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| DARI CREME WITH HONEY, 'How Sweet it is to be Loved by You", 1989 |
DARI CRÈME was one of the first products of Procter & Gamble PMC (now P&G Phils., Inc.) launched in 1959. It was the first locally manufactured refrigerated margarine and was introduced as a local alternative to imported butter. By 1990, it owned 70% of the butter-tasting spreads market.
So successful was DARI CRÈME that in 1989, P&G decided to launch a new taste: DARI CRÈME Honey. It was introduced to the market in response to growing demand for a wider variety in margarine tastes. This variety was made with “the real goodness of honey”, and capitalized on the habit of slathering pancakes and bread with butter and syrup.
WATCH DARI CREME HONEY TVC 15s Here:
It was so successful that at one point, it held a substantial chunk of the total DARI CRÈME business. Aside from DARI CRÈME Classic, there was also a DARI CREME Buttermilk variant.
The 15 sec. commercial for DARI CRÈME Honey was created by Ace-Saatchi & Saatchi, one of the accredited agencies of P&G Phils. It featured a James Taylor song, “How Sweet It Is”, and a honeybee animation. The kid talent was the young Paolo Contis. The agency creative team was led by Cid Reyes (Creative Director), Lilit Trinidad (Copywriter), Bingo Bautista (Art Director). DARI CRÈME Honey was good for just a few years, until P&G ceased production of this once popular variant.
SOURCES:
Saatchi Update
Asia newsletter, Dec. 1990
Jojo
Bailon, View on the 3rd
1990
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