135. FILIPINAS LIFE ASSURANCE COMPANY JINGLE, 1977

 FILIPINAS LIFE ASSURANCE COMPANY was founded on 27 April 1933, as a subsidiary of Filipinas Compañia de Seguros, in response to the Insurance Commission’s ruling that insurance companies must have separate life and non-life business divisions. The parent company--Filipinas Compañia de Seguros—had been founded earlier in 1913 by Antonio Melian with  brothers-in-law Fernando Antonio and Enrique Zobel  y de Ayala.

The business was briefly interrupted by the war, and when FILIPINAS LIFE resumed its operations, it would flourish and become a dominant name in industrial life insurance for over 30 years thru the 1970s. All the more when FILIPINAS LIFE began advertising on radio, using a high-recall jingle first heard on the airwaves in 1977.

LISTEN TO THE FILIPINAS LIFE JINGLE HERE:

Advertising icon Greg Macabenta of Advertising and Marketing Associates (AMA), penned the lyrics, which was produced by Rusty Velila.  Music was provided by the famed D’Amarillo Studio Orchestra while the singers were billed as “The Filipinas Singers”.Needless to say, the FILIPINAS LIFE Jingle became one of the most widely-heard jingles in the country, catapulting the company topmost in the minds of Filipinos.

In 1990, FILIPINAS LIFE became Ayala Life Assurance Inc. to underscore its transformation into a full-service life insurance company. Twenty years later, it would be renamed BPI-Philam Life Assurance Corp.,( BPI-Philam ) following the sale of BPI’s stake in Ayala Life to Philam Life.

Despite its new name, oldtimers still recall the insurance giant’s former name through the strains of a memorable jingle that woke everyone up in the early morning, singing along with its catchy chorus—FILIPINAS…FILIPINAS LIFE…FILIPINAS LIFE ASSURANCE COMPANY!!

 SOURCE:

Macabenta, Gregg. How to Make a Benta: Anecdotes, Lectures & Articles from the Advertising Wars Paperback – March 28, 2011

youtube, Filipinas Life (famous 70s jingle), posted by limva123, April 9, 2013. 

134. NESCAFE, “Great Cities of the World” Campaign, 1979-1980

NESCAFÉ’s most successful campaigns in the 1980s was, without a doubt,  the "Great Cities of the World", conceived by the all-Filipino agency, Advertising and Marketing Associates in 1979. In fact, the “Great Cities” campaign turned out to be a pre-cursor of another major NESCAFÉ hit—the “One World of Nescafe” , launched in 1983. But that is getting ahead of the story.

The “Great Cities” campaign was actually NESCAFÉ’s response to the claim of Blend 45 that “everyday, millions of cups are served all over the Philippines”.  Blend 45 then was NESCAFÉ’s chief competitor, primarily because of economics (it was cheaper),with a taste that’s “good enough” (although research shows that if the consumer respondent had money, he would go for Nescafe).

Research also showed that the positive image of NESCAFÉ was being driven by perceptions that it was an “international” and “imported” brand—which are often equated to “higher quality” in a time when colonial mentality was still prevalent in the Philippines.

The “internationality” of NESCAFÉ vs. the local Blend 45 thus became the basis of the campaign’s proposition, articulated by the consumers themselves: “We prefer NESCAFÉ because of its superior taste and quality, being an internationally-accepted brand”.

The next step was for creative chief Greg Macabenta to write the thematic line for the campaign, which he summed up as “NESCAFÉ…enjoyed in the great cities of the world.”  Nestle, represented by marketing head, Mr. Levi Castillo, approved the campaign.

TV commercials were immediately produced, with foreign footages supplied by the McCann-Erickson ad agency, which was shooting similar commercials for Nestle Japan. Scenes of people enjoying NESCAFÉ in Madrid, Rome, Paris and other European cities were featured in print ads, and of course, the campaign  was highlighted by a Manila version of the successful commercial series.

The campaign ran for three years until 1983, when the same concept was reincarnated into the equally-acclaimed launches of  "A Classic Taste The World Enjoys" and “One World of NESCAFÉ" extension campaigns.

