397. Celebrity Endorser: MARY PRIETO for YUKI-NO-HANA Medicated Cream, 1959

MARY PRIETO in her only known endorsement, YUK NO HANA Cream, 1959

MARY PRIETO (b.1 Jan. 1920/d. 11 June 2010), a long and fruitful life, finding fame in many different worlds: as Yolanda Marquez, she made waves as a pre-war movie star on the silver screen. As Mary Prieto, she became a celebrated personality in Philippine high society, becoming a classic icon of style and grace. She became a model, and later, she a columnist and writer.

The Fil-Mex beauty (her father was Filipino lawyer Generoso Hernandez, mother was Marina, a Mexican)  grew up in California until age 14, when she opted to come back to the Philippines to stay in Macabebe, her father’s hometown. It was here that she met her father’s cousin, the celebrated Miss Pampanga of 1926, Rosario H. Paganiban. Rosario had been married a few years with director Vicente Salumbides. She opened doors for the young Yolanda so she could start a career in the movies. Soon, she was cast in “Milagro ng Nazareno” from Parlatone Films, where she co-starred with Angel Esmeralda (Nepomuceno). It was an unprecedented success and Yolanda was on her way.

WHEN MARY WAS YOLANDA, 1930s Fan Photo

Her output over a period of 2 decades was limited to just 9 film appearances, but those were enough to propel her to national fame. The war however, put her career on hold. In 1944, she met a La Sallian basketball star, Leo Prieto (later a PBA Commissioner), whom she married and stayed with for 65 years.

She would resurface as MARY PRIETO, and though she had retired from the movies, she made a very rare appearance as an ad model at age 39. Prieto appeared in an ad for a medicated cream made by Kimura Laboratories in 1959. The brand, YUKI NO HANA (Snow Flower) was touted as “the miracle cream of the century” that promises “a pearl-like complexion”.

Prieto gushes about the revolutionary in her endorsement: “YUKI NO HANA Medicated Cream part of my everyday beauty care. It softens and clears my complexion. I use it as a make-up base too. I recommend it for complexion problems.”

Not much is known about this product and its maker. But certainly, the endorser is quintessential figure in Philippine high society: Mary Prieto. With her passing, came the end of a gracious era, where good manners and proper decorum where hallmarks of a good and genteel society.

 SOURCES:

Tatler Asia: https://www.tatlerasia.com/style/fashion/mary-prieto-the-quintessential-society-lady

High Society Star: Yolanda Marquez, http://viewsfromthepampang.blogspot.com/2012/07/300-high-society-star-yolanda-marquez.html

The Best of Karilagan, https://www.philstar.com/entertainment/2017/08/26/1733004/best-karilagan

396. America’s Foremost Name in Authentic Footwear: GENUINE CONVERSE CHUCK TAYLOR ALL-STAR, 1967 Ads

CONVERSE CHUCK TAYLOR ALL-STAR 1967

One of the most popular brands of athletic shoes from the 1960s, the Genuine  CONVERSE CHUCK TAYLOR ALL-STAR took Philippines ports by storm, as it carried the heritage as “America’s Foremost Name in Authentic Footwear”. Charles Hollis Taylor (b. 24 Jun 1901/ d. 23 June1969) was an American basketball player and basketball shoe salesman/product marketer who is best known for his association with the Chuck Taylor All-Stars, which he helped to improve and promote.

The design of the iconic Chuck Taylor All Star has remained largely unchanged since its introduction in the early 1920s. Styled for champions, CONVERSE rubber shoes are lightweight for great speed and comfort. 

They are understitched with web tape backstay for extra support. “Peg-top” upper gives support without binding the ankles. 

The shoes are equipped with protective toe guard, permanent set eyelets, and non-marking positive traction outsole.

 The first U.S. Olympic basketball team wore Chucks in 1936. At the height of their popularity,  CONVERSE CHUCK TAYOR ALL-STAR were endorsed by more coaches and worn by more players than any other athletic shoes. 

BRILLIANT MATCH, Converse Chuck Taylor All Star, 1967

As for Chuck Taylor, he was inducted into the Sporting Goods Hall of Fame in 1958, and after his death, was inducted into the Naismith Memorial Basketball Hall of Fame.

