522. Let's Raise a Glass or Two!: CAFE PURO, Various Glass Premium Ads, 1966-69

At the peak of its business, Commonwealth Foods Inc., producer of Instant CAFÉ PURO, held the distinction as the First and Largest Coffee Plant in the Far East, with the Biggest in Sales in the Philippines. It’s flagship brand CAFÉ PUROand its variants Le Café and Café Bueno, was a market and industry leader, known for its professionally-done advertising, and the regular consumer promotions.

Instant CAFÉ PURO was a leader in packaging innovation, the first to come out in glass jars with plastic caps—that were actually, usable decorative drinking glasses. These premiums had added-appeal to consumers, as you not only get coffee, you also get to keep the glass that you can use daily, so you can be regularly reminded of the coffee brand that gave it away to you—Free.

The most popular CAFÉ PURO collectibles that added immensely to the brand’s success were exclusively designed glasses that often came in sets. Chief among these were the CRYSTAL GLASS Collection, which featured applied “starlight” designs, with a flip-off plastic cap. These first came out in 1966, advertised on weekend and women’ magazines.

The CRYSTAL GLASS promo was so successful that the next year, the FOLK DANCE glass series was launched, which proved to be their biggest packaging promo ever. These were the first truly collectible glasses, that also came with matching shakers and pitchers. Each carried an ACL (applied color label) design of the country’s famous folk dances, rendered in stylizes drawings.

Singkil, Tahing Baila, Maglalatik, Itik-Itik and Tinikling were among the illustrated dances that were featured on the glass. To this day, these Café Puro FOLK DANCE series are sought after by advertising collectibles fans. (see separate article about these glasses on this blog.)

In 1968, a more premium-looking glass set was offered; The Instant Café Puro RAINBOW GLASS collection. The colors of the rainbow are all aglow in the glasses with gradating vivid hues of Orange, Yellow, Blue, Violet, Green and Purple.

Unfortunately for CAFÉ PURO, Nescafe, which initially came out in unsightly tin cans, improved on the packaging idea, and came out with their own glass collection that became truly classic—the straight-sided clear diamond-cut glass. Where Café Puro was giving out large glass jars with tin caps, Nescafe was offering classy 4-sided mutli-purpose glass canisters with glass and plastic stoppers. Simple and durable, sales took off for Nescafe, and the drinking glass and glass canisters became ubiquitous in  homes, office canteens, food stalls and wayside carinderias. With its massive market budget, product line extensions, and coffee expertise, Nescafe would bypass CAFÉ PURO by the 70s.,

 That being so, CAFÉ PURO remains a beloved brand, remembered for its full-bodied aroma and taste, as we as for its glass giveaways,  which, in their time, were the most attractive, well-made utilitarian tableware that every housewife would be proud to own.

521. HELENE CURTIS SUAVE presents: "The Creation Series" 1961

“POUFF PARISIENNE” by Panching Servando of Ben Farrales Glamour House. The August creation puts a twist on the French pouff by flattening the hair on the sides and back exposing the ears. The model is Ines Villareal-Regala.

One of the earliest haircare brands to forge a strategic alliance with beauty institutions and the leading hairdressers in the country was HELENE CURTIS, In the early 1960s the company began to build on the success of its SUAVE brand, introducing shampoos, creme rinses, and wave sets. To promote it, SUAVE was promoted by beauty salon operators and the country’s leading hairstylists, in tie-up ads that bannered new hairstyles and the latest coiffure craze for them month, through a “creation series” launched in 1961 through 1962. The following 2-color ads which featured name models, were part of the series that ran in women’s magazines nationwide.

“PAPILLON” by Beny Baluyot of Beny’s Beauty Salon. A new creation for February that flaunts soft-looking hair for a chic, casual style that women will love.

“BOB PARISIENNE” by the Kayumanggi Styling Group, This shimmering hairstyle creation for December with lovely highlights features model Mrs. Caroline Manning. 

