335. Brand Stories: JULEP BEVERAGE SYRUP, 1964

FROM THE MAKERS OF OVALTINE---JULEP! Intro Ad, 1964

The fruit juice syrup that took the coutnry by storm was introduced in 1963, as JULEP Beverage Syrup, touted as coming from “the  makers of Ovaltine”, which by then was an established brand. Associated British Foods plc (ABF) was a leading British multinational food processing and retailing company that specialized in sugar products and ingredients. Through the years, its subsidiaries in the Philippines included Novartis, Wander AG and currently, ABF Group.

COOL RELAXATION WITH JULEP, 1964

JULEP found a ready market in the Philippines as it was a pioneer liquid concentrate brand—long before Sunquick and Sunny Orange Drink. It was available in 5 refreshing flavors: Grape, Lemon-Lime, Orange, Punch and  Strawberry. All one had to do was add 1 part JULEP to 5 parts water, and you’re ready to enjoy its fruity goodness. One pint of JULEP makes from 20-22 glasses, so it was economical too.

SO REFRESHINGLY DELICIOUS--JULEP! 1967 Ad

The black and white launch ads of JULEP came out in 1964, and soon, Filipino consumers couldn’t get enough of the new fruit juice; never mind if it left colored stains on the mouth. The brand became the most popular juice drink in the Philippines, and the name JULEP became a byword. Its advertising became even more sophisticated with full-blown campaigns rolled out in 1967—all featuring photographic ads in color.

ZESTY, FLAVORFUL JULEP, 1969 Ad

ZESTY, ECONOMICAL JULEP, 1969 Ad

JULEP had a good run, driven primarily by its economical price, but by the late 60s and early 70s, there were newer brands that competed for attention. All of a sudden, JULEP was looked at as on old-fashioned brand, not “in” with the young set which was looking for more innovation and appealing flavors. Mothers, too, were more discerning, and were ready to invest more in better quality drinks.  Competitors like Sunquick, took to TV advertising with commercials featuring pop jingle, hipper-looking teens, in fun-filled vignettes. SUNKIST, on the other hand, was driven mainly by its made-in-America image, a tack that TANG would later adapt in its Philippine launch. It also didn’t help that the company that originally made JULEP underwent a series of mergers and acquisitions that led to the dropping of the brand in the product portfolio. In the 80s, Sunny Orange took over as the more popular orange brand in the mass market.

THE MOST ECONOMICAL FAMILY DRINK, 1966 Ad