508. TENDER CARE Baby Care Products, Colgate-Palmolive, 1978

TENDER CARE Baby Care Products, 1978 Print Ad

TENDER CARE is a line of baby care products that was developed in the late 60s by Colgate-Palmolive, with TENDER CARE Baby Powder as its pioneer brand. Right from the 60s, Johnson & Johnson had been the major player in the personal baby care market, with a complete line of products known for their mildness. TENDER CARE was thus looked at as one of the biggest threats  from their perennial competitor, Colgate-Palmolive.

TENDER CARE BABY OIL & COLOGNE, 1978 Print Ad

By 1978, TENDER CARE had assembled a complete like of hypoallergenic products that included TENDER CARE Soap, TENDER CARE Baby Oil & Baby Cologne, and TENDER CARE Baby Shampoo—duplicating the baby care line of J&J.

FOR TENDEREST CARE, Print ad, 1978

Looking like a me-too brand, TENDER CARE gained a measure of following particularly because of its soap. The brand was supported with tri-media advertising but not on the same level as J&J spending.There were several TV and print ads produced featuring young maternal beauties like Gina Squillantini (Miss Magnolia runner-up) and Cita Avecilla (Miss Young Philippines).

 WATCH TENDER CARE TVCs Historical Reel (juniorsky52) Here:

The brand only had a few relaunches and new product innovation offerings from the late 1990s to these recent years like their Ultra Mild soap that was later discontinued.

Of late, TENDER CARE introduced b Sakura scent for their shampoo and soaps in 2019, while TENDER CARE Soap in Lavender And Oats scent became available in 2022.

FOR TENDEREST CARE, Print Ad, 1978

However, in terms of product diversity and varieties, Johnson & Johnson continues to have a wider array of products to fulfill the needs of a child, at every stage and age of a his development. TENDER CARE is happy, it seems, where it is properly placed in the personal baby care market.

 CREDITS:

TENDER CARE HISTORICAL mpg. uploaded by juniorsky52, 2012, https://www.youtube.com/watch?v=XoR05p_rrRs&t=1080s

416. Strikingly Similar: BRYLCREEM and GARD Ads, 1978

BRYLCREEM AND GARD Hairdressing, 1978

BRYLCREEM was created back in 1928 by an English company--County Chemicals—in Birmingham, England, and owned for the longest time by Beecham. The hairdressing cream was actually and emulsion of water and mineral oil, stabilized with beeswax. When applied to hair, it provides a brilliant shine—hence the roduct name, BRYLCREEM.

GARD Liquid Hairdressing, on the other hand is a product extension of GARD Anti-Dandruff Shampoo, made by Colgate-Palmolive. It was introduced in the Philippines in the mid 1970s, thanks to a commercial that featured a character called “Charlieng Balakubak” (Dandruff Charlie), portrayed by Ramon Roco. It was thought that by riding on GARD’s strong “hair” equity, the liquid hairdressing product would be destined for success.

These 2 ads of BRYLCREEM and GARD have uncanny similarities, looking almost like they were created by one art director, working in one ad agency, to wit:

·         Both print ads came in what they call then as “plus one color”ad—BRYLCREEM had plus Blue, while GARD had plus Red.

·         The additional colors were applied on both the product shots (which, by the way, were both line drawings)  and the brand name.

·         Both employed head shots of male models (GARD’s model—Aldie Anido (+)—had a higher popularity quotient though).

·         Both ads appeared on the same magazine (Woman’s Home Companion) as Full Page Ads, and both came out in 1978.

It’s a different story when talking about product longevity. The similarities end here. That’s because, today, BRYLCREEM Hairdressing is still very much around after 95 years, while GARD Liquid Hairdressing floundered in the market until its extinction.

404. Is That Who I Think She Is? LULETTE MORAN for BON-AMI Polishing Cleaner, 1974

LULETTE MORAN FOR BON AMI CLEANSER, 1974 Print Ad

Not all eyes were on Maria Margarita Moran when she reigned as 1973 Miss Universe; TV viewers were also transfixed with the sight of the pert and pretty model of a new HALO Shampoo TV commercial, a Colgate-Palmolive product that aired just later in the year.

