JOSE 'PITOY' MORENO FOR BAN ANTIPERSPIRANTS, 1974 |
After extensive product and packaging improvement, the anti-perspirant was reintroduced in the U.S. as BAN ROLL-ON in 1955, with massive advertising and marketing support for its national roll-out.
It would take almost 2 decades before BAN ROLL-ON was introduced in the Philippines, and the fashionable ads made use of the “fashion czar of Asia”—Jose “Pitoy” Moreno as an endorser, supported by the appearance of top models Ping Valencia and Eva Reyes, also Miss Republic of the Philippines-World 1972.
The connection between body odor and fashion was explained in the copy:“Perspiration marks can ruin even the most fashionable look…BAN stops perspiration effectively---no sweat to ruin your style”.
PITOY MORENO / PING VALENCIA, BAN ROLL-ON AD, 1974 |
The uppity-looking ads complemented the premium price of BAN, which, aside from the Roll-On, included a Dry BAN Cream. To underscore the importance of its flagship product, the campaign ended with the tagline “BAN. America’s No. 1 Roll-On Antiperspirant”, to appeal to the target’s sense of colonial mentality.
PITOY MORENO / EVA REYES, BAN ROLL-ON AD, 1974 |
BAN slipped into obscurity towards the end of the 70s decade, and the BAN products available in the market today are made by Kao Brands Co. As for Pitoy Moreno, he was accorded a National Artist Award by Pres. Gloria Macapagal-Arroyo, only to be revoked by the Supreme Court in 2013 after finding that it had been given without due process as stipulated by the National Commission for Culture and the Arts.
PITOY MORENO / EVA REYES, BAN ROLL-ON AD, 1975 |
SOURCES:
Ban website: https://www.bandeodorant.com/en-us/
Deodorant History and its invention: http://omenter.com/deodorant-history/#:~:text=The%20small%20company%20was%20bought,the%20name%20Ban%20Roll%2DOn.
Pitoy Moreno, Wikimedia.com, https://en.wikipedia.org/wiki/Pitoy_Moreno
She is the former Miss Republic of the Philippines beauty titlist from Batangas Philippines former actress & commercial model based in Los Angeles California USA she is the mother of two sons now studying in Europe & became a single mother & fitness expert the life after showbusiness in the Philippines.
ReplyDeleteEva Reyes she is the best actress in the Philippines formerly now based in Los Angeles California United States the life after showbusiness in the Philippines.
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