SOURCE:

Macabenta, Greg B., ”How to Make a Benta - Anecdotes, Lectures & Articles from the Advertising Wars”. pp. 88-89. March 2011

133. Why Don’t You Shop Around With a Friend? 680 HOME APPLIANCES INC.

In the late 70s and 80s, 680 HOME APPLIANCES INC. built a reputation as the go-to place for affordable domestic appliances and electronics, big and small, for the home, for school and for work. It was well known for its wide range of products—from calculators to electric fans, lamps and TV, rice cookers and gas ranges-- all at bargain prices. To top it all, it gave away lots of freebies too!

680 HOME APPLIANCES began its store operations in August 28, 1968 at its first and original store on 680 Rizal Avenue, Sta Cruz. Manila—hence the name, 680. Just 11 years after, the company moved its main office to a spacious 5-storey building on a sprawling 3,300 sq. m. lot along EDSA, on 839-841 Edsa, Diliman in Quezon City.

It was just a matter of time that 680 HOME APPLIANCES expanded its operations base to P. Burgos, Makati (1989), Imus, Cavite (1995) and the following year, Dasmariñas. Later in 1996, the Baliuag branch opened, followed by the one in Tanay (1997).

WATCH A 680 HOME APPLIANCE AD HERE:

As well known as its easy-on-the-pocket merchandise is 680 HOME APPLIANCES' brand of advertising. Shot mostly in betacam formats, they looked rather unfinished, and amateurishly directed. Most memorable was its jingle, with a cloying, but easy-to-recall music and lyrics that went something like: ”why don’t you…shop around, with your friends…”. Why, 680 HOME APPLIANCES even managed to snag celebrity endorsers to appear in its TV ads!

SOURCE:

youtube, 680 Home Appliance, https://www.youtube.com/watch?v=3B7FlKYyUew, uploaded by fishbolero, 2 Jan. 2008

132. Is That Who I Think She Is? CHERIE GIL for CITROBELLE, 1979

CITROBELLE is a brand name of a skin cleanser produced by Oro Laboratories in the early 1970s. It was used to clean facial skin that ordinary washing cannot do, to help remove blackheads and prevent pimples and acne problems. Just like its major competitor Eskinol, CITROBELLE contains tiny cleansing granules in a medicated citrus-y solution, leaving skin soft and younger-looking.

CITROBELLE1972 Ad

CITROBELLE print ads appeared in major weekend magazines, featuring generic female models touting the efficacy of the product with its unique Lemon Action.  

Still going strong five years later, CITROBELLE enlisted an up and coming teener with an impeccable showbiz pedigree.

The only daughter of actress Rosemarie Gil and 60s singer-actor Eddie Mesa, Evangeline Cheryl Rose Eigenmann y Gil (b.12 May 1963) had made several early appearances in films and TV as an actress and singer, using names as Sherrie Gil, Cherry or Cherrie Gil. Not many know that also did commercial modeling, bagging a 2-year contract to model for CITROBELLE  Skin Cleanser at the tender age of 16.

CITROBELLE, Print Ad, Woman's Home Companion, 1979

She did at least 3 versions of these CITROBELLE print ads, but her big break came when people took notice of her in the  1980 film, “Problem Child” with Lloyd Samartino. That paved the way for many more appearances and recognitions in films, teleseryes and stage. Gil’s memorable body of works include: Manila by Night (1980), Gaano Kadalas ang Minsan, Oro, Plata, Mata (1982), Sana’y Wala ng Wakas (1986), My First Romance (2006).  She is best known for her role as the antagonist Lavinia Arguelles in the movie, “Bituing Walang Ningning”. As a singer, she recorded  her only hit song, “Boy”, in the late 70s.

CITROBELLE AD, Woman;s Home Companion, 1979

A favorite soap star,, she did her first TV drama, May Bukas pa, in 2000. In 2006 she was cast in the hit TV remake of Gulong Ng Palad, and was in the 2010 fantasy, Grazilda on GMA 7. Her latest guestings include Alyas Robin Hood (2017) and Tadhana, as Madam Bital.