THE MORAN SISTERS, MARGIE & LULETTE

The model was LULETTE MORAN, the equally beautiful younger sister of Margie, who charmed us when she playfully transformed her hair—and her character-- using shampoo suds. “I’m a wabbit!” Lulette purred in the shower, with rabbit ears made from HALO foam, sticking out from her head. That shot of her would give her wide recognition, paving the way for more commercial projects and career opportunities. Unfortunately, no print of this TV ad exists.

MORAN, model of  HALO SHAMPOO

In this rare 1974 print ad, MORAN is the lovely endorser for BON AMI Polishing Cleaner,  an iconic cleaning brand manufactured back in the 1880s in Connecticut. In 1971, Bon Ami was purchased by the Faultless Starch Company, and found its way to the Philippines. BON AMI, was recommended for appliances, and kitchen cookware because it cleans without scratching.

Despite MORAN’s endorsement, BON AMI floundered because Ajax and Dutch Cleanser were unshakeable in their dominance.  With all her advertising exposure, it is the HALO Shampoo commercial that remains identified with her.

MORAN put her U.P. education to good use by joining Bancom, and later Jardine Davis. It was in one company social in Hong Kong that she met French-English Philip Monbiot, an Oxford graduate. She wed Monbiot and settled in Singapore, where her husband ran a cocoa trading business. They have 3 children Natalie, Charles and Edward, and are settled in  Kensington, London.

 SOURCES:

Bon Ami: https://en.wikipedia.org/wiki/Bon_Ami / Halo Shampoo photo: ebay.com

Woman’s Home Companion Magazine

Butch Francisco, Lulette Moran after her halo days. https://www.philstar.com/entertainment/2002/09/05/174755/lulette-moran-after-her-145halo-days146

 

 

336. MINA ARAGON for CASHMERE BOUQUET, 1961

CASHMERE BOUQUET is a line of toiletry and personal care products with a long history that stretches back to the 19^th century. It is a product of Colgate (later, Colgate-Palmolive)  which introduced the first milled perfumed toilet soap in 1872. The Palmolive Co. in the Philippines was set up in 1926 in a small Binondo office, becoming Colgate-Palmolive after merging with Colgate in 1928.

 As Colgate-Palmolive, the merged company launched Colgate Dental Cream, and CASHMERE BOUQUET products. The first products under this brand were all introduced in the mid 50s, that included CASHMERE BOUQUET Pomade, Beauty Soap and Talcum Powder.

 One of the earliest celebrity endorsers employed by CASHMERE BOUQUET was the young actress MINA ARAGON, who was contracted to appear in prints ads for CASHMERE BOUQUET Soap and Talcum Powder.

MINA ARAGON in CASHMERE BOUQUET SOAP AD, 1961

MINA ARAGON was a teen actress in the early 60s, with a hallowed showbiz pedigree. She was the daughter of Luis (Lou) Salvador Sr., the progeny of other celebrities like Lou Jr., Leroy Salvador, Philip Salvador, Alona Alegre, Ross Rival, among others. Mina was launched as “the discovery of the year” of People's Pictures Inc, in the 1961 Zaldy Zshornack starrer, “I Believe”.

 That same year, she was teamed up with rising superstar Fernando Poe Jr., in at least 5 movies: “Sakristan Mayor”, “Apollo Robles”,  “Hinahamon Kita”,  “Masikip ang Daigdig” (1962) and “Mandong Mandurukot” (1963). She would be partnered with a host of other leading men thereafter, from Romeo Vasquez, Bernard Bonnin and Bob Soler. But it was to another Poe that Mina eventually fell for and married in real life—Andy Poe, FPJ’s brother, but their relationship was short-lived.

