340. Brand Stories: GOLDILOCKS BAKE SHOP, 1966

GOLDILOCKS, the old and the new, 1986 and current brand visual identity

In the mid 60s, anyone wishing to enjoy an honest-to-goodness slice of cake for a meatime dessert or a mid-afternoon treat had to wait for mother’s free time to bake one.

EARLY GOLDILOCKS MASCOTS, Source: Goldilocks website

In the Leelin clan, three young housewives’ favorite pastime was baing cakes and pastries. Encouraged by the mounting orders from relatives and friends, their hobby evolved into a small enterprise. On May 15, 1966, a modest  store was opened by sisters Milagros Leelin Yee and Clarita Leelin Go, with sister-in-law Doris, in a small space in an unpretentious apartment row on Pasong Tamo, Makati.

1985 GOLDILOCKS 20TH ANNIVERSARY PRINT AD

A third sister, Maria Flor, suggested that they name the enterprise "GOLDILOCKS”,  after the fairy tale character. The intention was to make it easier for children and their mothers to remember the bakeshop's name, and also because it suggested luck and prosperity. The store was manned by a staff of 5, who took turns in shaping dough, filling in shopping bags and loading goodies for deliveries. In time, the name GOLDILOCKS was associated with “home-baked” confections and pastries , and when one wanted cakes, one thought of GOLDILOCKS.

1990s GOLDILOCKS BRAND CHARACTER

A GOLDILOCKS image was created in the mid-1980s with the help of the store’s ad agency—a standing figure of a girl with golden locks. In the mid-1990s, an industrial design agency streamlined the character, using just GOLDILOCKS' face and a unique font specially created for the GOLDILOCKS brand name. 

The character was altogether dropped, and now, the GOLDILOCKS shop is represented by its monogram G in script, encased in a circle of turquoise shade.

SOURCES:

Adapted from Goldilocks 20th Year advertorial, “Your Good Taste Made It Happen”, Sunday Times Magazine, 11 May 1986.  p. 23.

Goldilocks photo: https://www.goldilocks.com.ph/our-story

Alex R. Castro, “10 Memorable Classic Characters From Local Ads”, spot.ph

339. 3D ELECTRIC FANS, Vintage Ads 1987-1990

One of the more popular brands of electric fans in the 1980s were made by 3D Industries Inc., the manufacturing arm of Northern islands Co. Inc. (NICI)  which started as a pioneer home appliance marketer and distributor in the Philippines, back in 1957. Founder Mr. Francisco Guy, grew it from  a modest business selling buttons for the local market.

 

3D DESK FAN AD, 1990, featuring Subas Herrero & Noel Trinidad 

His small enterprise really took off when he received an exclusive contract with Mitsubishi Electric Company Ltd., which signalled the beginning of his  electric fan product line. The "3D" brand of electric fans, made under license from Mitsubishi of Toyo, Japan was sold across the nation for more than 30 years.

WATCH THE 3D ELECTRIC FAN TVC, 1987, Champoy Duo

3D was heavily supported with tri-media advertising, featuring popular local TV and movie stars like the Champoy gang (Subas Hererra, Noel Trinidad, comediennes Tessie Tomas, Nanette Inventor, Dely Atay-atayan and actress Nida Blanca. Some of the jingles that accompanied the ads are still recalled today, reworked from traditional Pinoy folk songs.

 

3D DEBONAIR AD, 1987 featuring Subas Hererra, Noel Trinidad & Tessie Tomas

When the contract with Mitsubishi expired, Mr. Guy continued to manufacture and market quality home appliances under the brand - "3D". The 3D line of appliances include Desk Fans, Oval Oscillating Fans, Stand Fans. Industrial Fans, Box Fans,Tower Fans, Wall Fans, Air Coolers, Ceiling Fans, Air Circulators, Ventilating Fans, Mini Fans. It also carries Kitchen Mates—assorted home and kitchen appliance—from coffee makers, deep fryers, gas stoves, electric ovens, slow cookers, electric grills, flat irons, and many more. No wonder, 3D is known through generations for “the quality you can trust”.

 WATCH THE 3-D ELECTRIC FAN AD

featuring Nida Blanca and Dely Atay-Atayan

SOURCES:

Northern Islands Co., Inc. History: https://3-d.com.ph/about

3D Electric Fan, Noel & Subas: https://www.youtube.com/watch?v=3gmJshtXwlE

c/o Jojo Bailon view on the 3^rd

3D Electric Fan, Nida & Dely: https://www.youtube.com/watch?v=cs6y7MyYQuA

c/o Jojo Bailon view on the 3^rd

338. Beauty Queens as Ad Models: EVANGELINE PASCUAL, Miss World 1973 1st Runner Up

Miss RP 1973,  Miss World '73 1st Runner up, EVANGELINE PASCUAL for RIVLENE

Orani-born Evangeline Louise A. Pascual was just 18 when she was  crowned Miss Republic of the Philippines 1973. She went to the Miss World pageant in London  and placed 2^nd after a tie with Miss U.S.A.. Marjorie Wallace was broken by American actor and judge, Gregory Peck. However, after a few months, Wallace was stripped off her title for failing to meet her contractual obligations.

 Miss RP Vangie Pascual with Miss World 1973 (dethroned) Marjorie Wallace, U.S.

The Miss World crown was then offered to Pascual, being the 1^st runner-up, which she refused as she had already began a more lucrative showbiz career by then. She had previously appeared in corporate sponsor ads like RIVLENE Fabrics, 100% polyester double-knit materials,  manufactured by Riverside Mills Corp. in Pasig. The company was plagued with labor problems in the 1980s, until it ceased it sold its assets and ceased its operations.