SOURCE:

Cheri Gil, wikipedia:https://en.wikipedia.org/wiki/Cherie_Gil

131. Brand Icons: SUSTAGEN’S SUSY AND GENO, 1985

The adorable duo that drove Filipino kids to pester their mothers to buy cans and cans of Sustagen came to life in 1985. SUSY AND GENO were the marketing brainchildren of Mead Johnson, the company behind the nutrition supplement , Sustagen. Mr. Chichi Barros, Consumer Products Director for Marketing conceived the idea of having a tandem of adorable mascots who will epitomize the values of parents and children alike.

Sustagen, with its “23 Resistensya Builders”was, undoubtedly, a superior chocolate-flavored health supplement, but it looked and felt so serious to most kids. 

The mascots were the perfect answers to make the premium brand more relatable. SUSY was designed as a young girl with lots of charming personality, a perfect complement to the friendly, wholesome GENO.

The SUSY AND GENO tandem,  both embodiments of happy, healthy children, turned Sustagen as the no. 1 selling milk in the 80s decade. SUSY AND GENO not only appeared in countlessTV ads, but also went on school and supermarket  tours to perform, dance, sing and promote the health benefits of the brand.

WATCH A 1980s "SUSY & GENO" TVC HERE:

The brand mascots were the stars of their own Sustagen’s Kiddie Club, that had over 45,000 members at its peak. They went around the Philippines—attended town fiestas,  visited classrooms, hosted week-end gatherings, led puppet-making workshops,  and received countless invitations to grace birthday parties! Wherever they went, SUSY AND GENO spread the message of good health together with Mead Johnson’s professional nutritionists who often accompanied them on tours.

The high cost of mounting these activities forced their temporary retirement,  but by late 1990s, SUSY AND GENO staged a comeback. In 2013, SUSY AND GENO were seen again as adult mascots, leading separate lives and careers. This generated some interest on facebook, where the drama of their reunion played out.

SUSY AND GENO are often held up as perfect examples of the effective use of mascots in marketing promotions and communications—especially to kids who have to grapple with abstract ideas such as health, nutrition and friendship. The brand mascots have succeeded in explaining these in fun, engaging ways that allow kids to learn without losing their sense of wonder.

WATCH "SUSY & GENO" CASE STUDY HERE:

SOURCE:

Susy & Geno Photo: De la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions. Tower Book House, 1989. P. 102.

youtube: Sustagen Con Yelo, https://www.youtube.com/watch?v=IoRS21GOb_A, uploaded by Want Promo, publihsed 12 Feb. 2010

youtube: Susy and Geno (A Case Study): https://www.youtube.com/watch?v=DWqJuPhQtiQ,, published by Ace-Saatchi & Saatchi-PH, Aug. 13, 2014

130. Brand Stories: RADIOWEALTH, INC. (1930)

RADIOWEALTH APPLIANCE AND ELECTRONIC, FOUNDED IN 1930

Since its foundation in 1930, RADIOWEALTH has been making appliances with an eye to the future, putting out modern products which become pace-setters in the local appliance market.

It was started by a visionary from Camarines, Domingo M. Guevara (b.1909/d.ca.1990s) who took up a correspondence course to become a radio technician—even as he was manning the family farm. 

After a land dispute that made him decide to move to Manila, Guevara set up a a one-man radio repair shop that would grow to become the country’s most dominant, well-known name in electronics and appliances before Japan-made products took over the market.

The enterprise, fittingly called RADIOWEALTH, would make Guevara one of the richest and most successful modern-day industrialists of his time.

RADIOWEALTH VINTAGE LOGO, 1955

The company’s history has interesting highlights:

OWN A RADIO FOR 62 CENTAVOS A DAY, 1957

1930 - Founded by Domingo M. Guevara as a radio repair shop an later, as a radio dealer.

