PEPSI COLA in the
Philippines has been around for over 70 years, and in the mid-1960s, launched
its own orange soda brand, MIRINDA.
Meant to compete against the more established Royal Tru-Orange, MIRINDA was
launched with its own campaign and promotional support, starting with the “More
Fun” print series in 1966.
Its early TV ads were canned commercials from the U.S.,
notably the “Orange Avalanche” , which featured thousands of oranges magically
appearing, dropping and bouncing
everywhere---to dramatize the “natural orangy-ness” of the soda.
WATCH MIRINDA'S 'SUNSHINE DRINK' TVC HERE:
(c/o Jojo Bailon, Voice on the 3rd)
It was only in 1978 that the brand had a local campaign hit
with the “SUNSHINE DRINK” campaign,
which reinforced the product’s 100% natural orange taste. This was visualized
by“slicing” a MIRINDA bottle and squeezing that half of the bottle on an orange
squeezer—as if it were a real orange. The voice-over announcer goes: “If you can slice it like an orange, squeeze it like
an orange, then you’ll discover the 100% natural orange taste of MIRINDA”.
Conceived and produced by J.Walter Thompson Phils., MIRINDA’s “SUNSHINE DRINK” campaign
endured through the early 1980s.
What is Christmas without the ubiquitous “Bibingka”? Those round rice cakes cooked on banana leaf-lined clay pans covered with a sheet of tin topped with live coals to “bake” the dough completely.
Original native “bibingkas’
were made from “galapong” or ground gelatinous rice, coconut milk, milk, sugar,
butter or margarine, and eggs. Special ones have embedded slices of red eggs
and cheese. In more modern times, some baking powder was used. Nothing evokes
nostalgic Christmas memories better than a slice of “bibingka”, sprinkled with
grated coconut, and slathered with more butter.
MAYA BIBINGKA, Omnibus Christmas Ad, 1965
In 1961, MAYA, one of the more successful flour mix products
from Liberty Flour Mills, attempted to make the cooking of the native “bibingka”
more convenient, while retaining the genuine deliciousness of the native treat.
Beginning in 1961, MAYA came out with print ads touting its MAYA BIBINGKA MIX
SPECIAL as perfect for the holidays,
that’s “full of tasty, old fashioned-goodness”.
While it was not intended to replace the original homecooked
goodness of native bibingkas, MAYA BIBINGKA MIX SPECIAL found a considerable following among Filipino
housewives in the 60s and 70s, who wanted a break from the drudgery of cooking.
With MAYA BIBINGKA MIX SPECIAL, there’s no more soaking of malakit rice in
water overnight, no more milling with the hand-turned gilingan, and no more
long waiting for the bibingka dough to cook as it lay sandwiched between fire
and coal.
Competitor White King, of Republic Flour Mills eventually
took over the market due to its marketing strength, and MAYA’s bibingka mix was
phased out, and was left to concentrate on hotcake and cake mixes. Meanwhile,
White King Bibingka continues to be available in the market today.
Edwardson Manufacturing Corp. (founded in Nov. 20, 1959) was
the maker of EDWARDSON Athletic
Shoes, which became one of the more popular sports shoe brand din the
Philippines from the 1950s thru the 60s. One of their bestsellers is the EDWARDSON TOP STAR, which were recommended
for the basketball hardcourt.
Perfect for the hardcourt, thy won’t skid or slide, while giving you speed and comfort. With the
shoes’ double binding, they are guaranteed for strength and endurance. As their
ads claim—“with EDWARDSON you’re
ready to win!”.
EDWARDSON TOP STAR
was launch using an unnamed but a rising personality—Bob Soler (Robert Ycsiar
Gutierrez)—who happened to be an ace player of the sport himself, He was an
NCAA basketball player from San Beda College when he was discovered for the
movies.
BOB SOLER, "Mr. Basketball", Source: Video48
In 1958, he was tapped to appear in the film, “Mr. Basketball”,
along with Olympian basketballer, Carlos Badion. No wonder, 4 years later, he
signed a contract to appear in EDWARDSON
Top Star Ads. In 1966 he would find greater fame in the film “Captain
Barbell” in the title role.
EDWARDSON athletic
shoes became so popular that main competitor Jacinto Rubber & Plastics Co., came out
with a similarly-designed pair. In 1966, Edwardson Manufacturing Corp, and
Converse Rubber Corp., (maker of
Converse Chuck Taylor All Star Rubber Shoes), sued Jacinto for unfair business
practice. The Supreme Court ruled in favor of the defendants, restraining
Jacinto from making shoes with confusingly similar features as EDWARDSON and Converse’s.