MINA ARAGON in CASHMERE BOUQUET TALCUM POWDER AD, 1961

She would eventually marry Vicente del Rosario, who would go on to found the giant Philippine media and entertainment company, Viva Entertainment Inc. in 1981. Mina had a direct hand in the success if Sharon Cuneta and Vina Morales.Tragedy befell,MINA ARAGON when 6 people, including Mina's family members, died in an arson that  was started by Dolphy Jr. in 1981. She passed away in 1996.

 But way back in 1961, MINA ARAGON was at the cusp of national fame, with a stellar film career that had just started to peak, wanted by fans, producers, and advertisers alike—including the makers of CASHMERE BOUQUET, which she graciously, and effectively pushed as a commercial model on national print ads.

SOURCES:

Mina Aragon, geni,com: https://www.geni.com/people/Mina-Aragon/6000000015984865124

Mina Aragon, imdb, movie list

10 Most Shocking Showbz Crimes, on spot.ph: https://www.spot.ph/entertainment/44500/10-most-shocking-showbiz-crimes

194. WHEN COLGATE WAS A SOAP BAR, AND HUNT’S WAS CANNED FRUIT COCKTAIL…

Just the mention of iconic brand names like COLGATE, PALMOLIVE, or PUREFOODS instantly conjure images of the products they represent: Toothpaste, Shampoo, Meat Products, respectively. But at one point in their brand history, the names were also applied by their companies to other products, now long gone. Here are some of them.

**********

1. COLGATE SOAP (1956)

Since its launch as a toothpaste brand in 1873, COLGATE has, at one point, become a generic name for toothpaste. It was the first to be packaged in tubes in 1896. Colgate is associated with oral hygiene with products like mouthwashes, toothbrushes, and dental floss. COLGATE Toothpaste was introduced in the Philippines in 1926 by the Palmolive Co, Philippines, which, in 1949, became Colgate-Palmolive Philippines.  Palmolive was known for its soap, so this is probably the reason that in 1956, COLGATE SOAP was introduced to the Philippine market. The idea didn’t catch on—maybe it conjured images of brushing your mouth with soap!

2. HUNT’S FRUIT COCKTAIL (1957)

HUNT’S is an iconic brand name, founded ay back in 1888 in California. It is well-known as a maker of preserved tomato products like sauce, paste, expanding into tomato-based pork and beans—which has become synonymous with the name. HUNT’S Pork and Beans is known by almost every Filipino in the 1950s as it was a staple “emergency” canned product. Not very many know that there was also a HUNT’S FRUIT COCKTAIL introduced in the Philippine in 1957. That’s because the original company, Hunt Bros. Fruit Packing Co.,(founded by Joseph and William Hunt) also canned fruits and vegetables, a business which boomed in California. The product did not really do well locally.

3. LADY’S CHOICE VIENNA SAUSAGE (1965)

California Manufacturing Company (CMC) was established in 1955, and immediately became well-known for its line of spreads that included jams and mayonnaise. LADY’S CHOICE was one of the company’s early brand successes in the Spreads Market. The first products were LADY’S CHOICE Jelly, Preserves, Mayonnaise, and by 1965, the line had expanded to include other food products like macaroni, spaghetti, and of all products—LADY’S CHOICE VIENNA SAUSAGE! Eventually, the canned sausages were phased out after CMC realized that the spreads (Mayonaisse, Salad Dressing, Sandwich Spread) were the Lady’s Choice brands that were bringing in the money. Unilever bought the company, along with Bestfoods in 2000.

4. PALMOLIVE POMADE (1955)

The world was introduced to PALMOLIVE in 1898, when the B. J. Johnson Soap Co., gave us a soap bar made of palm an olive oil, hence the brand name that endures to this day. PALMOLIVE Soap was known to Filipinos in the late 1920s when it was distributed in the Philippines by Palmolive Co. Phils. The soap brand even became more familiar after the merger with Colgate,  and  the PALMOLIVE line was soon extended to include talcum powder, shampoo, and male-oriented products. In the mid 1950s, the company launched PALMOLIVE POMADE—“the pomade for successful men”. There was also, briefly a PALMOLIVE  Skin and Hair Tonic, produced at the same time. Apparently, the brilliantine pomade and tonic did not last long, but PALMOLIVE as a soap and shampoo brand proved to be more enduring.

