495. KATIALIS: A Wish for Health & Beauty, Power & Wealth, Christmas/New Year Ad 1948

The most successful local skin ointment in history was formulated in the 1930s by Dr. Lorenzo C. Reyes (b.?/d. 1985) and mixed by his chemist brother, Manuel, at his Locre Laboratorio in San Lazaro, Manila. The name of  KATIALIS topical ointment was coined from “KATI” (itch) and “ALIS” (go away), and was widely marketed as an effective solution to skin diseases such as “tagihawat, anan, anghit, buni, alipunga, bungang araw, bulutong tubig, balakubak, sunog sa araw, masamang butlig, ulsera, sugat, pekas, galis, pigsa, butlig pagkatapos mag-ahit, sigid ng lamok, surot at iba pang maliit na hayop”.

KATIALIS was also famous for its whimsical ads featuring biblical, mythical and symbolic characters drawn by the best illustrators of the times. One holiday ad in 1948 shows kneeling Filipinos in national costumes bearing gifts of wealth, power (represented by two men offering a crown, scepter and jewelry) on one side. On the oppoiste side, a native maiden presents a giant jar of KATIALIS, for the health and beauty of a lady on a throne, representing the product's customer perhaps--and flanked by pages holding fans. The illustrated tableau is surmounted by the greeting "MERRY CHRISTMAS AND A PROSPEROUS NEW YEAR".  

After 76 years, the message still rings true, so we take time to wish you the same, for this Christmas of 2024, and for the New Year ahead!

494. MANILA GAS CORPORATION, Christmas Print Ad, 1967

Established on 27 September 1912 under Commonwealth Act 2039, the Manila Gas Corporation (MGC) was a gas company tasked to produce, buy, sell, and distribute gas, coke, tar pit, and other residual products in Manila. MGC regularly promoted its services and products via print advertising, especially in the 60s decade. During the holidays, the Manila Gas Corp. sends out its holiday greetings to its patrons via full color Christmas ads, just like this “Manger” ad, from 1967. 

 

493. The Classic Adhesive Bandage: CURITAS by Bauer & Black, 1964

Made for Little Accidents: CURITAS Print Ad, 1964

CURITAS, the classic bandage strip that rivalled Johnson & Johnson’s Band-Aid Brand Plastic Strip was a product of Bauer & Black, Inc. ( founded 1893) by Louis Bauer, Alexander Bauer, Gustav T. Bauer, and Stephen H. Black in Chicago, Illinois. It manufactured dressings, porous plasters, suspensories, chest protectors and other surgical appliances. In 1901, it opened a New York branch downtown on Gold St. around 1901

It was acquired by the Kendall Company in 1928 which marketed the plaster products under the brand “Curity”. When  the adhesive strips were introduced in the Philippines in the 1960s, the brand name was Hispanized into CURITAS. This is not to be confused with a plaster strips of the same name manufactured in 1922 by the German company, Beiersdorf AG.

Main Competitor: J&J Band Aid Brand, 1964

CURITAS gained a measure of popularity in the Philippines, becoming almost a generic brand name for adhesive strips—until J&J Band-Aid Brand outpromoted and outvoiced it in the market. Now Band-Aid has became the catch-all term for small adhesive-back strip bandages.

CURITAS, now a Beiderstorf AG brand,

Since 2009, Bauer & Black has been a division of the 3M Company. Beidersdorf has since used the CURITAS brand name to this day, selling all sorts of adhesive strips, catering to the large Spanish and Latin American market.

 SOURCES:

Black & Bauer: Historywiki, https://rpwrhs.org/w/index.php?title=Bauer_%26_Black

Beidersdorf Wikipedia: https://en.wikipedia.org/wiki/Beiersdorf

492. Christmas Décor Ideas from REYNOLDS ALUMINUM WRAP, 1974

REYNOLDS BRIGHT IDEAS, Print Ad, 1974

Christmas is just around the corner, and REYNOLDS  Wrap Aluminum Foil is another of those staple products to preserve your holiday eatings! The product has been around for quite awhile, launched in 1947, by  the company  Reynolds Metals, which pioneered the development of aluminum sidings. 