“THE BELL” by Moises Sia of Del Val’s Beauty Salon. Classically-designed  hair highlighted by sparkling gleams created by Suave for a radiant effect, without looking oily.

SUAVE, introduced in 1937 by Helene Curtis, is one of the most successful and enduring brand of the company and is still available to this day. Now with Unilever, SUAVE as a brand represents more than 100 products including shampoo, lotions, soaps and deodorant, used in United States, Argentina, Brazil, Mexico and Canada.

SOURCES:

Suave (the brand), https://en.wikipedia.org/wiki/Suave_(brand)

Helene Curtis Industries Inc. https://en.wikipedia.org/wiki/Helene_Curtis_Industries,_Inc.

520. Is that Who I Think He Is? ANTHONY ALONZO for LITTON DENIMS, 1983

Once, in the 1950s-thru the 70s, the Philippines was a major manufacturer of fabric in the Asian region, thanks to LITTON & Co. Inc., producers of the well-known LITTON brand of fabrics. The business was started by Englishman George Litton Sr., who came to the Philippines and married a local girl, Rosa Tulod. His fabric business survived the war and became a success in the 50s, helping develop the country’s fabric industry, By the 60s decades, over 20 textile mills were operating in Mandaluyong and Pasig area, with LITTON having the largest and most complete factory built for Php 40 million.  

The Denim craze in the 70s and 80s drove the demand for denims to great heights, and LITTON denims were in full color, in major magazines and newspapers. LITTON’s choice as celebrity endorser surprised many as he was over 30 years old then, quite mature, while other brands employed younger models.

Still, LITTON opted to use the action-sexy film star ANTHONY ALONZO, as he was perhaps, the most visible actor around, with some 30 films under his belt, shot from 1980 to 1985 alone. This meant that Alonzo had quite a major exposure on the silver screen, as well as on videos. In fact, within this 5-year period, he won the 1982 FAMAS Best Actor Award for Bambang and , he triumphed as Best Actor twice at the Manila Filmfest for Bago Kumalat ang Kamandag (1983) and Moises Padilla Story: The Missing Chapter (1985). He would win again in 1987 for Anak ng Badjao, making him the second most awarded Best Actor in the filmfest, after Christopher de Leon.

Born as Antonio Viana Hernandez (2 Apr. 1948) in Quezon City, Anthony is known as  the brother of actress Alicia Alonzo, who herself is still appearing in Filipino films and soap operas. He was already 26 when he appeared in his first movie, Muntinlupa 1950. But he made up for it by becoming the Philippines’ busiest actor from the 1980s thru the 1990s decade. Some of his well-known roles were in the movies Hindi Sa Iyo ang Mundo, Baby Porcuna (1978), Dakpin si Junior Bombay (1979), Dakpin si Pusa, Totoy Scarface (1981), Ang Paghihiganti ni David Burdado (1983), Jabidah Massacre (1990), Relaks Lang, Sagot Kita (1994)-Warlito Gan, and his last movie, Masdan Mo ang Mga Bata (1997). Alonzo died of skin cancer on 9 Oct. 1998 at age 50.

As to LITTON & Co., the heirs—that includes the famous TV Host and Personality Johnny Litton, has shifted its business from clothing to shelter, still aligned to its mission of helping make life better, all for the benefit of many.

SOURCES:

Litton Company: https://littonandcompany.com/litton-legacy.php

Anthony Alonzo, Wikipedia,https://en.wikipedia.org/wiki/Anthony_Alonzo

The Washington Post, List of People who fled with Marcos

Video 48, THE EIGHTIES # 504: ANTHONY ALONZO, ROBERTO GONZALEZ, et.al. "ANG PAGHIHIGANTI NI DAVID BURDADO" (1983), https://video48.blogspot.com/2021/03/the-eighties-504-anthony-alonzo-roberto.html

519. KLIM Powdered Whole Milk by Borden, 1935-1967 Print Ads

1965 KLIM AD "Best Milk for Baby"

KLIM Powdered Milk is one of the oldest milk brands available in the Philippines, but the product version sold here was made by Borden Co., a well-known U.S.-based dairy company that had its beginning in the 19^th c. Early ads featured the slogan "Spell it backwards”.