Edwardson Manufacturing
Corp. closed down its business in 1983.
PHOTO SOURCE: VIDEO 48, for the ad of the film, "Mr. Basketball', starring Bob Soler.
In the 70s and 80s, people joked that the German term for
biscuits was “Ski-Flacks” (from Skyflakes, pronounced with German accent), while
the Japanese term was “Hai-Ro” (from M.Y. San’s “Hiro” biscuits). In Spanish, they say, the word for biscuit
was “LA PACITA”. Indeed,
all though the 60s “LA PACITA” brand
became a generic term for Pinoy favorite treats like biscocho, mamon tosatado
and crackers.
The brand name began in the Fabrica de Biscochos Y Dulces
Biscuits Especiales, established in 1921 by Luis Martinez at Progreso St. (now
J. Eustaquio) in San Juan. In this bakery were baked assorted biscuits, that
were branded “LA PACITA”, named
after Don Luis’s wife Pacita.
TASTY...CRISPY...LA PACITA. 1960 PRINT AD
Luis Martinez & Co. produced 5 kinds of LA PACITA biscuits that included Cream
Filled Cookies, Club Crackers, Chees-Et,Tostados (Prima) and Camachile (baby finger cookies), which became
favorite in-between meal snacks, pasalubong treats and baon for schools and
offices. L. Martinez and Co. also produced Vitamin Bread.
LA PACITA
Biscuits were heavily advertised in the 50s and 60s. In 1970, son Felicisimo
took over the management and the company was rechristened F. Martinez and Co.,
Inc. The product line expanded with the addition of Paciencia, Butter Cookies, Raisin Cookies,
and new product launches for Snax and Supreme Flakes. Its assorted Famous Five—all
5 biscuit varieties contained in one big canister—is consistently a pasalubong
favorite.
FAMOUS FIVE, 5-IN-1 Pasalubong Favorite
Luis Martinez & Co.
was acquired by San Miguel-Purefoods in 2014. Its factory is based in Antipolo
City and continues to operate to this day, churning out classic Pinoy snack goodies
with the LA PACITA brand, made flavorful
by 100 years of outstanding biscuit-making experience.
JAY ILAGAN for COLGATE "The Mouth Specialist", 1986
In mid-1985, COLGATE Dental Cream unveiled a new campaign
theme for the popular toothpaste brand—“The Mouth Specialist”—which further
underlined Colgate’s role in oral hygiene and dental science vis-à-vis the
many “lifestyle” brands that promised social confidence. Instead of dental
authorities to drive the message home, COLGATE relied on a young, appealing
movie personality to tell his COLGATE experience—JAY ILAGAN,
Julius Abad Ilagan ( b. 20 Jan. 1953/d. 3 Feb. 1992)
belonged to an illustrious showbiz family, the son of Sampaguita star Corazon
Noble and director Angel Esmeralda. He started acting early in films, using
“Angel” as his screen name. At age 9, he appeared in “Batang Maynila”. It was in “Maruja” that Jay—still just 14
years old—shows his mettle as a young matinee idol, capped by a sterling
performance in “Tubog sa Ginto”, and “Tatlo, Dalawa, Isa”, where he starred in
one episode of the trilogy as a juvenile drug addict.
WATCH JAY ILAGAN'S COLGATE TVC HERE:
He made a successful transition to adult roles like
“Kisapmata” (a 1982 Gawad Urian Best Supporting Actor), and Sister Stella L.
(1985 Gawad Urian Best Actor). Jay was riding high on the crest of victory when
COLGATE called to offer him the plum role in the testimonial commercial. He was
already a well-known face on TV by that time, as he was one of the “Bad
Bananas’ (along with Edgar Mortiz, Johnny Delgado and Christopher de Leon),
whose “Goin Bananas” comedy program was a certified TV hit.
Jay was formerly married to actress Hilda Koronel and then,
after their separation, lived in with Amy Austria. Jay died in a terrible
accident on 3 Feb. 1992, when his motorcycle skidded, throwing the actor to
death. He was only 39.
BAN ROLL-ON DEODORANT
was a deodorant brand developed by Bristol Myers Co., that was launched with a
revolutionary packaging—a rol-on dispense. Bristol-Myers had acquired the
makers of Mum deodorant--Mum Manufacturing Co.—and had wanted to add an
antiperspirant brand to its product line.
