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.

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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!