 SOURCES:

Wikipedia.com, Chuck Taylor: https://en.wikipedia.org/wiki/Chuck_Taylor_(salesman)

History of Converse Chuck Taylor All-Stars:  https://www.opumo.com/magazine/history-of-converse-chuck-taylor-allp-star/

Chuck Taylor: You May Know His Shoes, But Do You Know His Story? by Chris Flook, Mar. 10, 2021

https://www.visitindiana.com/blog/post/chuck-taylor/

 

395. Always a Good Cake with SWANS DOWN Cake Flour, Ads 1957-1962

SWANS DOWN PRINT AD, 1961

Cake baking was never a Philippines tradition;  homemakers were happy with their kerosene stoves, and gas ranges were yet to be preferred. Mothers were also contented with their all-purpose flour. SWANS DOWN was meant to add more sophistication and variety to a Filipina mother’s culinary skills.

SWANS DOWN PRINT AD, 1961

 The product innovation was developed by Addison Igleheart,  who in 1894, discovered a new way of milling wheat that made a flour ideal for cake baking. He named it SWANS DOWN, because like the down feather of birds that were used in pillows, the cakes made from the flour were soft, light and fluffy. In 1904, SWANS DOWN confections won Gold medal at the St. Louis World’s Fair.

The Iglehearts joined General Foods Corp. in 1926, and in 1945, the food company  introduced  the first cake mix under the SWANS DOWN  name. It was such a success that SWANS DOWN became America’s favorite cake flour brand.

MOVIE STAR GLORIA ROMERO FOR SWANS DOWN, 1957

SWANS DOWN was first marketed in the Philippines beginning in the mid 1950s, and by 1957 was being advertised in national media. The first ad featured a black and white endorsement of 1950s superstar, Gloria Romero, who was also a sought-after celebrity model.

 SWANS DOWN was one of the first food products to use color and photography in their ads, in a time  when even food ads were largely illustrated in monotone.  It SWANS DOWN had less than a decade’s run in the Philippine market, it laid the foundation for cake baking and pastry making that led to the rise of cakeshops and bakeshop businesses like Red Ribbon and Goldilocks.

SWANS DOWN CHRISTMAS AD, 1962

By the early 1970s, marketing by other competitors forced SWANS DOWN Cake Mix out of business worldwide, but SWANS DOWN  Cake Flour survived because of the loyal generations of scratch bakers who refused to bake with anything else. In 1985, the Wm. B. Reily & Company purchased the Swans Down brand, and it is now manufactured and marketed by Reily Foods.

SWANS DOWN Cake Flour is only available in the Philippines through international shopping stores today.

SOURCES:

America’s favorite Cake Flour since 1894: https://swansdown.com/

Swans Down FB Page: https://www.facebook.com/SwansDownCakeFlour/

Swans Down photo:  https://reilyproducts.com/products/swans-down-32-oz/

394. THE PREMIUM GLASSES OF CAFE PURO, 1966-1969

CAFE PURO RAINBOW GLASSES, 1969

 INSTANT CAFÉ PURO, the coffee brand produced by Commonwealth Foods Inc., had established its dominance in the coffee market in the 1950s, and continued to do so in the 60s, even as other brands like Nescafe and the relatively newer Blend 45 began to step up their advertising and promotional push in the 1960s. 

CAFE PURO ANNIVERSARY CRYSTAL GLASSES, 1966

To maintain interest in the brand, CAFÉ PURO offered many promotions in succession. Beginning in 1966, it began packaging its coffee in reusable, decorated drinking-glass type jars that became keepsakes for its customers, long after the coffee had been used up. The “collective glass” packages, as premiums, provided added value to the brand.

CAFE PURO SPARKLING CRYSTAL GLASSES, 1966

The CAFÉ PURO glasses were so popular that for 3 successive years, they were offered as bonus giveaways. The first of these were the CAFÉ PURO Crystal Glass Collection, given away on the occasion of CFI’s 5^th Anniversary, Decorated with applied “sparkle’ designs, the large glasses were also available wit their Café Bueno and Le Café variants.