The result was an effective antiperspirant packaged in a
dispenser modeled on the ball-point pen mechanism that was earier desined by
employee Helen Leah Diserens (1919-2008). It came out under the name Mum
Rolette in 1952, but problems with the applicator caused it to be removed from
the market.
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.
RAMA PREMIUM
MARGARINE was launched in 1965, and it was meant to be a more affordable
alternative to butter. It was meant to compete against the market leaders,
P&G’s Dari-Crème and Star Margarine. RAMA is a blended margarine product
made of selected vegetable oils and buttermilk that performs, tastes just like
dairy butter, with a long history that goes back to 1870 when butter trader Jans
Jurgens van Goch acquired the patent for developing margarine.
Deutsche Jurgenswerke AG took over the marketing and it was
only in 1924 that the margarine brand was called “Rahma”, further simplified
into RAMA. It was one of the first brands to be advertised nationwide in
Germany, and the product history is an important part of the legayc of the country's industries. Unfortunately, the war wiped out the business, only for RAMA to resurface in the 1950s.
RAMA "55% OF HOUSEWIVES SAY..", 1965
In 1965, RAMA was
launched in the Philippine market with a full complement of marketing,
promotions and advertising programs. Unfortunately, the print ads, as well as
the product packaging does not identify the Philippine distributor or manufacturing
affiliate, if any. (It may have been Phiippine Refining Co., as in later years,
Unilever Bestfoods developed RAMA into a mega brand).
'MRS. DE LEON" TESTIMONIAL AD FOR RAMA, 1966
It ran head-on with Dari-Crème, and it was apparent even in
the way it bannered its taste and superior packaging: “Even without seeing, you
can always tell the tempting taste of fresh, new RAMA…that melt-in-the-mouth goodness. Foil-wrapped, with a Fresh
Flavor Seal , your guarantee that no other spread is fresher.
"MRS. REYES" TESTIMONIAL AD FOR RAMA, 1966
Indeed, RAMA PREMIUM
MARGARINE, caused a bit of worry for P&G PMC, as the advertising even
aped their own—using testimonials culled from housewives who have tried RAMA. Of these, 55% preferred its
fresh, new taste—and this taste superiority was played up on TV and print ads
presented by radio and TV personality Cris de Vera. Such formats were typical
of P&G advertising.
RAMA RELAUNCH AD, 1968
In 1968, RAMA was
relaunched, naming itself as “the spread with a Golden Taste”, whatever that
means. Its popularity sputtered towards
the end of the 60s decade, until the product vanished altogether in the Philippine
market in the 1970s.
The brand RAMA is
being used today by a line of butter, dairy blends, whipping and cooking products,
sold widely in Germany. This innovative umbrella
brand was developed under Unilever Bestfoods Germany with products made from
high-quality vegetable oils for cold and warm kitchens. The Dutch-German
Margarinewerke Van den Bergh manufactured the RAMA line. On July 2, 2018, the
Unilever Group sold its spreads division to the financial investor KKR. In
South Africa, this line of business was transferred from Unilever to Remgro.
Since then, the new Upfield Holdings group has been operating the plants in
Kleve and Wittenberg. Becel, Lätta and RAMA
are Upfield's best-known brands.
GOODY ROOT BEER was
produced by the U.S.-based Goody Company Minneapolis. F.F. Halili Enterprises
in Balintawak acquired the license to bottle this vintage soda favorite, It is
interesting to note that F.F. Halili Enterprises was owned and founded by
Fortunato F. Halili, the governor of Bulacan.
Its Balintawak brewery produced the short-lived Halili Beer which was
looked at as a first real threat to San Miguel Beer.
Pic: pinterest
Halili had also entered into an agreement with Mission
Beverages, a U.S. company established in 1956 which was in the business of the
wholesale distribution of beer, ale, porter, and other malt beverages.
GOODY ROOT BEER was
manufactured in the late 1940s, but it only arrived on Philippine shores in the
late 1950s, after F.F. Halili became one of its international bottlers. It came
in clear bottles with the Goody Boy trade character on the neck, as well as on
the crown.
The back of the bottle reads: "Wholesome and
Refreshing, Contains-carbonated water, sugar, flavor derived from natural
roots, herbs and barks, colored with caramel color. Bottled under authority The
Goody Company Minneapolis, Minn. Bottled by F.F. Halili, Balintawak, Quezon
City Exclusive Distributor for the Philippines."
GOODY ROOT BEER was
promoted in B&W and colored ads in magazines. This 1960 ad describes GOODY
as “the softdrink with a SNAP!”, with a promise to give drinkers drinkers “the
full feel of refreshment…tingling all the way down!”
