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.

347. Brand Stories: TENTAY PATIS, 1949

RUPERTA "Tentay" JAVIER and her famous Tentay Patis, 1960s vintage bottle

Aling “Tentay” was the nickname of Ruperta Javier, the enterprising mother from Navotas who, in 1949, gave us the popular dipping sauce, TENTAY PATIS.  Aling Tentay, who learned patis-making by accident, was looking for a home business to supplement her family income. She came from a fishing family, so she saved the unsold catch, fermented the fish and bottled the fish sauce, which were a hit to friends and neighbors.  

TENTAY PATIS is still being enjoyed on Filipino tables, manufactured by Tentay Food Sauces, Inc. Aling Tentay would be proud to know that the fisch sauce brand that bears her name is sold not only here, but also distributed around the world--from the Middle East, Hong Kong, Japan, Australia to Guam, Hawaii, New Zealand and mainland U.S.A.

 WATCH THE TENTAY PATIS VIDEO

FROM "BUSINESS & LEISURE", uploaded 9 Mar. 2016

SOURCES:

The Beginnings of a a Mother’s Legacy, http://www.tentaysauces.com/2011/03/tentay-patis-a-mother%E2%80%99s-legacy/

Video credits: Proud Pinoy-Tentay Patis. by Business and Leisure, uploaded 9 March 2016. 

346. Pop From The Past: Canada Dry HI-SPOT

CANADA DRY HI-SPOT, 1962 Print Ad

Canada Dry Beverages, which was founded in 1923 by P.D. Saylor and Associates, reached the country in the 1950s when the Canada Dry Bottling Co.  of the Philippines was put up in Parañaque, Rizal, by authority of the Canada International Corp. New York, U.S.A. 

One of its short-lived products that was launched here was HI-SPOT Lemon Soda, a bubbly, sparkling lemon-y soft drink introduced in 1965. Hi-Spot was overshadowed by more popular Canada Dry products like Uva, Tru-Fruit Orange, Kola Champagne, so production was discontinued.

345. THE GIRLS OF ESKINOL, 1965-1990

ESKINOL, perhaps the most well-known facial lotion brand in the Philippines—was the creation of Dr. Esperanza Castro-Palting, a pharmacist, who concocted the solution back in 1945. She launched her ESKINOL MEDICATED FACIAL SOLUTION  with 200 bottles, which sold out quickly and would be one of the most successful anti-pimple products  in the history of the Philippine skin care industry. ESKINOL started to advertise at the beginning of the 50s decade, with small, black and White illustrated ads. It was only in 1964 that it began featuring photographs of real models, but these lovely ladies of mixed nationalities were never identified.

1965 ESKINOL ADS featuring unnamed models.

It was only in 1968 that they started featuring models with celebrity status, beginning with the mestiza beauty from Liloan, Cebu, PILAR DELILAH PILAPIL, who was Bb. Pilipinas-Universe of that year. She appeared in at least 2 ads. After her Miss Universe journey, Pilapil set on a successful showbiz career that continues to this day.

PILAR PILAPIL, 1st ESKINOL GIRL, 1968

In 1970, ESKINOL featured AURORA PIJUAN, another Bb. Pilipinas beauty who went on to win our 2^nd Miss International crown in Osaka, Japan. She has 2 children with Tommy Manotoc, Mavis and TJ manotoc, a sportscaster.

AURORA PIJUAN, 1970 AD,

The next year, MARICAR ZALDARRIAGA, Miss Young Pilipinas, became the ESKINOL model. She had been voted Miss Photogenic at the 1971 Miss Young International. She has a son, Paolo, with former Sen. Mar Roxas, and heads her own interior design firm.

MARICAR ZALDARRIAGA, 1971 AD

It was TINA REVILLA’s turn to be the face of ESKINOL in 1975. The popular TV teen personality and singer was one of the lovely daughters of Armando Goyena and Paquita Revilla, famed for her legendary beauty. Her mother and 2 sisters were Camay Girls themselves.  At her peak, Tina had her own TV shows (“Turn on with Tina”, “Ariel con Tina”) and also made a few movies. She is now Mrs. Sergio Valencia.

TINA REVILLA, 1975 AD

MARIANNE DELA RIVA, one of Manila’s 5 Prettiest for 1971-72 was tapped by ESKINOL for their 1978-79 campaign. This led to a career in showbiz via “Love Song” opposite Victor Laurel. She became a household name when she played Luisa in the hit soap Gulong ng Palad opposite with Ronald Corveau (as Carding) whom she married in 1979. She has since separated from Corveau, and is now the wife of Dr. Oscar Ortiz of Toms River, New Jersey.

MARIANNE DELA RIVA, 1978 AD

The Star for All Season, VILMA SANTOS, became the most popular ESKINOL girl, when she was signed up in the 1980s to do a full tri-media campaign for the brand. She was also the most effective celebrity endorser, and the model most associated with ESKINOL. Her most popular TVC was the “Cherished Possession” commercial.

VILMA SANTOS, 1984 AD

SANTOS’s relationship with the brand extended all the way to the 1990s, and went beyond the usual testimonial approach. She became a constant presence in TVCs, supporting newer, younger models. She also became  an ambassador  for the brand, showing other girls how ESKINOL can give them a fairer, fresher face—as in this print ad which shows another future award-winning actress, CHERRY PIE PICACHE.

VILMA SANTOS WITH CHERRY PIE PICACHE (R), 1990 AD

 In 1987, a contest was launched in a noontime show that featured the search for the ESKINOL CAMPUS GIRL. The winner was RAQUEL ANA BUNAG of Caayan de Oro, who had been a Mutya ng Pilipinas contestant that same year. She appeared at least once in an ESKINOL spread ad.

RAQUEL ANA BUNAG, ESKINOL CAMPUS GIRL, 1987

To be an ESKINOL GIRL was a dream role that every talent wanted to win, as it was an iconic role, just a shade behind a Lux or Camay Girl. Unfortunately, ESKINOL advertising after the 1990s decade were few and far between. The “ESKINOL GIRL” campaign was revived in 2016 when the company announced that MAINE MENDOZA, of the hit TV portion “Aldub” of Eat Bulaga, had been selected as an ESKINOL GIRL. She starred in a “Linis-Kinis” commercial that was seen on national TV that same year.

WATCH ESKINOL's "MAINE MENDOZA" 2016 TVC HERE:

 SOURCES:

Eskinol Philippines: youtube, Eskinol with Maine Mendoza: https://www.youtube.com/watch?v=03oKX7GooaQ