532. Brand Stories: VICKS INHALER, Richardson-Vicks, 1941

Movie idol JAIME DELA ROSA for VICKS INHALER, 1959

Pharmacist Lunsford Richard founded  Richardson-Vicks out of a family emergency. His young son, Smith Richardson suffered from a serious case of croup. Lunsford combined unique ingredients into a salve that when heated by the body, would release soothing vapors.

The boy found relief and the homemade croup and pneumonia salve was soon being sold as a legitimate product in 1894, after Lunsford took over his brother-in-law Dr. John Vick’s drugstore business,  Thus began the Vicks Family Remedies Company (later, Vicks Chemical Company) in 1898.

In 1911, the salve was renamed as VapoRub by the now-grown up Smith,  the very boy who inspired its creation and now a the helm of the business. The soothing vapors became the unique advantage of the product, such that in 1941, that effective production action was used in the development of Vicks Cough Drops, that provided instant, portable relief. The cough drops were an immense success.

Matinee Idol LUIS GONZALES for VICKS INHALER, 1956

The Vicks “vapors” line was extended in 1941 with the launch of the VICKS INHALER. This unique products brings the soothing vapors of Vicks in your pocket, just by inhaling the vapors from a plastic tube which are released from an absorbent material (like a cotton wick) that has been saturated with a blend of ingredients formulated by the company. Again, the reception to this innovation was met with widespread approval.

Singer-actress JEAN LOPEZ for VICKS INHALER, 1960

By the 1950s, VICKS INHALER  was available in the Philippines, and its early local advertising in the late 1950s featured popular movie stars, shown on this page. Despite the rise of Thai and Chinese made inhalers, VICKS INHALER—now also available in the key chain type, continues to be a favorite among local users, as the brand is now owned and managed by Procter & Gamble, a trusted maker of products that make Filipino lives easier.

531. Brand Stories: SUNFLOWER CRACKERS by Croley Foods Mfg. Inc.

The first crackers available in the Philippines were soda crackers—those tasteless, lightly salted rectangle or square-shaped biscuits with the signature pinprick holes and break marks. They were so named because they were simply made with white flour and leavening agent, baking soda,  to make them crispy.

 Popular local soda cracker brands included those made by Fibisco and Lion Brand that were commonly available in most stores in the 1950s era. In 1962, M.Y. San shook the cracker market when it introduced Skyflakes, a more flavorful and crispier saltine cracker that has a creamier taste. It took off and became a hit, favored by students, office workers and snack lovers to instantly assuage hunger, Skyflakes came in handy cellophane packs for individual enjoyment and in tin cans.

For nearly2 decades, Skyflakes dominated the saltine cracker market—until a family owned bakery in Manila, established way back in the 50, became big enough to grow into a biscuit company in the 60s, calling itself the New London Biscuit Manufacturing Company.

In the late 70s, the biscuit plant, located in Novaliches, developed a wafer-thin, extra-crispy cracker that was more savory. Even the biscuit’s color, a shade of yellow-orange, appeared more appealing. It was priced much cheaper too, and the first batches were bagged in cellophane packs. The product, when launched, was called SUNFLOWER CRACKERS.

The massive response to these flavorsome crackers—crunchier than Skyflakes, tastier and cheaper too—was unexpected. Suddenly, crackers were no longer boring, they can have great appetite appeal too! Much like munching potato chips, you can’t eat just one! And you really can,  because SUNFLOWER CRACKERS were very much affordable.

The new brand in the market posed as a real threat to the market leader, latching on to its superior taste, rather than on plain crispness, which Skyflakes flagged in it slogans. In the 1980s. the company was restricted and re-branded as Croley Foods Mfg. Corp., with modern machines and new biscuit technology, The first major initiative was to claim the “taste” positioning among biscuit brands by introducing flavored variants.

