77. Brand Icon: ERIC BAINES of COLGATE DENTAL CREAM

 COLGATE DENTAL CREAM’a most visible advertising campaign first aired in 1981 featured the “ New 2-Fluoride System” story, which promised double protection to teeth. This Colgate dental breakthrough was in response to the launch of Crest Toothpaste in the Philippines, another formidable product of Procter and Gamble.

Delivering the story is a character named ERIC BAINES, an authority figure who credibly showed the superiority of the 2-fluoride system through a “chalk demo”, as seen in this commercial:

WATCH COLGATE'S 'ERIC BAINES' TVC HERE

Eric Baines was a constant figure in Colgate’s advertising, appearing in several spots that made him recognizable to many Filipino viewers—what with his trademark white hair, moustache and business suit. His presence—whether driven by a car or entering a conference room—was always announced with excited squeals from the audience—“Si Eric Baines! Eric Baines!”.

Just who is Eric Baines?

Well, Baines is neither a dentist, a doctor or a figure created by an ad agency executive. He is actually a real-life professional—Colgate’s Worldwide Director for Research & Development based in Piscataway, New Jersey. He remained with Colgate until the 1990s, often working in the Asian region, until his retirement.

Baines, himself, could not believe his popularity here, and even after the 2-fluoirde campaign came to an end (it trounced Crest, by the way), his name still crops up in consumer research every now and then. Whether he likes it or not, Eric Baines has become part of Philippine pop culture.

Source:

youtube: juniorsky52's channel: https://www.youtube.com/watch?v=j7AdukFjHYg,