It was created by Richard S. Reynolds, nephew of tobacco king R. J. Reynolds. He developed a thin, sheets of foil that were better and more durable than paper-backed foil, that were perfect for the cooking process like grilling. Thus,  the REYNOLDS  Wrap Aluminum Foil  was born, and the name has become a generic term to Filipinos for aluminum wrappers.

But with its malleability and silvery sheen, REYNOLDS Wrap can also be used for creative holiday decorating, as this 1974 print ad shows. Take a tip from these Christmas trimming ideas for your home from REYNOLDS--where new ideas take shape!

491. THE LADIES OF LUX, 1965-1969

SUSAN ROCES, LUX LADY 1965

One of the leading beauty soaps for many decades in the country since the 1950s was LUX. LUX was launched way back in the U.S. in 1923 by the Lever Bros, (Unilever), that aimed to develop a richly-scented soap with an affordable cost. LUX was the result, sold at 10 cents when introduced. Its early advertising proudly stated that it was ‘made like the expensive French soaps’, offering a luxurious experience.

LUX’s ad agency sent complimentary samples to 425 Hollywood actresses and majority of them were won over by the exquisite scent, thus earning their endorsement, and starting the claim that 9 out of ten Hollywood stars used LUX. Actresses like Ava Gardner, Marilyn Monroe, Elizabeth Taylor and Audrey Hepburn became the faces of LUX, and the same formula was used and cascaded worldwide, including the Philippines.

 The localized campaign of LUX in the Philippines began in the late 1950s, but the idea of a series began in the mid 1960s, and the ads from that era are featured here, created by J. Walter Thompsosn (Phils)., with the country’s famously beautiful actresses as celebrity endorsers.

DAISY ROMUALDEZ, LUX LADY 1965

MARLENE DAUDEN, LUX LADY, 1965

LIBERTY ILAGAN, LUX LADY, 1965

MAGGIE DE LA RIVA, LUX LADY, 1966

JOSEPHINE ESTRADA, LUX LADY 1967

ROSEMARIE SONORA, LUX LADY 1968

AMALIA FUENTES, LUX LADY, 1969

490. I CAN SERVE, “Bowls” TVC 30s, 2002

2 BOWLS AND A MARBLE. Photoboard of the "I Can Serve" TVC, July 1922

Kara Magsanoc-Alikpala, a breast cancer survivor, is the Founder and President of I Can Serve Foundation Inc. (ICS)  Its mission is to arm women with breast care health and breast cancer information so they can make informed decisions about their health. It also provides access to special services that will help the breast cancer survivor recover and heal more effectively.

Jimenez D’Arcy (the future PublicisJimenez Basic) partnered with her foundation, to create its promotional materials for its programs, pro bono. PJB Co-CEO Ramon Jimenez Jr. (+), who was a close relative of Kara (her mother Letty Jimenez-Magsanoc was a cousin), would assign ICS projects to all his creative teams so they would get a chance to work with “more creative clients”—as Alikpala was cut from the same creative cloth—she was also a broadcast journalist, documentarian, producer, and foreign media correspondent.

Some of the promotional materials done by Jimenez D'Arcy for ICS

In July 2002, ICS rolled out its breast cancer education program with a low budget, 15 sec. commercial conceived by the creative team of Jenny Lao and Raoul Panes.

 WATCH "I CAN SERVE" BOWLS TVC HERE:

The short but stunning commercial entitled “Bowls”, used a simple parallelism story to send its important message: To have your breasts checked so you can stop guessing  stop guessing and worrying about cancer. The spot won an ‘Ad of the Month’ citation and was entered in international ad competitions and showcases worldwide.  The Creative Team went on to achieve bigger things: Jenny Lao, now married her cinematographer Jessie Pastor, became a sought after film director for commercials, while Raoul Panes went on to become the Chief Creative Office or Publicis Groupe-Leo Burnett).