LISTEN TO SUNFLOWER CRACKERS RADIO HERE:

By 1984, SUNFLOWER CRACKERS were available in Chicken, Adobo, Pizza, Onion & Garlic—as well as sandwich cream versions: Lemon and Strawberry Sandwich. Today, Croley Foods continue to expand its cracker, biscuit and cookie line under several trade names. Some of the flavor offerings have been streamlined to include Original, Chicken flavor, Pizza, and Cheese flavor. There are more crea-filled sandwiches flavors too with the addition of Mango Sandwich, Blueberry Sandwich, Coconut Sandwich and Orange Sandwich.

SUNFLOWER CRACKERS is now one of the top exports in UAE countries  catering to Filipino expatriates. It is also doing well in China. It may not have dislodge Skyflakes which continues to be the market leader to this day, but like Skyflakes, it is well on its way to becoming an icon brand, having established itself as a major and significant player in the biscuit industry for its commitment to food excellence, in its desire  to satisfy and enrich the diverse tastes of Filipino consumers.

SOURCES:

Croley Foods website: https://croleyfoods.com/company/

Croley Foods: Filipinos’ choice for mildly sweet cracker snacks, https://filipinotimes.net/news/2019/08/01/croley-foods-filipinos-choice-mildly-sweet-cracker-snacks/

530. DOLE Canned Pineapples and Fruit Drinks, 1968-1984

The brand that briefly gave icon brand Del Monte a run for its money was DOLE Philippines, which, with its array of canned pineapple and fruit drinks, was looked at as a threat to the former’s monopolistic pineapple business.

DOLE Philippines began operations in 1963 with Dolefil, a major producer of fresh and canned pineapples located in Polomolok, South Cotabato. The company's history in the Philippines is linked to the worldwide expansion of its parent company, which, in 1903 started the mass-production of canned pineapples in Hawaii. The pineapples were grown in the vast pineapple plantations that were processed in the company’s manufacturing facilities, which were canned to the highest standards,

By 1965, Dolefil made its first shipment of 30,000 cases of canned pineapple products to the US. At this time, DOLE products were being marketed and advertised in the Philippines, beginning with the canned pineapple products (chunks, crushed,  tidbits) and juices (pineapple, pineapple orange, pineapple strawberry).

DOLE products became popular options to Filipinos, as well as their mixed-fruit juices. To maintain quality control, Dolefil put up its own can manufacturing plant in 1968, and a packaging plant in 1976.

Things were going well for DOLE, until the more established Del Monte Phils.went all-out in advertising, featuring well-strategized and well-crafted TV commercials from the ad agency, McCann-Erickson, that were targeted at lower-middle classes. After all, pineapple juice was a staple drink in practically all-Filipino events, much like soda.

In 1990, Stanfilco, another Dole operation in the Philippines, merged with Dolefil. In 2013, Dole Phils. was  turned over to Itochu Corporation, and became the majority owner of DOLE plc, a global producer and marketer of fresh fruits and vegetables. This means that it has significant ownership of DOLE's Asian fresh produce and worldwide packaged foods businesses , and has also been expanding DOLE's pineapple production in the Philippines. 

529. KAMINOMOTO Hair Saver-Growth Accelerator, Print Ads, 1967

The world-famous brand of hair restorer was developed by Kaminomoto Co. Ltd.,  a company founded in Kobe, Japan in 1908. In 1932, it launched its KAMINOMOTO Hair Saver-Growth Accelerator tonic, that blends traditional knowledge of medicinal herbs with advanced technology, creating patented ingredients like Kamigen K and E. These have been validated for their effectiveness against alopecia.

With the joint-stock company Kaminomoto Hompo established in 1953, the product was launched in Southeast Asia beginning in 1959, and was introduced to the Philippine market in the mid 1960s.

KAMINOMOTO was advertised extensively on TV, magazines and newspapers, featuring a variety of hair tonics, and extending the line to KAMINOMOTO hair, scalp  and skin soap, shampoos, haiir strengthener, and hair lotion. Kaminomoto Co Ltd. received invention prizes for its products, winning the Japan Invention Award in 1961.

