425. Creative Guild TV Ad of the Month for May, 1984: NIDO MILK "No. 1"

NIDO'S # 1, Chosen as Creative Guild's TV Ad of the Month for May, 1984, by AMA.

424. Where Are They Now? JIM ARANETA: The Colgate PROOF Boy, 1975

JIM ARANETA, THEN & NOW. From a kid talent, to a proud grandfather!

In 1975, Colgate launched a new Fluoride toothpaste called PROOF, a revolutionary toothpaste that promised to reduce tooth decay. The introductory Colgate PROOF ad featured a cute, bright-eyed 10 year old boy which left quite an impression on the newspaper reading audience.

That boy with his signature bangs was JIM ARANETA. He recalls that a talent scout went to his grade school at Colegio de San Agustin sometime in 1974. This caster went through most of the classrooms looking for the right young boy to appear in the print and TV ad, and singled out then nine year old Jim.

 Before he knew it, Bates-Alcantara, the ad agency assigned to Colgate advertising, scuttled him off to a studio to shoot the Print and TV ad for New Colgate PROOF. Little JIM also did a TV version of Colgate PROOF ad (which, unfortunately has not been found yet), but he recalls he only had a one-liner –“Ang sarap!”.

JIM, A BUSINESSMAN TODAY, CALLS TAGAYTAY HIS HOME TODAY.

Today, JIM is a 58 year-old father of 3 children,  and a doting grandfather of an equally cute and look-alike kid, Diego, son of his eldest daughter. At one time, he was married to a commercial model who was one of the high-profile 1990s Pantene Ladies of Procter and Gamble.

PROOF OF SUCCESS: with look-alike grandkid Diego

He keeps himself busy with his real estate projects and his company called Simple Fix, which provides handymen for building projects. He divides his time between Vancouver in Canada where some family members reside, and Tagaytay, which he considers his primary home.

JIM DIVIDES HIS TIME BETWEEN THE PHILIPPINES & CANADA
where members of his family reside.

The project he did for Colgate PROOF in 1975, was his first and last commercial. In the 1980s, Colgate PROOF revitalized its advertising, as P&G’s CREST Toothpaste made significant inroads into the Colgate market. A series of commercials were produced, using a new kid model with the same bowlcut hairstyle that JIM ARANETA sported in his commercial, as the image he created was so well remembered.

It's in the bangs! JIM & GRANDSON DIEGO. Casters, take note! 

Today, JIM ARANETA has lost those trademark bangs, but he has kept those pearly whites shining after all these years, thanks to New Colgate PROOF!

SOURCES: Personal interview with Mr. Jim Araneta, 30 Apr. 2023.

All photos, used with permission from Mr. J. Araneta.

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.

422. MAGGI RICH MAMI NOODLES, "Nursery Rhyme" Campaign, 1989

MAGGI RICH MAMI NOODLES "Woman in a Shoe" PRINT AD, 1989

By the late 1980s, MAGGI RICH MAMI NOODLES was already an established instant noodle brand from Nestlé. It was supported by annual advertising campaigns developed by Ace-Saatchi & Saatchi Advertising.

 One such notable tri-media campaign was inspired by a nursery rhyme “Old Woman Who Lived in a Shoe”, that originally talked about an old mother’s dilemma over her many children.

WATCH THE MAGGI RCH MAMI NOODLES "Nursery Rhyme" TVC HERE:

Source: Youtube Video uploaded by AlanChan80 

The popular Mother Goose rhyme was given a new spin, in which the many versions of MAGGI RICH MAMI NOODLES were presented as the perfect answers to satisfying a large brood. The copy retained the rhyme format, but rewritten this way:

“There was a woman who lived in a shoe 

She had so many children, and she knew what to do

She gave them some MAGGI RICH MAMI NOODLES

Rich delicious noodles, in rich flavorful soup

Steaming hit and hearty, to the delight of the whole group

“Tasty Chicken!” “Real Beefy!”

“Zesty Chicken Asado!” “Spicy Curry!”

“Mmm, love ‘em, mom!”, they said,

And she kissed them all soundly, and sent them to bed".

The sales promotion component of this campaign was a giveaway activity book, MAGGI RICH MAMI NOODLES Nursery Rhyme Games, that contained coloring pages, dot-to-dot, puzzles and games.

CREDITS:

Advertiser: Nestlé MAGGI

Agency: Ace-Saatchi & Saatchi Advertising

Creative Director: Cid V. Reyes

Copywriter: Isabel Beltran / Art Director: Bingo Bautista

SOURCES

1990 MAGGI RICH MAMI NOODLES,https://www.youtube.com/watch?v=fv0FjucrFG0

uploaded by 莢豌豆本舗, 2018. uploaded by The Real AianChan80, Jan. 10, 2018

莢豌豆本舗

421. For a cleaner, neater, fresher look! VITALIS SOLID BRILLIANTINE, 1957

VITALIS SOLID BRILLIATINE PRINT AD, 1957

Old school barber shops are becoming trendier these days—specializing in timeless haircuts styles done in the old fashioned way: pompadours, fades, tapers, bowl cut, crew cut, French crop, side part and slick backs. Suddenly, more male hair care products in vintage-style packaging are appearing in the market to appeal to this fresher, neater styles of the past.

 One such stuff men put on their hair as part of their grroming regimen during the Magsaysay years was VITALIS SOLID BRILLIANTINE., made by Metro Laboratories Inc., under license from Bristol-Myers Co., New York, U.S. VITALIS was originally a hair tonic brand that was produced in the 1940s, but since hair lotion was not popular in the local market, the VITALIS name was appended to a pomade brand that were more in use by Filipino menfolk. When launched, VITALIS was touted as the most exciting hair preparation since the ordinary pomade—holding hair better, thus keeping a man well-groomed all day.

Even the name VITALIS, however, could not hold the competitors at bay—like Vaseline and Brylcreem. Besides, there were cheaper pomades entrenched in the market—X-7 , Black Panther, Robin Hood, Three Flowers. The VITALIS brand still exists in the online market as VITALIS Hair Tonic, and is produced today by Idelle Labs in the U.S.