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.
One of the most successful confectionary companies in the
world today is Perfetti Van Melle, the 6th 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. PerfettiVan 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!
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 REXONADeodorant 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.
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 3rd 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.
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, 1st
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