CAFE PURO ANNIVERSARY CRYSTAL GLASSES, 1966

That collection were quickly followed by their most well received glass premiums ever—the CAFÉ PURO Folk Dance Collection, launched in 1967. The series featured glasses native folk dance illustrations like “Itik-Itik”, “Maglalatik”, “Tahing Baila”, “Pandanggo sa Ilaw”, and many more. But CAFÉ PURO went steps further by incorporating the sme folk dance them in giveway pitchers and shakers as well. The collection was so well received that the promo ran for 2 years.

CAFE PURO FOLK DANCE GLASSES, 1967

Finally, in 1969, CAFÉ PURO rolled out its products in eye-catching colored glass packaging, promoted as the CAFÉ PURO Rainbow Glass Collection. Again, the elegant glass set was snapped up as soon as they appeared on supermarket shelves. Its competitors quickly recognized the value of these innovative packaging that pretty soon, its chief rival, Nescafe, began offering glasses of different designs as well, like the nescafe Diamond Cut glass, as well as classic glass multi-purpose jars,

 But the CAFÉ PURO glasses were unrivalled for their creative design and durability, so it is no wonder that they can still be found today still in use in homes, or stored away in somebody else’s old “platera” or tableware cabinets.

393. RICHARD GOMEZ AND HIS 1ST ADS FOR BENCH

BENCH "SCULLER" PRINT, featuring Richard Gomez, 1990

The biggest male matinee idol of the 1990s and who became the face of the country’s most popular fashion brand was born on 7 Apr.1966, the only child of car racer Eddie Kelly Gomez and 60s sexy star, Stella  Suarez.

 RICHARD GOMEZ (full name: Richard Frank Icasiano Gomez) was working at a McDonald’s fastfood when he was spotted by talent manager Douglas Quijano and groomed him for showbiz at age 17. At 18, he appeared in his first movie, “Hindi Mo Ako Kayang Tapakan”. He made a few more, and his screen presence was soon being noted not just by fans, but also by advertising and marketing people. 

BENCH, PrinAd, with a very young Richard Gomez, 1990

It was not until his manager introduced him to the executives of BENCH, then a growing lifestyle brand, that Richard Gomez’s popularity would zoom, thanks to his well-followed appearances as a top commercial model. After snagging a contract with BENCH, he started appearing in their prints ads, store merchandising, displays, giant billboards, and out-of-home advertising materials. He became a staple feature in the talk-of-the-town underwear fashions shows of BENCH.

WATCH BENCH "SCULLER" TVC HERE:

(Credit: Trevor Hone Youtube)

In 1990, he starred in BENCH’s most well-known commercial, a stylish TVC entitled “Sculler”, in which Gomez, a multi-discipline athlete, is shown sculling in a boat all throughought the commercial, which was directed by the late Trevor Hone. Hone, an Australian who had come to the Philippines in 1988 to  take part in the shooting of Philippine Airline’s “Shining Through” commercials would stay on to become a well-respected and admired commercial film director in the Philippines. 

BENCH 'SADDLE'.  1990,  Credit: Bench, via Preview.ph

The same formula was used in the “Saddle” BENCH TVC, also directed by Hone, this time showing the swashbuckling actor with a buzz cut, on a horse.  Gomez thrilled the audience of the 1991 Philippine Advertising Congress when he made his appearance in the awards night in Bacolod. His “Sculler” BENCH TVC won Best in Cinematography. 

WATCH BENCH "SADDLE" TVC HERE

(Credit: Trevor Hone youtube)

A 3rd BENCH commercial shows Gomez paired off with model Joanne Zapanta, in an ad entitled “L’Amoreaux’. 