GOODY ROOTBEER MERCHANDISING. Pix: worthpoint.com
Today there is a GOODY root beer brand in the Philippines
mande to order from Intercor Food Products (IFP) Manufacturing Corporation, but
which has nothing to do with the original American brand.
During the Creative Guild of the Philippines Ad of the Year
Awards Night held at the Metropolitan theater in Manila on 30 August 1988, the
first ‘Models of the Year’ awards were given. Ten best commercial models were
cited for their effective portrayal of distinctive characters who showed
skillfull acting that “captured the drama between product and consumer”.
Creative Guild Ad of the Year 1988 program
Acting awards were also given and that year’s winner for
BEST ACTOR IN A TV COMMERCIAL for 1987 -88 went to the rising young star JULIO
DIAZ, a film and stage actor. He had received a Best Actor Gawad Urian Award
nomination for his performance in Takaw Tukso (1986).
The commercial in which he starred was for GINEBRA SAN
MIGUEL, produced by Philippine Advertising Counsellors/BBDO. Entitled “Homecoming”,
the TV ad was part of the brand’s then-thematic
campaign “Ikaw at Ginebra…Magkasangga!”.
WATCH GSM "Homecoming TVC" with Julio Diaz
The ad is a story about a prodigal son, who may have worked for years in
a big city like Manila or even abroad, returning to his small town. There,
familiar faces and memories welcome him, capped by a reconciliation with his
family and a reunion with his barkada—over GSM of course.
GSM "Homecoming", screengrab from commercial
Diaz had no dialogues in the TVC and the moving commercial
relied on his emotive skills. For his Best Actor award, he was cited “for
sympathetically essaying the role of a modern man rreturning to the fold of
family and friends” and “for a deeply internalized characterization, proving
that the human face, even in the absence of speech, is the eloquent instrument
of emotion”.
JULIO DIAZ, in later years, Julio Diaz FB page
Diaz went on to become an accomplished film actor receiving
prestigious more nominations from FAMAS (Best Actor, Sakay (1993) and Bayani
(1992), Gawad Urion and Young Critics Circle. Diaz was well known for such
films as: Sinner or Saint (1984), Paano Tatakasan ang Bukas? (1988), Kailan Ka
Magiging Akin? (1990), Bayani (1992), Sakay (199),The Flor Contemplacion Story
(1995), Segurista (1996), Batanes (2007), Serbis (2008), Kinatay (2009), and Biyaheng
Lupa (2009).He was also seen in popular TV series like ABS-CBN “Asintado” (2018) and “Ang Probinsyano” (2016).
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 icecream 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.
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.
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.
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 2nd 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 ESKINOLCAMPUS 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
DANGWA has become
synonymous with blooms and flowers, so that when one needs them for special
occasions, one is directed not to Dimasalang St. but to—“Dangwa”, where the
buses that drop these flowers all the way from Baguio have their terminal. The
bus line owes its name to Igorot maverick Bado
Dangwa, a La Trinidad Agricultural School graduate.
DANGWA, 1960, screengrab from igorotna youtube post
DANGWA BUS, 1970. from the blog 'Home Court'
His ambition to be a teacher was put on hold when his school
principal James Wright, convinced him that there was a better future in the
transportation business. To get him started, Wright provided the cash-strapped
Dangwa 5 Chevrolet cars discarded by the North Garage transport service. Dangwa
was suddenly in business, using these cars to ply the La Trinidad-Baguio
route. Thus the DANGWA TRANSPORTATION COMPANY was born.
DANGWA TRANCO, Fleet no: 578,Bus Manufacturer:Santarosa Motor Works Inc., Model: SR SDX,Taken: East Ave., Quezon City, posted by markstopover on flickr.com
Eventually, he would grow his fleet from just 3 cars in 1928
to 173 vehicles at the onset of World War II. After the war where he served as
a guerrilla leader, he put the Dangwa Transportation back on its feet, and
which continues in business today with its modern fleet ofair-conditioned buses. Dangwa would later
become the governor of the MountainProvince.
WATCH "DANGWA TRANSCO"
The Beginning and Early Years, uploaded by igorotna
Flickr.net: Posted by markstopover, DANGWA TRANCO, Fleet no:
578, Bus Manufacturer: Santarosa Motor Works Inc. (Philippines), Model: SR SDX,
Shot Taken: East Ave., Quezon City
Gutierrez, Lazaro, Memoirs of Baguio 1901-1960, Summer
Capital Publishing House, p. 215.
