554. The Coke Challenger that Went from Pop to Pfffft!: POP COLA. Various Print Ads, mid-1970s

In the mid 70s, Cosmos Bottling Corp., makers of the famous Cosmos Sarsaparilla soda drink, or SARSI, made bold move to expand their portfolio by introducing a new cola drink. The result was POP COLA, that had a refreshing sweet taste more aligned to Pinoy’s preference, and most of all, cheaper than the icon brands Coca Cola and Pepsi Cola.

 The imageries used in advertising were still foreign though, with a Charlie Chaplin and Laurel & Hardy-look-alike characters, with a smattering of mestizo models. POP COLA took off slowly, with many Filipinos trying the products. Marketing and promotions was a bit spotty, and other than the fact that it was the “cheaper cola”, it failed to win the imagination of the audience on media, what with not-so-memorable ads, unclear brand character and image, without any emotional benefit that Coke and Pepsi have successfully translated in their advertising.

Then in 1989, food and beverage giant RFM Corporation of the Concepcion family bought Cosmos and infused their newly acquired beverage brands with massive marketing budgets to push their relaunch, starting with the omnibus campaign “Bagong Tunog” (New Sound) created by Basic FCB for Sarsi, Cheers, Sunta, and POP COLA. The 2 minute campaign song was heard on primetime TV, ushering an-all new image for the Cosmos products.

Eventually, individual brand campaigns were launched, clearly delineating the brand image. SARSI’s “Angat sa Iba”, capitalized on its distinctive taste, the only sarsaparilla amidst a sea of colas.

POP COLA’s problem was a bit more complex. These ads from its early years, show an attempt to create a favorable image by for the brand , latching on to its U.S.-made ingredients as its point of superiority. At that time in the 70s, colonial mentality was still strong among Pinoys, who believe everything U.S.-made was better and therefore, more expensive. That, however, was in complete dissonance with its cheap pricing, which muddled consumers’ minds: Is POP COLA Pinoy or Kano?

To settle the confusing signals that marketing communications wrought, POP COLA was clearly positioned as the Cola made by Pinoys, for Pinoys—translated on screen as the commercial, “Bilib Sila Sa Pinoy”, and in its follow-up sustaining ads “Tayo’y Mga Pinoy”.

 The new, improved COSMOS brand image worked wonders for the individual brands, with POP COLA peaking in popularity. It even had a popular professional basketball team, the Pop Cola Panthers, in the Philippine Basketball Association from 1990 to 2001.

Of course, Coca Cola took the POP COLA threat seriously, but instead of competing head-on, it decided to negotiate with RFM for a buyout, resulting in the latter’s selling its stake  in Cosmos to a joint venture between Coca-Cola Bottlers Philippines, Inc. and San Miguel Corporation. This move gave Coke control of  90% of the Philippine softdrink market.

POP COLA’s resources were moved to support the flagship brand Coca Cola. With reduced funds for advertising, sales and merchandising support, POP COLA lost shelf space and market share, until it was pulled out of the market altogether.

553. Is that Who I Think He Is? VICTOR WOOD, in Angel Face Ad, 1967

 

Before he became sensationally famous in the 70s as the undisputed “Jukebox King”, singer Victor Wood was a struggling showbiz aspirant looking for his own place in the sun. By 1967, diminutive singer Nora Aunor was starting to blaze trails, breaking barriers for small, brown, Filipino looking talents, who had been bypassed for fairer mestizos and mestizas. She paved the way for the rise of more-Filipino looking singing stars like Tirso Cruz, Edgar Mortiz, Manny de Leon, Perla Adea, Espie Fabon, and many more.

Refusing to be tagged as just another American mestizo singer-actor, Victor Wood joined the showbiz bandwagon, and took every available job he could find that would elevate his visibility. He started joining casting calls for advertising models and in 1967, actually bagged a supporting role for an ANGEL FACE print ad.

ANGEL FACE was a major brand of cosmetic products introduced successfully in the late 1950s in the Philippines. Its most popular brand was the ANGEL FACE Foundation Powder, and by the mid 60s, was one of the country’ best-selling brand, supported by bid advertising budget, and with advertising professionaly handled by leading ad agency J. Walter Thompson.

 “All set for an afternoon sail at the Yacht Club is Diane Berrier and friend Victor Wood on board the Trident”—so says the caption. The 21 years old Victor cut a lean, striking figure beside the American model—even if he seems fascinated more by the ocean view than the fresh natural look of her ANGEL FACE.

After this ad was launched, Victor Wood bagged a few small parts in 1968 films by Sampaguita pictures: “May Tampuhan Paminsan-Minsan”, “Magic Guitar”, “Donata”. In 1969, he did lightweight teenybopper films: Teenage Escapade, the Mad Generation, Born to be Wild, Paula.

But it was in his recordings that Victor Wood gained notice. In 1970, he launched his Vicor album “I’m Sorry My Love”, which became a hit. This was followed by “Mr. Loney” ,  “In Despair”, “Fraulein”, “Eternally”, “Lonely Teardrops’, “Vaya con Dios”, “Crying Time”—all certified monster hits. Suddenly, Victor Wood became a hot star, and soon he was ding movied in starring roles with his hit songs as titles: “Malaguena, (1972), “Innamorata”, and “You Are My Destiny” (1973).

He appeared in big movies like “Annie Batungbakal”, and he was in the title role in “Victor Wood, Disco King” (1979), and covered Freddie Aguilar’s international hit, “Anak” in Indonesian. When his career cooled off, he migrated to the U.S. with his family (he was married thrice). He made news again when Wood ran for the Senate of the Philippines in  2007 under the KBL, but lost. He died due to COVID-19 complications on 23 April 2021.

 SOURCES:

Victor Wood, wikipedia, https://en.wikipedia.org/wiki/Victor_Wood

Victor Wood, Filmography: https://www.imdb.com/name/nm1047421/

The Victor Wood Playlist: https://www.philstar.com/entertainment/2021/05/12/2097497/victor-wood-playlist