RIVLENE was a major contest sponsor of Miss RP 1973.

Pascual also appeared in a n obligatory print ad for another major sponsore, KOKURYU Cosmetics, manufactured by Cherry Laboratories Inc., under license from Kokuryu-do Co. Ltd of Tokyo, Japan, established on February 1965. Kokuryu attained a measure of popularity in the Philippines and actively advertised on Philippine television, and continues to operate in the Philippines today.

VANGIE PASCUAL for KOKURYU COSMETICS, 1974

From ads, Pascual progressed to movies, playing lead roles alongside Fernando Poe Jr., Joseph Estrada, and Ramon Zamora. She was married to J. Anthony B. Lapid of Guagua, with whom she had a son, Niño Antonio, a U.S.-based artist. Evangeline Pascual continues to remain active in media and the arts as a radio host, presenter, and is a Distinguished Toastmaster (DTM) at Toastmasters International.

 SOURCES:

Wikipedia: https://en.wikipedia.org/wiki/Evangeline_Pascual

Photos; Alex R. Castro Collection

337. 7-UP, “WHERE THERE’S ACTION” U.S.-Adapted Campaign, 1966-67

7-UP 'WHERE THERE'S ACTION', Campaign, Philippines (Top, 1966), U.S. (Bottom, 1965)

The 7-UP  “Where There’s Action” campaign  was launched in 1965, by J. Walter Thompson,  bannering the message that the drink has a “taste that’s fresh and frisky….with a quick-quenching action to make thirst quit!” The print ads featured young, active groups engaged in all kinds of fun, sporty and leisurely activities.

 LISTEN TO 7-UP'S 1965

'WHERE THERE'S ACTION' JINGLE:

In 1966, the U.S. campaign was adapted in the Philippines using local talents , but keeping the global design template including the typeface, copy, and visual vignettes. The Philippine version however, emphasize more on the bright, exhilarating feeling that comes with the refreshment that 7-UP brings in these action-packed social events.

7-UP PHILIPPINES, 'SKATING', PRINT, 1966

7-UP PHILIPPINES, 'JERKING', PRINT, 1966

7-UP PHILIPPINES, 'DRUMMING', PRINT, 1966

7-UP PHILIPPINES, 'TUG-OF-WAR', PRINT, 1966

“Where There’s Action” campaign was used until 1967, and the last few ads made use of American models possibly also provided for by the U.S. mother agency. The 7-UP campaign was later replaced by the world-fampus “UnCOLA” campaign that became a blockbuster success for many years.

7-UP AD FEATURING A FOREIGN TALENT, PRINT, 1967

SOURCES:

U.S. 7-Up Ads: www.ebay.com

7-Up “Where thre’s Action” jingle: https://www.youtube.com/watch?v=eUuHR5dlfV4

336. MINA ARAGON for CASHMERE BOUQUET, 1961

CASHMERE BOUQUET is a line of toiletry and personal care products with a long history that stretches back to the 19^th century. It is a product of Colgate (later, Colgate-Palmolive)  which introduced the first milled perfumed toilet soap in 1872. The Palmolive Co. in the Philippines was set up in 1926 in a small Binondo office, becoming Colgate-Palmolive after merging with Colgate in 1928.

 As Colgate-Palmolive, the merged company launched Colgate Dental Cream, and CASHMERE BOUQUET products. The first products under this brand were all introduced in the mid 50s, that included CASHMERE BOUQUET Pomade, Beauty Soap and Talcum Powder.

 One of the earliest celebrity endorsers employed by CASHMERE BOUQUET was the young actress MINA ARAGON, who was contracted to appear in prints ads for CASHMERE BOUQUET Soap and Talcum Powder.

MINA ARAGON in CASHMERE BOUQUET SOAP AD, 1961

MINA ARAGON was a teen actress in the early 60s, with a hallowed showbiz pedigree. She was the daughter of Luis (Lou) Salvador Sr., the progeny of other celebrities like Lou Jr., Leroy Salvador, Philip Salvador, Alona Alegre, Ross Rival, among others. Mina was launched as “the discovery of the year” of People's Pictures Inc, in the 1961 Zaldy Zshornack starrer, “I Believe”.

 That same year, she was teamed up with rising superstar Fernando Poe Jr., in at least 5 movies: “Sakristan Mayor”, “Apollo Robles”,  “Hinahamon Kita”,  “Masikip ang Daigdig” (1962) and “Mandong Mandurukot” (1963). She would be partnered with a host of other leading men thereafter, from Romeo Vasquez, Bernard Bonnin and Bob Soler. But it was to another Poe that Mina eventually fell for and married in real life—Andy Poe, FPJ’s brother, but their relationship was short-lived.

MINA ARAGON in CASHMERE BOUQUET TALCUM POWDER AD, 1961

She would eventually marry Vicente del Rosario, who would go on to found the giant Philippine media and entertainment company, Viva Entertainment Inc. in 1981. Mina had a direct hand in the success if Sharon Cuneta and Vina Morales.Tragedy befell,MINA ARAGON when 6 people, including Mina's family members, died in an arson that  was started by Dolphy Jr. in 1981. She passed away in 1996.

 But way back in 1961, MINA ARAGON was at the cusp of national fame, with a stellar film career that had just started to peak, wanted by fans, producers, and advertisers alike—including the makers of CASHMERE BOUQUET, which she graciously, and effectively pushed as a commercial model on national print ads.

SOURCES:

Mina Aragon, geni,com: https://www.geni.com/people/Mina-Aragon/6000000015984865124

Mina Aragon, imdb, movie list

10 Most Shocking Showbz Crimes, on spot.ph: https://www.spot.ph/entertainment/44500/10-most-shocking-showbiz-crimes

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