243. Vanished Landmarks: PINES HOTEL OF BAGUIO, 1934-1975 Ads

Known as “the grand old dame of Baguio”, PINES HOTEL was one of the earliest structures in the city center that were built between 1905-1910. The original hotel was known as “Hotel Pines” that was erected in 1909 on what is now the Gov. Pack Rd. area where the University of the Cordilleras (formerly Baguio College Foundation) now stands. Regarded as the first tourist hotel of Baguio, it was totally destroyed during the War.

The second, more well-known hotel—PINES HOTEL was built on Luneta Hill, which provided the most modern accommodations for Baguio’s wealthiest visitors. Its construction involved the employment of Japanese workers from Nagatomi Construction. 

American managers headed the new hotel, but in 1927, the first Filipino manager, Ciriaco Z. Cuenco of Sta. Rita, Pampanga was installed, replacing the previous head, a certain Mr. Best.

The “premiere resort hotel in the Orient”, surrounded with pine trees and terraced gardens, was the exclusive place to be for weary tourists to be in the 1930s. 

The  cluster of wooden and stone buildings that overlooked Burnham Park was later rebuilt and remodeled post-War, giving way to a modern, concrete building.

In the 1950s, PINES HOTEL boasted of 144 rooms with private bath, and main facilities that include the Ifugao Hall (Main Lobby), Bontoc Bar, Kankanai Tea Room, Kalinga Dining Hall, and Cañao Ball Room. But even with these, the aging hotel struggled keeping afloat given the rise of less expensive lodgings and newer hotels in the city.

The government, which administered PINES HOTEL, later sold it to the Resort Hotel Corporation  in 1968 for Php 6.8 Million. Legal disputes hounded the sale, as the balance was not reportedly settled.

Thus, the new PINES HOTEL, relaunched in 1969 became part of  a chain of hotels of the  Resort Hotels Corporation, along with Taal Vista Lodge, Hyatt Regency, Hotel Intercon, Philippine Village Hotel, among others. By this time, it featured a Gold Dining Room, Sadiwan Cocktail Lounge and Disco, Blue Fountain Coffee Shop and a swimming pool.

On that fateful day of Oct. 23, 1984, a fire razed down the popular mountain resort hotel—which by then had 4 stories and 423 rooms.  

The deadly 6-hour  fire  left 4 people dead, including 2 Americans and 46 others, mostly vacationing World War II veterans who were there on a nostalgia trip. PINES HOTEL was totally gutted, and its destruction marked the passing of an era.

The property at Luneta Hill was subsequently foreclosed and  auctioned off by Development bank of the Philippines, which was won by SM magnate, Henry Sy in 1988. In 2002, the SM City Mall-Baguio was opened amidst controversies.

242. ARMANDO GOYENA for RUM CAÑA by Tabacalera, 1953

Tabacalera (Compañía General de Tabacos de Filipinas) was established as a cigar and tobacco factory by Antonio Lopez y Lopez, the Marquis of Comillas way back in 1881. It was put up right after the end of the tobacco monopoly.

Cigar-smoking then was a time-honored recreation for many Filipinos, and puffers often paired smoking with sipping liquor to heighten their smoking pleasure. 

Hence, Tabacalera branched out into the manufacture of liquor, and by the mid-twentieth century, it had the largest distillery in the Philippines churning out 40,000 liters of alcohol daily.

RUM CAÑA was one such successful product that came from their factory. Rum was a very popular mass drink, as it was very affordable, and Tabacalera’s RUM CAÑA became the choice of the country, and, in the 1950 decade, enjoyed a reputation as the Philippines’ best-selling rum.

RUM CAÑA was advertised during the 50s with famous star Armando Goyena as an endorser.  In real life, he was Jose “Pinggoy” Teodoro Iruyetagoyena Revilla Jr. (b. 7 Dec. 1922 / d. 9 Mar. 2011), who came from a well-off family and was a student of La Salle when he was discovered by Dna. Sisang de Leon for the movies  

He was introduced in “Puting Bantayog” (1948), that would pair him with Tessie Quintana. Goyena would shoot to stardom in 1952 with the superhero film “Kapitan Kidlat”, opposite Evelyn Villar.  His status as a major film star was cemented with “Hawayana”, which also catapulted the Goyena-Quintana love team to showbiz fame.

The film “Hawayana” , a 15^th anniversary offering of LVN Pictures, was shot in color, a rarity in the 50s, and was directed by Manuel Silos. The RUM CAÑA series capitalized on the huge following of Goyena, and the appearance of the print ads were timed to coincide with the movie’s national screening in June 1953. 

In 1958, Goyena married the prominent beauty Paquita Roces, herself a top commercial model known as the first Camay Girl. The couple had 8 children: Maritess, Tina, Johnny, Ces, Pita, Rossi, Malu, and Cita and 29 grandchildren, many of whom also joined showbiz.

