427. 7 YEARS OF MISS MAGNOLIA WINNERS, 1974-1980

MISS MAGNOLIA, the search for the dairy company's brand ambassador ran for 7 years.

In 1974, the Magnolia Division of San Miguel Corporation, the country’s leading maker of dairy products, and “the finest name in ice cream”, embarked on a PR event to elevate the brand image of its ice cream line. 1974 was an auspicious year, as the country was all agog at the prospect of holding the 1974 Miss Universe Beauty Pageant in Manila.

THE FIRST MISS MAGNOLIA, VIVIAN AVILA, 1974

A year before, our very own Bb. Pilipinas, Margarita Moran won the 1973 crown in Greece, a feat first achieved by Gloria Diaz only 4 years before, in 1969. This was the start of modern day beauty contest mania that continues to this day among Filipinos. 

MISS MAGNOLIA received extensive national coverage in its time.

So, Magnolia jumped into the pageant bandwagon and organized an annual contest to find their own “Miss Magnolia”, a brand ambassador envisioned to be the face of the wholesome ice cream brand, a corporate spokesperson for the ice cream division, and an product endorser and model of Magnolia’s popular line “Flavor of the Month”.

"FLAVOR OF THE MONTH" GIRL

 With the help of its ad agency, J. Romero & Associates, the quest for the first “Miss Magnolia” was organized and staged at the posh Hyatt, with 5 finalists. “Miss Magnolia” gained enough traction in the next few years and became a major media event, receiving extensive coverage at the same level as established national beauty searches.

THE LAST MISS MAGNOLIA, DINDIN LOPEZ

It had a successful 7-year run, producing winners all noted for their wholesome, winsome kind of beauty, their impeccable background and  educational attainment. Some went on to become well-known figures in the fields of entertainment, showbusiness, broadcast and PR industry. Here once more are the 7 Miss Magnolia beauties from 1974-1980.

VIVIAN AVILA, 1974 MISS MAGNOLIA. The first Miss Magnolia, Vivian “Viv” Avila was a 21 year old commerce graduate of UST. She was the college muse, a corp sponsor, and a  member of her school’s dance troupe. A working student, she was a receptionist at the Hospital of Infant Jesus after school, and modeled part-time. Avila was also the top graduate of Cora Doloros Modelling School. She holds a string of beauty titles:  Miss Summer Sports and Miss Tourism Mindanao. At the time of the contest, she was connected with Grolier’s as education counselor. The four other finalists were: Diana Robinson, Malou Camesa, Leni Palaypay and Rebecca Villavicencio.

MARIA CHRSITINA VALERIANO, 1975 MISS MAGNOLIA. 18-year old Ma. Christina “Mari” Valeriano was a 2^nd year A.B. Psychology major at St. Paul when she won Miss Magnolia 1975.

MALOU PEREZ, 1976 MISS MAGNOLIA. Malou Perez emerged as the 1976 Miss Magnolia during the finals at the Hyatt Regency. She was a product of Poveda, and the University of the Philippines, where she took up Psychology.  Perez also forayed into print and commercial modelling in her time. She later went to La Salle for her MBA. Her finalists included Tonette Pineda (2^nd), Lydia Mabanta (3^rd) and Chiqui Toledo (4^th). Mabanta became the wife of singer Jim Paredes of APO Hiking Society. Toledo joined Cathay Pacific.

GINA ARAGON, 1977 MISS MAGNOLIA. Another U.P. coed went on to win Miss Magnolia 1977, in the person of Gina Sarena Aragon a Hotel and Restaurant Administration student. Aragon was an active member of UP Junior Management Association, and an avid athlete. Her early schooling were spent at St. Scholastica College. She has appeared as a TV ad model for a toothpaste and tissue commercial. There were 12 finalists that year, including Susan Brodett, Yolanda de Dios, and Jocelyn Domingo.

MARY MASSAB, 1978 MISS MAGNOLIA. Maryknoller Mary Massab was chosen as Miss Magnolia 1978, but found greater fame post-Magnolia, as part of the original cast of the hit movie “Iskul Bukol” (1980), based on the popular Tv series starring Tito, Vic and Joey, and “My Juan and Only”, with Dolphy and Panchito (1982). She is now Mrs. Carandang.

JOANNA PARAS, 1979 MISS MAGNOLIA. In 1979, Joanna Paras was acclaimed the winner of the Miss Magnolia title. The daughter of a Procter & Gamble executive Renato Paras and Aurea Gutierrez, Paras was a 3^rd year Marketing and Management student of Assumption, a Dean’s Lister, no less, when the contest beckoned. A member of the famed Bayanihan Dance Troupe, she has traveled extensively and has perfomed in Europe, South America, U.S. and some socialist countries. Her court included Ruby Ann Bonanza (2^nd, an HRM sophomore0, Joy Alindada (3^rd,  a senior Psychology student), and Nadine Ramirez (4^th, staff nurse, Philippine Heart Center). Bonanza appeared in one movie, “Condemne”(1984), and then joined the PR division of Magnolia.

GERALDINE LOPEZ, 1980 MISS MAGNOLIA. Geraldine “Dindin” Lopez was the last Miss Magnolia, elected in 1980. It was a hotly contested battle between her and another Geraldine—Geraldine “Dina” Bonnevie.  But the popular University of the Philippines-HRM student pipped her in the finals. After her reign, she took up her MBA at the Asia Institute of Management, and joined the banking industry, with stints at Citibank, PBCom and Security Bank, She is now Mrs. Nakpil. Her court included included runner up Dina Bonnevie (actress, dubbed as ‘Drama Queen”), Thelma Aranda (3^rd, TV newscaster at RPN , turned children’s book author, now Mrs. Sugay), and Ma. Lourdes “Malu” Maglutac (TV host, now Mrs. Chiongbian).

SOURCES/CREDITS:

I am indebted to Mr. Tony Paat for providing the photos and news clippings of Vivian Avila, Malou Perez, Gina Aragon, Mary Massab. Many thanks, Tony!