552. Where Is She Now? JOYCE SAULOG-MANALO, The Face of OIL of OLAY, 1990

JOYCE SAULOG-MANALO, The Face of Oil of Olay, 1990 Ad

As the 1990s decade rolled in, Procter & Gamble Philippines’ OIL OF OLAY was nearing its 10^th year of successful existence in the Philippine market. It continued to be supported with advertising, nd, following the U.S. model, campaigns have to used real-life older, beautiful women with smoother, younger-looking complexion. Critical to the campaign then was casting the models who fit into this mould.

A fresh young face at Ace-Saatchi & Saatchi Casting Dept. 

The first model had been Myra Mendoza, the fresh-face teen known known for her appearances in the popular JINGLE Music Chordbook Magazine, and who had a flourishing career as a talent caster for the multinational ad agency, Ace-Saatchi & Saatchi. When P&G Clients saw Myra, they got her for Oil of Olay instead of the talents she was recommending!

At about the same time that Myra Mendoza was at Ace, a young newly-married JOYCE SAULOG-MANALO, just a few years out of college from U.S.T,  joined Ace-Saatchi & Saatchi. 

Joyce Saulog-Manalo  in an agency company outing.

The A.B. Communications graduate had quite an unorthodox career as she was recruited by talent manager Junn Guevara to be a member of the New Minstrels, 4^th Generation. The musical group attained a large measure of success in the recording and entertainment industry in the 70s. Joyce, an accomplished singer, joined the group and performed with them,

AS MEMBER OF THE NEW MINSTRELS, 4th Generation

“I left after one year dahil sa tawag ng pag-ibig”, Joyce laughingly recalled, “I got married!" The lucky man turned out to be Vicente “Boe” Manalo, whom Joyce met through her friend and college classmate Chola Manalo--Boe’s sister—who set them up for a blind date.

“No spark for me  at first”, Joyce remembers,  “but then I got to know him better. Ang bait niya…gentleman pa, maalaga. And, he adored my mama.. parang papa ko . Ayun na in🩷 na ako.” The two got married on 10 Dec. 1983.

Boe, at that time, was managing a thriving family fishpond for his cousin in Laguna. He was also into selling real estate and education plans. Then the first baby by came along, Miko. 

THE MAN SHE WOULD MARRY. Vicente Victor Jesus Manalo,
at the time of their engagement.

Hoping to help and looking for more something stable to do, Joyce joined the agency’s Casting Dept., where she learned the ropes quickly and impressed her boss, production dept. head Jack Dumaup.  But she also captivated her colleagues for her charm and beauty—plus factors in securing client approvals.

JOYCE SAULOG-MANALO, with fellow Talent Caster Flor Salanga (+),
also a well-known theater actress and occasional commercial model.

When it was time for the agency’s blue-chip Client P&G to do the 1990 campaign of Oil of Olay, the casting of the print ad model fell on Joyce’s lap.

 “Yes, I was assigned to do casting for Olay, kami ni Myra, and  we were having difficulty finding women in their 30s and 40s who looked younger, Then, someone suggested na magpa-test shot din ako. I actually agreed para lang mag ka souvenir photos”, she related with amusement.

Next thing she knew, the 30 year old Joyce was approved by the P&G Clients as the model for Oil of Olay’s 1990 print campaign. There was no need anymore to look for other models…she was it She was hustled off to the studio of topnotch photographer Bien Bautista, where her face was made up, and her pixie hair cut styled.  After which, she posed for her  head shots under the watchful direction of the professional photographer.

In her 30s, Joyce was the perfect Face for Oil of Olay .

Her stunning portrait, with her bare back and her face in profile showed off her soft, supple, smooth skin perfectly, belying her age. “I left time behind”, says the headline, and Joyce’s picture provided the irrefutable proof.