CREDITS:

AGENCY: JIMENEZ D'ARCY

CLIENT: I Can Serve

CREATIVES: Jennifer Lao, Raoul Panes

AGENCY PRODUCER: Paul Suarez

PRODUCTION HOUSE: FILMEX

EEXC. PRODUCER: Ginny Vizcarra

DIRECTOR: Jennifer Lao

CINEMATOGRAPHER: Jessie Pastor

SOURCES:

I Can Serve FB Page

4 As Philippines youtube channnel

489. TAKAYAMA GARDEN RESTAURANT, "Senses", Print Ad Series, 1990

From the mid 1980s to the 1990s, TAKAYAMA Garden Restaurant was one of the most renown Japanese fine dining places in Manila, known for its innovative Japanese menu like their Love Boat Special (a mixed platter of authentic Japanese specialties) and tempuras made from real, edible flowers.

The restaurant was started by the De Mesa sisters (Diana de Mesa Santamaria and Erlinda de Mesa Yap) of Tri-Chef Foods Corporation, They opened the 1^st TAKAYAMA Restaurant on August 1985, along Wilson St., Greenhills, named after the saintly Japanese samurai, Justo Takayama Ukon, who died in the Philippines. A statue of the blessed Japanese once graced the TAKAYAMA  branch in Greenhills.

Early Takayama ads show different looks.

The restaurant business took off, and because a favorite of businessmen, office workers,  and families in the area. A 2^nd branch sprouted in Makati Greenbelt. With business doing very well, the company went the rounds of small agencies to handle their advertising. The output was rather inconsistent and not cohesive, as there was no distinctive TAKAYAMA design look.

The company sought out the services of powerhouse agency ACE-SAATCHI & SAATCHI, which was assigned to the team of Melvin Mangada, Art Director, and Lilit Trinidad. Copywriter. They created these stunning black and white “Senses” campaign featuring reworked old Japanese prints, and copy written in the style of Japanese haiku.

The TAKAYAMA Garden Restaurant chain flourished for a decade more, closing in February 2002, after 37 years of bringing the tradition of fine dining to its satisfied clients.

CREDITS

CLIENT: Tri-Chefs Food Corporation

PRODUCT: TAKAYAMA GARDEN RESTAURANT

AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING

ART DIRECTOR:  Melvin M. Mangada

COPYWRITER: Lilit S. Trinidad

CREATIVE DIRECTOR: Ramon Jimenez Jr.

488. Got Ink? Parker QUINK , Various Ads 1935-1965

An indispensable office and school staple for students and workers in the 1930s is Parker QUINK INK. Back in those days, before the advent of ballpoint pens, fountain pens were used for office and classroom writings.

Unlike disposable ballpens, fountain pens were a sort of a status symbol, not only to be used and refilled with ink, but also to show them off, as fancy ones that had silver and gold fittings, trimmed with mother-of-pearl, and precious gems like diamonds and sapphires! But the ink remained the same favored  Parker QUINK INK.

QUINK INK is a coined term from  'quick' and 'ink' developed by the Parker Pen Company in 1931 and continues to be produced today. Chemist Galen Sayler is credited for its development creation, and  Quink was launched  on 17 March 1931—and its superior qualities—continuous flow, non-cloggging, smooth writing, quick-drying—drove its commercial success worldwide.

A myth grew out of QUINK INK’s origin in that it was a U.P. Filipino chemical engineer  Francisco A. Quisumbing who invented the world-famous ink. After receiving his Ph.D. from Columbia in 1921, he returned to the Philippines to teach Industrial Chemistry at his alma mater, U.P. (1922-1934).In 1923, he founded the Quisumbing Ink Products, that was not connected with Parker, in any way.

