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)

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

507. JOHN BORROMEO: 1987 Creative Guild’s Top Model of the Year for San Miguel Beer ”Katipunero” TVC 90s.

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.

 San Miguel Pale Pilsen TVC 1988 (Philippines)  https://www.youtube.com/watch?v=kAMccGElW3I

Posted by Advertising Archives, VOTIII

‘They turned modeling into a profession’, by Marina A.S. Benipayo, Philippine Daily Inquirer, 13 Oct. 2017, https://lifestyle.inquirer.net/275600/turned-modeling-profession/

John Borromeo FB Page

506. MAGNOLIA MILK IN CANS, ca. 1970

MAGNOLIA EVAP & CONDENSADA, Print Ad, ca. 1970s.

MAGNOLIA, the finest name in dairy products, was known for it fresh,  bottled milk and milk chocolate products. All that changed ij 1970, when MAGNOLIA went into the production of evaporated and condensed full cream milk products--in tin cans. Canned evaporated and condense milk were the most available and most popular forms of milk products that were used on a daily basis then, for a variety of uses.

MAGNOLIA  EVAP and CONDENSED MILK were supported with tri-media advertising, complete with a memorable jingle that found its way on TV and the radio airwaves.

"ANG GATAS MAGNOLIA, EVAP O CONDENSADA

PABORITO NG PAMILYA, MASARAP TALAGA!"

The canned milk did not last long when more modern forms of packaging were intriduced in the 1980s--the Tetra pak. The reconsituted milk in casn were phased out as there were more established brands that weere deeply entrenched in the market, like LIBERTY, DARIGOLD, DUTCH BABY, ALASKA,  which, in a few years would be replaced by tetra milk.

Today, Borden manufactures evaporated and condensed milk under the MAGNOLIA name, but these are not connected in any way related to the MAGNOLIA Inc. of the Philippines.

505. A Tale of Two Evangelines: KOKURYU’s Back-to-Back Beauty Endorsers

MISS RP 1972, EVANGELINE REYES, Top 15, 1972 Miss World

KOKURYU Cosmetics, manufactured locally by Cherry Laboratory Inc., under license from Kokuryu-do Co. Ltd of Tokyo, Japan,  was established on February 1965. It found favor among Filipinas and established a loyal following with its line of cake foundations, lipsticks, and face powders that peaked in the late 60s to the 70s. 

The 70s decade also ushered in the age of pageants jumpstarted by Gloria Diaz’s Miss Universe victory in 1969, and immediately followed by Aurora Pijuan’s triumph in Osaka as our 2^nd Miss International. With beauties in the news KOKURYU Cosmetics became a sponsor of the Miss Republic of the Philippines, a beauty search launched by Mr. Ferdie Villar, to select the Philippine beauty delegate to the London-based Miss World, the oldest beauty contest in history.

In 1972, EVANGELINE “Eva”  REYES, a dusky and statuesque Batangueña, from Lipa City, and a PWU student, won the 1972 Miss Republic of the Philippines from among 30 contenders. Part of her prizes as a Miss RP winner was appearing as the face of KOKURYU in their print ads. The Karilagan model was sent to London to compete in that year’s Miss World pageant. Among her co-competitors was Miss USA’s Lynda Carter, who would go on to greater fame as ‘70s TV “Wonder Woman”. Both reached the Top 15 Semifinals stage and that year’s crown went to Australia’s Belinda Green. It was said that her fellow-contestants raised a howl when Eva failed to make the final cut—they were all rooting for her.

MISS RP 1973, EVANGLINE PASCUAL, 1ts Runner Up, Miss World 1973

The next year, Eva Reyes relinquished her crown to a namesake from Orani, Bataan—EVANGELINE “Vangie” PASCUAL. She also made her appearance in a KOKURYU print ad before she left for London to compete at the 1973 Miss World pageant at the Royal Albert Hall. This time, she nearly won the crown, after a tie with Miss USA’s Marjorie Wallace was broken by judge Gregory Peck. Pascual was named 1^st runner-up. Nevertheless, Filipinos were thrilled at her achievement as a Margie Moran had captured our 2^nd Miss Universe crown only months before in Greece. Everybody knows the story after  the dethronement of Wallace; Pascual was offered to assume Wallace’s duties but not the crown. Rightfully, she refused.

The two EVANGELINES had other things in common other than wearing the same title,  sharing the same name, and promoting the same KOKURYU brand : both did movies after their reigns, though Vangie stayed longer in showbiz while Eva went to the U.S. and worked in a bank, and d part-time modelling. She has 2 sons, Michael and Chris, and is a business woman  in Los Angeles, California. Vangie is the mother of tattoo artist Nino Lapid, and is still very much active in the social scene.

504. Is That Who I Think She Is? MISS RITA GOMEZ for LIASAN Feminine Hygiene Products, 1974

MISS RITA GOMEZ, for LIASAN Feminine Hygiene Wash & Spray, 1974

In 1974, LIASAN Feminine Wash was launched, the first intimate hygiene product in the market. It was one of the hygiene products of the German firm, Sagrotan, that was established in 1912. Appearing in the ad was the 39 year old RITA GOMEZ ( b. 22 May 1935 /d. 9 May 1990), a veteran actress, known for her strong, feisty female roles. Behind that façade, however, was “a woman who enjoys being a woman with elan and poise…an actress, a mother…whose femininity springs from the rituals of beauty she cultivates.” That of course includes feminine hygiene.

