378. Carnation COFFEE-MATE NON-DAIRY CREAMER, "Perfect Harmony" Campaign, 1989

CARNATION COFFEE-MATE Perfect Harmony AD, Piano, 1989

CARNATION is an evaporated milk product company  created in 1899, and its Carnation Evaporated Milk first made its presence in the Philippines in the early 1960s. Evaporated milk were favored in the country then, but Carnation made product extensions, including condensed milk, instant powdered filled milk, and a liquid coffee creamer---first introduced in 1974—Carnation COFFEE-MATE in cans.

 But Philippine households believed in cost-efficiency; since evaporated milk was already available at home, coffee-drinkers in the family used the same milk as coffee creamer. As expected, Carnation COFFEE-MATE Liquid Creamer didn’t quite succeed in the market. 

LIQUID COFFEE-MATE AD, 1974

It was only in the early 1980s, that a Carnation COFFEE-MATE Non-Dairy Coffee Creamer in powdered form, was re-introduced to the Philippine market. The non-dairy creamer was already popular in the U.S. since the mid to late 1960s, clearly positioned as a coffee partner. The new Carnation COFFEE-MATE had a better level of acceptance, despite it being perceived as a premium product.

In 1985, Nestlé acquired the Carnation Company, and the Carnation name was removed from the brand name. In 1989, its ad agency, Advertising and Marketing Associates (AMA) relaunched COFFEE-MATE with a new campaign entitled “Perfect Harmony”. The campaign echoed the perfect-for-coffee message of the older U.S. campaign. It made sense as Nestlé also produced the best-selling Nescafe Coffee brand

CARNATION Omnibus Ad, 1984

The brand embraced its premium image, and that was translated in classy, sophisticated  ads that were mostly in black and white tones, and printed on the glossy pages of magazines. A jar of COFFFEE-MATE was featured alongside cups of coffee, with black-and-white piano keys and chessboard as backdrops. The poster-like ads had little copy—jut “Perfect Harmony” in glowing white fonts.

The TV commercial was memorable for its mellow jazz-laced  jingle with a sexy  saxophone solo as the singers sing-- “COFFEE-MATE and your coffee..go together in perfect harmony..”. The “Perfect Harmony” campaign was rather unexpected in coffee advertising, as most commercials of the time featured situations and vignettes, lasting for over 2 years. 

CARNATION COFFEE-MATE Perfect Harmony AD, "Chess", 1989

Now branded Nestl COFFEE-MATE, the product continues to be available in the market and is available in stand-up packs. Flavored COFFEE-MATE (Hazelnut, Vanilla, Caramel) were launched in  2007-2013. The new liquid form was re-introduced in 2018. Its advertising presence continues to be active, with commercials produced on a regular basis. 

377, Celebrity Model: HILDA KORONEL for LUX (1981), TUSSY (1974), and CASHMILON (1970) Ads

LUX LADY, HILDA KORONEL, Print Ad, 1981

When she came into the showbiz scene via the movie “Haydee” in 1970, Hilda Koronel was just 13 years  old, but her performance in the film as the Filipino fan and her American boy band crush, as well as her refreshing beauty captured the fancy of Philippine fandom,

HAYDEE, with Ed Finlan, LEA Productions, 1970. Credit: Video48

The Angeles- born Susan Reid (b.17 Jan. 1957) , a prized discovery of LEA Productions,  had previously debuted in “Leslie” a year before. But if “Haydee” catapulted her to national fame, it was “Santiago” that earned her acting honors with a FAMAS supporting actress trophy.  Soon, she was making other critically acclaimed movies like “Stardoom”, “Tubog sa Ginto”, “Kung Mangarap ka’t Magising”, “Angela Markado”, “Tinimbang Ka Nguni’t Kulang”, “Maynila, Sa Kuko ng Liwanag”,  and “Insiang”—an iconic role that cause a sensation in Cannes. 

TUSSY LOTION with Vitamin A, Print Ad, 1974

Hilda was not only sought by producers and magazine editors, but also by advertising agencies, who squired her no end for her elegant beauty and influence. It is indeed surprising that she only appeared in a handful of ads, the most prominent being LUX Beauty Soap, where she appeared with an equally young Edu Manzano as her escort, in a commercial produced by J.Walter Thompson.

Her previous appearance had been in a “Tussy” skin lotion ad in 1974, and “Cashmilon” fashions (with Tirso Cruz III), in 1970, perhaps her first endorsement. She had always shied away from publicity, even as local media keeps wanting to pry on her private life, especially her relationships with actor Jay Ilagan and a string of others: Bambi del Castillo, Spanky Monserrat, and Dr. Victor Lopez. 

CASHMILON, with Tirso Cruz III, Print Ad. 1970

Hilda has even become more reclusive when she moved to the U.S. with Fil-Am husband Ralph Moore Jr. in 2000. She may have distanced herself away from the entertainment circuit, but her luminous beauty and rare talent will always be remembered and celebrated by her fans who first saw her on the silver screen 50 years ago. 

CREDITS:

Photo of "Haydee" movie ad, courtesy of Video 48 blogspot

wikipedia.com: Hilda Koronel

376. THE NEW PHILIPPINE REPUBLIC, Inauguration Ads, 1946

COMPLIMENTS OF GREG FALLESGON ADVERTISING

On the occasion of the 124th anniversary of the PHILIPPINE INDEPENDENCE DAY first proclaimed on June 12, 1898, we bring to you a special selection of commemorative print ads from July 4, 1946--the day the country's independence day was formally inaugurated after the 2nd World War. These 76 year old advertisements, from a special 1946 newspaper supplement,  capture the joy and pride of a new republic, as it takes its place among the nations of the world. Long live the Philippines! 

 

FROM RENEE THORNTON COSMETICS

FROM SAN MIGUEL BREWERY

FROM LA ESTRELLA DEL NORTE

FROM PHIL. PRESS WIRELESS, INC.

FROM SISON GROUP OF BUSINESS

FROM GLO-CO HOLLYWOOD PRODUCTS

FROM CRISPULO ZAMORA SILVERSMITH

FROM LUIS ZAMORA ENGRAVERS

FROM CHINA BANKING CORP.

FROM PEDRO CRUZ JEWELRY STORE

FROM FAR EASTERN AIR TRANSPORT, INC.

375. Great New Laundry Soap Discovery! PMC's OSO, 1957

As one knows Philippine Manufacturing Company (PMC) started as early as 1908, under the name Manila Refining Co. It capitalized on the rich coconut industry of the country, to give us edible products like “Purico”, an early vegetable oil-based shortening. When Procter and Gamble acquired it in 1935, the company beefed up its coconut oil-based product portfolio to include laundry detergent bars, with the introduction of PERLA  in 1949.

The next decade saw PMC expanding its detergent line. In 1951, it came up with dirt-fighting “Luto”, and in  1957, it launched OSO.

OSO was heralded as “a great new soap discovery”, with a promise that it “washes better than any other soap”—a bold superlative claim, at that time. It was a product of a “new process” that made the soap purer and brighter. Thus, OSO had a 3-way advantage: longer-lasting suds, greater economy, and more fragrant clothes.

 Subsequent ads positioned it as “the whitest soap, for the whitest wash”. Even with this, OSO did not last the 50s decade.  After all, P&G already had 3 detergent bars at that time, and the differentiation was not delineated at that time. The best performer was PERLA, and consumers have also began discovering that it was also ideal for white clothes, as it was not only effective, but gentle. OSO was eased out towards the end of the 50s decade; LUTO would also be dropped. PMC decided put its marketing resources behind PERLA, a move that proved to be wise, as the iconic soap bar continue to exist to this day.