5. POND’S LIPS LIPSTICK (1960)

POND’S, has a rich, 150 year history as the maker of POND’S  Cold Cream, the world’s first moisturizer that does not require refrigeration, and POND’S Vanishing Cream, which made women’s skin soft, supple and dewy. In 1846, American pharmacist Theron Pond developed the Pond’s Extract, with a unique tea extract from witch hazel that helped restore skin damage below the surface. The face creams were introduced to the country when the POND’S Company merged in 1955 with the Chesebrough Manufacturing Co., which already had an extensive line-up of facial care products. By the 60s, POND’S was an established brand of cosmetic beauty products. An effort to extend the line to include make up products was attempted in 1960 with the launch of POND’S LIPS—lipsticks “for irresistible lips”. But  Filipinas resisted the idea, preferring the facial cream more instead,  so POND’S LIPS was discontinued.

6. PRESTO COFFEE (1962)

The taipan George Gokongwei founded the Consolidated Food Corporation in 1961. It is best known for producing Blend 45 that gave Nescafe and Café Puro a run for their money. Next, CFC launched its chocolate products, so the PRESTO brand. With treats like Nips, Manor House, Milky Bar, Apollo Chocolate Bars and Wafrets, PRESTO came to be associated with chocolates. There was even a PRESTO Cocoa and PRESTO Chocolate Drink. But PRESTO did not start as a name for chocolates—but as a coffee brand. In 1962, PRESTO COFFEE was launched by CFC as a complement to Blend 45. PRESTO COFFEE was retired when CFC decided to single-mindedly build the Blend 45 brand which was enjoying tremendous  market success, and make it their flagship brand. PRESTO later was used as a name for CFC’s ice cream brand, and today, it is acookie brand of Universal Robina Corp. (URC).

7. PURE FOODS JAM (1965)

Founded in 1956, PURE FOODS was put up in Mandaluyong by a group of enterpreneurs which first produced hams, bacons and hot dog sausages.  It is in the manufacture of quality meat products that PURE FOODS built its name. Over the years, however, it forayed into other food products—making catsup, chili con carne, bottled pickles—and in 1965, the company put out PURE FOODS JAMS. The bottled spreads included Mango, Pineapple, Guava, and Mango-Pineapple. Eventually, PURE FOODS stuck to making products it knew best, and today, it is the leading maker of quality meat products in the country.

170. IRISH SPRING: “A New, Manly Scent”, 1981

IRISH SPRING , magazine  launch ad, 1981.

The deodorant soap brand known for its “new, manly scent”, but good enough for the whole family was introduced by Colgate-Palmolive Phils. in 1981. IRISH SPRING—by then, was already a decade old, having been marketed first in 1970 in Germany, then launched in the U.S. in 1972.

IRISH SPRING has an interesting brand lore. A spring day in  Ireland was much longer, with the sun still up at 10 in the evening. This gave the Irish men more hours of labor, which meant the need for longer deodorant protection—hence the name IRISH SPRING.

The Philippine IRISH SPRING was packaged in a distinctive  carton box with a 3-leaf clover icon, a traditional Irish symbol. Premium-priced, it was sold on the basis of its double-deodorant system for longer deodorant protection.

WATCH THE IRISH SPRING TVC HERE:

To complete  the “imported” image of the product, U.S.-produced IRISH SPRING commercials were used in the local launch, featuring an Irish village setting with actors speaking in the trademark Irish brogue.

To demonstrate the presence of double-deodorants in the soap, TV ads showed the side of the soap being carved with a knife to reveal the soap's green striped cross-section. The brand produced one of the most memorable slogans-- The product had one of the most famous slogans : "Manly, yes, but I like it too!" to communicate its expanded usage and appeal for both sexes, and in the case of the Philippine market--for the whole family.

