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