253. Procter & Gamble PMC: PERLA SOAP, Early Print Ads 1951-1957

Since its early beginnings in the first decade of the 20^th century, the business of Procter & Gamble PMC has been rooted in the production of vegetable shortening and detergent soap. When Philippine Manufacturing Co. (PMC) –then still wholly Filipino-owned—was incorporated in 1913, a new objective was set to manufacture and sell coconut oil. That time, there was only one coconut oi mill in the Philippines, so PMC set up its own oi mill and pressed its first copra in 1914.

 

PERLA, LOTS MORE SUDS, FEWER RUBS! print ad, 1951

The first coconut-oil based product from PMC were edible products beginning with Purico vegetable shortening in 1919. When P&G of Cincinnati, Ohio acquired PMC in 1935, it continued this venture, putting up its own plant, but the operations were halted during the war when Japanese forces occupied the plant in 1942.

 

PERLA WHITE SOAP,  print ad, 1951

But when thing settled, P&G PMC resumed its operations, rebuilt the plant,  and forayed into coconut oil-base soap production. That was how PERLA came to be in 1949, one of the very first white detergent bars made from pure coconut oil and natural ingredients.

 

WHITER, BRIGHTER CLOTHES with PERLA, 1953

As believers of advertising, P&G PMC began advertising PERLA in 1951. The first print ads basically promised many conveniences—“lots more suds with fewer rubs”, “gets whites white—no yellowing”, “no color fading”. “safe as clean water”.

 

BIG, HANDY NEW PERLA, print ad, 1955

Later, PERLA’s benefit became more focused, with the addition of a “sunshine ingredient”—Supersol—for the whitest, brightest of clothes.

It would take over 2 decades before PERLA found its niche when repositioned as the soap that gently cleans clothes—especially those made of delicate fabrics like undergarments, lacey apparel, lingerie and heirloom clothes. This insight actually came from PERLA users themselves who stood by the gently cleaning ability of the soap—as it was made from pure, natural ingredients.

 

PERLA, print ad, 1957

In fact, a secondary usage was also unearthed. Apparently, women were also using PERLA to wash their faces as part of their skincare regimen. Thus, the added benefit of “keeping hands in good condition after every washing” was incorporated in its messaging thru the 1980s. the advertising was handled by Ace-Compton Advertising, and later by Publicis-Jimenez Basic in the mid 1990s.

 

PERLA, today, in 3 variants. Photo: Perla FB page

PERLA was sold to SCPG Asia-Pacific, a manufacture of soaps, detergents and washing Powders  after 1994. Currently, Mt. Makiling International Oil, Inc. is  toll manufacturer of PERLA,  housed by SCPG Asia-Pacific Inc.  After 70 years, the iconic white bar—PERLA—is still around, with new variants (Blue) and revitalized formulation (with papaya extract) to keep up with the demands of the times.

SOURCES:
Perla FB Page, https://www.facebook.com/perlaphilippines/
Then and Now, Progress Report Magazine, 1958 

252. MAKATI COMMERCIAL CENTER, Print Ads 1970-1971

The retail commercial zone of Makati was put up in 1960, with the inauguration of the spanking new Rizal Theater. The theater was used as a venue mainly for film showing and live performances, and featured a popular restaurant and coffee shop. Rizal Theater was eventually demolished to give way to Makati Shangri-La Hotel. The MAKATI COMMERCIAL CENTER  was rapidly filled up with business, commercial, and lifestyle shops in the 1970s.

 

MCC - EXCITEMENT, print ad 1970

MCC- CONTENTMENT, print ad 1970

Some iconic establishments include the Quad Theater (designed by Arch. Carlos Arguelles), which had four cinemas, and an amusement center with arcade and video games, a first in the country. An outdoor Glorietta, set amidst a landscaped park designed by National Artist for Architecture, Ildefonso Santos, featured a center stage for all kinds of activities and performances.

 

MCC-FUN, print ad 1971

MCC-SURPRISE, print ad 1971

Also notable was the Rustan’s building with its trademark blue triangle mosaic façade. Landmarks that have now gone include Bricktown, Sulo Retaurant, Alemar’s, Erehwon, the Philippine Education Company, Automat Restaurant, and the Love Bus station at the back of Anson’s Arcade. 

