247. Champion talaga! CHAMPION CIGARETTES of Fortune Tobacco Corp.

CHAMPION TALAGA! Print Ad, 1971

One of the most successful local brands to be launched at the end of the 1960s is the popular CHAMPION brand, made Fortune Tobacco Corp. (now Philip Morris-Fortune Tobacco Corp. or PMFTC), owned by business magnate, Lucio Tan.

CHAMPION’s early advertising programs were handled by Convey Advertising, which was responsible for creating the "CHAMPION talaga!” abbreviated from the longer “CHAMPION sa lasa, Champion sa halaga, CHAMPION talaga” selling line.

The repetitive line, incorporated in a simple, but unforgettable jingle, raised awareness for CHAMPION to an all-time level that made the brand one of the most well-known in the 70s. 

All the agency needed to do was to refresh the commercial with sub-themes like “The CHAMPION Generation”, “CHAMPION dumiskarte”, “The Brand of Champions”,  but always retaining the “CHAMPION talaga” element.

CHAMPION BROWN, introduced in 1974

CHAMPION Mild Menthols were joined in 1974, with the more fashionable slim, brown versions called CHAMPION Brown.

WATCH A 1974 CHAMPION TVC HERE:

However, since January 1, 2007, when Republic Act 9211 was passed, all cigarette commercials on television, cable television and radio have been prohibited. CHAMPION, which celebrates its 50^th anniversary this year, continues to be produced and has its own following despite the absence of media advertising.

SOURCE;

Champion Philippine Classic TV Ad ( 1974 ), https://www.youtube.com/watch?v=sxHQPuh0Cvk

Posted by: ADman 1909, 12 July 2007

Convey Advertising FB Page: https://www.facebook.com/Convey-Advertising-Inc-249378005075156/

164. Brand Stories: MARCA PIÑA SOY SAUCE (late 1940s)

MARCA PINA SOY SAUCE 2-Color Magazine Ad, 1966

One of the most popular soy sauce brands in the country—MARCA PIÑA Soy Sauce—began as a backyard business employing 10 people  in Marulas, Bulacan  back in the late 1940s. The soy sauce product was first sold in the small neighborhood, but demand for MARCA PIÑA increased simply through word-of-mouth, that National Soy Factory, the name of the small enterprise, had to step up their production to answer the growing clamor for the product.

MARCA PIÑA Soy Sauce was noted not only for its taste, but also its rich color, texture and aroma. After all, the company used only high quality soy beans and manufactured the soy sauce using advance food technology. Moreover, MARCA PIÑA was priced affordably.

Incidentally, the PIÑA or pineapple is a  symbol of welcome and hospitality. It is also a symbol of royal privilege, and the pineapple name and icon was used by other successful brands of food companies like Marca Piña Quezo and Marca Piña Hams. 

By the 1960s, the soy sauce was known nationwide, advertising actively in magazines and leading publications.

WATCH THE 2006 VERSION OF THE

MARCA PIÑA SOY SAUCE "PIÑARAP BOY" TVC 30S

Government legalities mandated that the word “National” should not be used for company names, so in 1973, National Soy Co., was rebranded as Balanced Food Corporation.

 

MARCA PINA SOY SAUCE Ad, 1961

It was in the 1970s that MARCA PIÑA Convey Advertising produce the now-classic “Piñakamasarap” TV ad that featured a young boy mouthing “Piñarap!” (who happened to be the son of the owner, Mr. Tian Sy) at the end of the commercial. 

MARCA PINA SOY SAUCE "PINAKAMASARAP Ad, 1965

The line caught on, and soon, everybody could recall and replay it—one of the most memorable advertising catchphrases to this day. To immortalize the unforgettable line that catapulted MARCA PIÑA to greater prominence,  Balanced Food Corporation adopted the name Piñakamasarap Corporation in 1978.

 

MARCA PINA SOY SAUCE "PINAKAMASARAP Ad, 1968

Today, Piñakamasarap Corporation produces not just soy sauce but other condiments and dips like MARCA PIÑA Vinegar, Patis, Sukang Puti, Oyster Sauce and Kubo Sukang Paombong. Many of these are exported the world over, enjoying the patronage of expatriate Filipinos who, then, as now, still call the MARCA PIÑA super brand-“Piñarap!”. As to the little boy who uttered the line in that classic as, he now sits as the chief executive of the renown food manufacturing corporation.

SOURCES:

http://www.pinakamasarap.com/about_us.html

Convey Advertising FB Page:

https://www.facebook.com/Convey-Advertising-Inc-249378005075156/