Though IRISH SPRING  prospered in the U.S. with line extensions that include shaving products, deodorant and body wash, the life of the brand in the Philippines was rather short, disappearing in less than a decade, primarily because of its high price. Today, IRISH SPRING is available in the Philippines as an original, imported premium brand with a market price ranging from 70-100 pesos per bar.

SOURCES:
"Irish Spring", wikipedia.com
Irish Spring Soap 1978 TV Commercial. uploaded by robatsea2009, published on June 30, 2017.

105. PALMOLIVE SOAP, “Like Mother, Like Daughter” Campaign, 1965

WHO IS THE MOTHER? WHO IS THE DAUGHTER? The future actress-comedian Tessie Tomas--known then as Teresita Hermosa--poses with her mother, radio icon Laura Hermosa--in this launch ad for Palmolive's new camapign that sought to point out t-its consumer promise of delivering "younger-looking skin". 

PALMOLIVE SOAP was produced in 1916, and it was only 12 years later that the soap was imported by the company of Arthur Brent, for sale in the Philippines. Brent’s company was the pre-cursor of Colgate-Palmolive Philippines.

The soap got its name from its ingredients—palm oil and olive oil. It was the second brand of the company, after Colgate, and would become one of the best-selling soaps in the world. In the Philippines, PALMOLIVE was also one of the leading beauty soaps in the market along with Camay and Lux. Ad agency Grant Advertising (which became Bates-Alcantara, then DYR-Alacantara) acquired the account in 1949.

In 1965, a new campaign for PALMOLIVE SOAP was launched which created talk-of-the-town buzz and would endure for many years.  Its proposition latched on to the promise of giving “younger-looking skin”. A TV commercial version dramatized this in a commercial that featured a Santacruzan where the Reyna Elena was recognized by a female onlooker who tells his malE friend—“Classmate ko siya 5 years ago!”.  To which the male friend quipped—“Bakit mas mukhang bata pa siya kaysa sa iyo?”. 

The compelling story was translated to a print campaign entitled, “Like Mother, Like Daughter” which sought to visualize mild PALMOLIVE’s  ability to give clean, clear, and radiantly beautiful skin.

 

THE MAKALINTALS AND THE GLORIAS, mother-and-daughter
tandem in 1967 and 1970 Palmolive print ads.

The main picture of the ad shows a real-life mother and daughter, posed side-by-side. The headline read—“Sisters?…or Mother and Daughter?”.  The perfectly-cast ad draws the reader to the youthful appearance of the mother, whose looks are comparable to the daughter. It invites the reader to look at the picture and pick out the mother (or daughter)—a clever way to go around the rules of comparative advertising which was not allowed in Philippine advertising at that time.

The first models for this barrier-breaking PALMOLIVE campaign were the radio personality Laura Hermosa and her 15 year-old daughter, Teresita Hermosa. Teresita would go on to become a creative director of a multinational agency and find greater fame in showbiz as the award-winning comedienne-actress, Tessie Tomas.

 

THE BURGOS AND THE FARGAS mother and daughter tandem
in 1966 and 1970 Palmolive print ads.

The campaign lasted for at least 5 years, and the ad looked pretty much the same except for some copy tweaks. In subsequent years, the ads carried headlines like “Like mother, like daughter”, and a more direct call-to-action, “Which one is Mother?"

PALMOLIVE SOAP, took a backseat with the introduction of the highly-popular PALMOLIVE Shampoo line. It was in recent years that the soap was resurrected as a line of PALMOLIVE Naturals, each formulated with a distinctive ingredient to suit a person’s needs.

LOOK AT WHAT HAPPENED TO 

THE PALMOLIVE DAUGHTER!

PICTURE SOURCE:
Tessie Tomas photo: https://movietimes.com/celebrities/tessie-tomas
Palmolive vintage ad: https://hiveminer.com/Tags/ad,palmolive/Recent

97. COLGATE’S PROOF: The Only Toothpaste with MFP Fluoride, 1975

THE PROOF, AND NOTHING BUT THE PROOF. Launch print ad,1975.

