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)

509. Procter & Gamble PMC's TIDE, "Tide Clean" Campaign, 1961

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.

508. TENDER CARE Baby Care Products, Colgate-Palmolive, 1978

TENDER CARE Baby Care Products, 1978 Print Ad

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