With Mr. Ramon R. Jimenez, then Executive Creative Director
of Ace-Saatchi & Saatchi where Joyce worked as a Caster . Jimenez 
would go on to become the Secretary of Tourism 2011-2016

The Oil of Olay ad was the first and only major modelling assignment Joyce took, as she considered  talent-casting her more serious profession. She would stay with Ace-Saatchi & Saatchi for a few more years, often bringing her oldest son Miko to the office. From Saatchi, she moved over to Basic FCB, this time to head the casting department as Casting Director. But when 4 more babies came—all boys—she decided to resign and work as a free-lance Casting Director instead, where she would have the convenience of working flexible hours.

THEN & NOW. Joyce has managed to retain her facial charms she has always been knonw for.

Junn Guevara tried to lure Joyce back by offering her a place in a girl band he was forming, with an option to go solo.. “But I decided not to push through with it”, she said, “By then, nag-e-enjoy na ako sa motherhood”

Now blessed with 5 five boys and 2 grandsons, Joyce, with her husband of 43 years Boe, lives a life fulfilled: family-centered, God-fearing and purposeful. Miko, the eldest son, is a general manager of Starcom, an international media company. Paolo works for Tiger 22 Radio Network. Carlo is with HSBC, Jio works a marketing job based in Scotland. Youngest Anton is a managing partner of Brand Republic ad agency. 

THE WINNING MANALOS! (L-R): Carlo, Anton, Papa Boe,
Mama Joyce, Anton (behind Joyce), Jio and Miko

Though everyone is well-settled, Joyce remains busy as ever—but this time doing things she loves the best, at her own pace and time. Nowadays, you would find her caught up in a whirl of mundane affairs such as baby-sitting her apos, going out on dinner dates with her hubby, attending school reunions, to traveling with family travels abroad. It is now these simpler things that give her the most joy. It would seem that the Oil of Olay girl had, indeed, left time behind---because time could not keep up with her!

SOURCES:

All photos and additional information, courtesy of Joyce Saulog-Manalo

551. Scenic Spots in Philippine Ads: MAYON VOLCANO, various ads 1935-67

 

1965 TANDUAY RHUM, "Mayon, Splendor in the Clouds" Ad"

Majestic MAYON VOLCANO has been hugging headlines lately with its continuous eruptive phase that has been going on for over 180 days, as of today, June 12, 2026. Dubbed as “world’s perfect cone”, it sits  in a national park in Albay, and is geographically shared by 8 cities and towns (Legazpi, Daraga, Camalig, Guinobatan, Ligao, Tabaco, Malilipot).

Mayon is also the most active volcano of the Philippines, erupting over 52 times in the past 500 years, with its first eruption recorded in 1616. Its most destructive eruption happened on 1 Feb. 1814, when it buried the town of Cagsawa. To this day, the ruins of the Cagsawa church belltower still stand.

1930s MAYON VOLCANO, colored postcard

Mount Mayon figures prominently in local legends and lore, the most well-known of which is the story of Daragang Magayon (meaning, beautiful maiden), a tragic heroine who gave her name to the volcano. It was said that  she fell in love with a brave warrior, Panganoron (or Ulap). Their forbidden romance culminates in a fierce battle against a jealous suitor, Pagtuga, resulting in the deaths of both lovers.

For ages, the image of Mount Mayon has haunted and  inspired many a people’s imagination—poets paid homage by way of poems, songs and stories have been written about it, and picture of the scenic volcano have been reproduced in countless books, postcards, calendars, and stamps.

1965 MAYON COOKING OIL AD.

Even marketers and advertisers took note of Mount Mayon’s popular appeal. There are products named after the famous mountain---like the MAYON Cooking Oil of P&G in the 1950s. A MAYON Turbo Stove was developed in the early 2000s, was developed as a “poor man’s stove” as it used the byproduct rice hull as fuel.

