392. THE CIGARETTE BRANDS OF FORTUNE TOBACCO CORP., 1989

OMNIBUS PRODUCT ADS OF FORTUNE TOBACCO, 1989

Established in 1965, Fortune Tobacco Corporation (FTC) was founded by tai-pans Lucio Tan,  Benito Tan Kee Hiong, Atty. Florencio N. Santos, and Mariano Tanenglian. The company introduced the most successful local cigarette brands in the Philippines, including the Fortune, Champion and Hope menthol brands. Prior to the creation of PMFTC, it held the largest domestic tobacco business in the Philippines.

HOPE, THE LARGEST LUXURY CIGARETTE IN THE COUNTRY, 1987

CHAMPION MENTHOLS, 1971

By the start of the new 1970s decade, Fortune Tobacco Corporation was riding the wave of success courtesy of its banner brands that would also come to include More, Winston, Salem and Boss.

WINSTON, 1979 AD

CAMEL, 1984 AD

Other flanker and price brands were also produced to cover all smoking segments of the country, and the 1980s were a period of robust growth for the FTC’s product portfolio. 

BOSS MENTHOL CIGARETTES, 1971

MORE MENTHOL 100'S, 1979AD

In 1995, Philip Morris Philippines, Inc. (PMPI) was established to handle all sales and marketing for Marlboro and Philip Morris brands. Philip Morris Philippines Manufacturing, Inc. (PMPMI) was established in 2002 to manage aspects of the Philippine business, including manufacturing operations.

In Feb. 2010, PMI and Fortune Tobacco Corporation (FTC) signed an agreement to unite their respective business activities by transferring some assets and liabilities of both companies to form a new company named "PMFTC, Inc.", headed by Lucio Tan. PMFTC enjoys a 70.5-percent market share of the local tobacco market in 2019.

306. Boss…Sigarilyo!! BOSS CIGARETTES of Fortune Tobacco Corp., 1971

DETAIL FROM BOSS CIGARETTE Print Ad, 1971

By the start of the new 1970s decade, Lucio Tan;s Fortune Tobacco Corporation was riding the wave of success courtesy of its banner brand, Champion Cigarettes. The brand would later be joined by equally successful brands like Hope Luxury Cigarettes, More, and Fortune. 

There were other less known brands like Mark, Terra, and Westpoint, but hopes were high on FTC’s BOSS CIGARETTES, introduced in 1971, which was backed by solid advertising and marketing supports. The product line, that included  Modern white filter/ Super Kings and Menthol 100s,were pushed in the market with print ads, premium items, and a TV commercial, featuring a memorable tagline—“Boss…sigarilyo!”.

BOSS Print Ad, 1971, Photo source: Pinterest

In a time when cigarette advertising was not regulated, BOSS CIGARETTES continued to be available in the Philippine market through the early 2001. Since Jan. 1, 2007, when Republic Act 9211 was passed, all cigarette commercials on television, cable television and radio have been prohibited. The FTC portfolio was streamlined, and  BOSS CIGARETTES was dropped from the product line.