Though the popularity of fountain pens gradually dipped during the second half of the 20th century, Parker QUINK INK bottles and refills continue to be available today to a whole market legion traditional fountain pen users worldwide.

SOURCE

Quink Ink, Wikipedia. https://en.wikipedia.org/wiki/Quink

487. Channeling Travolta: VICTOR LAUREL, for TOP SEED Casual Wear, 1978

Victory “Cocoy” Laurel (b. 1 Jul. 1951) is the middle child of former Vice President Salvador Laurel and  stage actress Celia Diaz-Laurel. Cocoy  entered showbiz via the “Search for the Philippines’ Romeo & Juliet”, a contest to promote the Franco Zefirelli movie “Romeo and Juliet” in 1969. The 8 year old bagged the “Romeo” title  to Lotis Key’s  “Juliet”. 

He debuted in the 1971 film, “Lollipops and Roses and Burong Talangka”,  where he became a screen idol appearing opposite superstar Nora Aunor. At his peak, he recorded songs, performed in a live concert and made a film with Miss Universe Margie Moran in “Oh, Margie, Oh!”  

It came as no surprise that advertisers sought hims out for endorsemenr, becoming the first face of ESKINOL MASTER in 1974.

In 1977, the film "Saturday Night Fever" starring disco king John Travolta became an international blockbuster. Showbiz people started to see a bit of Travolta in Laurel, what with his facial resemblance and his dance moves (Laurel had studied in dance and portraiture abroad) that were so "Tony Manero", the main character in "Saturday Night Fever". 

Laurel looked the part even in his TV guestings where he showed off his dancing prowess  while wearing a white 4-piece suit--the same style won by Travolta. It was definitely for this reason that TOP SEED Casual Wear got him for a print ad. Even the pose he assumed was copied from the iconic Travolta pose on the movie soundtrack album cover. 

LAUREL AS THE PINOY TRAVOLTA, 1978

Did the Travolta gimmick worked for TOP SEED? Only the sales figures would tell for sure. But Laurel obviously enjoyed the exposure, and continued to embrace the Travolta image throughout the popularity of the movie and its star. 

486. Long Lost favorite: MAGNOLIA ICE CREAM CAKES AND ROLLS, 1979

One of the novelties introduced by MAGNOLIA Ice Cream in the 1970s were the line of MAGNOLIA ICE CREAM CAKES and ROLLS that were produced in limited numbers made for special occasions. They were basically ice cream that were frozen in molds that had special shapes (mortarboards, toys, logs, flowers and fruits)  to mark Birthdays for adults and kids, Graduations, Weddings, Debuts, and other milestones. They were airbrushed with food coloring by hand and individually decorated. 

The Ice Cream Cakes could also be pre-ordered if one wants customization of the cakes. These were created at the MAGNOLIA Dairy Plant along Aurora Blvd. where visitors can even see their production on the ground floor, next to the Magnolia Flavor House. These novelties had a niche market and were popular treats that continued through the 1980s. Eventually, the production of MAGNOLIA Ice Cream Cakes and Rolls were phased out as the manual process proved to be not cost-effective, making the products premium-priced. But for followers of these ice cream novelties, they were one of the best ideas ever to come out from the finest name in ice cream, MAGNOLIA.

485. 1988 Creative Guild's Radio Ad of the Year, ROYAL TRU-ORANGE "Ganito Talaga Ang Buhay", RC 30s

KID STUFF. In 1988, the Radio Ad of the Year was part of a best-selling campaign that hepled endear a softdrink to its young Pinoy market in an unprecedented way. The softdrink was Royal Tru-Orange, a purebred Pinoy product of faithful old McCann Erickson client Coca-Cola Bottling Co. The campaign debuted in TV and introduced a character destined to be one of the immortals of local Philippine advertising, an amiable, wonderfully regular adolescent named Joey, played by a charismatic young La Sallite named RJ Ledesma.

