423. MAGNOLIA FRUIT DRINKS, "Truer to the Fruit!", Print Ads. 1983-1990

In the early 1980s, SMC-MAGNOLIA entered the lucrative juice and juice drink market with a brand called Nature’s Best Orange Drink. It had also introduced in 1981, a premium bottled fruit juice brand called Magnolia Juice, in Orange, Mango and Guyabano flavors. Nature’s Best proved to be more viable, especially with the growing shift from bottled packaging to the cheaper, recyclable tetra-pack cartons.

TRUER TO THE FRUIT, Launch Ad, 1983

Magnolia eventually dropped the more expensive bottled juice line and retained Nature’s Best for some time, only to be incorporated in a new fruit drink line introduced in 1983:  MAGNOLIA FRUIT DRINKS in single-serve tetra cartons with straws.

The launch materials include a Radio Jingle that was composed and sung by the Apo Hiking Society, with the catchphrase: “Give me the fruit…or give me Magnolia”, commissioned by its agency Ace-Saatchi & Saatchi.

LISTEN TO MFD RADIO BY APO HIKING SOCIETY, 1983 HERE:

 The MAGNOLIA FRUIT DRINKS line would expand to include Buco (Coconut water), Mango,  Guyabano (Soursop), and Calamansi (Philippine Lemon) juice flavors. The carton-packed fruit drinks survived the 90s decade, and would be reformulated several times.

In 2000s, MAGNOLIA FRUIT DRINKS reverted to PET bottles and crowned bottles. Today the MAGNOLIA FRUIT DRINK line is applied to bottled products (Grape and Orange Flavors) advertised in tandem with their fruit-based HealthTea line,

SOURCES:

1983 Magnolia Fruit Drinks Radio Ad featuring The Apo Hiking Society, https://www.youtube.com/watch?v=_NdqRBUYaNg, uploaded by 莢豌豆本舗 2018.