EARLY 1935 PHILIPPINE KLIM AD

The brand KLIM had an even earlier history though, that began in 1920, when the Merrell-Soule Company of Syracuse, New York improved the spray-drying method patented by Robert Stauf in 1901, a process that dried milk into  powder. Merrell-Soule replaced regular milk with condensed milk, resulting in a dehydrated whole-milk powder that kept not only its nutrients, but also did not spoil quickly.

WORLD CHAMPION BOXER 'FLASH" ELORDE FOR KLIM,1957

KLIM Powdered Milk was sold in cans, and just a few spoonfuls mixed with water can give babies and kids the pure wholesome goodness and flavor of real cow’s milk. As KLIM can stay fresh without refrigeration, it was perfect for use in humid, tropical places. Hence, KLIM was brought to the Philippines as early as the 1930s, imported and distributed by the Getz Brothers.

KLIM achieved success in the Philippines, and its advertising played up on its completeness, value for money, and the convenience of no refrigeration. In the 1960s, NAMARCO-branded KLIM products were launched in support of the National Marketing Corp. which aimed to help Filipino retailers procure products at reasonable prices and promote economic welfare.

1966-67 KLIM AD

Over the years KLIM used tri-media advertising to push the product, using celebrity endorsers that included world champion boxer Gabriel “Flash” Elorde in the late 50s and a young Lea Salonga in the early 80s who popularized the jingle “I love KLIM…wow-..woww..woww.wow..I Love Klim!”.

1966-1967 KLIM AS

In 1998, Nestle acquired KLIM from Borden, which filed for bankruptcy in 2020. That same year, New Dairy Opco LLC won Borden's assets via an auction, becoming the company's new owner. KLIM Powdered Whole Milk is still being manufactured by Nestlé to this day, assuring us that this iconic brand will endure for more generations to come.

518. GOYA CHOCOLATE PRODUCTS, Print Ads, 1967-69

GOYA OMNIBUS CHOCOLATE DRINKS, 1968

One of the more popular brands of made-in-the-Philippines chocolate products is GOYA, a joint venture started in 1956 by the enterprising  Chua and Vilabrille families, under the company name GOYA Products, Inc. The first products were actually coffee and cocoa powder mixes.  The cocoa line proved to be more viable, so GOYA expanded to making instant chocolate mixes and chocolate-flavored beverages. Eventually, GOYA would extend its line to include chocolate bars and confections that proved to be successful, favored for its affordable price and chocolatey goodness.

FROM COCOA DRINKS..TO MILK CHOCOLATE TREATS, 1967

This led to Nestlé acquiring the local company in 1996, and was promoted actively through seasonals and regular advertising. Eight years later, in 2006, Petra Foods, a Singaporean food company —now known as Delfi Limited--- bought GOYA from Nestle, which continues to oversee its manufacture and marketing promotions in the Philippines, as well as in other Asian regions.

GOYA has had several relaunches, and is positioned to cater to the medium-end and lower-end brackets. But GOYA also has premium variety, a flanker product that is also part of the portfolio, and still affordably-priced.  

GOYA ALMOND CRUNCH with a Toblerone-type packaging,1969

From the plain cube-sized chocolates, GOYA now produces dark chocolates, dark mint chocolates, white chocolates, almonds dipped in chocolates, crunchy bite-size chocolates and even choco-covered biscuits. GOYA is into spreads, syrups and baking ingredients too—so long as it’s got chocolates.

