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 19th 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 intopowder. 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 loveKLIM…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.
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.
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.
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!
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, ait 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.
FUMAKILLAhad its beginnings as
a dispensing pharmacy store (Oshimo Kaisundo) in Japan, founded in 1890.
With is business established in Hiroshima, FUMAKILLA developed the 1st 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 1st 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.
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.
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.
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.
In 1961, TIDE embarked on a local campaign that
was based on a formulaic P&G advertising strategy principle of
re-setting the bar of laundry cleanliness, using “Tide Clean” as the new
standard. This benefit is expressed in the selling line: “The cleanest clean
is TIDE Clean”.
The campaign also featured a tried-and-tested “product
demo”, P& G copy jargon that
visualizes the product superiority through a demonstration of its cleaning
power—statically shown as a series of captioned inset pictures , so typical of
their advertising in the 60s and 70s.
A sub-text of “affordable cost” is embedded in the
execution expressed thru an additional copy intended to reassure : “…and costs
so little to use!”. P&G was often fond of cramming their advertising
with many sub-messages and their agencies were challenged to think of ways to
include these seamlessly in crafting the copy (think Mr. Clean’s “labadami,
labango, labanayad’Dari Crème’s
“pinipili ng mapiling ina…at anak!).
To top it all—just to make sure the message is not lost
on the mass market, the TIDE Clean
campaign, used all sorts of talents to represent a father, a mother, their
kids, friends and a token grandparent, who appeared in their own individual
colored print ad.
Truly, this TIDE print campaign can be held up in
a basic marketing class as a perfect example of P&G’s formula
advertising, ticking all the boxes of how their product advertising should be
done—this, from a company which “invented” brand management.
TENDER
CARE is a line of
baby care products that was developed in the late 60s by Colgate-Palmolive, with
TENDER CARE Baby Powder as its pioneer brand. Right from the 60s, Johnson
& Johnson had been the major player in the personal baby care market,
with a complete line of products known for their mildness. TENDER CARE was
thus looked at as one of the biggest threats from their perennial competitor, Colgate-Palmolive.
TENDER CARE BABY OIL & COLOGNE, 1978 Print Ad
By 1978,
TENDER CARE had assembled a complete like of hypoallergenic products
that included TENDER CARE Soap, TENDER CARE Baby Oil & Baby Cologne, and
TENDER CARE Baby Shampoo—duplicating the baby care line of J&J.
FOR TENDEREST CARE, Print ad, 1978
Looking
like a me-too brand, TENDER CARE gained a measure of following particularly
because of its soap. The brand was supported with tri-media advertising but not
on the same level as J&J spending.There were several TV and print ads produced featuring young maternal beauties like Gina Squillantini (Miss Magnolia runner-up) and Cita Avecilla (Miss Young Philippines).
WATCH TENDER CARE TVCs Historical Reel (juniorsky52) Here:
The
brand only had a few relaunches and new product innovation offerings from the
late 1990s to these recent years like their Ultra Mild soap that was later
discontinued.
Of late,
TENDER CARE introduced b Sakura scent for their shampoo and soaps in
2019, while TENDER CARE Soap in Lavender And Oats scent became available
in 2022.
FOR TENDEREST CARE, Print Ad, 1978
However,
in terms of product diversity and varieties, Johnson & Johnson continues
to have a wider array of products to fulfill the needs of a child, at every
stage and age of a his development. TENDER CARE is happy, it seems,
where it is properly placed in the personal baby care market.
CREDITS:
TENDER CARE HISTORICAL mpg. uploaded by juniorsky52, 2012, https://www.youtube.com/watch?v=XoR05p_rrRs&t=1080s
In 1987,
barely a year after the People Power Revolution, San Miguel Beer came out with
a 90 sec. epic commercial set in the Philippine Revolution almost a hundred
years ago—which is about the same age of the iconic beer product.
The lead
talent of the commercial was a katipunero, who marked historic milestones –the
birth of his child, the call to arms, victory in war—with a quaff of SAN MIGUEL
BEER. The role was played by JOHN BORROMEO, a ramp/commercial model who was a
member of the Professional Models Association of the Philippines (PMAP). His
first show was in 1984, when he was cast as a model for Salon de Manila. Born
in Batangas, he went to school at the Philippine School of Interior Design. He
became a much-sought after fashion and print model, and his contemporaries
included Eric Quizon, John Estrada, Gerry Gonzalo, Monsour del Rosario, and Calvin Millado.
WATCH SAN MIGUEL BEER' "KATIPUNERO" TVC 90s HERE:
But his
biggest break was in 1987, when McCann-Erickson caster Efren de Jose cast him
for the lead role in the aforementioned “Katipunero” commercial, with Bb.
Pilipinas runner up and theater actress Susan Africa, as his infanticipating
wife. With his moreno complexion, and dark brooding looks, Borromeo was a
perfect choice to play a revolucionario, almost looking like Gat Andres
Bonifacio!
That was
not lost on the members of the Creative Guild of the Philippines, as when the
award season for advertising creative excellence came, JOHN BORROMEO made it to the list of 1987’s “Top Models of
the Year”, along with fellow model Lawrence Pineda (also for another SMB ad), and
young models RJ Ledesma and Carmina Villaroel. The Top 10 Models were honored
during the Creative Guild Ad Awards Night on 30 Aug. 1988, at the Metropolitan
Theater, Manila.
Borromeo
also caught the attention of movie producers, and he ended up doing 2 films—“Hiwaga sa
Balete Drive” (1988) and “Too Young” (1990) , an Aiko Melendez starrer.
Today,
John Borromeo lives with his wife and 4 children in Seattle, Washington. He is
an avid cyclist who has cycled all over the U.S. From time to time, he flies home to the Philippines to visit his home province of Batangas.
SOURCES:
1987 Creative Guild of the Philippines Awards Night program.