WATCH BENCH "L'AMOREUX" TVC 60S HERE:

(Credit: Trevor Hone youtube)

His star shone brightest in the 1990s where his mettle as a screen actor was tested: “He appeared in “Dyesebel” , “Shake, Rattle & Roll II “ (1990), and in his big hit, “Hihintayin Kita sa Langit” (1991) , opposite his love interest, Dawn Zulueta. He went on to do more: “Lumayo Ka Nga sa Akin “, “Ikaw ang Lahat sa “, “Iisa Pa Lamang –“ (1991), “Saan Ka Man Naroroon”(1993), “Wating”, “Bakit Pa Kita Minahal”, “Maalaala Mo Kaya: The Movie”, Kapantay ay Langit”, (1994), “Dahas” (1995), “Eskapo” (1996), “Hanggang Kailan Kita Mamahalin” (1997), and “Ang Babae sa Bintana”. 

On TV, he became a star in the long running “Palibhasa, Lalake”, that ran from 1987-1998, “Lagot Ka, Isusumbong Kita” (2003–07) .“Captain Barbell” (2006-07), “Marimar” (2007–08) and hosted “Family Feud”, and “The Biggest Game Show in the World”. 

RICHARD GOMEZ, at the peak of his career, and as congressman, now.

In 1998, he married Lucy Torres, whom he had met while filming a LUX Soap TV commercial. Both had their own sitcom, “Richard Loves Lucy” (1998-2001). They have a daughter, Juliana.

An avid athlete, Gomez took up volleyball and fencing, and became a gold medalist in the latter sport at the 2005 Southeast Asian Games.  He ventured in to politics, but had a shaky start (he lost in the 2007 senatorial election, and disqualified for the governorship of Bulacan and mayoralty of Ormoc, due to lack of residency. . In 2016, Gomez ran again and won, and was re-elected in May 2019. Since June 2022, Gomez has been a member of the Philippine House of Representatives, representing Leyte’s 4th district. 

SOURCES:

Richard Gomez, https://en.wikipedia.org/wiki/Richard_Gomez

Youtube videos:

TREVOR HONE youtube account: 

Bench “Sculler” : https://www.youtube.com/watch?v=O2KbwgrwbQE

Bench "Saddle" 30s: https://www.youtube.com/watch?v=lr0NPI09w_4

Bench "L;aMoreux" TV 60s: https://www.youtube.com/watch?v=sM1H70Yrw84

Preview.ph for the Bench "Saddle" print ad. 

392. THE CIGARETTE BRANDS OF FORTUNE TOBACCO CORP., 1989

OMNIBUS PRODUCT ADS OF FORTUNE TOBACCO, 1989

Established in 1965, Fortune Tobacco Corporation (FTC) was founded by tai-pans Lucio Tan,  Benito Tan Kee Hiong, Atty. Florencio N. Santos, and Mariano Tanenglian. The company introduced the most successful local cigarette brands in the Philippines, including the Fortune, Champion and Hope menthol brands. Prior to the creation of PMFTC, it held the largest domestic tobacco business in the Philippines.

HOPE, THE LARGEST LUXURY CIGARETTE IN THE COUNTRY, 1987

CHAMPION MENTHOLS, 1971

By the start of the new 1970s decade, Fortune Tobacco Corporation was riding the wave of success courtesy of its banner brands that would also come to include More, Winston, Salem and Boss.

WINSTON, 1979 AD

CAMEL, 1984 AD

Other flanker and price brands were also produced to cover all smoking segments of the country, and the 1980s were a period of robust growth for the FTC’s product portfolio. 

BOSS MENTHOL CIGARETTES, 1971

MORE MENTHOL 100'S, 1979AD

In 1995, Philip Morris Philippines, Inc. (PMPI) was established to handle all sales and marketing for Marlboro and Philip Morris brands. Philip Morris Philippines Manufacturing, Inc. (PMPMI) was established in 2002 to manage aspects of the Philippine business, including manufacturing operations.

In Feb. 2010, PMI and Fortune Tobacco Corporation (FTC) signed an agreement to unite their respective business activities by transferring some assets and liabilities of both companies to form a new company named "PMFTC, Inc.", headed by Lucio Tan. PMFTC enjoys a 70.5-percent market share of the local tobacco market in 2019.

391. TINGTING COJUANGCO for PRC’s POND’S and VASELINE INTENSIVE CARE (1980)

The 1980s were some of the most active years for Philippine Refining Company (PRC), as it battled it out for the beauty care market versus its arch rival, P&G Philippines. At the start of the ‘80s decade, it relaunched POND’s, a product of the POND’s company whuch had merged in 1955 with Chesebrough Manufacturing Co., to become Chesebrough-Pond’s.