The chocolate products are manufactured in a 3-hectare plant in Marikina City that has been globally-certified for its quality and taste. The iconic GOYA is now a heritage brand favored, recognized, and much-loved by generations of Filipino chocolate lovers. The GOYA brand continues to endure, providing chocolate enjoyment to Filipinos young and old alike, that is envisioned by Delfi Ltd. to prosper and grow even morem in the years to come.

517. Brand Stories: PAPA CATSUP, Nothing Like the “Father” of All Banana Catsups, 1954

Heroine Maria Orosa, a food scientist,  is credited with inventing the more affordable banana catsup, but it took Magdalo Francisco to develop it into a successful commercial enterprise with his “Mafran” banana catsup brand in 1942. In 1954, another catsup brand was introduced by Neri Papa—PAPA Banana Catsup, under his Papa Food Products Corp.

 PAPA Banana Catsup was developed using a steaming process that conserved vitamins, blended with native spices that included Philippine labuyo. The new condiment became a national favorite for over 2 decades,  eclipsing Mafran and Jufran, moreso when it was promoted as the catsup “chosen to match the famous” MAX’s Fried Chicken”. This was probably one of the early examples of marketing cross-promotion

But by the 1980s, the condiment market had changed dramatically with the rise of major players like the Universal Food Corp. (UFC) that was established in 1960 by the combined forces of the Franciscos and their financiers, Datu-Reyeses (founder of the Datu Puti food business).

One of their flagship brands was UFC Tamis Anghang Banana Catsup, launched in 1969. In early 1980s, Francisco left the company and assigned the PAPA brand and trademark to Hernan Datu Reyes, who registered the mark in 1983 for use on banana catsup, chili sauce, achara, banana chips, and other local products. In 2002, Barrio Fiesta Mfg. Corp. attempted to use the mark “Papa Boy & Device” for its products, but was sued by UFC Corp.

Barrio Fiesta lost but won the case in an appeal. The case was elevated to the Supreme Court which upheld an earlier decision of the Intellectual Property Office, thus finally rejecting Barrio Fiesta’s use of “Papa Boy & Device” for its products.

Eventually, the PAPA brand would be acquired by and assigned major companies in succession: Acres & Acres Food, Inc., Southeast Asia Food, Inc., Heinz-UFC Philippines, Inc.. Today, UFC and all its brands have all been consolidated by the giant food conglomerate , Nutri-Asia.  

Hernan Datu-Reyes established the HDR Foods Corp. with pioneering products under the Mother’s Best brand, including the top-selling Mother's Best Hot Sauce (chili),  Barbecue Marinade, Toyomansi, and Patismansi, all  original Filipino inventions of the owner.  

516. CAMEL CIGARETTES, "The Taste That’s a Legend", 1984 Ads

CAMEL CIGARETTES as a cigarette brand is over a century old, developed by Richard Joshua "R. J." Reynolds, founder of the company that still bears his name way back in 1913. The cigarettes were originally blended to have a milder taste than other brands. He named his packaged cigarettes ”CAMEL” because its main ingredient was Turkish tobacco.

The widely promoted  cigarettes was advertised with the slogan  "I'd walk a mile for a Camel!", that was so popular, it was used for decades. In the Philippines, Fortune Tobacco Corp., founded by business tycoon Lucio Tan in 1965, and the producer of the hugely successful local brands Champion, Fortune and Hope Cigarettes, expanded their portfolio with the inclusion of foreign brands that included Winston, Salem and CAMEL.

The CAMEL product advertising adapted by the local agency, J. Romero & Associates, were all American-conceived materials. In 1984, the campaign “The Taste That’s a Legend” was launched, using U.S. color print ads that showed up on glossy magazine covers, shown on this page. The ads featured a man going on a solo trip on an Amazon River-like setting, that is bound to be, indeed, a legendary adventure!

515. CONTINENTAL NOODLE SOUP: The 1st Instant Noodle Soup in Packs, ca. 1950s-60, Print Ads

Before the advent of instant noodle soups in packs like Lucky Me, Maggi, Payless and Nissin’s, a noodle brand in foil packs has been satisfying Filipinos since the late 1950s: CONTINENTAL NOODLE SOUP, developed by Lipton, and distributed locally by the Philippine Refining Company (now Unilever).