MAYON MILK "FOR CHRISTMAS", Print Ad 1935

Even earlier was MAYON MILK , made available in the Philippines by the Japanese trading company Daido Boeki Kaisha Ltd. in the mid 1930s that had offices in Manila and Iloilo. The doctor-recommended milk claimed to be good for “delicate stomachs”.

In 1951, Philippine Airlines featured Mayon—Bicol’s landmark—in the their travel destination ads for Legaspi City. The strip ads featured an illustration of the symmetrically-perfect coned volcano.

Likewise, Philips Lights, in 1960 created cleverly-written headlines, drawing parallel between the popularity of its brand name and what it stands for, with the name Bicol, which stands for Mayon.

Images of the mountain was used throughout the 60s by Tanduay in 1965, and the cigarette brand, Chesterfield, in 1967, to localize it.

1967  CHESTERFIELD "THEY SATISFY, Print Ad 

Mayon Volcano continues to be an enduring symbol of the country, a tourist crowd-drawer --for as long as one can remember. Its eruptions that have been going onnon-stop for days and months throughout these decades serve to remind us that it is here to stay for quite a while. For companies cashing in on the Mayon name, that can only mean more welcome (c)ashfall!!!

 

550. Scenic Spots in Philippine Ads: BANAWE RICE TERRACES, various ads 1962-65

TANDUAY RHUM "Banaue, World's 8th Wonder" Ad, 1965

Creating an eye-catching print ad doesn’t just entail casting the most attractive models, writing the most grabbing headline, and designing the most pleasing lay-out—it sometimes involves finding the right setting for the print ad narrative.  These three products—TANDUAY Rhum, FILPRIDE Gasoline and MARLBORO Cigarettes used the picturesque, age-old Banaue Rice Terraces as relevant backdrop for their product messages.

The first ad for TANDUAY Rhum immediately makes a strong association with the “8^th wonder of the world” with the “matchless quality” of the product. Just as the Banaue Rice Terraces stand in the forefront of the country’s scenic wonders, so does the TANDUAY standard of quality which leads all others wherever rhum drinks are served. 

FILPRIDE Gasoline "GO PLACES' AD, 1962

The FILPRIDE GASOLINE ad of Fil-Oil, reminds the readers of the scenic wonders of the country, like the Banaue Rice Terraces, 351 kms. from Manila, then gently urges them to use power-packed Filpride gasoline when motoring to these places. If you are going to see the Philippine pride that is Banaue, wouldn’t it be fitting if you fill up your car with Filpride gasoline? That’s one smart connection!

MARLBORO COUNTRY "Banaue Country" Ad, 1965.

The last ad for MARLBORO Cigarettes went one step further by describing  the famed Banaue Rice Terraces as evoking the same Marlboro Country imagery-- rugged independence, adventure, self-reliance—an untamed place where men find flavor. Thus, the iconic, "Marlboro Man" cowboy scanning the vast grandness of the terraces—that seem to invite men of the same spirit to “Come to where the flavor is. Come to Marlboro Country”.

Today though, when one refers to the Marlboro Country of the Philippines—two sites are top-of-mind recalls: the Racuh Apayaman on Batan Island, Batanes which features rolling green hills, grazing cattle, and dramatic cliffs overlooking the Pacific Ocean; and the Marlboro Hills in Sagada, Mountain Province, famous for its pine-clad mountain trails , "sea of clouds" during sunrise and grand vistas of limestone peaks.

549. VESPA SCOOTERS IN THE PHILIPPINES, 1964 ads

Vespa, the classic line of mopeds and scooters that skyrocketed to worldwide fame when Audrey Hepburn and Gregory Peck rode one in the 1953 film “Roman Holiday”, were first launched by Piaggio in 1946. Vespa, which meant “wasp” in Italian, were first known for their painted, pressed steel “monoque” body and a step-through design that allowed riders, including women in skirts, to ride cleanly and comfortably without getting dirty from rough, dusty roads.

