for the Rolled Oats variety. The product was imported and distributed by Muller & Phipps (Manila) Ltd.,
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| QUAKER Quick Cooking OATS, 1936 |
In 1922, the QUAKER Quick-Cooking Oats was introduced, one of the first convenience products that was widely known in the Philippines after the War, In 1966, Quaker Instant Oatmeal was launched. Four years later, in 1970, the first flavored oatmeal –Maple & Brown Sugar--was distributed regionally.The Chewy Granola Bars were introduced to the world in 1981.
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| EVERYBODY LOVES QUAKER OATS, 1960 Print Ad |
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| QUAKER "The Best on the Shelf" 1967 Ad |
Today, QUAKER is a subsidiary of PepsiCo, which acquired the company in 2001, and continues its presence in the Philippines, as Quaker Oats Philippines, ensuring the continuity of the brand which is more than 140 years old.
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| GROW TALL WITH QUAKER, Print Ad, 1968 |
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| A HERITAGE OF GOODNESS, Print Ad, 1981 |