When first sold, the brand was simply called Continental Noodle Soup, a dehydrated soup mix that cooked in 7 minutes. The first flavor was the classic Chicken Noodle Soup, made from noodles and chicken flavorings—a far cry from today’s noodles that cook in 2 minutes, available in a range of flavors from your basic chicken and beef to pancit canton, lomi, mami, even Thai and Korean spicy flavors.

Lipton's entry into the soup market is believed to have begun in the early 1950s with test campaigns for Continental Noodle Soup mix. The company also produced other dehydrated soup varieties, including onion soup mix, by the mid-1940s

At 45 centavos per pack, Continental Noodle Soups were expensive, but the copy claims that a pack is good for 4 servings. A sick child was usually served this soup treat, as chicken soup then, as now, a  it was sastisfying, warming, and comforting.

The first advertising were black and white print ads with clip art illustrations. By 1960, the ads, designed by PRC’s ad agency, were hand-illustrated and in full color. In 1964, Continental Noodle Soup was re-branded to the shorter ROYCO Noodle Soup (a coined term for ROYal + COntinental), and this brand name was used in other Asian and African countries. 

The new ROYCO name caught on with Filipino consumers and became a familiar household brand, until the late 70s when the more convenient plastic-packed oriental noodles were launched, displacing ROYCO.

514. FUMAKILLA: The World’s 1st Liquid Insecticide, 1966-1980 Ads

FUMAKILLA SPRAY INSECTICIDE, Print Ad, 1974

FUMAKILLA had its beginnings as a dispensing pharmacy store (Oshimo Kaisundo) in Japan, founded in 1890. With is business established in Hiroshima, FUMAKILLA  developed the 1^st insect liquid insecticide in the world in 1920. The operation move to Tokyo in 1950 as its international business grew.

FUMAKILLA VAPE, 1966

In 1963, launched Vape, the world’s 1^st mosquito destroyer which didn’t have to be lit, like mosquito coils. It was one of the first FUMAKILLA products to be launched in the Philippines in 1966. By the 1970s, FUMAKILLA was operating a laboratory in Barrio Ugong in Pasig, bringing to Filipino homes its liquid insecticide products to ward off primarily mosquitos and other house and garden pests.

FUMAKILLA DORA RAT KILLE, 1974

In 1974, it introduced its FUMAKILLA Dora Rat Killer, which proved to be the most popular rodenticide in the Philippines. In 1980, the FUMAKILLA Roach Killer was launched. Other well-received products include insect skin repellant spray and electronic repellants.

FUMAKILLA OMNIBUS AD, 1980

FUMAKILLA continues to be a well-known brand today. It operates under FUMAKILLA VAPE Phils. Corp., which distributes and imports the popular household products.

513. POND'S: "Secrets of a Beautiful Face" Campaign, 1975-1976

RIO DIAZ, Sister of Miss Universe Gloria Diaz. Showbiz personality.

The 1975-76 "Secrets of a Beautiful Face" ad campaign for Chesebrough POND's was conceived and executed  by its local agency, J. Walter Thompson Phils. It brought together a diverse group of women who shared their personal secrets on how they achieved their flawless complexions--which included the use of POND's for their everyday facial care. 

CHARITO SOLIS, 1967 Asia's Best Actress for "Dahil sa Isang Bulaklak"

EVA REYES. Beauty queen. Miss Philippines 1972, Miss World Semifinalist.

JACKIE LOU BLANCO, Teen showbiz talent, daughter of Pilita Corrales.

CZARINA ZARAGOZA, Bb. Pilipinas-Universe 1968. Musical artist.