The first Vespa had a top speed of 60 kph. and can cover 45 kilometers with just a liter of gas. They were also affordably priced, which was why they appealed to Filipinos when introduced here in the 1960s. Dubbed as “the little car with two wheels”, Vespa Scooters were exclusively distributed by Olympia International, Inc., and solely imported by The East Asiatic Co., Ltd., along Buendia Ave., Makati.

The Vespa scooters available here were the 160 G.S. and 150 models and were carried by dealers nationwide in the cities of Angeles, Baguio, Bacolod Davao, Zamboanga and Cagayan de Oro. Vespa scooters were snapped up by young Filipinos who considered them hip and trendy. They were so popular that there were even organized Vesta riders’ clubs that held leisure rides to different parts of the country.

VESPA RIDERS in Arayat, Photo CTTO: Alvin Koh

Indeed, whether to the office, market or school, on the highway or on the roughest roads, Vespa was the smartest way to places!

SOURCE:

Vespa: https://en.wikipedia.org/wiki/Vespa

548. Soft as a Pillow: SCOTTISSUE Toilet Paper, Ads 1960s-80s

Soft, Gentle SCOTTISUE Print Ad, 1967

SCOTT PAPER CO. was the first to put toilet paper on a roll, devised by 2 brothers, Clarence and E. Irvin Scott in 1890. The product outsold Gayetty’s medicated sheets, and the brothers—upon seeing the success of their toilet paper—cast aside their initial shame about the nature of their business—and began branding their toilet tissue with their name in 1913. 

Good as your Imagination, SCOTTISSUE Print Ad, 1974

By 1925, Scott Paper Co. became the leading toilet paper company in the world. In the 1960s, it operated in the Philippines and marketed the SCOTTISSUE brand. Kimberly-Clark Corporation acquired the company in 1995.

Pillow Softness, SCOTTISSUE Print Ad, 1980

547. Dutch Treats: FRUIT-TELLA by Van Melle of Holland, 1978

One of the most successful confectionary companies in the world today is Perfetti Van Melle, the 6^th largest in the world which produces some of the most popular candy brands known to Filipino kids like Mentos and Chupa Chups.

Van Melle made its presence in the Philippines in 1978 with the launch of FRUIT-TELLA CHEWS, soft, chewy candies that were made with real fruit juice, natural flavors, and natural colorings. The flavor varieties included Lemon, Apple, Pineapple, Banana, Orange and Stawberry. The individually-wrapped chewy candies were a hit—with sales boosted by colorfully-illustrated ads that appealed to kids.“The more you chew, the more flavor comes through”, says this FRUIT-TELLA ad, and indeed, the high quality candies earned quite a following for many years.

Their success prompted local candy makers to make their own versions, in particular, Columbia International Food Products, a longtime candy factory in the Philippines founded in 1937. It launched a similar brand of soft, chewy candies with strikingly similar shape, flavors, and even packaging called Frutos. (Note: In 2006, Columbia got into trouble with the packaging of its Chocquick milk that resembled Nestle’s MILO).

With a more established distribution system, cheaper price, and production volume capacities, Fruitos quickly gained local following. It was available in practically all outlets—from the smallest sari-sari stores to the biggest supermarkets. Never mind that it FRUIT-TELLA had a truer, more authentic fruity taste—consumers were willing to compromise.

FRUIT-TELLA eventually decreased its local flavor offerings to two: Orange and Strawberry flavors, while Columbia’s flavor range expanded to include Tropical Fruits, Milk and Shake, Milk Tea and Jelly-Filled.

 In 2001,  Italy's Perfetti SpA merged with Van Melle of Netherlands to form Perfetti Van Melle, infusing new strength in the company operations worldwide. Perfetti Van Melle would focus its energies on its other renown brands like Mentos and Chupa Chups which continue to have solid market base. For Perfetti Van Melle, the Philippines will always be an important and significant turf, for it has been in the country for over 40 years, providing good chews to one and all!