The very first ad began with the jingle strain: “Ganito talaga ang buhay…”, and the first words of Joey’s lighthearted, causally delivered flashback narration which proved to be the durable and permanent opening salvo for a series of ads harping on the natural goodness of the product and how it fitted in, just as naturally, with the ups and downs of a wholesome young protagonist’s life.

The campaign extended into radio advertising , of which the winning “Mantika” was an involving example. As he McCann creative director Letty Javier recounts, she and copywriter Kathleen Mojica collaborated on a scenario straight from everyman’s childhood experience.

The TV ads have Joey mingling with friends, going to school, and eventually falling in love and maturing over a span of several memorable years. RJ Ledesma practically grew up under the consumer’s watchful eye.

The radio commercial however, harked back to those embarrassing, pre-pubescent moments where every boy would die before being caught running a sissy errand for mom  in this case, buying a bottle of cooking oil from the neighborhood sari-sari. A bottle of Royal Tru-Orange proves the ideal cover-up in the presence of Joey’s pal, Jake, who, it turns out, was set to buy something just as sissy—bagoong. The pals are on equal footing, such all too familiar chores and the very real feelings of apprehension and relief, and the viewer concludes, are part of growing up. It’s a good thing that the softdrink is around to provide company, or even security, in the face of the possible bad trips of this complicated age.

Even without the powerful TV visuals, “Mantika”  effortlessly  captured the awkwardness, as well as the little triumphs  of Filipino adolescence, and softdrinks guzzlers everywhere were invariable touched.

CREDITS:

CLIENT: Coca-Cola Bottling Co.

Product:  Royal Tru-Orange

AGENCY: McCann Erickson, Phils.

Executive Creative Director: Emily Abrera

Associate Creative Director: Letty Javier

Copywiter:  Kathleen Mojica

Producer: Jing Abellana

SOURCES: PERFECT 10: A Decade of Creativity in Philippine Advertising, published by the Creative Guild of the Philippines,1995. Written and edited by Butch Uy and Alya Honasan.

 

484. 1960s LAUNDRY SOAPS THAT BECAME WASHED-UP BRANDS

Four laundry detergent brands from the 1960s decade no longer with us. For one brief, shining moment, FAS, GLOW, SUNLIGHT and MARVEL had promising benefits that soon got washed away, for reasons we do could only assume as poor sales due to marketing, promotion, product or company issues.

1960 SUNLIGHT Print Ad

SUNLIGHT, introduced in 1960, was Lever Bros. brand that was created back in 1884, the world’s first packaged product. Despite being touted as “the world’s largest selling household soap”, it did not catch on with the public”.

FAS, 1966 Print Ad

FAS, with “the fastest cleaning power” was a product of Philippine Detergent Products introduced in 1966, but was killed when their other brand “Marvel” made greater strides in the market, so resources were put behind that brand instead.

 

GLOW, 1965 Print Ad

GLOW “Fights Stubborn Dirt” was the very first laundry product manufactured and launched by Peerless Products Manufacturing Corp. (est. 1963). It did not last long in the market dominated by Tide and Breeze. The company had their biggest success in 1977 when it launched “Champion” detergent, which continues to be a pillar of laundry care products for the company,

MARVEL, ca. 1967 Print Ad

MARVEL , a brand of Philippine Detergent Products introduced in 1967 had better success as it was pushed with TV commercials and print ads (“Relax Lang” campaign)  that saw it thru the early 1970s, before it fizzled out.

483. Sampaguita Stars BERT LEROY JR. & LIBERTY ILAGAN for COCA COLA, 1963

TEEN STARS OF THE 60s, BERT LEROY JR. & LIBERTY ILAGAN, FOR COKE, 1963

COCA-COLA has been using local movie stars as endorsers and models of print ads as early as the late 1950s. Early models included Gloria Romero, Juancho Gutierrez and Fred Montilla.