512. Actor, Director: EDDIE RODRIGUEZ for BLEND 45, 1984

Zamboanga-born EDDIE RODRIGUEZ (real name Luis Clemente Enriquez, b. 23 Aug. 1932 / d. 12 Oct. 2001), was one of the more notable “drama kings” popular in the ‘60s and ‘70s.

He actually started in action movie before making a shift to drama that saw him being paired in films with plots revolving around love triangles. He was often paired with Marlene Dauden—the Sofia Loren of Philippine movies, and the well-regarded and multi-awarded Lolita Rodriguez.

Their films were hugely popular in the 60s with fans who favored more mature, dramas and romances over lightweight teen-oriented films. Some of his hit films include: Kundiman ng Lahi (1959), Sapagkat Kami ay Tao Lamang (1963, for which he won the  FAMAS Best Actor award) , Bakit Ako Pa? (1970), , Nakakahiya Part 1 and 2 (1975). , Luluhod ang mga Tala (1984), Kapag Puso Ay Sinugatan (1985).

Rodriguez made a belated endorsement for BLEND 45, the hugely successful instant coffee brand of Commonwealth Foods Corp. (CFC). It was part of a celebrity driven-campaign launched in the 1980s by the company, which included more established talents like Boots Anson and Pete Roa, and movie icon Susan Roces.

By then, Rodriguez had become a successful director, with films like Kasalanan Kaya? (1968), Kapantay ay Langit (1970), Babae, Ikaw ang Dahilan (1972), Ex-Wife (1980). He would direct Sharon Cuneta in the mega-blockbuster Maging Sino Ka Man with Robin Padilla. With his credibility and authority, he was the perfect model for BLEND 45, with testimonial-type ads that proclaim his enjoyment of the coffee brand’s “rich flavor and aroma”.

Rodriguez, with former wife actress Liza Moreno, also founded Virgo Films, so, as director and actor, he managed to work with practically the cream of Philippine cinema-- from Gloria Romero, Nida Blanca, Charito Solis, Amalia Fuentes, Vilma Santos and Nora Aunor.

Rodriguez was married to Araceli Hernandez and bore 3 children. The fine actor and director, who has had a history of bad health including lung cancer, died of a heart attack on 12 Oct. 2001.  

SOURCE:

Eddie Rodriguez, Wikipedia

511. The Milk Formula Trusted For Infants: PELARGON from Nestle, 1957-1971 Ads

PELARGON MODERN MILK, 1968 Print Ad

Before the advent of infant formula powdered milk like S-26 and NAN, there was PELARGON, a full-milk powder formula for babies, developed by Nestlé in 1934. It became a favored alternative to breastmilk as it was enriched with lactic acid bacteria for easier infant digestibility.  PELARGON gained popularity after World War II, as mothers made a switch from breastfeeding to bottle-feeding.

LACTOGEN ACIDIFIED POWDERED MILK, 1957 Print Ad

In fact, many mothers and children in the 60s and 70s recall PELARGON as their ideal firstborn formula. PELARGON was pure, full cream pasteurized cow’s milk, acidified with lactic acid for improved assimilation, then fortified by the addition of dextrins—maltose, sucrose, starch, vitamins A&D, thiamine, niacin, ascorbic acid and iron citrate.

PELARGON’s protein content and fat globules are similar to breastmilk. It forms soft, easily digestible gastric curds, and provides a formula adequate in all nutrients known to be essential for the regular feeding of normal, premature or weak infants.

IMPROVED FORMULA PELARGON, 1971 Print Ad

Filipro  Inc. introduced PELARGON to the Philippines only in the late 1950s after the war curtailed their importation activities, and things began to improve. The brand was promoted through advertising, using America-made ads featuring Caucasian babies and parents from the 60s thru the 70s.

PELARGON still exists today, no longer in the Philippines, but in South Africa, where it is known as NAN-PELARGON, as NAN and PELARGON were once individual brands owned by Nestle.

510. She Taught the World to Sing: NORA AUNOR , Philippine Superstar, (b. 21 May 1953-d. 16 Apr. 2025)