481. MILO ENERGY DRINK, 1980 Moscow Olympics Ad

GO MILO! BUT WE'RE NOT GOING! Olympic Ad, 1980

Nestlé’s MILO began wresting the title of “Olympic Energy Drink” from arch rival  OVALTINE in 1968, when the popular chocolate malt beverage began running an ad that proclaimed itself as the “Choice of the ’68 Olympics”. On the other hand, OVALTINE had touted in its 1972 ads that it had been in every Olympics since 1932. It was to be the last time that OVALTINE—an aging brand on a decline--would call itself “the official energy drink of the Olympics since 1932”.

MILO took over that claim that same year, bannering that “modern day athletes need a modern energy drink”, while casting shades on Ovaltine as “old stand-bys are simply not enough”. MILO’s Olympic Energy campaign thus began officially in 1972 (Munich) followed by the next edition in Montreal (1976).

In 1980, the Summer Olympics were scheduled to happen in Moscow, Soviet Union, from Jul. 19-Aug. 3, 1980, the first games to be held in an Eastern bloc country. It was to be one of the most controversial stagings in the history of the Olympics. 

A year before, Soviet had invaded Afghanistan,  causing the United States and other Western countries to boycott the 1980 Moscow Olympics. Sixty six countries boycotted the games entirely, including the Philippines, and only 80 nations converged at the Moscow Games, the smallest number since 1956.

In retaliation, the Soviet Union and other Eastern Bloc countries (except Romania) boycotted the 1984 Summer Olympics in Los Angeles. An alternative international sporting event, the Goodwill Games, was created by Ted Turner in reaction to the political troubles surrounding the Olympic Games of the 1980s.

Nevertheless, Filipro Inc., Nestlé’s local manufacturer in the Philippines, came up with their MILO Moscow Olympic Ads in 1980, despite the country’s non-participation. 

The ad was austere in its message, preferring to “salute the Olympic Year”, with the Moscow reference as just as subhead. Perhaps to make up for the lost Olympic momentum, MILO launched a SUPER ATHLETES Promo, with collectible plastic figures of athletes in action in every can. These were to be played using SUPER SPORTS gameboards published in select magazines and newspapers.

MILO SUPER ATHLETES TOY PROMO, 1980

SOURCES:

Moscow Olympics logo: Wikimedia commons

Moscow Olympics 1980: https://en.wikipedia.org/wiki/1980_Summer_Olympics

Goodwill Games 1986: https://en.wikipedia.org/wiki/Goodwill_Games

298. MILO vs. OVALTINE: The Battle for the Title of the Olympic Energy Drink

OVALTINE & MILO: Official Olympic Energy Drinks

OVALTINE was a chocolate malt drink that was reputedly first produced in Bern, Switzerland in 1865. Originally, it was called “Ovomaltine” as its formulation contains eggs, but a misspelling of the name on the trademark registration application led to the name being shortened to Ovaltine in English-speaking markets. OVALTINE was already advertised in the Philippines as early as 1925.

1972 OVALTINE Ad,Munich Olympics

Since its introduction, OVALTINE had a variety of health claims—from appetite builder, a recuperative drink for convalescing patients, fatigue alleviator, vitality and energy giver.

OVALTINE OLYMPIC AD, 1948. Credit: Alamy

When the Summer Olympics was held in Los Angeles, California, OVALTINE became one of the games’ sponsors—where it was to become the official Olympic energy drink, thus pre-dating MILO’s claim by over 35 years.  In fact, OVALTINE was the health drink sponsor in 9 Olympics!  

OVALTINE OLYMPIC 1948 Tin Sign, Credit: Pinterest

The local MILO print ads however, claimed otherwise: in 1968, it ran ads proclaiming MILO as the choice of the 1968 Olympics. In 1972, it stole the thunder from OVALTINE by headlining the claim in its ads that MILO is the “official energy drink of the Munich Olympics”.

MILO OLYMPIC AD "Official Energy Drink",1972

There was an attempt by OVALTINE to wrest that title from MILO, as that same year, it ran an ad that showed the brand’s consistent presence in successive Olympics from 1932-1972.  But the strip ad was no match for the media juggernaut of Nestlé. And too bad as well—at that time, there really was no advertising regulatory board that the makers of OVALTINE could go tom to file a complaint (the PBA was founded only in 1974).

MILO 1968 MEXICO OLYMPICS AD,  "Choice of the '68 Olympics

OVALTINE let it go, gave up without further fight, and continued with variable thematic promises,  while MILO picked up the “Olympic Energy” title and went to town with that strong, single-minded message in successful campaigns that went on for years, featuring the country’s best and brightest Olympians in its ads. OVALTINE'S loss is MILO's biggest gain.

256. MILO’s TRIBUTE TO SUPER ATHLETES, 1980

1980 was an Olympic year and to tide on the sporting craze, MILO—theOlympic Energy Drink-- launched its Free SUPER ATHLETES Promo. These were giveaway standing plastic athele figures given away with every tin of MILO.

There were 8 athletes to choose from—Gymnast, Shotputter, Football Player, Diver, Torch Bearer, Runner, Javelin Thrower and Weightlifter. They were available in Red, Blue, Green and Yellow Colors.

 

Photo used  with permission. Nicky Hernandez Collection

The SUPER ATHLETES can be collected for playing the MILO Super Sports Game. The gameboards could be clipped from selected magazines and newspapers.