MCC-DISCOVERY, print ad 1970

Between 1998-1991, a number of separate shopping arcades and Greenbelt Park were built in an area that would be developed further to cover over 50 hectares of facilities. Today the shopping complex is known as Ayala Center.

SOURCES:

Makati Commercial Center photo: courtesy of Arch Edward delos Santo, pinoykollektor

251. LION’S SODA CRACKERS by M.Y. San, Print Ads 1940-1987

Soda crackers or “saltines’ are thin, square cracker made from white flour, yeast, and baking soda, with surface perforations and with a distinctively dry and crisp texture. They were known as early as the mid 19^th century.

 

A very early pre-war LION SODA CRACKERS Ad

One Philippine cracker classic  is the LION BRAND SODA CRACKERS, manufactured by M.Y. San Co., Inc. The  Mar family, whose patriarch Mar Yuck San had come to the Philippines from Guangdong in 1900, had established a soda fountain business. Like Clarke’s Ice Cream Parlor, they put up a bakery headed by Mar Chew, a relative who had learned baking in Hawaii.

 

LION'S SODA CRACKERS, Print Ad, 1966 

One of the first such products that were served in the restaurant were soda crackers known for their crispy quality that were perfect for eating with jams, butter, and marmalade. By the ate 1930s, they were so popular that they were sold commercially under the brand name LION BRAND SODA CRACKERS, with the familiar lion trade character. The earliest advertisements came out in 1940.

 

LION'S SODA CRACKRS, print ad, 1969

The brand name was eventually shortened to LION’S SODA CRACKERS in the 1960s, and the LION brand was also used for its mixed biscuits offerings. M.Y. San the produced another line of soda crackers named ‘SkyFlakes” in the 60s that proved to be a bigger hit than LION.

LION'S SODA CRACKERS, Print Ad, 1971

LION’S SODA CRACKERS though continued to be produced all the way thru the 1990s, metamorphosing as LION’S Cream Crackers.  Nissin Monde now owns M.Y. San, as its subsidiary Monde M.Y. San, which continues to produce its bestsellers like SkyFlakes, Fita, Graham Crackers—but LION brand of crackers and bsicuits have been discontinued with the phase-out of the LION’S Cream Cracker line.

OMNIBUS M.Y. SAN Ad, with LION'S SODA CRACKERS, 1987

250. Where Is He Now? JAIME GARCHITORENA, Commercial Model, Singer, Actor

From the late 70s to the 80s, the physical fitness craze hit the Philippines, fanned by aerobics phenomenon, plus the renewed interest in jogging,  running and working out. Athletic shoes suddenly became status symbols—they were not just functional, but also fashionable and cool to wear. Those decades saw the unprecedented rise of scores of multinational brands in Philippine sports and department stores—Grosby, World Balance, Nike, Converse, Asics, Adidas, PUMA.

The brands Adidas and PUMA are intertwined as the latter was founded in 1948 by German Rudolf Dassler, who, with his brother, Adolf, had jointly formed the Gebrüder Dassler Schuhfabrik ( Dassler Bros Shoe Factory) in 1924. But their business relationship was contentious, so the two brothers split , leaving Adi Dassler to form Adidas while Rudy established PUMA.

It was in 1980s decade that PUMA athletic shoes were marketed and promoted in the Philippins as thousands of  fitness buffs took to the roads to run. In 1984, PUMA launched its PUMA Running Shoes, which had technologically advance features based on their barrier-breaking footwear research. The design incorporated shock-absorbing cushion on the shoe edge, and took into consideration foot and heel pressure that led to the integration of soft, micro-cellular rubber  into the forefoot wedge.

The PUMA Running Shoes print ad featured a relatively unknown mestizo model, JAIME GARCHITORENA. It was not the last piece of advertising he would do, and in 1981, he also was the signature model for ADDIn Men's running shoes, distributed by Shoe Expo. 

Jaime is the son of Sandigan presiding judge Francis Garchitorena and Vicky Garchitorena of Ayala Corp. His siblings include sisters Teray,  Isabel, and brothers Rafael and Carlos. He spent his high school years at Xavier School, his college eyears at the Ateneo.  In his teens, Jaime was more into music, singing jingle studies for composers; his excursions into commercial modeling were few and occasional.

