303. CHRISTMAS GREETINGS FROM PEPSI, 1961

1961 HOLIDAY GREETINGS FROM REFRESHMENT OF THE SEASON....

THE REFRESHMENT OF FRIENDSHIP -- PEPSI COLA!

302. The Holidays Are Coming: COCA-COLA’S SANTA CLAUS

COKE SANTA PRINT AD, 1952

The image of Santa Claus that the world is most familiar with, was largely shaped and influenced by the SANTA CLAUS in the Coke ads that were illustrated by Haddon Hubbard "Sunny" Sundblom (b. 22 June 1899/s.10 Mar.1976), of Michigan, an artist of Finnish and Swedish descent. He was commissioned by the Coke advertising agency, D'Arcy Advertising to provide the illustration. Sundblom was inspired by Clement Clark Moore's 1822 poem "A Visit From St. Nicholas" (or  "'Twas the Night Before Christmas) for his initial studies. 

COKE SANTA AD, 1950

As the Coca Cola Company wanted a SANTA that was realistic and wholesome, Sundblom designed one that was just that—a pleasantly plump, smiling SANTA with a warm personality like no other. Sundblom’s SANTA CLAUS first appeared in Coke ads in 1931 in The Saturday Evening Post, the Ladies Home Journal,The New Yorker and National Geographic, from where these ads came from.

 WATCH 'The Legend of Coca-Cola & Santa Claus" HERE:

*Source: The Coca-Cola Company, http://CokeURL.com/8lf4

Sundblom’s SANTA CLAUS appeared on holiday ads from 1931 to 1964, distributing toys to children, playing with kids, checking on refrigerators, reading letters. The Coke SANTA was used in many merchandising materials—from lifesize standees to calendars, billboards and even dolls—now pop culture collectiles. Over time, Sundblom's creation became the quintessential image of the most recognizable Christmas character in the world. 

The Coke SANTA never appeared in Philippine ads, although a plush SANTA doll modeled after Sundblom’s iconic illustration appeared as a prop in one ad featuring actess Jeaan Lopez in 196

SOURCES:

https://www.coca-colacompany.com/company/history/five-things-you-never-knew-about-santa-claus-and-coca-cola

youtube video: The Legend of Coca-Cola and Santa Claus, uploaded by the Coca Cola Company, 21 Nov. 2013.http://CokeURL.com/8lf4

301. VARIOUS APPLIANCE ADS FROM CHRISTMAS OF 1961

In the Philippines, there’s no Christmas without a Christmas bonus—and with Filipino consumers having extra money to spare,  it has been their habit  to  splurge on the latest appliances for their homes (the smart phones, tablets and laptops are still half-a century away from the 60s decade). No wonder, consumer durable advertisers become busier than usual during the holiday season, as proven by these ads from 1961,

YSMAEL STEEL was already already a byword in 1961, with a reputation for making high quality home appliances, especially those under the trademark “Admiral”. It was founded by the prominent Ysmael family, and was helmed by Felipe “Baby” Ysmael Jr.after his mother passed away.  

In its heyday, the Ysmael Steel factory along España Extension had a spacious lawn on which  a gigantic Ysmael Steel robot stood like a city landmark. It also fielded a winning basketball team called Ysmael Admirals, which competed in the MICAA (Manila Industrial and Commercial Athletic Association), the forerunner of PBA.

Also an established appliance brand was RADIOWEALTH, founded in 1930 Camarines-born Domingo M. Guevara who took up a correspondence course to become a radio technician. He took his one-man radio repair shop and transformed it into an appliance manufacturing giant that made radio phonos, TV sets, and music cabinet entertainment systems.

On the other hand, AVEGON was the brainchild of Engr. Antonio Nepouceno Avecilla of  San Fernando. In 1953, noting the burgeoning radio industry thanks to its rising use as an entertainment and marketing medium, Avecilla teamed up with a friend, Joaquin l. Gonzalez of Baliwag, and pooled their money together to form a fledgling manufacturer and importer of electrical appliances called AVEGON INC., coined from their 2 surnames, AVEcilla and GONzalez. Their enterprise became a huge national success.

These are some of their ads that saw print during the season of refrigerators, air conditioners, stereos, radio phonographs, and TV sets--Christmas!!