Early KAMINOMOTO advertising used Japanese materials and imagery, with a smattering of local illustrations. By the 70s, the KAMINOMOTO brand was using Filipino models in print ads. 

Even with the advent of Minoxidil that has more laboratory evidence to back its effective hair loss treatment, KAMINOMOTO continues to hold on to its market that patronizes general hair growth stimulants, combining high technology and the traditional power of natural medicinal herbs, roots and plants, that has come to be recognized and widely accepted, the world over.

528. Creative Guild TV Ad of the Month for April, 1984: TANG ORANGE

TANG is an orange-flavored powdered mix drink developed in 1957 by General Foods Corporation food scientist William A. Mitchell and chemist William Bruce James. It became available in the market by 1959, and its early reputation rested on the fact that it was used by early NASA crewed space flights.

Orange TANG was introduced in the Philippines around late 1970s by General Foods Philippines, Inc. and enjoyed a successful launch due to its American image. The first commercials that were aired were Australian productions, but in the 1980s, Hemisphere Leo Burnett was appointed as the  local agency to handle its marketing communications. Mr. Greg Garcia handled the account and his team improved on the Aussie commercials, visually and musically.

The TANG TV commercial that was aired in April 1984 featured lush visuals, a new jingle composed by ace composer Ed Gatchalian, while integrating the signature “orange drop” shot that TANG was famous for.

TANG, "Share the Feeling" Campaign, 1979

Since then, TANG has introduced a world of flavors also in pouches and packs, like Guyabano, Grape, Calamansi, Apple, and many more. The TANG  brand is currently owned in most countries by Mondelēz International, a North American company spun off from Kraft Foods in 2012. The Philippines continue to be a topmarket for TANG, along with Brazil and Argentina.

 CREDITS:

AGENCY: Hemisphere Leo Burnett

ECD: Gregg Garcia

COPYWRITER: Patch Falgui  / ART DIRECTOR: Raffy Velasco

JINGLEMAKER: Ed Gatchalian

CLIENT: General Foods Philippines Inc.

527. A Free Christmas Gift from PURICO--BEAUTIFUL 3-DIMENSION BELEN! Promo Ad, 1953

PURICO was the very first product manufactured by Philippine Manufacturing Company (PMC), which was later bought by Procter & Gamble. Purico , a cooking-frying-baking lard, came out in 1919 and was promoted extensively though field marketing, advertising and sales promotions.

For Christmas 1953, Purico offered a full-color 3-dimensional cardboard Belen (nativity scene)  that one can have by presenting a boxtop flap plus 10 centavos. The pop-out belen set features cut-out figures and scenery-- "amazingly lifelike!", as the ad proclaimed.

An actual example of the giveaway Nativity set is shown below, plus he complete advertising copy that details the mechancis on how to get the Christmas cardboard Belen free.

YOUR FREE XMAS GIFT FROM PURICO!

BEAUTIFUL 3-DIMENSION BELEN—IN BRILLIANT Full COLOR

 Perfect Christmas touch in your home! Heavy cardboard BELEN with cut-out figures and scenery. Just open and spread up. Amazingly life-like! But remember, only requests by mail will be answered.

For each Belen you want, send One (1) boxtop with flap from any size Purico carton and 10 centavos.. You will get you Belen by return mail. Send for as many as you like but be sure to enclose 1 Purico box-top with flap AND 10 centavos for EACH Belen you want.

.

If the coupon in this advertisement is already usedm  just print your name, aand address on the Purico box-top you send. Add the name of this magazine and the date at the top of the page. Send 10 c with each box-top for each Belen you want.

Don’t delay! Offer ends December 15!

526. RHEA RUBBING ALCOHOL “Walang Patawad sa Mikrobyo” Campaign 1981-1994

JIMMY FABREGAS FOR RHEA RUBBING ALCOHOL, Print Ad, 1994

At the height of the popularity of Green Cross and Family Rubbing Alcohol, a new alcohol brand joined the fight against germs and microbes, and achieved its on measure of success: RHEA RUBBING ALCOHOL.