In 1990, Jaime finally had a breakout hit as a singer when he sang the jingle for a Close-Up commercial in 1990, entitled “Just a Smile Away”, composed by APO Danny Javier, who insisted on writing a full song, and not just a 30 sec. jingle. The jingle became his signature song which appeared in his first album of the same title, produced by OctoArts International. There were two other hits from that album”  "Would It Matter" and "You Are".

With his trademark ponytail, good mestizo looks on a lean frame, Viva offered him a recording as well as a movie contract in 1992 , that saw the release of his self-titled Pilipino album.  His movie career was shortlived, however, completing 2 movies for Viva Films: Jesus dela Cruz at ang mga Batang Riles (1992) and Andres Manambit: Angkan ng Matatapang (1992 Metro Manila Film Festival Best Picture). In both movies, he was lumped with actor Joko Diaz, Keempee de Leon and Kier Legaspi.

WATCH JAIME GARCHITORENA AT RYAN MUSIKAHAN 1990

Other than occasional guestings, Jaime’s showbiz career really never took off, opting to finish school instead. His last appearance was in an obscure film called The Dominant Eye (2000), an action-drama that starred Robin da Roza.

SOURCES:

THROWBACK: Jaime Garchitorena - Just A Smile Away (Ryan Ryan Musikahan, 1990), uploaded on youtube by Sunflower Madness Channel 14 Sep. 2019, https://www.youtube.com/watch?v=h-G3_5sMv8Q

Jaime Garchitorena: https://www.imdb.com/name/nm1114025/bio

249. Brand Stories: CINDERELLA Specialty Store, 1956-1984 Print Ads

CINDERELLA LOGO, 1956 to present

The premium fashion specialty store CINDERELLA was started some 70 years ago by an enterprising Kapampangan mother, Mrs.Florencia Guanzon Coronel, who began dressing up her daughter, Therese, with smart fashionable clothes she created herself. An expert dressmaker, her baby clothes and dresses were noteworthy for their intricate sewing and sophisticated design, that soon, she was being asked by friends to design  their children’s wardrobe. This led the enterprising Mrs. Coronel to start her small business of supplying department stores with her stylish children’s dresses.

Early 1956 CINDERELLA Strip Ad

Together with her husband, Eduardo Coronel, they registered their business under the name CINDERELLA Children’s Dresses and opened an office at Rizal Avenue Ext., in Caloocan. CINDERELLA became known for their varity of fashions, churning out shorts, cotton casuals, pedal pushers, pajamas, coats and party dresses. It even produced boys’ suits and sport shirts.

 

CINDERELLA Children's Dresses, 1974

To their surprise, their homegrown business flourished through the 60s and by the 70s, CINDERELLA had stores in Makati, Harrison Plaza, Cubao, Quezon City, Caloocan  and Greenhills. It quickly earned a reputation as an innovative fashion-forward store, especially when it began bringing reputable foreign brands while championing top local talents.

 

CINDERELLA Ali Mall store opening ad, 1980

Things became more exciting in 1984 when Cinderella Marketing Corporation was put up to push the CINDERELLA stores and their lifestyle products, that included children’s wear, men and women’s wear, plus fashion accessories, shoes and gift items. CINDERELLA was known for carrying foreign labels such as Esprit, Clarks, British India, OshKosh B’ Gosh, NafNaf  among others. 

CINDERELLA Seventeen Line, 1984

Under the helm of Therese Coronel-Santos, CINDERELLA had transformed into a one-stop shopping place where one can find both the best in private labels and local designer brands in its  189 stores and affiliate stores nationwide.

 

THE HEROES ARE BACK! Men's Line, 1984

The advent of new giant malls, and the arrival of new global players that began in the new millennium impacted the growth of CINDERELLA, slowing it down, almost to a standstill. 

THE HEROES ARE BACK, Print Ad, 1984

Led by Arthur Coronel, CEO of Cinderella, the retail chain tapped Redgoodss Design Integrity Ltd.  of Hong Kong to redesign the stores in 2013, beginning with its Alabang Town Center branch. CINDERELLA continues to assert its role in the evolution of Philippine’s fashion history as it responds to the imperatives of change in the market and consumer tastes.

 SOURCES:

Cinderella FB Page: https://www.facebook.com/pg/mycinderella.ph/photos/?ref=page_internal

Cinderella Reborn: https://lifestyle.inquirer.net/130491/cinderella-reborn/