300. A Christmas Tradition in Motion: THE SPECTACULAR ANIMATED CHRISTMAS DISPLAYS OF MANILA C.O.D.

MANILA C.O.D. CHRISTMAS GALACTICA AD, 1979

The original founders of Manila C.O.D. were two Jewish brothers, the Ipekdjians, and the store’s wide inventory included jewelry regularly supplied by the Rosarios of Vigan. Due to import controls, the Ipekdjians had a hard time keeping the business, so they offered Manila C.O.D. for sale to the Rosarios, which the latter bought in 1948 for P100,000. Put in charge was the young Alex Rosario, who—for the next six years, tried to keep the business afloat; general merchandising in those days was controlled by the Chinese and Indians.

WATCH MANILA C.O.D. The Story of a Filipino Christmas

*Source: Living Asia Channel

But Rosario persisted by carefully choosing his products, putting quality above all else. This was not lost on customers, who began patronizing the store by the thousands. Even Rosario’s neighbors were impressed that they began asking him to sell their products. By 1962, Manila C.O.D. was an established department store. 

MANILA C.O.D., 1962

However, the changing urban landscape of downtown Manila threatened the business. So in 1966, Manila C.O.D. made a bold move of relocating its main department store to then somewhat-barren Cubao, while keeping the Avenida store as a branch. This made Manila C.O.D. the first department store in the then-young Araneta Center which until that time only had its 6-year old coliseum as its landmark. The little shop grew and by 1977, Manila C.O.D. had a workforce of 500 employees.

MANILA C.O.D. IN THE '70s

Because Rosario had no money for advertising, he devised ways to drive traffic to his store by creating spectacular displays during the Christmas season. The attention-getting moving displays had different themes every year—from Barrio Fiesta Holiday, Simbang Gabi, to out-of-this-world Christmas Galactica. These became perennial crowd drawers. Since then, there was no turning back for its growth.  

MANILA C.O.D. DISPLAY, early 1970s

By the 1990’s, Manila C.O.D.’s existence was under threat once more, not to mention the whole landscape of Cubao from changing urban landscape and lifestyle brought about by bigger malls, the multi-chain ones especially. Sadly, there was no getting out this time for the once-beloved department store. 

In 2002, in the midst of an overall decline of Cubao and in the department store concept, Manila C.O.D. closed down. But, after 16 years,  the iconic animatronic tradition of Manila C.O.D. made a comeback in 2018 (“Christmass Comes Home”), and 2019 (“Christmas in the City”), and wowed crowds once more at the new Araneta City.

 Originally written for spot.ph, and expanded for this blog)

 SOURCES:

#livingasiachannel #lactv

Youtube video: https://www.youtube.com/watch?v=mH70Yp6WowU

Manila COD: The story of a filipino Christmas, uploaded 1 July 2013, by Living Asia Channel

Sunburst Magazine, 197 issue

Philippine Graphic Magazine, 1954

299. THE CHRISTMAS TREE IN PHILIPPINE ADS, 1935-1978

298. MILO vs. OVALTINE: The Battle for the Title of the Olympic Energy Drink

OVALTINE & MILO: Official Olympic Energy Drinks

OVALTINE was a chocolate malt drink that was reputedly first produced in Bern, Switzerland in 1865. Originally, it was called “Ovomaltine” as its formulation contains eggs, but a misspelling of the name on the trademark registration application led to the name being shortened to Ovaltine in English-speaking markets. OVALTINE was already advertised in the Philippines as early as 1925.

1972 OVALTINE Ad,Munich Olympics

Since its introduction, OVALTINE had a variety of health claims—from appetite builder, a recuperative drink for convalescing patients, fatigue alleviator, vitality and energy giver.

OVALTINE OLYMPIC AD, 1948. Credit: Alamy

When the Summer Olympics was held in Los Angeles, California, OVALTINE became one of the games’ sponsors—where it was to become the official Olympic energy drink, thus pre-dating MILO’s claim by over 35 years.  In fact, OVALTINE was the health drink sponsor in 9 Olympics!  

OVALTINE OLYMPIC 1948 Tin Sign, Credit: Pinterest

The local MILO print ads however, claimed otherwise: in 1968, it ran ads proclaiming MILO as the choice of the 1968 Olympics. In 1972, it stole the thunder from OVALTINE by headlining the claim in its ads that MILO is the “official energy drink of the Munich Olympics”.

