512. Actor, Director: EDDIE RODRIGUEZ for BLEND 45, 1984

Zamboanga-born EDDIE RODRIGUEZ (real name Luis Clemente Enriquez, b. 23 Aug. 1932 / d. 12 Oct. 2001), was one of the more notable “drama kings” popular in the ‘60s and ‘70s.

He actually started in action movie before making a shift to drama that saw him being paired in films with plots revolving around love triangles. He was often paired with Marlene Dauden—the Sofia Loren of Philippine movies, and the well-regarded and multi-awarded Lolita Rodriguez.

Their films were hugely popular in the 60s with fans who favored more mature, dramas and romances over lightweight teen-oriented films. Some of his hit films include: Kundiman ng Lahi (1959), Sapagkat Kami ay Tao Lamang (1963, for which he won the  FAMAS Best Actor award) , Bakit Ako Pa? (1970), , Nakakahiya Part 1 and 2 (1975). , Luluhod ang mga Tala (1984), Kapag Puso Ay Sinugatan (1985).

Rodriguez made a belated endorsement for BLEND 45, the hugely successful instant coffee brand of Commonwealth Foods Corp. (CFC). It was part of a celebrity driven-campaign launched in the 1980s by the company, which included more established talents like Boots Anson and Pete Roa, and movie icon Susan Roces.

By then, Rodriguez had become a successful director, with films like Kasalanan Kaya? (1968), Kapantay ay Langit (1970), Babae, Ikaw ang Dahilan (1972), Ex-Wife (1980). He would direct Sharon Cuneta in the mega-blockbuster Maging Sino Ka Man with Robin Padilla. With his credibility and authority, he was the perfect model for BLEND 45, with testimonial-type ads that proclaim his enjoyment of the coffee brand’s “rich flavor and aroma”.

Rodriguez, with former wife actress Liza Moreno, also founded Virgo Films, so, as director and actor, he managed to work with practically the cream of Philippine cinema-- from Gloria Romero, Nida Blanca, Charito Solis, Amalia Fuentes, Vilma Santos and Nora Aunor.

Rodriguez was married to Araceli Hernandez and bore 3 children. The fine actor and director, who has had a history of bad health including lung cancer, died of a heart attack on 12 Oct. 2001.  

SOURCE:

Eddie Rodriguez, Wikipedia

390. CELEBRATION Luxury Ice Cream by CFC (Consolidated Food Corp.), 1980

CELEBRATION LUXURY ICE CREAM, Launch Ad, 1980

CELEBRATION ICE CREAM, was a premium ice cream brand launched by the Consolidated Food Corporation (CFC), founded in 1961 by John Gokongwei Jr. By 1980, CFC was a major player in the manufacture of foods and beverages,  with an enviable portfolio that includes Great Taste Coffee, Blend 45, and Presto Chocolates and Ice Cream.

To this array of products, CFC added CELEBRATION Luxury Ice Cream, a premium-priced ice cream that was the company’s answer to Magnolia’s Gold Label. “The new standard in ice cream excellence”  was the brand’s battlecry, as it was “richer, smoother, creamier”.

CELEBRATION ICE CREAM Flavors Ad, 1980

When it launched in 1980, the new ice cream introduced 7 flavors—Crème de Luxe, Cappuccino Parfait, Chocolate Fudge Supreme, Harvest Gold Glacé, Nutcracker Choclair, Almond Toffee Classic, and Rum Cherry Cordial.

CELEBRATION Luxury Ice Cream could not maintain the momentum of its launch, overshadowed by the successes of proven brands with iconic names as Selecta and Magnolia, as 2 years or so later, it was out of supermarket freezers.