 The bestselling cold cream had been advertised in the late 1950s using the Philippines’ most glamorous and accomplished women of impeccable pedigree—from socialite Chona Recto-Kasten (daughter of statesman Claro M. Recto), Eva Estrada-Kalaw (future senator), Virginia Llamas-Romulo (wife of diplomat Carlos P. Romulo) and former First Lady, Luz Banzon-Magsaysay.

In 1980, PRC chose the same approach as it Chesebrough-Pond’s did in the ‘50s, choosing a renown woman and young mother who had been adjudged as among the world’s most beautiful by no less than Harper’s Magazine in the ‘60s. POND’s scored a casting coup when the young socialite Margarita "Tingting" de los Reyes Cojuangco (b. 29 Apr. 29, 1944), agreed to appear in the POND’s “Beautiful Skin Now and Through the Year” campaign.

At age 18, Tingting married José Cojuangco, Jr., of the prominent political Cojuangco clan of Tarlac. She had modeled in her teen years, but this came to a halt when she began a family and settled in Tarlac. That was why, it was big news when she came back prominently as the celebrity endorser for POND’s, appearing in a glossy TVC and an array of print ads and advertorials.

Just when you  thought that POND’s would be her first and last appearance, the elusive beauty resurfaced that same year when she also became the model and spokesperson for VASELINE INTENSIVE CARE LOTION, another PRC skin care product. VASELINE started as hair tonic brand for men that was available in the Philippines as early as 1951. Needless to say, the ad industry was abuzz once more with this unprecedented casting decision that called for the same celebrity to endorse 2 skincare products of different brands, but under the same company.

After her appearances in these J. Walter Thomposon-produced commercials, delos Reyes went back to her role as a parent, raising 5 equally-beautiful daughters: Mikee (now Jaworski, champion equestrienne/actress), Liaa (now, Bautista doctor), Pin (now, Guingona), Maimai (now, Zini) and the youngest China (now, Gonzalez, model).

She would also pursue her studies , holding a Master’s in National Security Administration (MNSA) from National Defense College, doctorate degrees in Criminology and Philippine History. She forayed into politics (late president Benigno Aquino III was her nephew), serving 2 terms as Tarlac Provincial Governor (1992-98). She also ran for a position in the senate. A philanthropist, she is personally involved in  humanitarian projects among Muslim communities as well as  Gawad Kalinga. Truly, delos Reyes epitomized the ideal of a “true beauty with a purpose”.

SOURCES: 

Tingting Cojuangco: https://en.wikipedia.org/wiki/Tingting_Cojuangco

390. CELEBRATION Luxury Ice Cream by CFC (Consolidated Food Corp.), 1980

CELEBRATION LUXURY ICE CREAM, Launch Ad, 1980

CELEBRATION ICE CREAM, was a premium ice cream brand launched by the Consolidated Food Corporation (CFC), founded in 1961 by John Gokongwei Jr. By 1980, CFC was a major player in the manufacture of foods and beverages,  with an enviable portfolio that includes Great Taste Coffee, Blend 45, and Presto Chocolates and Ice Cream.

To this array of products, CFC added CELEBRATION Luxury Ice Cream, a premium-priced ice cream that was the company’s answer to Magnolia’s Gold Label. “The new standard in ice cream excellence”  was the brand’s battlecry, as it was “richer, smoother, creamier”.

CELEBRATION ICE CREAM Flavors Ad, 1980

When it launched in 1980, the new ice cream introduced 7 flavors—Crème de Luxe, Cappuccino Parfait, Chocolate Fudge Supreme, Harvest Gold Glacé, Nutcracker Choclair, Almond Toffee Classic, and Rum Cherry Cordial.

CELEBRATION Luxury Ice Cream could not maintain the momentum of its launch, overshadowed by the successes of proven brands with iconic names as Selecta and Magnolia, as 2 years or so later, it was out of supermarket freezers. 

