386. PRE-WAR ADS OF SAN MIGUEL BEER, 1940

A NEW EAGLE TRADEMARK FOR SAN MIGUEL, 1940

World War II was a global conflict from 1939-1945 that involved principal members of the Axis powers—Germany, Italy, and Japan—and the Allies—France, Great Britain, the United States, the Soviet Union, and China. 

SAN MIGUEL SUPPORTS THE U.S. NAVY, 1940

The war broke out in Europe in September 1939, and while President Franklin D. Roosevelt declared that the United States would remain neutral in law, he could “not ask that every American remain neutral in thought as well.” The stirrings of the war were felt in 1940 in the Philippines—an American-occupied territory—hence the loyalty of the Filipinos were with the Americans.

SMB AD FEATURES A SOLDIER, 1940

SAN MIGUEL BREWERY was one of the companies that showed overt support for America, through its marketing of its flagship product, SAN MIGUEL BEER. In 1940, it introduced a new trademark, showing an eagle clutching sheafs of barley and wheat, echoing the national symbol of America—the bald eagle with an olive branch and arrows in its talons. 

FILIPINO IN SALAKOT, an SMB ad with nationalistic undertones, 1940

The eagle trademark was used prominently by SAN MIGUEL BEER in its advertisements during this uneasy pre-war period, until the bombing of Pearl Harbor on 7 December 1941, signaling the entry of the United States to the global war. 

SAN MIGUEL BEER AD with a drinker looking suspiciously like Pres. Manuel L. Quezon , 1940

On this page are representative sample of the 1940 ads that featured not only overt messages of support via text and visuals, but also alluded to the country’s past fight for freedom. 

THE EAGLE TRADEMARK bears a striking similarity to the
national symbol of America.1940 Ad

THE SMB EAGLE appears prominently in 1940 ads.

The 40,000,000–50,000,000 deaths incurred in World War II make it the bloodiest conflict, as well as the largest war, in history. After the war ended, the SAN MIGUEL BEER eagle trademark was dropped, replaced by the now familiar escudo that is based on the original Spanish-era coat of arms of Manila.