109. Tsikletin Mo Baby!: CHICLETS “Mas Hilig ng Bibig” Campaign, 1980

TSIKLETIN MO, BABY! Frames from the very successful CHICLETS TV ad.

Adams CHICLETS—those peppermint-flavored gums in their familiar thin yellow packs—were already well known to Filipino in the 1960s. CHICLETS was created by Thomas Adams, who, upon the prodding of Mexican Antonio Lopez de Sta. Ana, produced the gum from “chicle”—a soft, chewy substance extracted from sapote tree.

ADAMS CHICLETS, 1964 print ad.

He mass produced his gum after receiving chewing gum machine patent in 1871 and began selling them in drug stores under Adams, Sons and Co in 1876. It wasn’t until the early 1900’s that the product was fully developed as the CHICLETS that we know now, now--candy-coated, and boxed in thin packs. Adams was eventually absorbed by the American Chicle Co., one of the world’s largest producers of gums and mints.

ADAMS CHEWING GUM. Made to compete against Juicy Fruit. 1965

In 1962, pharmaceutical firm Warner Lambert bought American Chicle Co., which included the Adams brand of gums like Dentyne, Trident, Certs, Cloret mints and of course, CHICLETS.

The CHICLETS thus became available in the Philippines around 1964, in Peppermint, Spearmint and Tutti-Frutti flavors. The next year, CHICLET sticks in foil wraps were launched to compete with Wrigley’s Juicy Fruit. CHICLETS were marketed and advertised on leading weekly magazines, with illustrated print ads in color.

WATCH CHICLETS' "HILIG NG BIBIG" TVC 30s HERE.

Warner-Lambert Philippines signed up with local agency Basic Advertising in 1978, after the U.S. headquarters ok'd the arrangement. In 1979, the agency started production of  CHICLETS TV commercial—“Mas Hilig ng Bibig” (More Preferred by your Mouth)—made waves for its catchy, repetitive jingle with a melody adapted from the song “Mexican Hat Dance”, and a catchphrase—“Tsikletin Mo, Baby!”, coined by ad icon, Herminio “Minyong Ordoñez (+). The TVC hit the airwaves in the 2nd quarter of 1980. With its fast intercuts, split screens,  expressive close-ups of gum-chewing models—plus the use of the local language—the CHICLETS commercial did wonders for the brand, grabbing the market leadership from old-time rival, Juicy Fruit Gum.

CREDITS:

AGENCY: Basic Advertising

CREATIVE DIRECTOR/WRITER/PRODUCER: Herminio G. Ordoñez

ACCOUNT MANAGER : Popy Gutay

ART DIRECTOR: Rudy San Pedro

DIRECTOR: Jun Urbano

CINEMATOGRAPHER: Maning Roxas

CLIENT: Warner-Lambert Phils.Inc.

SOURCES:
youtube, Lessons from Chiclets: https://www.youtube.com/watch?v=6YRQjqLbIxg, , ulpaoded 13 June 2013, by ogilvy do. Thanks, Paolo Mercado.Popi Gutay for the details.