546. REXONA MUSK Deodorant of PRC (Philippine Refining Co.), 1987 Ads

Like Procter & Gamble PMC., Philippine Refining Company (PRC)’s started as an oil milling company that became the basis for its products like detergents (Breeze, Wheel, Rinso) , bath and beauty soaps (Lux, Lifebuoy),  toothpastes (Signal, Close-Up) and shampoos (Sunsilk, Creamsilk) that were successfully marketed through the years.

In the 1980s, PRC ventured beyond oil-based products, expanding their personal care product lines to include deodorants. Their most successful brand was REXONA Deodorant that had its origin in Australia, developed by Alice Sheffer back in 1908, and sold through her husband’s  Sheldon Drug Co. Rexona became a bestseller

Launched in the Philippines in 1984, REXONA became a popular brand with a fresh, youthful campaign (Rexona – won’t let you down!) that was backed with tri-media advertising. Immediately after, they launched their men’s line –REXONA MUSK—has a  foundational, long-lasting fragrance note characterized by its warm, sensual, and masculine scent. REXONA MUSK was developed to appeal to active young males who love the sporting life.

REXONA MUSK print ads were more of testimonials featuring well-known sports personalities of the 80s. Taekwondo star Monsour del Rosario had his own print ad detailing his story of how Bruce Lee inspired him to take up the sports. Champion bodybuilder, David Abesamis, was another athlete whose own narrative included his rigorous quest to develop a physique that eventually would earn him a division title in the national Mr. Philippines quest. The ads always ended with how REXONA MUSK fitted into their training and hygiene regimen.

Short TV commercials were also prepared to support the REXONA MUSK campaign featuring the cage superstar, Alvin Patrimonio, and the 2-time Olympic boxer (LA 1984, Seoul 1988), Leopoldo Cantancio.

WATCH ALVIN PATRIMONIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by vibesey, 9 years ago, 2017

In 1994, PRC was renamed Unilever Phils. Inc., to denote its membership as part of the Unilever family. Many major changes—including the closure of the milling plant, the transfer of soap and detergent manufacturing to 3^rd parties, and the reduction of its sales force by 50%--happened during the tumultuous 1990s, but REXONA Deodorants remained in the product portfolio—to this day.

WATCH LEOPOLDO CANTACIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by Advertising Archives, 2023

However, REXONA MUSK is now being sold mostly in Arabic countries and in Turkey. In the Philippines, REXONA’s  men’s  products are available in Watson’s , that includes an array of roll-ons, sprays, lotion under such variants as Arctic Rush, Invisible Dry, Advanced Protect, Motionsense and Natural Fresh.

 As to REXONA MUSK’s former models, Monsour del Rosario (now age 61), after his Olympic stint, became an action star in movies, then joined Philippine politics, becoming a congressman from 2016-19, 1^st district of Makati. He lost his senatorial bid in 2022.

Three years after doing this print ad, David Abesamis won a bodybuilding bronze medal-lighweight division at the 1987 SEA Games in Jakarta. He became a pioneer personal trainer at the Clark Hatch Fitness Center in Makati. Online surces reports that Abesamis had passed away.

 Alvin Patrimonio (turning 60 this Nov. 2026) also did a few more commercials (Purefoods) and films (at one time, linked with Kris Aquino). But he is best remembered for a stellar career in the PBA. Patrimonio was inducted to the PBA Hall of Fame in 2011.

Leopoldo Cantancio did better n regional games, winning golds in the Asian Amateur Boxing  Championships and also 2 golds in 2 SEA Games (1983 Singapore-featherweight; 1987 Jakarta-lightweight).   He died in a tragic motorcycle accident 2018 at age 54.

REXONA MUSK’s use of athletes in these ads would presage a future of deeper involvement in sports. Today, the brand makes extensive use of Sports Marketing to push its deodorants in this large niche market, sponsoring such events as REXONA’s 10 Miler Race, REXONA Ultimate Challenge Series, promo stunts in basketball games such as REXONA Twin Cam that spots  local lookalikes of famous cage stars,  and giving 2026 FIFA game tickets as prizes in their promos.

 SOURCES: 

Rexona Musk "Basketball", TV 15s Philippines,1987, uploaded by vibesey 9 years ago (2017)

 Rexona Musk ft. Leopoldi Cantancio TVC 1987, uploaded by Advertising Archives, 2023

545. Summer Getaways: DARANAK FALLS, Litton Denims, 1975

Located in Tanay, the picturesqe DARANAK FALLS is one of the most famous natural attractions of Rizal, and a popular summer destination for tourists. The word “daranak”, comes from the Tagalog work “danak, meaning to flow, as in blood flow, or blood being spilled.

 The 14 m. high DARANAK FALLS are set n the foothills of the mountains of Tanay, with its naturally-preserved landscape, complemented with  waterfalls and  ponds with water streaming down through plant foliage and trees.  

 DARANAK FALLS, is also a favorite spot for shooting movies like the Sharon Cuneta-Cesar Montano starrer “Wala nang Iibigin Pa”, “Alyas Pogi” ( Ramon Bong Revilla Jr and Rita Avila ); and Green Paradise ( Kristine Reyes Andrew Schimmer ). TV shows like the highly-rated “Encantadia” fantasy series filmed some episodes here.

Likewise, commercials like the Magnolia Long Life Milk TVC and this LITTON DENIMS  print ad have also been filmed here. Many magazine pictorials have also used the falls as backdrop for fashion editorial shoots.

544. Summer Getaways: BATULAO VILLAGE CLUB, 1975

For many Manilans in the 70s decade, Mount Batulao in Nasugbu, and its environs were the go-to places to unwind every weekend. In 1975, these area,and parts of Ternate and Maragondon were designated  as tourist zones.

One of its earliest developments was the sprawling Batulao Village Club owned the family of senator Gil Puyat and designed by architect Benjamin Bautista with landscapes by Ildefonso P. Santos Jr. It was the first resort south of Manila to offer the same luxurious amenities as Baguio’s older destinations.

The club’s modern look took inspiration from the terraces of the Mountan Province ( the architect and planner was from Baguio), with touches of  environmental sensibility ahead of its time. Natural materials and indigenous patterns and textures  were incorporated  in the buildigs and cottages, like rattan, Capiz and local woods.

The expansive  club boasts of a Gary Player-designed golf course, a main clubhouse, a halfway house, a village inn, cottages and a sports complex that featured the latest rage in 70s racquet sports – pelota.

Batulao Village Club rose in prominence in the 70s, providing live combo music, and evening events. There were hiking and camping activities at the Gulod sa Batulao, plus lots of swimming and snorkeling for nature lovers.Golf and pelota  tournaments were frequently held, as well.

Batulao lost much of its appeal beginning in the 80s as more affordable resorts opened up north, made accessible by the new expressway of North Luzon. Add to that the internal problems of the company. Attempts to redevelop it in the mid 1990s  with the addition of another beach resort and the restoration of the golf course did not do much to its dwindling popularity until it fell into disarray and eventual closure completely.

SOURCES:

Batulao, wikimedia entry

Batulao Summers, https://www.philstar.com/lifestyle/modern-living/2004/04/17/246536/batulao-summers

543. Summer Getaways: MONTEMAR Beach Club, 1984 Ads

One of the premiere beach resort clubs in the 80s was the the MONTEMAR Beach Club, which was established way back in 1978 in Bagac, Bataan. It has since been operating as a private membership beach resort Club.  As a beach resort, Montemar is ideal for rest, recreation, dining, conventions, parties and weddings. 

In the 1980s, its facilities and amenities include 64 airconditioned rooms with balconies, tennis, golf, pool, two restaurants, waterfall, and windsurfing. It boasts of a 500 meter-long powdery white sand beach, spacious palm-dotted lawns, just 2.5 hours-drive away from Manila. Back then, MONTEMAR was the go-to place for the rich and famous,

Today, MONTEMAR is still in operation. According to its website, it now has  89 plantation-inspired rooms spread among the five Mediterranean-styled inns that provide comfort and space for relaxation.  Ocean View and Garden View rooms are offered at the Club to provide scenic views for a worthwhile and memorable experience. 

Three swimming pools (Members’ Pool, Pavilion Pool and Garden Pool) are also available at the Club.  Various indoor and outdoor activities such as kayaking, jet-skiing, horse-back riding, and fishing are offered at the Club for everyone’s enjoyment.

MONTEMAR is majority-owned by Philippine Communications Satellite Corporation (Philcomsat).

SOURCE: Montemar Beach Club website, https://www.montemar.com.ph/

 

542. Brand Stories: TIKI-TIKI MANUEL ZAMORA, the Medicine Against the Malady of Beri-Beri

TIKI-TIKI MANUEL ZAMORA, Print Ad, 1937

One medicine that has a special place in our medical history is TIKI-TIKI, that was developed in 1909 by chemist-pharmacist MANUEL ZAMORA ,(1870–1929), of  Sta. Cruz, operating out of his laboratory/pharmacy on R. Hidalgo Street. It was formulated to cure infantile beriberi (“taun”, in Pilipino) , a deadly disease that plagued poorly-nourished Filipino children during the American colonial period, caused by Vitamin B1 deficiency.

TIKI-TIKI 'BOUNCING BABY', Print Ad, 1940

Made from rice bran extract, it became a crucial public health solution during the American colonial period. The brand name was derived from “tikitiki” a local term for   the rice bran from which the liquid medicine was extracted. The bran was a rich source of Vitamin B1 or Thiamine and it was Zamora who successfully extracted a stable version of it, producing it commercially, thus saving thousands of Filipino babies’ lives.

TESTIMONIAL AD 'Virginia Dela', Print Ad, 1953

Zamora made known TIKI-TIKI’s life-saving impact on Tiki-Tiku print ads that were circulated in dailies and magazines regularly: “The TIKI-TIKI MANUEL ZAMORA extract is a medicine unequalled in quality  for the prevention and cure of Infantile Beri-Beri which is a dangerous disease of children…..Within the years that this famous TIKI-TIKI MANUEL ZAMORA has beEn discovered, countless mothers and children have been saved from early death”.

TIKI-TIKI 'Health Protection', Print Ad, 1958

The success of the ban prompted international pharmaceutical companies like Parke Davis  to make lucrative offers to Zamora to buy him out, but he refused to sell the rights to his formula, ensuring it remained accessible to Filipinos. Zamora eventually helped establish the Philippine Pharmaceutical Association.

UNITED AMERICAN TIKI-TIKI Print Ad, 1964

While originally a specialized medicine, TIKI-TIKI is now manufactured by Unilab as a children's multivitamin brand, originally under the name United American (Tiki-Tiki Drops and Syrup). It became well-known for its memorable jingle that was heard on he raio without fail, every day—“United American, United American, United American TIKI-TIKI ang bilhin!”.

UNITED AMERICAN, 'Bring Up Your Babies', Print Ad, 1964

Today, TIKI-TIKI is a significant product in the history of Philippine medicine, credited with fighting a national health crisis.

SOURCES:

Wikipedia, https://en.wikipedia.org/wiki/Manuel_A._Zamora

Ginats in History: Manuel A. Zamora: https://www.asiaresearchnews.com/content/manuel-zamora

541. Whatever Happened to the PIÑARAP BOY of MARCA PIÑA Soy Sauce?

MARCA PIÑA SOY SAUCE has a long and hallowed history that dates back to the late 1940s starting patriarch Kiam Tiam Sy who built the brand from scratch in their backyard and turned it into a product of national prominence in the 60s and 70s.