In the 60s, local film studios began building up their own stable of artists, and Sampaguita Pictures was the most successful, securing for its stars lucrative commercial endorsements for Coke. Many appeared in Coke’s 50^th anniversary ads and in subsequent ads of the 60s like Eddie Gutierrez, Josephine Estrada and Jean Lopez.

These ads from 1963 show two popular Sampaguita teen stars of the decade: BERT LEROY  Jr. and LIBERTY ILAGAN.

BERT AND LIBERTY, part of the COKE ad series, 1963

Bert Leroy Jr. was born as Albert Leroy (25 Apr. 1944, Manila), one of 3 children of showbiz couple Nicanor (Bert) Leroy Sr. and radio personality Luz Mat. Castro. It was natural that he was introduced to films early, appearing at age 9 in “Diwang Kayumanggi”. He put his budding film career on hold to concentrate on his grade school in Sta. Rita Colleges where he was an honor student, and took up high school at San Beda, where he was an honor student.

Bert enrolled at the University of Santo Tomas to take up Commerce but only stayed for a year. It was said he re-entered showbiz in 1961, and, as he says "so I could buy my own car". The 18 year old was introduced in 1962 in a supporting role in “Tugtuging Bukid”. There must have been an attempt to cast him with Liberty Ilagan as a love team in these Coke ads from 1963, but in 1966, Bert found bigger fame when he was teamed up as Gina Pareño’s partner as part of the popular teen group of Sampaguita Pictures’ “Stars ‘66”. One highlight of his career is earning a FAMAS nomination as Best Actor in the 1967 drama, “Kung Bakit Pa Ako Isinilang”.

LIBERTY ILAGAN, solo ad for Coke, 1963

LIBERTY ILAGAN , on the other hand was born (6 Jul. 1943) was born to showbiz royalty; her father is National Artist and actor-director Gerry de Leon, famed for his nationalistic films like “Sisa”, “Diego Silang” and screen adaptations of  “Noli Me Tangere,” “El Filibusterismo,” “Diego Silang,” and “Sisa.” Her mother, Fely Vallejo, was an actress, sister of 1930s violin prodigy, Ernesto Vallejo.

Like Bert, Liberty started as a 3 year old child actress, appearing in “Isumpa Mo Giliw”in 1946. She stopped to take up pre-Law at Arellano University. But she was lured back to showbiz in her teens by Sampaguita and did many teen flicks like “Joey, Eddie, and Lito” (1961) , “The Big Broadcast” (1962), “Sweet Valentines” (1963) and “Jukebox Jamboree” (1964).

Eventually, she married Rod Ongpauco, an ex-actor who became a successful restaurateur (founder of Barrio Fiesta) , with whom she had 3 kids: Happy, Love and Soeng Ongpauco.

Both Sampaguita stars Bert and Liberty migrated to the U.S. after their fruitful showbiz careers. Bert  Leroy Jr., , now 80 years old, is marred with 2 sons and a daughter. Liberty, who had separated with Rod, remarried a U.S. lawyer, Carlos Lardizabal, and passed away on 17 Mar. 2020.

SOURCES:

Information about B. Leroy Jr. and L. Ilagan: Wikipedia

The Movie Database: https://www.themoviedb.org/person/1355492-bert-leroy-jr

Rappler: Former Sampaguita actress dies at 76 https://www.rappler.com/entertainment/254920-actress-liberty-ilagan-dies/

Phil. Daily Inquirer: https://entertainment.inquirer.net/189427/stars-66-50-golden-years-later

482. . SHARP (PHILS.) CORP. "Very Sharp, Very First" Print Campaign, 1989

By the end of the 80s, SHARP (Phils) Corp. entrusted to Ace-Saatchi & Saatchi its corporate advertising, as they entered a new decade with plans to launch more products and expand its robust business.

The project was assigned to Ace-Saatchi’s winning-est Concept Team, Mario Monteagudo (AD) and Robert Labayen (Writer). Just 2 years before, the duo had won a 1987 Print Ad of the Year award for their Visine Eye Drops print ad for client Pfizer. 