For the longest time, Colgate had a monopoly of the toothpaste market, but new brands began to surface by the 1970s. Some, like PRC’s (Phil. Refining Co,) Close-Up targetted the youth market, while P&G was cooking up plans to launch Crest, already a leading U.S. brand.

Thus, to pre-empt competition and to consolidate its hold in the market, Colgate introduced New PROOF Toothpaste, touted to be the only brand with monofluorophospate—MFP Fluoride—that is clinically proven to reduce tooth decay. This revolutionary ingredient does not stain teeth, and makes them less sensitive to hot or cold liquids and food.

New PROOF carried over Colgate’s dentist-backed credentials in its advertising, which has worked very well for the mother brand. The communication strategy capitalized on the clinical tests conducted on the efficacy of MFP Fluoride in the U.S., Germany and Australia against tooth decay.

WATCH "PROOF" TVC HERE:

Colgate’s New PROOF was launched in 1974 or 1975 via a tri-media campaign, endorsed as usual by the PDA (Philippine Dental Association). “Only a dentist can give a better fluoride treatment”—so went the selling line.

WATCH NEW PROOF TVC version 2, 

uploaded by Pinoy Philippine Television Here:

It anticipated for a few years the massive launch of  Procter and Gamble's CREST Toothpaste and the  unbeatable cavity-fighting power of Fluoristat—not to mention its strong made-in-America appeal. CREST made significant inroads into the Colgate-dominated toothpaste market, leading the company to use PROOF even more to defend their turf. If CREST had Fluoristat, PROOF had Fluorigard, and this was flounted in TV Ads all throughout the 1980s, escalating the toothpaste war beween Colgate and P&G.

Today, in some countries like UK and Australia, Colgate has retained the PROOF brand, as Colgate Total PROOF.

SOURCES:

youtube: New Proof Toothpaste (Philippines) old (version 2) , uploaded by Pinoy Philippine Television, https://www.youtube.com/watch?v=SuDVEkaUtJA
youtube, Colgate Proof Classic TVC, uploaded by ADman1909, on 13 Sept. 2007. Colgate Proof

Woman's Home Companion, 1975 issue

77. Brand Icon: ERIC BAINES of COLGATE DENTAL CREAM

 COLGATE DENTAL CREAM’a most visible advertising campaign first aired in 1981 featured the “ New 2-Fluoride System” story, which promised double protection to teeth. This Colgate dental breakthrough was in response to the launch of Crest Toothpaste in the Philippines, another formidable product of Procter and Gamble.

Delivering the story is a character named ERIC BAINES, an authority figure who credibly showed the superiority of the 2-fluoride system through a “chalk demo”, as seen in this commercial:

WATCH COLGATE'S 'ERIC BAINES' TVC HERE

Eric Baines was a constant figure in Colgate’s advertising, appearing in several spots that made him recognizable to many Filipino viewers—what with his trademark white hair, moustache and business suit. His presence—whether driven by a car or entering a conference room—was always announced with excited squeals from the audience—“Si Eric Baines! Eric Baines!”.

Just who is Eric Baines?

Well, Baines is neither a dentist, a doctor or a figure created by an ad agency executive. He is actually a real-life professional—Colgate’s Worldwide Director for Research & Development based in Piscataway, New Jersey. He remained with Colgate until the 1990s, often working in the Asian region, until his retirement.

Baines, himself, could not believe his popularity here, and even after the 2-fluoirde campaign came to an end (it trounced Crest, by the way), his name still crops up in consumer research every now and then. Whether he likes it or not, Eric Baines has become part of Philippine pop culture.

Source:

youtube: juniorsky52's channel: https://www.youtube.com/watch?v=j7AdukFjHYg, 

40. Commercial Discovery of 1987-88: ALICE DIXSON, Palmolive's "I Can Feel It" Girl

Creative Guild of the Philippines' Top Talent Discovery for 1987 was the refreshingly beautiful Filipina-mestiza, ALICE DIXSON, whose appearance in a Palmolive Commercial created a sensation with its signature "shoulder shrug" choreography.

