164. Brand Stories: MARCA PIÑA SOY SAUCE (late 1940s)

MARCA PINA SOY SAUCE 2-Color Magazine Ad, 1966

One of the most popular soy sauce brands in the country—MARCA PIÑA Soy Sauce—began as a backyard business employing 10 people  in Marulas, Bulacan  back in the late 1940s. The soy sauce product was first sold in the small neighborhood, but demand for MARCA PIÑA increased simply through word-of-mouth, that National Soy Factory, the name of the small enterprise, had to step up their production to answer the growing clamor for the product.

MARCA PIÑA Soy Sauce was noted not only for its taste, but also its rich color, texture and aroma. After all, the company used only high quality soy beans and manufactured the soy sauce using advance food technology. Moreover, MARCA PIÑA was priced affordably.

Incidentally, the PIÑA or pineapple is a  symbol of welcome and hospitality. It is also a symbol of royal privilege, and the pineapple name and icon was used by other successful brands of food companies like Marca Piña Quezo and Marca Piña Hams. 

By the 1960s, the soy sauce was known nationwide, advertising actively in magazines and leading publications.

WATCH THE 2006 VERSION OF THE

MARCA PIÑA SOY SAUCE "PIÑARAP BOY" TVC 30S

Government legalities mandated that the word “National” should not be used for company names, so in 1973, National Soy Co., was rebranded as Balanced Food Corporation.

 

MARCA PINA SOY SAUCE Ad, 1961

It was in the 1970s that MARCA PIÑA Convey Advertising produce the now-classic “Piñakamasarap” TV ad that featured a young boy mouthing “Piñarap!” (who happened to be the son of the owner, Mr. Tian Sy) at the end of the commercial. 

MARCA PINA SOY SAUCE "PINAKAMASARAP Ad, 1965

The line caught on, and soon, everybody could recall and replay it—one of the most memorable advertising catchphrases to this day. To immortalize the unforgettable line that catapulted MARCA PIÑA to greater prominence,  Balanced Food Corporation adopted the name Piñakamasarap Corporation in 1978.

 

MARCA PINA SOY SAUCE "PINAKAMASARAP Ad, 1968

Today, Piñakamasarap Corporation produces not just soy sauce but other condiments and dips like MARCA PIÑA Vinegar, Patis, Sukang Puti, Oyster Sauce and Kubo Sukang Paombong. Many of these are exported the world over, enjoying the patronage of expatriate Filipinos who, then, as now, still call the MARCA PIÑA super brand-“Piñarap!”. As to the little boy who uttered the line in that classic as, he now sits as the chief executive of the renown food manufacturing corporation.

SOURCES:

http://www.pinakamasarap.com/about_us.html

Convey Advertising FB Page:

https://www.facebook.com/Convey-Advertising-Inc-249378005075156/