Along
with the fashion crazes of these decades—the Preppy, Oversized, Neon Colors, Streetwear,
Baggy—came stylish shoes of to go along
with the hip, cool look. Local shoe stores like Confetti, Cardam’s, and Mendrez
carried an array of popular brands that found favor with the young Makati
working class. There were Sperry-copy cats, Doc Martens look-alikes, penny
loafers a la Bass that could be found in Makati and Greenhills. Here are a few
brands and their ads:
BANDOLINO SHOES, 1993 Ad
Bandolino
Shoes Philippines was
a local shoe store founded in 1983, and not to be confused with the U.S. brand.
Now known as BND.
BULLDOG SHOES by Colours, 1993 Ad
Bulldog
shoes were carried
by Colours Handcrafted Shoes, created by
J.T. Manufacturing inspired by the British originals.
ITTI Shoes, 1994 Ad
Itti
Shoes Corporation
was a retail business in the Philippines that sold footwear, clothing, and bags
under the Caterpillar trademark. Later, itti was enmeshed in a lawsuit with Caterpillar over trademark violation
issues.
SWATCH SEASIDER, 1994 Ad
Swatch
Seasider is the
flagship brand of a legacy maker of men's casual and dress footwear in Marikina
City, the shoe capital of the Philippines. All of their shoes are handmade
using top-grade leather, particularly their signature boat shoes and sandals. Distributed by Trident International Trading, Corp.
First United Bank Phils. , founded in 1963 was the
forerunner of United Coconut Planters Bank (UCPB), more popularly known
as COCOBANK. It was meant to cater to the needs of the coconut industry,
especially its planters/farmers who need credit, but it also served a wide-ranging
clientele.
COCOBANK grew to become one of the biggest banks
in the country, and along with other top banks, formed MegaLink, one of
the three main interbank networks in the Philippines. COCOBANK was one
of the earliest banks to institute ATM services in the 1980s. It invested heavily
in advertising, tapping Ace-Saatchi & Saatchi to handle its product
and corporate promotions.
One such well-known campaign was conceived in 1989
promoting the simplicity of its banking processes. The project was assigned to
the creative team of veteran art director Mario Monteagudo and young copywriter
Merlee Jayme.
Merlee Jayme, who rose to found her own agency and
become the only woman in the 20 top creative directors in Asia, recalls the conception
of that campaign after being briefed by the account person of the bank’s proposition—“banking
made simpler”.
"PIGGYBANK" Print Ad, Part of the COCOBANK "Banking Made Simpler" Campaign
“Mario in our brainstorming came up with the “Piggybank”
TV and print execution”, she said. “.
I was soooo pressured and stressed out when he asked me to come up with
another one. It had to be a visualization connected to banking of course. Then
it hit me-- being part Japanese, I love origami…I tried folding one hundred peso
bills into a caterpillar and turtle—perfect symbols to show slowness”
“Then I drew the board and showed it to Mario the next
day. He smiled and that was my reward”.
When the storyboard was presented to the COCOBANK clients,
it was met with approval despite the unexpected visuals –origami insects, of
all things!-- that were not readily bank-associated. “They were amused and
curious how we will pull this off”,Merlee continued. “Remember
back in the 80s we didn’t have innovative ways of shooting these kinds of
boards. Just a simple stop motion technique
was used to shoot the COCOBANK ad”.
WATCH COCOBANK "Origami" TVC 30s HERE:
The creative team’s biggest reward though was at the 1991
Philippine Advertising Congress when the COCOBANK “Origami” TVC scored
the biggest victory at the Araw Awards night. “That was my very first TVC ever
--- and it won the Platinum Award at the
Phil Ad Congress!” she enthused.
COCOBANK enjoyed many more decades of further
success. In 2020, the government increased its ownership of the
bank to 97%, thus resulting to more control. In 1 March 2022, COCOBANK merged with Land Bank of the Phils,, its
name becoming defunct.
Originating from Cebu, PENSHOPPE is a youth lifestyle
brand founded in 1986 by Golden ABC, Inc. It started as a T-shirt fashion store
and enjoyed sustained success in the South, encouraging the company to
expand its market in Manila by opening a branch in SM North Edsa. In less than a
decade, it was competing against the more established Bench, and was gaining
attention for its creative-driven national advertising.
WATCH PENSHOPPE "MIME" 1993 TVC 30s, HERE:
This 1993 campaign “Express Yourself” was one such example featuring a series of young people in an audition setting expressing their dreams and aspirations. “The Mime”, was part of the print series . Since then PENSHOPPE has also used local young stars like Ryan Agoncillo, Cogie Domingo, and even scored a coup by casting global celebrities Mario Maurer, Ian Somerhalder, Ed Westwick, Mandy Moore and Zac Efron. PENSHOPPE’s advertising agencies included Ace-Saatchi & Saatchi and TBWA-Santiago, Mangada, Puno.
SOURCES:
PENSHOPPE, Audution :MIme: TVC, https://www.youtube.com/watch?v=pq_IRQXyOOU, uploaded by FELIXBAKAT76, May 12, 2008.