The product was manufactured, marketed and distributed by PHILUSA Corporation  whose objective was “ provide the Philippine market with a wide range of quality and affordable products.”

RHEA Rubbing Alcohol became its flagship  brand for its line of health and wellness products. Over some 40 years, it  has been considered as one of the most trusted names in the health and wellness industry, with a reputation for being world-class and an affordable heathcare product.

Unlike other alcohol advertising which emphasized usage, RHEA chose to focus on its composition—that of being 70% Isopropyl Alcohol (IPA). In fact, IPA is the most effective concentration for disinfection because the water content acts as a catalyst, allowing penetration of cell walls and denature proteins in bacteria more thoroughly.

 

Thus RHEA can kill microorganisms with more efficacy, and its product action inspired the campaign theme: “Walang patawad sa mikrobyo”.  It is favored for use as antiseptic, for disinfection, sterilization, hygienic purposes and general massage.

WATCH RHEA ALCOHOL "GYM MASSEUR" TVC HERE:

 

(Credits: Dateline Anime)

The campaign was launched in 1980, starring a tough looking character in a gym setting who extolls the merits of RHEA Rubbing Alcohol in so many words. He shuts up only when a gym rat reminds him: “Tama na ang daldal, masahe na!” (Stop the talking, give me a massage now!). This original version ran from 1981-ca. 1989-90.

With international referee Sonny Padilla pushing Family Rubbing Alcohol, and Helen Vela recommending Green Cross, a more name endorser was employed in the 1994 incarnation of the “Walang Patawad sa Mikrobyo” campaign.

WATCH RHEA ALCOHOL WITH JIMMY FABREGAS TVC HERE:

 

(Credits: Jojo Baylon-VOTIII)

The quirky actor and musician Jaime “Jimmy” Fabregas was chosen to do the short RHEA TVC. By then, Fabregas was a show biz fixture, who hosted the gag show Sic O'Clock News on IBC 13. He also was seen a wrestling segment reporter of Pinoy Wrestling on PTV 4. What’s more, Fabregas was also a multi-awarded musical scorer for films like Shake, Rattle & Roll (1984) , which won Best Musical Score award at the MIFF.  He would win again in 1997 and 2005, for Rizal sa Dapitan and Kutob, respectively. His RHEA commercials ran from 1992-1994.

RHEA & JAMMY FABREGAS, TODAY

It's a great thing to know that both Product and Endorser are still around today. RHEA Rubbing Alcohol has extended its lines to include Vitamins, Generics and Topicals. Fabregas, on the other hand, boosted his popularity to newer heights via his role as Lt. Gen. Delfin S. Borja in the highly-popular and long-running ABS-CBN action-drama series FPJ's Ang Probinsyano, starring Coco Martin.

 SOURCES:

“Rhea Rubbing Alcohol TVC with Jaime Fabregas (1992)”, Credits to:  View on the 3rd - Jojo Bailon (VOTIII)

“Rhea Rubbing Alcohol TVC 1989”, Credits to: Dateline Anime

Company website, Philusa Corporation, https://philusa.com.ph

Jaime Fabregas, Wikipedia entry, https://en.wikipedia.org/wiki/Jaime_Fabregas

525. BAYANTEL VOICE MAIL, Ladder TVC 15"s, 2002

In the early 2000s, Jimenez D’Arcy began showing the characteristic spirit of Philippine culture---“ethos” as it was called—as a point of executional distinction. BAYANTEL’s TVCs for its products were the perfect mediums to showcase “Pinoy ethos” in all forms—from the dialogue, characters, situations, and other elements of design , like sets, wardrobe,  and props. After all, BAYANTEL was talking to the whole “masa ng bayan”. 