RADIOWEALTH-THE BEST BUY! 1957

1935 – Incorporated, started importation and distribution of radio sets.

RADIOWEALTH HAS THEM ALL!, 1957

1951 – Under exchange controls, launched assembly of radio sets.

FOREFRONT OF ELECTRONIC PROGRESS, 1955

1955 – Pioneered in the manufacture of TV sets.

RADIOWEALTH DRY BATTERY, 1957

1956 – Started the manufacture of electronic components such as transformers, coils, chassis and metal parts.

BRIGHT MOMENTS IN TRANSISTORS, 1955

1958 – Started the manufacture of room air  conditioner.

MISS PHILIPPINES LALAINE BENNETT MODELS FOR RADIOWEALTH, 1963

1963 – Started the manufacture of local televison tuners under a license from Standard Kollsman Industries, the major manufacturer of TV tuners in the U.S.

RADIOWEALTH CARMEN MODEL, COMBINATION TV, PHONO, STEREO. 1965

1964 – Introduced TV sets with the implosion-proof Shellbond picture tube.

RADIOWEALTH ODOR-FREE KOLDPOINT, 1972

1965 – Introduced Koldpoint refrigerators

NOCTURNE PANORAMIC HI-FI RADIO-PHONO, 1960

1966 – Organized nationwide Radiowealth franchise dealerships.

RANGE OF RADIOWEALTH BRANDED PRODUCTS, 1968

1967 – Introduced the RW-RCA TV. Added ranges, beds, pianos, to its household appliance lines. Received Presidential Award for pioneering in electronics.

1968 – Acquired production facilities for manufacturing Worthington central and packaged air conditioning systems.

RADIOWEALTH PORTABLE APOLLO, 1972

1969 – Introduced the revolutionary Apollo 19 TV with Bubble Screen, the Nocturne LSD stereo with Light and Sound  Diascope and the Interlude AC-DC operated stereo.

This year, RADIOWEALTH developed the Professional modular super solid state component stereo, the Apollo 16 and the Apollo 17 TV.

1ST AC-BATTERY CONSOLE STEREO, 1969

The company also designed and invented an authentic voltage regulator which saves appliances from damage resulting from voltage irregularities. The inexpensive device is now on the market.

NOCTURNE LSD WITH PSYCHEDELIC LIGHTS, 1969

RADIOWEALTH subscribed to professional advertising and the brand was actively promoted tri-media and in-store. The brand continued to flourish through the  70s, but the influx of Japanese brands caused major shifts in brand preference. RADIOWEALTH,  thus, embarked on a “Buy Filipino” Campaign.

RADIOWEALTH XMAS AD, 1969

But by then, Guevara was secure in his RADIOWEALTH business and had branched out to other other lucrative pursuits.  He even forayed into politics –elected a delegate to the 1971 Constitutional Convention that he thought he could use  to advance his platform of industrializing the Philippines.

AFFORDABLE RADIOWEALTH COLOR TV, 1969

When Martial Law was declared, Guevara’s business plan was jeopardized, especially since he was one of 7 delegates who voted against martial law. Because of this, he was pressured by the Marcos government which wanted to take over his successful business. Knowing it was futile to fight Marcos, Guevara—whose health has been affected by the turn of events—together with his wife, fled to the United States.

RADIOWEALTH, YOURS FOR YEARS. 1971 PRINT AD.

RADIOWEALTH eventually closed, signaling an end of a shining era of industrial revolution. But Guevara’s legacy remains in Mandaluyong, where a busy, bustling street on where his manufacturing plants stood-Libertad St.--has been renamed after him—Domingo M. Guevara St. the self-made industrialist died in the 1990s.

THE GUEVARA ENTERPRISE MANDALUYONG PLANT in 1970 

SOURCES:

DOMINGO GUEVARA: Road to Industrialization, http://www.philstar.com/starweek-magazine/2013/01/27/901409/domingo-guevara-road-industrialization

Various issues of the Sunday Times Magazine, 1963-1972
Various issues of Philippine Free Press, 1955-1960