He put behind his acting career after his marriage, reappearing only in 1995 as Don Eugenio López in Chito Roño’s “Eskapo”. Roño cast him again in 2001 for “Yamashita: The Tiger's Treasure”, for which he won that year’s FAMAS Best Supporting Actor award. His last appearance was in “Annie B.” in 2004, before his death age 88 in 2011.

As to the product Goyena endorsed, Tabacalera’s products were acquired by La Tondeña beginning in 1955, with Añejo Rum. The liquor giant had earlier bought Ayala Distillery in 1924. RUM CAÑA today, no longer exists, but La Tondeña continues to manufacture and sell a similar rum product with the brand name  “Flor De Caña Anejo Oro Rum”.

241. ANGEL FACE by POND’S, Print Ads 1959-1968

ANGEL FACE SKIN CARE, introduced by POND's in 1946

POND'S' is a world-famous brand of beauty care products, currently owned by Unilever. Its most well-known product was POND’s Vanishing and Cold Cream. By  the 1940s ,  it became the first skincare brand at a critical period when women assumed more  jobs as the men went to war.

EARLY ANGEL FACE ADS, with 1958 Miss Philippines Chuchay Tuason, 1959 ,1961

It was just after the war that POND’s introduced a new cosmetic line with the introduction of ANGEL FACE Compact Powder in 1946.  Before World War I, POND’S had been selling face and body powders, but never promoted them until 1932, when it officially launched its POND’S Powder line. A decade later, it introduced its range of Dreamflower powder products.

ANGEL FACE POWDER, 'BEAUTIFULLY MADE-UP', 1964

ANGEL FACE turned out to be a bigger success when the compact powder hit the market. The first ads proclaimed:  “A sensational new make-up that’s easier to apply—no water, no greasy fingertips. And it stays on longer than powder! A smoothing ‘cling’ ingredient is pressure-fused into Angel Face. Makes it go on evenly—stay on.”

ANGEL FACE POWDER, 'BE EVERYTHING', 1965

The ANGEL FACE Compact Powder was produced in the following shade: Blonde Angel, Ivory Angel, Pink Angel, Tawny Angel, Bronze Angel, Blushing Angel, Gypsy, Golden Angel. In 1950, a mirror case compact was added, a welcome product innovation.

ANGEL FACE POWDER, ELIZABETH KEESEY, 1966

In 1955, POND’S and the Chesebrough Manufacturing Company merged to become Chesebrough-Pond’s. By the end of the 50s decade, ANGEL FACE Compact Powder was introduced in the Philippine market, which was widely received by Filipinas, who loved the idea of a portable foundation powder kit to enhance their beauty.

ANGEL FACE POWDER, MILDRED LOWEINSOHN, 1966

The early ANGEL FACE ads showed Miss Philippines 1958 Chuchay Tuason as its model. She had modeled earlier for POND’S Cream. The new, squarish compact design was introduced in 1961.

LOCAL ANGEL FACE LIPSTICK ADS, adapted from the U.S., 1963

An attempt to diversify the line in 1963 resulted in the introduction of ANGEL FACE Lipstick, but this turned out to be a premature move. The print ads that came out locally were U.S. adaptations.

ANGEL FACE POWDER, ELIZABETH PINEDA, 1966

In 1964, the compact was re-designed to make it more circular. For the next years , ANGEL FACE was actively promoted via full color ads, using a variety of beautiful models and career girls—students, teachers, stewardess and at least, one actress.

ANGEL FACE POWDER, GINA PARRENO, ACTRESS, 1968

Today,  only ANGEL FACE Talc and Face Powder brands are available locally in plastic containers. The pressed powder compact is sold elsewhere like in Spain and parts of Asia.

240. Brand Stories: SERG’S CHOCOLATE PRODUCTS, 1954

SERG'S CHOCOLATE PRODUCTS, 1957

In the 1950s, the most well-known name in local chocolate products was SERG’S. It was founded by the Goquiolay Family in 1954, with Antonio F. Goquiolay at the helm as president and general manager. Under him were Cochita Goquiolay as treasurer, and the chief chemist and product manager, Flaviano Yenko, Sr.  The company was named after Antonio’s son, Sergio Goquiolay—hence SERG’S.

 

IN SERG’S OF EXCELLENCE: L-R. Luis Mendoza (Asst. Gen. Mgr.), Antonio F. Goquiolay
(Pres. & gen. Mgr.), Conchita Goquiolay (Treasurer), Chua Tiong Chuan (Distribution),
Flaviano Yenko Sr. (Chemist and Product manager) and Edgardo yenko (Factory Superintendent).

By 1956, SERG’S was a fully mechanized food enterprise, churning out chocolate products like breakfast chocolate powder, flavored chocolate,  candies, cocoa drinks and chocolate snacks that were comparable to the world’s best. 

SERG'S AND SUPPLY. Ditribution of Serg's products were handled by Willy's Commercial,
managed by Mr. Chua Tiong Chuan.