WATCH BAYANTEL'S "Ladder" TVC 15s HERE:

So, the drama of the BAYANTEL Voice Mail TVC was set in a neighborhood hardware store—which, along with the barber shop and sari-sari store, are local color stereotypes—where busy people are never too busy for tsismis, where politics is discussed, arguments erupt—and in the case of the crowded, disorganized chaos that is the local hardware store---where accidents happen. So, if you can’t answer the phone—you can always listen to voice messages, or in this case--listen to a warning about a broken ladder.

 CREDITS:

 AGENCY: JIMENEZ D’ARCY

CREATIVE DIRECTOR: Butch Uy

COPYWRITER: George Belardo / ART DIRECTOR: Poch Guevara

PRODUCER: Paul Suarez

CLIENT: BAYANTEL

SOURCES:

4A' Philippines Memoreels youtube channel 

524. Puff Culture: ALHAMBRA CIGARS & CIGARETTES Ads, 1929-1962

CORONAS DE LA ALHAMBRA, 1929 Ad

One of the most enduring brands in our commercial and industrial history of the Philippines is ALHAMBRA—a brand associated with early smoking products made by the Alhambra Cigar & Cigarette Mfg Co., which was named a majestic palace and fortress complex in Granada, Spain called “Alhambra”.

ALHAMBRA CIGAR & CIGARETTE MFG. CO, John Tewell Photo, via flickr

As a tobacco product maker, its beginnings can be traced back during the late 19^th c. colonial period. But it was in 1912 that the company became established when it opened its manufacturing plant and offices along Tayuman St, in Tondo, Manila.

ALHAMBRA REGALIZE, 1957 Ad

The cigars were all made in the factory, handrolled and finished, and were sold locally and abroad. Alhambra contributed to the upliftment of the industry by making high quality Philippine cigars that were sought after and known around the world.

"LAFLOR DE FILIPINAS"ALHAMBRA BLANCO cigarette wrapper, Photo: Edward delos Santos

Alhambra cigars and cigarette products reached their peak in popularity in the first 3 decades of the 20^th century, with a range of products that catered to a range of markets—from everyman’s daily cigarettes, to premium cigars in handsome wooden presentation boxes,

ALHAMBRA CIGARS, 1962 Ad

The corporation ended in 1962, and a new entity, Alhambra Industries, Inc., was formed to manage its business and liquidation. The brand is now associated with Tabacalera Incorporada, a manufacturer of world-class Philippine cigars that continues to produce cigar-based product lines under the iconic and venerable  "Alhambra" brand name.

523. International Boxing Referee SONNY PADILLA for OMEGA PAIN KILLER, 1978 Print Ad

In 1959, the Wong Brothers of Cebu--George, Sixto, Sergio, David Sr., and Pio Sr., founders of International Pharmaceuticals, Inc., launched a new anti-body pain liniment  that would become a byword in pain relief: OMEGA PAIN KILLER. It enjoyed much success after the greaseless version was introduced in 1968.

But the brand solidified its place in the pain market when CARLOS “Sonny” PADILLA Jr. —the Filipino boxing referee of the historic “Thrill in Manila’ Ali-Frazier fight ---gave OMEGA Pain Killer a major push in 1978.

3rd Man on the Ring: Referee Carlos Padilla Jr. via Business Mirror

Coming from an internationally-renowned referee who saw first-hand and up-close the  worse body aches and pains: sprain, cramps, muscle spasms—there was, indeed, no better recommendation than OMEGA Pain Killer for effective ache and pain relief. After all, long-before the Ali-Frazier fight, he was familiar with after-sports pain—his father Carlos Sr. and uncle, Jose Padilla Jr. were former Olympic boxers for the Philippines in 1932 and 1936.

Padilla’s celebrity magic would also propel Pagoda Internationals’ Family Rubbing Alcohol to stratospheric heights, resurrected his movie career, and importantly, and jumpstarting his international refereeing career, that included high-profile fights like Wilfred Benítez vs. Sugar Ray Leonard (1979); Mike Tyson vs. Pinklon Thomas (1987); Thomas Hearns vs. Roberto Durán (1984);  Julio César Chávez vs. Ruben Castillo (1985), among others.

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.