207. “Super KJ” Campaign, JOHNSON WAX, SC JOHNSON Phils., 1979

SC Johnson Philippines was founded in 1957, and operated as a subsidiary of S. C. Johnson & Sons, one of the olet family-owned business in the U.S. The American enterprise began in 1886 when Samuel Curtis Johnson bought the parquet flooring division of Racine Hardware Mfg. Co., and was soon offering floor care products. The most popular were the floor wax line.

JOHNSON PASTE WAX was among the first products the SC Johnson Philippines introduced to the local market. Over the years, it offered insect control, home cleaning, air care, home storage, and car care products. But it would always be the waxes that would be their flagship brands.

JOHNSON PASTE WAX began advertising in the 1960s, and gave us classic commercials that featured “shining moments” in floor cleaning, punctuated by the memorable slogans  “JOHNSON yata ‘yan!”.

WATCH JOHNSON WAX  "SUPER KJ" TVC HERE:

In 1979, the brand was relaunched using the A“Super KJ” superhero character who came to the rescue of a housewife harassed by 2 men. When thrown to the floor by  Super KJ to the floor, the men couldn’t help the wooden floor’s  impressive sheen---attributed by the hero to JOHNSON PASTE WAX, punctutated by a stinger: “Kintab JOHNSON yata ‘yan…tumatagal”. 

SOURCES:

Super KJ 1980 SCJ Philippines Commercial, “youtube: https://www.youtube.com/watch?v=_VbbtWSMklc, uploaded by Greg Traupmann,

Published on Aug 13, 2013