SERG’S was capitalized at one million pesos by 1956, and its air-conditioned factory boasts of the finest chocolate machinery and  equipment from Europe and the U.S/ At its prime, it had the largest cracler-fanner equipment, that cracked and fanned coca beans.

 

SERG'S CHOCOLATE PRINT AD, 1957

Its leading branded products included SERG’S Breakfast Cocoa, Choc-o-Malt, Milk Chocolate Bars, Choc-lettes, Chocolate Bars with Orange Flavor, and a host of other chocolate lines.

SERG'S COCOA POWDER AD, 1956

SERG’S was a thriving business all throughout the 1960s but the Goquiolay family migrated to the U.S. at the height of Martial Law. When Marcos was ousted and the Aquino administration took over, SERG’S was taken over by the government as part of the Asset Privatization program.

 

SERG'S FILLED DROPS PRINT AD, 1961

Some 2 decades later, Sergio Goquiolay, who had been a marketing professor in the U.S., came back to the Philippines and attempted to re-start the SERG’S business. For awhile SERG’S chocolate products were seen again on supermarket and grocery shelves.

 

SERG'S CANDIES, COLOR PRINT AD, 1962

But the Asian Financial Crisis in 1997 dashed all hopes of a permanent comeback. With the peso devaluation, SERG’S came under great debts and was plagued with labor problems despite promising sales. SERG’S filed for bankruptcy in 2001, and Sergio Goquiolay passed away that same year.

239. A NEW CORPORATE LOGO FOR SAN MIGUEL CORPORATION, 1975

SMC CORPORATE PRINT AD launching the new logo, 1975

The giant multinational business conglomerate of the Philippines—SAN MIGUEL CORPORATION—had its beginning in 1889, when prominent Manila businessman, Enrique María Barretto, applied for a royal grant from Spain to establish a brewery in the Philippines that would be known as La Fábrica de Cerveza San Miguel.

In the next century, its San Miguel Beer would be its most famous product, here and all over the world. Its product portfolio would include food, beverage, packaging,  real estate, among others, but San Miguel Beer would always be top-of-mind among its loyal consumers.

The early San Miguel Beer bottles were branded with the letters S over M. The more well-known San Miguel escudo (seal), symbol of the royal grant, was incorporated in the design of the product label, and became a sort of a corporate logo for many years.

 

It was only in 1975 that SAN MIGUEL CORPORATION adopted a new corporate identity logo, as it acknowledged that the “escudo” was strongly associated with their beer product, which has since changed with their diversified ventures.

For this diversity, SMC created a new symbol, keeping the “escudo” for its brewery products. The new symbol symbolized th primal element of  Water, Life, Growth, Food, Abundance and Progress.

A TV commercial used animation to explain the basic concept behind the new corporate logo. This logo was in use until 1999, when SMC reverted back to the use of its “escudo” to stand for the company and its products. In 2012, the “escudo” design was further streamlined, a version that is still in current use. 

SOURCES:

San Miguel Corporation, wikipedia

San Miguel Logo: logopedia.com

238. Brand Stories: BIODERM OF International Pharmaceuticals, Inc., 1962-68.

EARLY BIODERM AD, 1962

The very popular BIODERM Ointment, used in the treatment of skin ailments and infection was a product of the Wong Brothers, founders of the International Pharmaceuticals, Inc, (IPI) in Cebu. In 1959, The Wong brothers--George., Pio Sr., David Sr., Sergio,  and Sixto—bought the efficascent formula first developed by Miguel Chiong known as “Efficol” , giving them the right to manufacture the product in their own laboratory that would become IPI. Through door-to-door marketing and effective sales push, Efficascent Oil, as the product was now branded, became a national success.

This led IPI to develop more products using their own formula, and in 1961, the company came up wirh Dr.Wong’s BIODERM Ointment in tins.

 

BIODERM PRINT ADS, 1967

BIODERM Ointment contains antiseptic, antibacterial and antifungal ingredients beneficial in the treatment of ringworm, eczema, blackheads, pimples, furunculosis, acne, skin itch, white spots (ap-ap), athlete’s foot, hand itch, barber’s itch, insect bites and other skin irritations on the head and on the body. It is also effective for prickly heat, dhobie itch, mange, Hong Kong foot, and itching dandruff.

It was first advertised in 1962 as Dr. Wong’s BIODERM—Effective Treatment for Skin Ailments. BIODERM, with its modern image and formulation, gave Katialis, a leading cream for various skin conditions for decades, a stiff competition, becoming another success.

 

BIODERM PRINT AD, 1968

BIODERM was actively advertised through the 60s, and in the succeeding decades, and these early ads show how its advertising, marketing and pomotions evolved. Eventually, with the brand’s success, a BIODERM germicidal soap was developed, which also gained following.

Today, these two BIODERM products are still going strong in the market. BIODERM has helped grow IPI, which allowed it to expand its portfolio to include not just liniments, consumer health products, home care, food supplements, veteriany products, medical equipment and pesticides.