The result was a stunning Print Ad series that focused on the amazing pedigree of success that the company enjoyed over the course of 4 decade, through pioneering inventions, trailblazing products and state-of-the art innovation. 

“Our generation grew up with Sony”, recalls Robert Labayen when asked about the SHARP campaign background. “So, Mario and I were excited when we learned that our account, SHARP, scored many firsts in the history of the world’s tv technology. 

The brief came from our account person Timmy Jayme. We used illustrations that looked like Japanese characters to present SHARP as THE name behind Japanese TV technology.

 I made the illustrations because that was the time that I was into doodling. Mario came up with the line “Very Sharp. Very First.” That was another instance when Mario and I exchanged roles.”

The Print series delighted SHARP clients and marketing man, Mon Bermeo so much that the client not only ran the complete series in regular dailies, but also appeared in Visitacion dela Torre’s history book about Philippine advertising.

 Mario and Robert would go on to enjoy a 3-year Print AOY award-winning streak from 1991 to 1993, earning Creative Guild nods for  British Airways, Philippine National Bank and Petron. After their sterling career with Ace, Mario formed his own agency, while Robert joined ABS-CBN to become its VP-Head of Creative Communication in 2004.

CREDITS:

Many thanks for Robert Labayen for his recollections about making this SHARP Ad series; likewise to Mario Monteagudo, for his inputes.

481. MILO ENERGY DRINK, 1980 Moscow Olympics Ad

GO MILO! BUT WE'RE NOT GOING! Olympic Ad, 1980

Nestlé’s MILO began wresting the title of “Olympic Energy Drink” from arch rival  OVALTINE in 1968, when the popular chocolate malt beverage began running an ad that proclaimed itself as the “Choice of the ’68 Olympics”. On the other hand, OVALTINE had touted in its 1972 ads that it had been in every Olympics since 1932. It was to be the last time that OVALTINE—an aging brand on a decline--would call itself “the official energy drink of the Olympics since 1932”.

MILO took over that claim that same year, bannering that “modern day athletes need a modern energy drink”, while casting shades on Ovaltine as “old stand-bys are simply not enough”. MILO’s Olympic Energy campaign thus began officially in 1972 (Munich) followed by the next edition in Montreal (1976).

In 1980, the Summer Olympics were scheduled to happen in Moscow, Soviet Union, from Jul. 19-Aug. 3, 1980, the first games to be held in an Eastern bloc country. It was to be one of the most controversial stagings in the history of the Olympics. 

A year before, Soviet had invaded Afghanistan,  causing the United States and other Western countries to boycott the 1980 Moscow Olympics. Sixty six countries boycotted the games entirely, including the Philippines, and only 80 nations converged at the Moscow Games, the smallest number since 1956.

In retaliation, the Soviet Union and other Eastern Bloc countries (except Romania) boycotted the 1984 Summer Olympics in Los Angeles. An alternative international sporting event, the Goodwill Games, was created by Ted Turner in reaction to the political troubles surrounding the Olympic Games of the 1980s.

Nevertheless, Filipro Inc., Nestlé’s local manufacturer in the Philippines, came up with their MILO Moscow Olympic Ads in 1980, despite the country’s non-participation. 

The ad was austere in its message, preferring to “salute the Olympic Year”, with the Moscow reference as just as subhead. Perhaps to make up for the lost Olympic momentum, MILO launched a SUPER ATHLETES Promo, with collectible plastic figures of athletes in action in every can. These were to be played using SUPER SPORTS gameboards published in select magazines and newspapers.

MILO SUPER ATHLETES TOY PROMO, 1980

SOURCES:

Moscow Olympics logo: Wikimedia commons

Moscow Olympics 1980: https://en.wikipedia.org/wiki/1980_Summer_Olympics

Goodwill Games 1986: https://en.wikipedia.org/wiki/Goodwill_Games