420. An Explosion of Branded MAYON Products, 1930-1964

THE NAME IS MAYON!

The majestic MAYON Volcano is, without a doubt, the Philippines’ most beautiful natural wonder, dubbed as the world’s perfect cone volcano. For centuries, since historical accounts noted its first eruption in 1616, MAYON has inspired poets, artists and writers to sing praises to its name, and to the legendary beauty, ‘daragang magayon’ , who gave the volcano its name.

It comes as no surprise then, that when manufacturers came out with new products, they branded them with the name “MAYON”, perhaps to stand for the perfection of the qualities their products embody.

1935 MAYON STOVE AD

In 1930,  C. Tuason and Sons produced the famous MAYON STOVE, in an attempt to market an elegant contemporary stove that nevertheless continued to use firewood. It had a tiled top (which the company also produced separately), and was known to be smokeless, economical and inexpensive—you bring one home for a Php10.00 down payment!

1935 MAYON EVAPORATED MILK AD

Another MAYON-branded product came out in 1935, this time for children’s nutrition—MAYON EVAPORATED MILK.  The nourishing milk was produced by the overseas Japanese trading company, Daido Boeki Kaisha Ltd., which had an office in Manila by 1935. The can label bears the illustration of the steaming volcano—as if to suggest to mothers to serve the milk hot for their kids! Daido Boeki Kashia Ltd., still exists as the Marubeni Corp. today.

1957 MAYON COOKING OIL AD

In the mid 1950s, Philippine Manufactirng Company (PMC)—and the future Procter & Gamble Philippines, launched its MAYON VEGETABLE COOKING OIL. The procuts, as claimed, is pure and clear, to bring out the natural flavor of food, without imparting the unpleasant taste of solidified fats. As such, MAYON Cooking Oil stayed in the market for quite some time till the next decade, until another cooking oil “erupted” on the scene to become its competitor—Taal.

1964 MAYON WRITING PADS AD

In 1964, MAYON WRITING PADS “for all grades” were advertised in the market as the  fine quality brand of pads and notebooks well-known by Filipinos everywhere—“like our famous Mayon Volcano”.   The writing pads , identified by the volcano graphic, were distributed locally by Joc Trading Co.

To this day, MAYON, as a brand name, continues to be favored by a few companies for their products. A quick check of the Philipine marketplace yielded  such current products as: MAYON Lacquer Thinner, MAYON Cream Style Corn, MAYON Dry Peas, MAYON Bread Flour, MAYON Brushes, and even MAYON Coal Tar. Hopfully, with a name like MAYON,  more “explosive” sales await in their  future!

419. A Tickle of a Pickle Ad: RAINBOW PICKLES, by Ycasas Food Products, 1964

A TITILLATION IN ART DIRECTION, RAINBOW PICKLES AD, 1964

 An example of an ad gone wrong---all because of failed art direction. Instead of promoting these tasty RAINBOW PICKLES, the print ad comes across as simply tasteless. The way the poor model is shown  presenting a humongous phallic-looking pickle sticking out of a jar in her direction, creates an uncomfortably, suggestive image that is kitschy and crass at the same time.  “The Tastiest…The Crispiest…”, so the ad proclaims. Might as well add “Trashy” to the adjectives. What was the Art Director thinking? And the Creative Director? And the Client who approved it?

Anyway, this was the only RAINBOW PICKLES ad I could find, manufactured by Ycasas Food Products. If this came out today, it would win--hands and pants down--the worst ad of the year. Or it would have been banned by the AdBoard.

418. US SHAMPOO plus CONDITIONER: Herbal Shampoo that Conditions as it Cleans, by SC Johnson, 1979-80

US SHAMPOO PLUS CONDITIONER, Launch Ad, 1979

Herbal shampoos became popular only in the late 1970s in the Philippines, led by Clairol Herbal Essence Shampoo (1971). US SHAMPOO plus Conditioner had its day in the market when it was heralded as “the herbal shampoo that conditions as it cleans your hair”

The 2-in-1 shampoo’s value was recognized by consumers, and soon US SHAMPOO enjoyed a good start and was soon being advertised in TV and full color, full page magazine ads such as the ones you see here.  Popular model Myra Mendoza even appeared in the commercials, testifying that “you need not shampoo often” with US SHAMPOO.

At its peak, US SHAMPOO had 3 variants—for Dry, Oily and Normal Hair, packaged in striking bottles with a circular cap. The shampoo brand was surprisingly a product of SC Johnson Philippines, which, at that time was more well-known as a major of home products like floor waxes, furniture polishes, and insecticides. The success of US SHAMPOO prompted the launch of US Anti-Perspirant, in aerosol cans that mimicked the silhouette of the shampoo bottles.