546. REXONA MUSK Deodorant of PRC (Philippine Refining Co.), 1987 Ads

Like Procter & Gamble PMC., Philippine Refining Company (PRC)’s started as an oil milling company that became the basis for its products like detergents (Breeze, Wheel, Rinso) , bath and beauty soaps (Lux, Lifebuoy),  toothpastes (Signal, Close-Up) and shampoos (Sunsilk, Creamsilk) that were successfully marketed through the years.

In the 1980s, PRC ventured beyond oil-based products, expanding their personal care product lines to include deodorants. Their most successful brand was REXONA Deodorant that had its origin in Australia, developed by Alice Sheffer back in 1908, and sold through her husband’s  Sheldon Drug Co. Rexona became a bestseller

Launched in the Philippines in 1984, REXONA became a popular brand with a fresh, youthful campaign (Rexona – won’t let you down!) that was backed with tri-media advertising. Immediately after, they launched their men’s line –REXONA MUSK—has a  foundational, long-lasting fragrance note characterized by its warm, sensual, and masculine scent. REXONA MUSK was developed to appeal to active young males who love the sporting life.

REXONA MUSK print ads were more of testimonials featuring well-known sports personalities of the 80s. Taekwondo star Monsour del Rosario had his own print ad detailing his story of how Bruce Lee inspired him to take up the sports. Champion bodybuilder, David Abesamis, was another athlete whose own narrative included his rigorous quest to develop a physique that eventually would earn him a division title in the national Mr. Philippines quest. The ads always ended with how REXONA MUSK fitted into their training and hygiene regimen.

Short TV commercials were also prepared to support the REXONA MUSK campaign featuring the cage superstar, Alvin Patrimonio, and the 2-time Olympic boxer (LA 1984, Seoul 1988), Leopoldo Cantancio.

WATCH ALVIN PATRIMONIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by vibesey, 9 years ago, 2017

In 1994, PRC was renamed Unilever Phils. Inc., to denote its membership as part of the Unilever family. Many major changes—including the closure of the milling plant, the transfer of soap and detergent manufacturing to 3^rd parties, and the reduction of its sales force by 50%--happened during the tumultuous 1990s, but REXONA Deodorants remained in the product portfolio—to this day.

WATCH LEOPOLDO CANTACIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by Advertising Archives, 2023

However, REXONA MUSK is now being sold mostly in Arabic countries and in Turkey. In the Philippines, REXONA’s  men’s  products are available in Watson’s , that includes an array of roll-ons, sprays, lotion under such variants as Arctic Rush, Invisible Dry, Advanced Protect, Motionsense and Natural Fresh.

 As to REXONA MUSK’s former models, Monsour del Rosario (now age 61), after his Olympic stint, became an action star in movies, then joined Philippine politics, becoming a congressman from 2016-19, 1^st district of Makati. He lost his senatorial bid in 2022.

Three years after doing this print ad, David Abesamis won a bodybuilding bronze medal-lighweight division at the 1987 SEA Games in Jakarta. He became a pioneer personal trainer at the Clark Hatch Fitness Center in Makati. Online surces reports that Abesamis had passed away.

 Alvin Patrimonio (turning 60 this Nov. 2026) also did a few more commercials (Purefoods) and films (at one time, linked with Kris Aquino). But he is best remembered for a stellar career in the PBA. Patrimonio was inducted to the PBA Hall of Fame in 2011.

Leopoldo Cantancio did better n regional games, winning golds in the Asian Amateur Boxing  Championships and also 2 golds in 2 SEA Games (1983 Singapore-featherweight; 1987 Jakarta-lightweight).   He died in a tragic motorcycle accident 2018 at age 54.

REXONA MUSK’s use of athletes in these ads would presage a future of deeper involvement in sports. Today, the brand makes extensive use of Sports Marketing to push its deodorants in this large niche market, sponsoring such events as REXONA’s 10 Miler Race, REXONA Ultimate Challenge Series, promo stunts in basketball games such as REXONA Twin Cam that spots  local lookalikes of famous cage stars,  and giving 2026 FIFA game tickets as prizes in their promos.

 SOURCES: 

Rexona Musk "Basketball", TV 15s Philippines,1987, uploaded by vibesey 9 years ago (2017)

 Rexona Musk ft. Leopoldi Cantancio TVC 1987, uploaded by Advertising Archives, 2023

545. Summer Getaways: DARANAK FALLS, Litton Denims, 1975

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.

 The 14 m. high DARANAK FALLS are set n the foothills of the mountains of Tanay, with its naturally-preserved landscape, complemented with  waterfalls and  ponds with water streaming down through plant foliage and trees.  

 DARANAK FALLS, is also a favorite spot for shooting movies like the Sharon Cuneta-Cesar Montano starrer “Wala nang Iibigin Pa”, “Alyas Pogi” ( Ramon Bong Revilla Jr and Rita Avila ); and Green Paradise ( Kristine Reyes Andrew Schimmer ). TV shows like the highly-rated “Encantadia” fantasy series filmed some episodes here.

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.

544. Summer Getaways: BATULAO VILLAGE CLUB, 1975

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

543. Summer Getaways: MONTEMAR Beach Club, 1984 Ads

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/

 

542. Brand Stories: TIKI-TIKI MANUEL ZAMORA, the Medicine Against the Malady of Beri-Beri

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.

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.

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”.

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.

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!”.

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

541. Whatever Happened to the PIÑARAP BOY of MARCA PIÑA Soy Sauce?

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.

WATCH THE "PINARAP BOY" TVC AIRED ON JAN. 2007 HERE:

(uploaded by tiansy, 2019)

 

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

Mar.  2007 . https://www.philstar.com/business/2007/03/11/388899/marca-pintildea-soy-sauce-brand-tries-expand-market-share

 

540. WHEN MAGNOLIA MILK PRODUCTS CAME IN BOTTLES

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.

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.

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.

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.