MILO OLYMPIC AD "Official Energy Drink",1972

There was an attempt by OVALTINE to wrest that title from MILO, as that same year, it ran an ad that showed the brand’s consistent presence in successive Olympics from 1932-1972.  But the strip ad was no match for the media juggernaut of Nestlé. And too bad as well—at that time, there really was no advertising regulatory board that the makers of OVALTINE could go tom to file a complaint (the PBA was founded only in 1974).

MILO 1968 MEXICO OLYMPICS AD,  "Choice of the '68 Olympics

OVALTINE let it go, gave up without further fight, and continued with variable thematic promises,  while MILO picked up the “Olympic Energy” title and went to town with that strong, single-minded message in successful campaigns that went on for years, featuring the country’s best and brightest Olympians in its ads. OVALTINE'S loss is MILO's biggest gain.

297. Canada Dry’s UVA: The Country’s Favorite Grape-Flavored Soda of the ‘60s

UVA, Canada Dry's Popular Grape Soda, 1960

Canada Dry Beverages has a long history that started in 1904 with the production off the 1^st ginger ale drink concocted by Ontario native Jonh J. McLoughlin. After his death in 1914, his brother Samuel took over the company but then sold it to P.. Saylor and Associates which put up CANADA DRY Ginger Ale Inc.

The business grew exponentially, and by the 1930s, CANADA DRY was available worldwide. From the 1950s onward, the company ventured into soft drinks and mixers, which proved also successful. CANADA DRY Beverages reached the country in the 1950s when the Canada Dry Bottling Co.  of the Philippines was put up in Parañaque, Rizal, by authority of the CANADA DRY International Corp. New York, U.S.A. 

UVA, 1962 AD

In 1959, CANADA DRY began pipelining their soda beverage bottled products through local sari-sari stores—Kola Champagne, Root Beer, True Fruit  Orange, Strawberry and UVA—a grape-flavored softdrink. Royal had attempted to popularize  grape sodas before, and so did other provincial brands—to lukewarm reception. But UVA changed all that—elevating grape soda closer to the level of orange-flavored softdrinks. 

UVA, Refreshes in a Wink! 1960

By 1960, UVA had independent ads, which  hailed its merits as a “lively,sparklingand refreshing drink”. “Refreshes in a wink!” was the thematic campaign line, used that year. Indeed, UVA enjoyed quite a measure of popularity and success in the Philippines in the 1960 decade. 

UVA, Lively! Sparkling! 1960

Soon after, in 1964 CANADA DRY was ought by Norton Simon took an interest in the company and it was merged with its other holdings, the McCall Corporation and Hunt Foods, to form Norton Simon Inc. The subsequent change of ownership and the politically charged 70s decade caused the closure of the CANADA DRY business in the country—and along with it, the end of UVA. Currently, the brand name UVA is being used by a Puerto Rican soda company that manufactures the grape-flavored softdrink touted as the island’s favorite.

296. BREACOL with XYLOPOL: Stops Cough Faster…Fastest! Print Ads 1957-1969

BREACOL WITH XYLOPOL, 1960 Ad

One of the leading cough medicines that enjoyed nationwide success in the 1950s  is BREACOL with XYLOPOL. It was a product of Sterling Drug, an American global pharmaceutical company before it merged with Winthrop-Stearns,Inc. It had performed exceedingly well in Latin American countries, and so, when it was time for BREACOL to be rolled out in Asia, the company chose to launch it in the Philippines in the mid 1950s, and later, in Singapore 

BREACOL, 1957 Ad

BREACOL with XYLOPOL claims to stop cough faster, in 5 ways: it destroys germs, soothes irritation, stops throat tickle, loosens phlegm and medicates deeply. Later, the “ideal cough remedy for the whole family”. In the days before the ad industry had a regulatory board, BREACOL even went for the superlative, by claiming that it “Stops Coughs Fastest”. 

BREACOL, 1958, 1959 "HIS 'n HERS" Ads

The first BREACOL ads had copy that were direct lifts from foreign ads, and had clip-art illustrations of foreign-looking models. For better appeal, spot color (Red) was added to the prints ads. Photography was rarely used.  For over a decade, BREACOL was a leading presence in the cough market, challenged by Vick Chemical Company, which was already I the market at just about the same time with its Vicks Cough Drops. In time, Vicks Cough Syrup was introduced as well, which was heavily pushed in print and the rising radio medium. 

