STAR MARGARINE, in a new, more colorful air-tight packaging with a lid. 1955. |
The company that would come to be known as the giant Procter & Gamble PMC started in 1908 as a partnership called the
Manila Refining Company, with the purpose of manufacturing candles and
fertilizer. In 1913, the company was incorporated into the Philippine
Manufacturing Company (PMC), initially capitalized at Php One Thousand pesos,
which was later increased to half a million.
It shifted its
objective to the manufacture and selling of coconut oil—as up to 1914, there
was only one coconut oil mill operating in the country. Besides, edible oils in
the Philippines came largely from pork lard and imported peanut oil from Hong
Kong and Shanghai.
In 1917, PMC employed a chemist to develop edible
products from coconut oil—and in 1919—PURICO was introduced to the market---the
first vegetable shortening made in the Philippines. The reception to this
coconut oil-based produt was overwhelming so PMC sought to produce another
consumer food product.
It would take 12 years to introduce the first
vegetable-base margarine to the country i—known then in 1931, and still now—as STAR
MARGARINE. The creamy-rich flavored golden yellow margarine was fortified with
Vitamins A and D, and came packaged in small, circular tins, branded with a . By
the time Procter and Gamble of Cincinnati, Ohio acquired PMC in 1935, STAR
MARGARINE had already a steady following.
From the 1940s to the 50s, STAR MARGARINE was actively pushed in the
trade as well as through advertising, a
marketing tool that P&G always believed in. Black and white print ads in
leading women’s and general family magazines were used to promote the healthy
benefits of STAR, using the early slogan—“Stars for Flavors”. The use of STAR
as filler for sandwiches or a spread for bibingka and puto was encouraged in
the early print ads.
Then, in 1951, a major product development was
introduced---the addition of Vitamin B1 in STAR. Vitamin B1 was touted as an
effective ingredient against beri-beri which was a common affliction of Filipino
children in the 50s.
In the 1960s, STAR MARGARINE shifted to energy stories in
its print ads, even targeting young adults in the brand’s quest for a broader
appeal. It was only a decade later that P&G and its ad agency, Ace-Compton
Advertising, re-looked at theVitamin B1 ingredient of STAR MARGARINE, which happened
to be a growth-stimulating vitamin. Thus, the campaign,”Iba na’ng Matangkad!” (Being Tall Makes A Difference) was born. The famous tagline embodied the aspiration of the generally height-challenged
Filipino to tower—and triumph--over the competition.
Early TV executions dramatized the advantage of being
tall—hence a child basketball player performed better, and even mundane tasks
as reaching for a fruit hanging from a tree branch was a breeze for a
vertically-superior youngster. When statuesque Aurora Pijuan won Miss
International 1970, she became the face of STAR. Her popular commercial showed
her standing shoulder to shoulder with other international beauties, while we
hear her voice-over: “Magaganda sila…Matatangkad..Buti, ako rin!”.
WATCH THIS 2008 STAR MARGARINE
"Iba Na'ng Matangkad-James Yap" TVC
The “Iba Na’ng Matangkad” campaign endures to this day, even as P&G PMC sold
STAR MARGARINE along with Dari Creme, to the Magnolia division of San Miguel
Corporation in 1994. It has evolved into “Angat sa Height, Ang Future Mas Bright”
(“Increased height, for a brighter future”). It’s pro-growth equity has also
crossed over to other San Miguel-Purefoods brands like the Purefoods STAR
Hotdogs and Purefoods STAR Corned Beef--which just goes to show that nothing
succeeds like success.
Wasn't Dairy Creme's slogan was: "Pinipili ng Mapiling ina"?
ReplyDeleteYes. Among others.
ReplyDeleteMatanong lang po. Star Margarine yung commercial na meh "parang ulo ni jordan" kids looking at a 1 cup yellow rice because of the margarine. Meh nakakaremember ba?
ReplyDelete