BIG LANGHAP SARAP WINS BIG! Creative's Choice for May 1984
The
CHAMP “Langhap-Sarap” ad was an introductory campaign of Jollibee ‘s new
product intended to be the top of Jollibee’s line of hamburgers and a major
competitor of McDonald’s Big Mac. Having noticed that Jollibee is the only hamburger
in the country that has a nice smell. Basic’s creative group led by creative
director Minyong Ordoñez emphasized this aspect and came up with
“langhap-sarap”, which literally means “smell good”. Furthermore, it dramatized
the taste superiority of the CHAMP, it having a cooked-in taste that is not
present in American burgers. The CHAMP patties boast of being not just plain
patties but complete with seasonings, onions, and even enriched with egg.
“Sapin-sapin
ang sarap” was used to introduce the CHAMP’s other fillings like lettuce,
tomatoes, pickles, mayonnaise and catsup. Each new ingredient was color printed
for emphasis , were pasted together, before finally shot into a transparency,
the end result of which is the colored ad of “Chomp, chomp, the CHAMP”.
CREDITS:
ADVERTISER:
JOLLIBEE CORP.
AGENCY:
BASIC ADVERTISING
Creative
Director: Minyong Ordoñez / Art
Director: Roy Babia
Account
Executive: Achie Sy / Print
Producer: Gerry Arellano
Mascots have been part of the advertising world for over
a century, like Mr. Peanut and Jolly Green Giant. They personify the character
of the brand—and they may come in many forms such as super humans, fantastic
creatures, animals—and in the case of JOLLIBEE—an
insect!
JOLLIBEE IN 1983
It was only in the 1980s that the use of “live” mascots was
fully exploited by Philippine advertisers, thanks to the JOLLIBEE MASCOTS.
Before
that, Philippine brand characters from the 50s -70s like Nars Cafi (of Cafiaspirina),
Shellane Girl (of Shellane LPG) and Pancho Pantera (of Pancho Pantera chocolate
drink) all were one-dimensional figures that saw print on posters and ads, and animated
on TV like cartoons.
The mascots of JOLLIBEE
not only fed the fantasy of children, but because they were so life-like, they
could interact with them in many fun moments.
In a special way, the JOLLIBEE mascot became role models too,
for each one was created with different characteristics to reflect the various product
qualities. But all were likeable and appealing.
JOLLIBEE in 1989
The lead mascot of JOLLIBEE
Foods Corporation was , of course, JOLLIBEE,
introduced in 1980. His name says it all—JOLLIBEE is a happy, loveable, active figure who flits from one place to another to
spread merriment on everyday occasions.
JFC
Founding Chairman, Tony Tan Cak Tiong, has often likened the mascot's character
to the Filipino working folk, noting that the bee "hops around and
produces sweet things for life, and is happy even though it is busy".
Ms. CHICKEE,
the brand mascot for Chickenjoy, was introduced in 1983.
That same year, the mini-skirted
bovine beauty, LADY MOO, was launched to represent the Milkshakes product.
She would
be joined in 1985 by MICO, a kid in
red short overalls wearing a milkshake cup for a cap. All three would later be
discontinued.
The fastfoods’premium burger, CHAMP, also had a mascot with the same name, introduced in 1984.
With a hamburger head, CHAMP was
dressed as a boxer, complete with gloves and a robe, but, like a boxer, the
mascot, has also been retired.
MR. YUM was
the original name of the Yumburger mascot, created in 1989. Dressed in a dark
suit, he wears a bowler hat in the shape of a Yumburger bun. In 2008, he was
updated and became simply YUM, a
younger, more funky boy in a raglan shirt and shades, but with the same, sesame
seed-topped burger cap.
TWIRLIE was
the name of the girl mascot who personified the very popular Twirly Sundaes
that were launched way back in 1988. In mall shows, she performs her own
special Twirly Dance.
An unusual mascot was seen in 1984, who sported his
stringy hair made from—spaghetti noodles. HETTY,
the resident spaghetti mascot, was nonetheless, a consistent crowd favorite.
But if HETTY seemed unusual with her
noodle ‘do, POPO looked awfully strange with his stringy hair made from—French Fries!
The potato boy has since transformed into a less weird-looking dude, with the cardboard
pocket holder taken off his head.
JOLLIBEE has successfully
employed mascots as promotional vehicles, and they are always in demand not
only for the Kiddie Parties, but also for corporate events. Christmas time is
when their mascots are at their busiest, where they not only attend partie but
also go on school tours, headline musical events, star in commercials, and make
special TV appearances. Children would crowd around to touch them, talk to
them, pinch them, pat them, adore them-to the point of hero worship.
WATCH THE JOLLIBEE MASCOTS HERE:
Jollibee (Apat na Dekada), posted by Glover Reselosa
They have been replicated as toys and dolls, featured on licensed merchandise from clocks to plates to pillows and lamps, clothing and school bags.
JOLLIBEE MASCOTS IN OPERETTAS THAT EDUCATE AND IMPART VALUES, 1987
As the characters are also used to promote various
advocacies—from propagating Pilipino as a language, imparting local values, to endorsing sanitation and cleanliness
programs—the mascots have to conduct themselves in certain way, guided by a
Jollibee Manual which has a mascot code of do’s and don’ts.
COLLECTBLE JOLLIBEE MASCOTS VINYL TOYS, credits to the owner of this photo
Today, the JOLLIBEE
MASCOTS have all become part of the Philippine pop culture, and there is
not a single kid who cannot, at once, identify him and his circle of friends.
JOLLIBEE MASCOTS AT A KIDDIE PARTY
After
all, they could always be counted on to spread fun,good times and great eats!
As one Jollibee fan astutely observed --“JOLLIBEE is not a bee..he is a
FRIEND!”.