IDEAL FAMILY COUGH REMEDY AD, 1960

BREACOL could not simply compete with the resources of Vicks (marketing giant Procter and Gamble took over it) as the latter cornered the cough and cold market with such products as Vaporub, Inhaler, cold tablet, and nasal drops.

STOPS COUGH FASTEST! 1961 BREACOL AD

After several years,  XYLOPOL seemed like old news. In 1969 BREACOL reformulated and rebranded itself as DEXTRO-BREACOL with DXM, in reference to the Dextromethorpan which suppresses the signals in the brain that trigger cough reflex. It was hardly a unique ingredient, as most cough syrups were also dextropmethorpan and guaifenesin-based. 

DEXTRO-BREACOL REFORMULATED, 1969

Still, BREACOL plodded on, supported by core loyalists who remember the 50s brand fondly. Happily the brand name is still around today, through the Singapore-based  Invida, a specialty pharma company formed by a joint venture between Quintiles, Temasek and Zuellig. Invida commercializes  different pharmaceutical products of superior quality and markets them worldwide. Invida counts BREACOL as one such proven brand.

SOURCE:

Sterling Drug: https://en.wikipedia.org/wiki/Sterling_Drug

295. Brand Stories: MUM, The First Commercial Deodorant Brand, Print Ads 1959-1975

MUM, the 1st Commercial Deodorant Brand in the World, 1888

.The first commercial deodorant brand in the world is MUM Cream Deodorant, developed and created in Philadelphia back in 1888. It was a barrier-breaking personal hygiene product made with zinc compound, an active ingredient which chemically neutralizes odoriferous compounds and inhibits bacterial growth in a non-irritating way.

MUM "OUGHT TO BE TOLD" Campaign, 1959

The brand name "mum" means "to keep silent" as in the popular phrase and early on, it was sold in white, shallow cream jars. The user was advised to “apply MUM on underarms or other skin areas. For best results, smooth on gently until it disappears. Harmless to clothing and skin—can be used after shaving.Bristol-Myers bought the small company in 1931, and took MUM to greater heights and international popularity. 

MUM,"SHE FEELS CONFIDENT", 1960

MUM Cream Deodorant was launched in the Philippines towards the end of the 1950s, exclusively distributed by the Edward Keller  Co. & Ltd. with offices in Juan Luna St., Binondo. Advertising played aan integral part of its Philippine marketing, as the brand was actively advertising in the 1920s-40s.

 

MUM "Make Everybody Glad to See You", 1961

The first hand-illustrated print ads of MUM Cream Deodorant began appearing on the widely read Sunday Times Magazine in late 50s, primarily targeted to adult women and secondarily,  men. The print ad series utilized the original campaign theme “She/He ought to be told..”.

MUM ROLLETTE, 1959

In 1952, Bristol-Myers originated a roll-on applicator with deodorant lotion, sold under the brand name BAN Roll-On, available in 1954.  The same roll-on product was introduced in the Philippines as MUM Rollette, and the new “no mess, no drip, no waste” packaging was advertised locally in 1959 to wide consumer acclaim.

In no time at all, MUM was enjoying wide popularity in the country, challenged by a few deodorants like the fast-rising VETO and Odor-O-No. MUM was available in the Philippines throughout the 60s and 70s, and had its share of memorable TV advertising, one of which was the “MUM-yayakap” (“Hugger”) campaign. 

YOUNG LORNA TOLENTINO, FOR MUM, 1975

The rise of new deodorant aerosols, and alternative body sprays catering to the young market (Baan, Right  Guard, Impulse) , pushed MUM away from the shelves, as held an image as a feminine brand for adult women.  Tactical campaigns were launched to make MUM more appealing to the youth, thru redesign of the packaging and logo, and mother-daughter advertising.  By the 1980s, MUM was on its way out of the Philippine market until it disappeared altogether.

 In 2004, Doetsch Grether AG  (Pharma/ OTC/ Consumer Care) took over the license for  MUM and now market the brand for for Europe,  Middle East and 2017, Australia and New Zealand. In U.K. MUM is made by Dendron Ltd,under license from Procter & Gamble.

SOURCES:

Doetsch Grether AG , https://www.doetschgrether.ch/en/brands/m_53

Dendron Ltd. :https://www.mumdeo.co.uk/

MUM,Wikipedia, https://en.wikipedia.org/wiki/Mum_(deodorant)

The Sunday Times Magazine