389. JOHNSON'S BABY POWDER, "Duyan" TV Commercials, 1995

JBaby Powder, featured in a McCann worldwide report. 

 By the 1990s, the Johnson’s BABY POWDER thematic campaign “Ikaw Lamang, Wala nang Iba”, was still going on strong, after over a decade of being on air. It had been created back in 1979-80 by McCann Creative Director Tessie Tomas (yes, the much awarded actress-comedienne!), for J&J Baby Care Products Division.

Every year, the Johnson’s BABY POWDER campaign was simply refreshed with new situations, a new storyline, and a new jingle—but the core theme was always the same—only Johnson’s will do, nothing else. 

WATCH Johnson's BABY POWDER "Duyan"TV Here:

In 1995, the dedicated J&J creative team of McCann-Erickson Phils. developed a commercial that only the constant in this world is a mother's pure love. To show a growing baby raised by a mother's special care, a native rocking cradle ("duyan") was used as a transition device. As the infant swings out of the frame, the cradle returns showing the infant growing older with each swing. Through all these years of care, Johnson's BABY POWDER has always been there by their side. 

Later, another long commercial was produced that same year that paid homage to the love, sacrifices and irreplaceable roles of mothers. The TV ad used the haunting song of National Artist for music,  Lucio San Pedro to provide the soundtrack. The plaintive lyrics of the song “Sa Ugoy ng Duyan” was sung by a boys choir, juxtaposed with images of mothers rocking their babies to sleep in their cribs, cradle and ‘duyan’.

WATCH Johnson's BABY POWDER "Ugoy ng Dyan" here:

In August 2022, Johnson & Johnson announced that it will stop selling talc-based baby powder globally in 2023, more than two years after it ended U.S. sales of a product that drew thousands of consumer safety lawsuits. Demand had apparently fallen in the wake of what it called “misinformation” about the product's safety. Cornstarch will replace the talc as its main ingredient.

 One thing for sure, loyal consumers will find it hard to forget Johnson’s BABY POWDER, for it has been their one true choice for generations, a brand so loved that no other brand will do—“Ikaw lamang, wala ng iba!”. 

SOURCES:

Johnson's Baby Powder, uploaded by Mr. J.A. 17 April 2020, https://www.youtube.com/watch?v=dGaOJBIhb-k

Johnson's Baby Powder TVC 1995 45s, uploaded by Kaori, Belle, Vivoree, Criza and Ashley, Aug 2020, https://www.youtube.com/watch?v=TjPUiXWxgIA

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388. HORLICK’S MALTED MILK, 1927-1930 Ads

HORLICK'S PHILIPPINE AD, 1930s

HORLICK’S  is a sweet malted milk hot drink powder developed by British-born founders and brother  James and William Horlick way back in 1873. It was first sold as "Horlick's Infant and Invalids Food," soon adding "aged and travellers" to their label. In 1918, World War I  British soldiers brought it to India, where it achieved popularity as a family drink.

In Britain, HORLICK’S  was a favorite bedtime, while in other markets, it was promoted as a breakfast drink. It was in the 1920s that HORLICK’S MALTED MILK reached the Philippines and hailed as “the drink for all ages”.  HORLICK’S contains extracts of malted barley and wheat, mineral salts and milk, ingredients needed for ideal nutrition.

Early  Phil. HORLICK'S AD, 1927

The primary markets of this imported milk brand were undernourished Filipino children and women who are both beauty and health-conscious. It was sold in glass jars by druggists and leading grocers, and had the backing of doctors and nurses.

 The imported product was available through the next decades. There were even HORLICK’S Malted Tablets what were sold as candy, and which were supplied to the U.S. and UK. Troops as energy-boosting treats during the war. These HORLICK’S Tablets also became available in the country.

HORLICK'S GLASS PREMIUM, 1950a

HORLICK’S came under the ownership of  GlaxoSmithKline (Consumer Healthcare) in Australia, Bangladesh, Hong Kong, India, Jamaica, Malaysia, New Zealand, South Africa, Sri Lanka, and the U.K. until it was acquired by Unilever in 2018. The icon brand with a rich history is still in production today.