Gomez was a journalism student at the University of Santo Tomas when she was discovered for the movies by character actress Leonora Ruizi, who recommended her to the Santiagos of Premiere Productions. But it was when she moved to Sampaguita Pictures that her career picked up as a drama actress. In 1958, she won a FAMAS Best Actress award for “Talipandas”.

Turning into a freelance actress, Gomez appeared in variety of roles—which required her to be bold, controversial and daring. She appended “Miss” to her name amidst the Bomba scene, and thereafter was billed and addressed as Miss Rita Gomez. She won another Best Actress trophy in 1970 for “Bakit Ako Pa?”. Her association with director Ishmael Bernal produced the critically-acclaimed “Pagdating sa Dulo”, which further cemented her reputation as a fine, veteran actress.

Gomez was also looked at as an intellectual artist, a good writer, and an excellent English speaker. Son Ronald Bregandahl with Ric Rodrigo was a Caltex Spelling Bee runner up in the 1960s. She was a sought after speaker in schools, on TV talk shows and even judged a beauty pageant, known for her witty, but brutal frankness. The loud, eye-brow raising, cigarette-wielding, land opiniated actress easily became an icon of the gay community.

No stranger to advertising, RITA GOMEZ was one of the first beauties of  Camay who appeared in print ads in the late ‘50s. It would take over decade for her to bag another only her second product endorsement with LIASAN. After doing some 80 movies, she retired in 1983 and moved to the U.S. with her children, until she passed away from cancer,  just 2 weeks before her 55^th birthday.

503. INSULAR LIFE, 50th Year Anniversary “Amorsolo” Ad Series, 1960

INSULAR LIFE ASSURANCE COMANY LTD. was incorporated and organized on November 25, 1910 as the first Filipino life insurance company, and met instant success. In the 1930s, it had its own building at Plaza Morga, then a premiere business district. Not even the war could stop the company, as it was allowed to operate due to its esteemed reputation. In 1943, it assumed the business written by the Filipinas Life Assurance Company. Insular Life recovered from the war through the government rehabilitation program. It grew even bigger in the 50s when it lowered its premiums and, in one of the largest transactions in the Philippine insurance industry,  assumed the business underwritten by the Occidental Life Insurance Company of California.

In 1960, Insular Life Assurance Co., Ltd. marked its half a century of service by coming out with a series of 6 corporate ads, featuring the works of the celebrated artist, Fernando Amorsolo, which are part of the company’s commissioned art collection. Under the thematic line “Building Our Nation”, three ads are shown here:

EARLY TRADERS FROM ACAPULCO (4^th of a series), featured above, pictures the galleon trade of the Philippines and Mexico. The traders were enterprising pioneers, in much the same way that in 1910 that pioneer businessmen founded Insular Life, which, by 1960, had paid out over 26.5 million pesos to policy owners and their beneficiaries

PRINCESS URDUJA AND HER WARRIOR MAIDENS (5^th of a series) show the legendary princess Urduja, who was known for being fearless and courageous—the same traits that served the founders of Insular Life well when they ventured with fortitude when they put up the company.

THE BARGAIN OF THE GOLDEN SALAKOT(6th  of a series), depict the first colonizing event in the country, when Bornean Datu Puti made a deal with Datu Marikudo, to make a colony on the coastal shores of Panay. Marikudo agreed, and asked for a golden salakot in return. This “first” in history parallels that of Insular Life’s—the country’s fist Filipino-founded insurance company.

SOURCES

Insular Life website, https://www.insularlife.com.ph/about-insular-life

 

502. THE SHOES WE WORE IN THE 1980s-1990s DECADES

BANDOLINO. You're a Step Ahead, 1984 Ad

Along with the fashion crazes of these decades—the Preppy, Oversized, Neon Colors, Streetwear, Baggy—came stylish shoes of  to go along with the hip, cool look. Local shoe stores like Confetti, Cardam’s, and Mendrez carried an array of popular brands that found favor with the young Makati working class. There were Sperry-copy cats, Doc Martens look-alikes, penny loafers a la Bass that could be found in Makati and Greenhills. Here are a few brands and their ads:

BANDOLINO SHOES, 1993 Ad

Bandolino Shoes Philippines was a local shoe store founded in 1983, and not to be confused with the U.S. brand. Now known as BND.

BULLDOG SHOES by Colours, 1993 Ad

Bulldog shoes were carried by Colours Handcrafted Shoes, created  by J.T. Manufacturing inspired by the British originals. 

ITTI Shoes, 1994 Ad

Itti Shoes Corporation was a retail business in the Philippines that sold footwear, clothing, and bags under the Caterpillar trademark. Later, itti was enmeshed  in a lawsuit with Caterpillar over trademark violation issues.

SWATCH SEASIDER, 1994 Ad

Swatch Seasider is the flagship brand of a legacy maker of men's casual and dress footwear in Marikina City, the shoe capital of the Philippines. All of their shoes are handmade using top-grade leather, particularly their signature boat shoes and sandals. Distributed by Trident International Trading, Corp.