348. Prestokolate from CFC: PRESTO CHOCOLATE, Print Ads 1968-1978

PRESTO CHOCOLATES OMNIBUS AD, 1971

The Consolidated Food Corporation (CFC) was founded in 1961 by John Gokongwei Jr., and, after surveying the local coffee landscape, decided that there was room more for new coffee brands. The market leader then was the post-war brand Café Puro of Commonwealth Foods Inc., which, by 1951, had become the no.1 selling coffee brand, a position it kept till the 1960s. 

PRESTO CHOCOLATE DRINK, Print Ad, 1969

CFC was ready to expand its business into new lines, and, after the Coffee, it  set its sights on the Chocolate market. SERG’s at that time, was the indomitable presence in that category, and CFC was now poised to challenge the iconic leader.

PRESTO, LUSCIOUS BITES O'FUN, Print Ad, 1970

In the late 60s, under the PRESTO brand name, CFC launched its first offerings—PRESTO Chocolate Drink, PRESTO Cocoa and PRESTO Chocolate Bar. The brands were supported by an aggressive marketing campaign that was heavy on advertising and point-of-sale materials.

HA-HA-HAPPY PRESTO CHOCOLATE BARS, Print Ad, 1971

As expected, the new PRESTO Chocolate line were favorably received, but what chocolate lovers really went for were the classic chocolate bars. It was but a matter of time that PRESTO developed this bar line and unleashed a multitude of versions and flavors that came to include such variants as Marzipan, Chocolate Peanuts, Almonds, Cashew, Raisins, Orange, Milk Chocolate, Apollo, Milky Bar, Manor House, Krispy Bars, and Wafrets.

PRESTO Manor House, Milky Bar, Apollo, Print Ad, 1978

The intent to create an images for PRESTO as a “Chocolate Master Maker” succeeded as the chocolate products enjoyed varying levels of success. The chocolate drink and cocoa were later dropped, as focus shifted to the chocolate confections. The decision proved to be wise as PRESTO Chocolates--made more appealing with a more polished, trendier, fun-filled advertising-- continued to slay the market, with some products becoming bywords among the younger set.  PRESTO Chocolates thrived all the way to the 1970s decade. PRESTO became a mother brand or its ice  cream line which also enjoyed some success.  

While today, the chocolate bars are long gone from store shelves, the PRESTO name continues to be  carried by the filled snack biscuits and sweets of Universal Robina Corp. (URC),, the new corporate name of CFC today.