Originating from Cebu, PENSHOPPE is a youth lifestyle
brand founded in 1986 by Golden ABC, Inc. It started as a T-shirt fashion store
and enjoyed sustained success in the South, encouraging the company to
expand its market in Manila by opening a branch in SM North Edsa. In less than a
decade, it was competing against the more established Bench, and was gaining
attention for its creative-driven national advertising.
WATCH PENSHOPPE "MIME" 1993 TVC 30s, HERE:
This 1993 campaign “Express Yourself” was one such example featuring a series of young people in an audition setting expressing their dreams and aspirations. “The Mime”, was part of the print series . Since then PENSHOPPE has also used local young stars like Ryan Agoncillo, Cogie Domingo, and even scored a coup by casting global celebrities Mario Maurer, Ian Somerhalder, Ed Westwick, Mandy Moore and Zac Efron. PENSHOPPE’s advertising agencies included Ace-Saatchi & Saatchi and TBWA-Santiago, Mangada, Puno.
SOURCES:
PENSHOPPE, Audution :MIme: TVC, https://www.youtube.com/watch?v=pq_IRQXyOOU, uploaded by FELIXBAKAT76, May 12, 2008.
"CHOOSY MOMS, CHOOSY KIDS", DARI CREME Print Ad, 1984
Procter & Gamble prides itself as having started “brand
management” in product marketing, and the pedigree of success across of its advertising
across all brands proves that. The company even employed advertising “copy
experts” who patrolled their international network for possible advertising
approaches that can be adapted and applied to their other brands in need of
promotions.
Such was the case of DARI CRÈME advertising, which was in
need of revamping in the late 70s. Launched
in 1959, DARI CRÈME was one of the first products of Procter & Gamble PMC
(now P&G Phils., Inc.). It was the first locally manufactured refrigerated
margarine and was introduced as a local alternative to imported butter. All throughout
the 1960s, DARI CRÈME consistently led the butter and margarine market,
preferred for its more buttery taste, availability and price.
P&G's "Adapt & Apply" practice resulted in a borrowed slogan for DARI CREME ad campaign.
In the late 1970s thru the early 80s, efforts were made
to refresh DARI CRÈME advertising in the face of a growing competition that would
come to include new Magnolia Butter and Buttercup. The inspiration for a new
DARI CRÈME thematic campaign came from a Procter & Gamble product from the
U.S.—JIF Peanut Butter. JIF’s success owes much to its advertising with a
slogan “Choosy Mothers Choose JIF”, coined by its creative agency, Grey
Advertising, in 1966. The campaign catapulted JIF past erstwhile leader Skippy
to market leadership around the time of the peanut butter crisis of 1980.
The idea of having “discriminating or choosy mothers” when
it comes to food for their children, resonated
with Filipino mothers—hence Ace-Compton, the local agency of DARI CRÈME localized
the theme into “Pinipili ng mapiling ina”, that became the crux of the product
TV ad series. The TVCs featured a mother showing another mother the difference the
taste difference between DARI CRÈME and another unnamed brand, when slathered
on a piece of bibingka, on a puto, ensyamada, etc.. The new campaign secured
DARI CRÈME’s dominant position in the marketplace, and the commercials became
very popular on TV.
WATCH DARI CREME's "CHOOSY MOMS" TVC HERE
The campaign went a step further when a DARI CRÈME usage
campaign was launched in 1984, but the slogan was not only converted into English,
but was also extended to include discriminating kids. Hence, “Choosy moms with
choosy kids choose DARI CRÈME” (Pinipili ng mapiling ina…at anak!). The campaign
ran for many years, despite it being—well—a mouthful. But P&G didn’t mind,
as the message came across well, and business resumed its brisk pace.
In a twist of irony, a decade after the “choosy moms” campaign,
Magnolia Inc. (then known as Philippine Dairy Products Corp.) acquired DARI CRÈME
from Procter & Gamble Philippines, ensuring the continuity of the
much-loved, iconic brand—and even the “pinipili” slogan, that is still in use
to this day.
ESSO STANDARD PHILIPPINES, was the name of the fuel company that became the forerunner of PETRON CORP. ESSO took over Standard Vacuum Oil Co. (STANVAC) that had been supplying the country with gas and fuel since 1933, as a merged company of Socony Vacuum Oil and Standard Vacuum Oil of New Jersey. In 1973, the Philippine National Oil C. (PNOC) of the Philippines acquired ESSO, and was renamed PETROPHIL CORP. ESSO Stations were rebranded as PETRON. In 1988, PETROPHIL was renamed PETRO CORP. to this day.
