308. DAZ AND FAS : Two Lesser-Known Detergents of the Mid-60s

DAZZ gets clothes dazzling clean--saves you money too! 1965

Sometime in 1965, two laundry detergents were launched one after each other in the Philippines, both with one syllable-brand names, which also rhymes, and both price brands. DAZ was a Procter & Gamble project introduced in 1953 in the United Kingdom. It was aggressively promoted there, and over a decade later, was rolled out to the Philippines as Super DAZ, in the hope of replicating its success in the U.K. market. DAZ was sold on  the basis of its fast, cleaning power, at a price more economical than any laundry bar or powder. 

FAS, for the fastest cleaning power! 1966

Right on its heels was FAS, a locally manufactured laundry powder of the Philippine Detergents Products.  FAS claims to be the detergent with “the fastest cleaning power”, in a time where  supelatives were permitted without any substantive proof.

Both DAZ and FAS had print ads that looked suspiciously similar, one is wont to think that they were made to compete against each other. But no such fireworks happened, as DAZ failed to dazzle and FAS was fast to fade; both brands did not even survive the end of the 60s decade.

 

307. STAR MARGARINE, Drive and Energy Print Campaign, 1960

Get your Drive and Energy from STAR, 1960

STAR MARGARINE was first produced by the Philippine Manufacturing Co. in 1931, and 4 years later Procter & Gamble of Cincinnati acquired PMC. STAR already had a local following by then, but P&G was determined to market the brand better in its communication of real consumer benefits. 

STAR, "Dance" Version, 1960

Before STAR MARGARINE would find lasting fame and success for its “Iba na’ng Matangkad” ad campaign, brand marketing toyed with many selling propositions—from the product being a beri-beri fighter in 1951 (STAR had Vitamin B1), a vitamin-rich cooking aid, to a flavorsome, nutritious spread (“STARS for Flavor” was the slogan). 

STAR, "Swim" Version,1960

In 1960, STAR MARGARINE continued to be sold for its value-for-money health benefits, dimensionalized  as giving your body “drive and energy” , at a little cost. A tablespoon of STAR, the ad claims, has energy-giving value that is equivalent to a glass of milk, two eggs, and a slice of beef. A series of 3 print ads ran in color on leading weekend magazines, as shown here.

STAR,"Basketball" version, 1960

306. Boss…Sigarilyo!! BOSS CIGARETTES of Fortune Tobacco Corp., 1971

DETAIL FROM BOSS CIGARETTE Print Ad, 1971

By the start of the new 1970s decade, Lucio Tan;s Fortune Tobacco Corporation was riding the wave of success courtesy of its banner brand, Champion Cigarettes. The brand would later be joined by equally successful brands like Hope Luxury Cigarettes, More, and Fortune. 

There were other less known brands like Mark, Terra, and Westpoint, but hopes were high on FTC’s BOSS CIGARETTES, introduced in 1971, which was backed by solid advertising and marketing supports. The product line, that included  Modern white filter/ Super Kings and Menthol 100s,were pushed in the market with print ads, premium items, and a TV commercial, featuring a memorable tagline—“Boss…sigarilyo!”.

BOSS Print Ad, 1971, Photo source: Pinterest

In a time when cigarette advertising was not regulated, BOSS CIGARETTES continued to be available in the Philippine market through the early 2001. Since Jan. 1, 2007, when Republic Act 9211 was passed, all cigarette commercials on television, cable television and radio have been prohibited. The FTC portfolio was streamlined, and  BOSS CIGARETTES was dropped from the product line.

305. An Early GREENWICH PIZZA “First In Fast Pizza”Ad, 1978

GREENWICH "FIRST IN PIZZA" PRINT AD,1978

GREENWICH PIZZA is associated with Jollibee Corp. today—along with Chow King. But the country’s favorite Filipino pizza chain was started by a private individual—Mrs. Cresida Tueres—who put up a tiny pizza shop in Greenhills Commercial Center way back in 1971. She is credited with popularizing pizza with Filipino consumers, particularly budget-concious students—who found her pasta good, the pizza great, and the price right. Word spread of her special pizza and the stores that she put up --“first in fast pizza”.

In 7 years, Mrs. Tueres grew her business to a total of 20 outlets in Manila, ad with provincial outlets in Bacolod, Baguio, Batangas, Dagupan, and Iloilo. By 1994, her stores more than double  to 50 branches.

All the while, the Jollibee Foods Corporation under the Tan Cak Tiongs, was keeping watch on this rising local fast food star. The giant food corporation offered a deal that the GREENWICH owners could not resist, and thus acquired 80% of the pizza and pasta company in 1994.

The  operations and marketing savvy of Jollibee Corp. were put to effective use that yielded amazing results. Within the year a spanking-new GREENWICH branch opened at Ever Gotesco Commonwealth. Innovative products and flavors were introduced, packaging were redesigned and a new logo was launched reflecting the spirit of the new company, now known as Greenwich Pizza Corporation.   With just 53 stores, Greenwich had more than doubled its last  year’s sales from Php100 million to Php200 million!

 By 1996, TV advertising, starring young teen star Rico Yan, pushed GREENWICH to greater heights, followed by the success stories of John Lloyd Cruz’s commercials. When the year ended, stores had grown to 80 branches, with sales off  and sales of nearly Php500 million.  GREENWICH PIZZA—which started as a humble pizza counter in Greenhills 50 years ago—has made history by joining the ranks of  the biggest and best fast food chains in the country today.

SOURCES:

Cresida Tueres, the Woman Behind PH’s Famous Pizza, GreenwichPublished 2 months ago on November 9, 2020By Michael Lawrence Chua, https://metrocebu.news/cresida-tueres-the-woman-behind-phs-famous-pizza-greenwich/

 http://sliceapizzaatgreenwich.blogspot.com/p/history.html

304. Advertising Premium: PLAZA LUNCH ADVERTISING MIRROR

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Celluloid pocket mirrors were favorite advertising giveaways of establishments like Plaza Lunch, a Manila restaurant established in 1914, touted as "The Only Place In The Orient"--whatever that means. 

Though popular in its time, I have not uncovered much information about Plaza Lunch, but a lot can be told about its manager-founder, American Fred M. Harden. Harden married Filipina Esperanza Perez in 1917, and together they started several successful businesses, acquiring prime real estate and valuable property. 

In 1938, they stopped living together. In connivance with another Filipino, Fred spirited away cash and assets from his wife, thus committing fraud in the administration of their conjugal ownership of properties. Sued by his wife in a case that reached the Supreme Court, Harden was subsequently jailed at the New Bilibid Prison in Muntinlupa.