398. Brand Stories: SKYFLAKES of M.Y. SAN & CO. 1962-1989 Ads

New, Richer Flavor SKYFLAKES, Launch Ad, 1962

M.Y. San & Co, (Mar Yuk San) went into the biscuit and cracker business to complement his Escolta Ice Cream shop that he put up with his family in Escolta in 1935. M.Y. San began branding their products starting with the Lion Brand Soda Crackers (1940). By the 1960s, they had added Fita, Carousel and SKYFLAKES, which was launched in 1962---”a completely new  kind of crackers, with a new richer flavor!”. 

SKYFLAKES, in an M.Y. San omnibus biscuits ad, 1963

For many years, SKYFLAKES came in a tin can wrapped with a red-striped paper label with a blue band carrying the SKYFLAKES brand name alongside a couple of the crackers seemingly flowing from the mouth of the can. The first cans had illustrated labels.

SKYFLAKES, "Top hit with the In-crowd", Print Ad, 1969

SKYFLAKES became best sellers in no time at all—even teens loved them: “Top-hit with the in-crowd”—as one ad flagged, all because of the tasty, crisp ‘n crunchy creamy flavor. Marketing pushed SKYFLAKES in  individual ads as their following grew

MALUTONG, KAHIT ANO'NG IPATONG, 1975

In the golden age of TV advertising in the Philippines, however, SKYFLAKES had all kinds of thematic messages, but in 1975, it hit the jackpot with a well-remembered slogan that had a matching television commercial. “Malutong…kahit ano’ng ipatong!” , the ad proclaimed---and it was a promise well delivered. A version even had a foreign talent mouthing the slogan with a distinctive American accent: ”Malu-tong, kahit ano’ng ipay-tong!”—and the TV audience went wild.

SKYFLAKES, "Snack Pack", Print Ad, 1987

There have been many messages after this—“SKY has no limit”,  referring to the limitless pairings one can have with SKYFLAKES. It was developed in 1989 by its agency, Adformatix. Other themes include” Ang Pambansang Biscuit”,  and in the new millennium: “Buti Na lang, laging Ready” (2005, Gallardo & Associates), “Break Mo, Kagatin Mo”, “Ito na ang Break Mo” (2010-2015, Publicis JimenezBasic) , but the 1970s “Malutong, Kahit Ano’ng Ipatong”, remains a Philippine sloganeering classic.

SKY has No Limit, Print Ad", 1989

SKYFLAKES, "Thousand and One Ways", Print Ad, 1989

Over the years, there have been a few product improvements and variations, particularly in the 2000 decade, like the launch of SKYFLAKES Fit (with Omega 3, 2015);  Flavored SKYFLAKES (Cheese, Garlic);  SKYFLAKES Cracker Sandwich (Mantekilya, Peanut Butter, Condensada. Chocolate). 

"COME TO THE SKY", Print Advertorial, 1989

But the base cracker recipe is still the same: wheat flour, vegetable shortening, iodized salt, sugar, baking soda & yeast. Even the iconic packaging has changed very little, it is so recognizable to millions of Filipinos nationwide. The unwavering loyalty and acceptance of consumers towards this original M.Y. San brand—now made by Monde M.Y. San--all these 6 decades indicate that SKYFLAKES is here to stay. 

251. LION’S SODA CRACKERS by M.Y. San, Print Ads 1940-1987

Soda crackers or “saltines’ are thin, square cracker made from white flour, yeast, and baking soda, with surface perforations and with a distinctively dry and crisp texture. They were known as early as the mid 19^th century.

 

A very early pre-war LION SODA CRACKERS Ad

One Philippine cracker classic  is the LION BRAND SODA CRACKERS, manufactured by M.Y. San Co., Inc. The  Mar family, whose patriarch Mar Yuck San had come to the Philippines from Guangdong in 1900, had established a soda fountain business. Like Clarke’s Ice Cream Parlor, they put up a bakery headed by Mar Chew, a relative who had learned baking in Hawaii.

 

LION'S SODA CRACKERS, Print Ad, 1966 

One of the first such products that were served in the restaurant were soda crackers known for their crispy quality that were perfect for eating with jams, butter, and marmalade. By the ate 1930s, they were so popular that they were sold commercially under the brand name LION BRAND SODA CRACKERS, with the familiar lion trade character. The earliest advertisements came out in 1940.

 

LION'S SODA CRACKRS, print ad, 1969

The brand name was eventually shortened to LION’S SODA CRACKERS in the 1960s, and the LION brand was also used for its mixed biscuits offerings. M.Y. San the produced another line of soda crackers named ‘SkyFlakes” in the 60s that proved to be a bigger hit than LION.

LION'S SODA CRACKERS, Print Ad, 1971

LION’S SODA CRACKERS though continued to be produced all the way thru the 1990s, metamorphosing as LION’S Cream Crackers.  Nissin Monde now owns M.Y. San, as its subsidiary Monde M.Y. San, which continues to produce its bestsellers like SkyFlakes, Fita, Graham Crackers—but LION brand of crackers and bsicuits have been discontinued with the phase-out of the LION’S Cream Cracker line.

OMNIBUS M.Y. SAN Ad, with LION'S SODA CRACKERS, 1987