"CHOOSY MOMS, CHOOSY KIDS", DARI CREME Print Ad, 1984
Procter & Gamble prides itself as having started “brand
management” in product marketing, and the pedigree of success across of its advertising
across all brands proves that. The company even employed advertising “copy
experts” who patrolled their international network for possible advertising
approaches that can be adapted and applied to their other brands in need of
promotions.
Such was the case of DARI CRÈME advertising, which was in
need of revamping in the late 70s. Launched
in 1959, DARI CRÈME was one of the first products of Procter & Gamble PMC
(now P&G Phils., Inc.). It was the first locally manufactured refrigerated
margarine and was introduced as a local alternative to imported butter. All throughout
the 1960s, DARI CRÈME consistently led the butter and margarine market,
preferred for its more buttery taste, availability and price.
P&G's "Adapt & Apply" practice resulted in a borrowed slogan for DARI CREME ad campaign.
In the late 1970s thru the early 80s, efforts were made
to refresh DARI CRÈME advertising in the face of a growing competition that would
come to include new Magnolia Butter and Buttercup. The inspiration for a new
DARI CRÈME thematic campaign came from a Procter & Gamble product from the
U.S.—JIF Peanut Butter. JIF’s success owes much to its advertising with a
slogan “Choosy Mothers Choose JIF”, coined by its creative agency, Grey
Advertising, in 1966. The campaign catapulted JIF past erstwhile leader Skippy
to market leadership around the time of the peanut butter crisis of 1980.
The idea of having “discriminating or choosy mothers” when
it comes to food for their children, resonated
with Filipino mothers—hence Ace-Compton, the local agency of DARI CRÈME localized
the theme into “Pinipili ng mapiling ina”, that became the crux of the product
TV ad series. The TVCs featured a mother showing another mother the difference the
taste difference between DARI CRÈME and another unnamed brand, when slathered
on a piece of bibingka, on a puto, ensyamada, etc.. The new campaign secured
DARI CRÈME’s dominant position in the marketplace, and the commercials became
very popular on TV.
WATCH DARI CREME's "CHOOSY MOMS" TVC HERE
The campaign went a step further when a DARI CRÈME usage
campaign was launched in 1984, but the slogan was not only converted into English,
but was also extended to include discriminating kids. Hence, “Choosy moms with
choosy kids choose DARI CRÈME” (Pinipili ng mapiling ina…at anak!). The campaign
ran for many years, despite it being—well—a mouthful. But P&G didn’t mind,
as the message came across well, and business resumed its brisk pace.
In a twist of irony, a decade after the “choosy moms” campaign,
Magnolia Inc. (then known as Philippine Dairy Products Corp.) acquired DARI CRÈME
from Procter & Gamble Philippines, ensuring the continuity of the
much-loved, iconic brand—and even the “pinipili” slogan, that is still in use
to this day.
ESSO STANDARD PHILIPPINES, was the name of the fuel company that became the forerunner of PETRON CORP. ESSO took over Standard Vacuum Oil Co. (STANVAC) that had been supplying the country with gas and fuel since 1933, as a merged company of Socony Vacuum Oil and Standard Vacuum Oil of New Jersey. In 1973, the Philippine National Oil C. (PNOC) of the Philippines acquired ESSO, and was renamed PETROPHIL CORP. ESSO Stations were rebranded as PETRON. In 1988, PETROPHIL was renamed PETRO CORP. to this day.
GIVE SHOES ON CHRISTMAS DAY! Made by pioneer shoe
manufacturer of the Philippines, Frank H. Hale (b. Aug. 30, 1872) who was known
as “Mang Isko” by millions of Filipinos. They gave him this nickname in
appreciation of his contribution to improve the Filipino by replacing the chinelas with a pair of sturdy, stylish, and
affordable shoes. ESCO Shoes were available at the big ESCO SHOE STORE in
Escolta. At the peak of Mr. Hale’s business, he employed an all-Filipino
workforce that made ESCO Shoes a popular household brand. ESCO Shoes were exported
abroad, and Hale became a major contractor of military shoes, as well. By the beginning
of World War II, Hale’s shoe plant was the largest shoe manufacturing company
in Asia. But it would also augur the end of his business as the Japanese interned him prisoner in UST, confiscated his facilities, and closed down his factories. Hale rebuilt his ESCO business
after the birth of the new Republic, scaled it down, but it was never the same again.
BRIGHTENING YOUR HOMES WITH NATIVITY STATUETTES, Print Ad, 1978
In 1978, a consortium of products--LADY'S CHOICE (juices, spreads, pickles, dressings), KNORR (bouillons, seasonings), ALSA (gelatines, custards, desserts), and ROYAL (pasta, noodles) came up with a holiday collectible promo, where one could assemble a set of plastic Nativity Statuettes for a Christmas Belen. The Nativity figures--15 in all-- are packed FREE with every purchase of the participating products, a fitting Christmas decor for your home. The completed set includes figures of the Holy Family, 3 Kings, Shepherds, Animals and an Angel. Seek--and you shall find the spirit of Christmas in these handsome Nativity Statuettes!