Watch the 1987 Palmolive commercial here.

Born as Jessie Alice Celones Dixson on 28 July 1969 to an American father and a Filipina, Alice barged into showbiz via the beauty contest route. She first joined the quest for Reyna ng Santacruzan on "Eat Bulaga" which she won. At age 18, Dixson joined the more prestigious Bb. Pilipinas and was chosen as Bb.Pilipinas-International 1986. She went to Nagasaki, Japan to compete in the Miss International Beauty Pageant where she placed among the 15 semifinalists.

Watch her at Miss International 1986  here:

Commercial casters began calling immediately, and she was chosen along with 4 other girls for an undisclosed shampoo project, which was revealed only after they were approved. The product was Palmolive Shampoo.  Dixson was supposed to share equal billing with the other girls, but she registered so well that she was featured in the product demo--and ended the commercial with the memorable "shoulder rotation shrug" as she exuberantly sang "I can feel it!"

Dixson suddenly became a  household name in 1987 through that highly popular Palmolive TV ad, jumpstarting her showbiz career. She was cast in a TV sitcom, Okay Ka, Fairy Ko as the fairy princess, Faye, who fell for a mortal. It was just a matter of time that she transitioned to movies, even earning plaudits for  Hanggang Saan, Hanggang Kailan (1993), Sa Isang Sulok Ng Pangarap, Pangako Ng Kahapon (1994), Sana Dalawa Ang Puso Ko (1995) and Sambahin Ang Ngalan Mo (1998).

Watch Dixson recall her Palmolive commercial here

Dixson left a flourishing career to move to Canada in 1999 where she wed IT specialist Ronnie Miranda, a marriage that would last 3 years. She made a successful comeback in 2011, starring in Babaing Hampaslupa and Ang Panday II.

She co-starred with Christopher de Leon and Richard Gomez in the smash hit telenovela, Ang Iibigin Ay Ikaw (2002 to 2005). In December 2013, she pose for FHM Philippines, making her the oldest woman to cover on that men's magazine, at age 44. As of 2015, she can be seen on TV as Mia Corcuera in the local adaptation of "Marimar."

Dixson's Palmolive TV ad has since become a classic, and, in 2002, the TVC was included as one of the 25 Pilak Awardees, representing the best Philippine ad of the last 50 years--"patalastas na walang kupas".

20. NEW! AJAX SUPER DETERGENT--Stronger than Dirt!

NEW AJAX SUPER LAUNDRY DETERGENT, Intro Ad, 1966

Colgate-Palmolive Philippines entered the synthetic detergent bar market with “Ajax”, a U.S.product  that was already in existence in 1947 as a powder cleanser brand. At the time of the introduction of Ajax Super Detergent, detergent soaps included Perla, Wheel and Luto.

Ajax Super Detergent was touted as a revolutionary laundry product that was “stronger, more economical than soaps and powders. It was also different in that it had super sudsing dirt cleaners  and a Bluex formula in a convenient bar form.

Source: RedStormPro-Retro-Ajax Commercial

Stronger than Dirt

For its 1966 launch advertising in the Philippines, Ajax adapted elements from the U.S. campaign of Ajax Ultramarine Detergent that featured the iconic “Ajax Knight” and the cleaning power of his lance that was “stronger than dirt”. 

Source: juniorsky52's channel. Ajax History 1960-80 

The localized Philippine version featured different vignettes of dirtying situations—for example, children playing in the streets with dirty clothes—that become “blinding white” at the touch of a lance toted by the horse-riding Ajax Knight who always seemed to appear from nowhere. The selling line “New Ajax Super Detergent—Stronger Than Dirt” was set to music which was soon being sang, hummed or whistled by happy housewives all over the Philippines! Ajax continued to be popular from the 60s through the 90s as this historical advertising reel shows: