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