 |
| CHAMPION TALAGA! Print Ad, 1971 |
One of the most successful local brands to be launched at
the end of the 1960s is the popular CHAMPION
brand, made Fortune Tobacco Corp. (now Philip Morris-Fortune Tobacco Corp.
or PMFTC), owned by business magnate, Lucio Tan.
CHAMPION’s
early advertising programs were handled by Convey Advertising, which was
responsible for creating the "CHAMPION
talaga!” abbreviated from the longer “CHAMPION
sa lasa, Champion sa halaga, CHAMPION
talaga” selling line.
The repetitive line, incorporated in a simple, but
unforgettable jingle, raised awareness for CHAMPION
to an all-time level that made the brand one of the most well-known in the 70s.
All the agency needed to do was to refresh the commercial with sub-themes like “The
CHAMPION Generation”, “CHAMPION dumiskarte”, “The Brand of
Champions”, but always retaining the “CHAMPION talaga” element.
 |
| CHAMPION BROWN, introduced in 1974 |
CHAMPION Mild Menthols were joined in 1974, with the more fashionable slim, brown versions called CHAMPION Brown.
WATCH A 1974 CHAMPION TVC HERE:
However, since January 1, 2007, when Republic Act 9211
was passed, all cigarette commercials on television, cable television and radio
have been prohibited. CHAMPION,
which celebrates its 50th anniversary this year, continues to be
produced and has its own following despite the absence of media advertising.
Champion Philippine Classic TV Ad ( 1974 ), https://www.youtube.com/watch?v=sxHQPuh0Cvk
Posted by: ADman 1909, 12 July 2007
Fortune tobacco corporation
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