It all began when Mr. Kiam Tiam Sy began marketing the soy sauce from his backyard factory, under the name National Soy Corporation. He, along with his son Tian Tan Sy, formulated the brand with a taste so superior-tasting that Marca Piña soon became the no. 1 brand in Pampanga, Tarlac and the National Capital Region. In Batangas and Laguna, it had 90% of the market.

Its heyday began with its effective advertising that revolved around its claim as the best-tasting in the market. Thus, the slogan “PIÑAkamasarap!” was born in 1968, appearing on top of their newpaper and magazine ads. But the line took off when, in 1972, a new Marca Piña TV commercial was produced by Convey Advertising featuring a precocious boy who was supposed to conclude the commercial by saying “Piñakamasarap”.

But try as he would, the little boy could only manage to say “piñarap” or worse, piñanap”, take after take. The shooting made no progress as a result, so the director decided to go ahead and use the cut with “piñarap!”, the best the boy could do. He figured, the audience might find it cute, anyway.

Indeed, as once the budget TV ad was aired, Marca Pina’s slogan became a byword , thanks to the adorable little Chinese boy who uttered “Piñarap!!” to millions of TV watchers nationwide, and propelled the brand to greater heights.

The model was TIAN SY, then, the 3-year old son of  Tian Tan Sy, and grandson of founder Kiam Tiam Sy. For the next few years, Tian Sy was the face of Marca Piña, and his TV ad continued to delight viewers while working wonders for their soy sauce business.

However, the next 2 decades would bring much change to the company that included renaming the condiment company as  Balanced Food Corp. in 1973. Five years later, it was redubbed as “Piñakamasarap Corp.”. Labor problems began to surface too, and it was believed that the work force was infiltrated by militants who threatened the owners. This prompted the Sys to flee to Canada and halt Marca Piña’s operation from 1993-1997.

TIAN SY had gone to Canada even earlier to start college at the University of Toronto. When things settled down, the Sys returned to the Philippines to restart the company, and no less that TIAN SY—the commercial star that made the brand  slogan famous—was named as CEO of the Piñakamasarap Corp. To prepare himself for the role, he took Master in Entrepreneurship/Entrepreneurial Studies at the Asia Institute of Management from 2004-2005. He also started his family with wife Mir and 2 children.

With TIAN SY at the helm, he sought to relaunch MARCA PIÑA Soy Sauce , bring it back to supermarket shelves through more dynamic distributors. He also asked for the reformulation of the soy sauce to appeal to more modern tastes. To capture the younger market, he employed social media to connect them better to a legacy brand. But to reintroduce MARCA PIÑA Soy Sauce to the national market, he relied on his gut instinct—replicate the scene he made famous and which solidified Marca Piña’s leadership.

WATCH THE "PINARAP BOY" TVC AIRED ON JAN. 2007 HERE:

(uploaded by tiansy, 2019)

 

He did not have to go on an expensive casting search, as his ka-lookalike son with wife Mir Sy—Christian--was ready to take on the roll. The bubbly boy  not only said the word “Piñarap” perfectly, but also sang the whole jingle. Footages from the old commercial were inserted to underline the appeal of the brand across generations.

 

Aired in January 2007, the new “Piñarap Boy” TVC enjoyed a high recall, a big boost to Marca Piña’s 20% market share. The CEO who once was a drumbeater for the brand wants to ensure that the family company that makes Marca Piña Soy Sauce will be passed on to more generations to come.

SOURCES:

Quiambao Tina Arceo The Unforgettable Piñanap Boy, Business Inquirer, 7 March 2007

Osorio, Ma. Elisa, Marca Piña soy sauce brand tries to expand market share, 11

Mar.  2007 . https://www.philstar.com/business/2007/03/11/388899/marca-pintildea-soy-sauce-brand-tries-expand-market-share