However, there was a major boycott of the Moscow Games in 1980, as a potest for the Soviet invasion of Afghanstan. This resulted in the non-participation of major countries including U.S.A. and other western nations, and the organization of the alternative Goodwill Games. Similarly, in the next 1984 Olympics, the games were boycotted by Russia and the eastern bloc countries.

It is good to know that the 30^th Southeast Asian Games in the Philippines, which is wrapping up this week,  continues to uphold the spirit of sportsmanship and friendly competition, untouched by politics and contentious politicians. Here’s to all the SUPER ATHLETES of the SEA Games!!

CREDITS:
Many Thanks to Nicky Hernandez for the use of his Super Athletes collection photo.

254. SOUTHEAST ASIAN (SEA) GAMES MEDALISTS AS PRODUCT ENDORSERS

To mark our country’s hosting of the 30^th Southeast Asian Games, let us pay homage to our winning local athletes who are celebrated in these advertising print ads from the past.

********

LYDIA DE VEGA, for Alaska, 1989

LYDIA DE VEGA, Athletics

SEA Games Achievements:

GOLD: 200 m. dash, 1981 SEA Games (Philippines)

GOLD: 400 m., 1981 SEA Games, (Philippines)

GOLD: 200 m. dash, 1983 SEA Games, (Singapore)

GOLD: 100 meter dash, 1987 SEA Games (Indonesia)

GOLD: 200 meter dash, 1987 SEA Games (Indonesia)

GOLD: Long Jump, 1987 SEA Games (Indonesia)

GOLD: 100 meter dash, 1991 SEA Games (Philippines)

GOLD: 100 meter dash, 1993 SEA Games (Singapore)

GOLD:  200 meter dash, 1993 SEA Games (Singapore)

PRODUCTS ENDORSED: ALASKA Milk, MILO Energy Drink

BEA LUCERO, for MILO, 1986

BEA LUCERO, Artistic Gymnastics

SEA Games Achievements:

GOLD: All-Around, 1987 SEA Games (Indonesia)

GOLD:  Uneven Bars, 1987 SEA Games (Indonesia)

GOLD: Taekwondo, Bantamweight, 1991 SEA Games (Philippines)

PRODUCT ENDORSED: MILO Energy Drink, Ivory Soap

AIKO THOMSON, for MILO,1990

AKIKO THOMSON, Swimming

SEA Games Achievements:

GOLD: 100m. backstroke, 1987 SEA Games (Indonesia)

GOLD: 100 m. backstroke, 1991 SEA Games

GOLD: 200 m. backstroke, 1991 SEA Games

SILVER: 200 m. backstroke, 1987 SEA Games (Indonesia)

SILVER: 200 m. backstroke, 1991 SEA Games

SILVER: 50 m. freestyle, 1991 SEA Games

SILVER: 100 m. freestyle: 1991 SEA Games

PRODUCT ENDORSED: MILO Energy Drink

MONSOUR DE ROSARIO, for Rexona. 1987

MONSOUR DEL ROSARIO JR., Tae Kwon Do

SEA Games Achievements:

GOLD, Taekwondo, Lightweight: 1987 SEA Games (Jakarta)

GOLD, Taekwondo, Lightweight: 1989 SEA Games (Malaysia)

PRODUCT ENDORSED: Rexona Anti-Perspirant

RICHARD GOMEZ, for BENCH, 1993. Photo: Bench

RICHARD GOMEZ, Fencing

SEA Games Achievements:

GOLD, Men’s Epee Team, 2005 SEA Games (Philippines)

PRODUCTS ENDORSED: Bench, Coca-Cola, Diet Sarsi (with Dawn Zyleta) Lux (with Lucy Torres), BIC ballpens (with Gretchen Barreto), Fortune Tobacco.

SAN MIGUEL BEER, 2009, Screen Grab: San Miguel TV, uploaded by San Miguel Pale Pilsen, 2009 

EFREN “BATA” REYES, Pool

SEA Games Achievements:

BRONZE:  1 Cushion Carom, Singles: 2011 SEA Games (Jakarta), 2013 SEA Games (Myanmar), 2015 SEA Games (Singapore)

BRONZE: 3 Cushion Carom: 2011 SEA Games (Jakarta).

PRODUCTS ENDORSED: San Miguel Beer

SOURCES:
BENCH
San Miguel Ple Pilsen youtube
oldschoolads.blogspot, for Richard Gutierrez Coke ad, posted Jul. 5, 2009

202. Asia’s Sprint Queen LYDIA DE VEGA, for ALASKA (1989) and MILO (1990s)

LYDIA DE VEGA, Asis's Sprint Queen, At her peak, she won 2 Asian Games
Gold medals, won 3 SEA games Gold,  qualified in 2 Olympics, and made a movie.

Lydia de Vega (b. 12 Dec. 1964), the glamor girl of 1980s Philippine sports, was the perfect endorser of two dairy brands in the late 1980 and early 1990s, in what was known as the golden age of Philippine athletics.

The fleet-footed Bulakenya, home trained by her father, made her presence felt at the 1981 Manila Southeast Asian (SEA) when she bagged Gold in the 200 and 400 meter events exceeding records set at the Asian Games.

It came as no surprise that at the 1982 Asian Games in New Delhi, she won the premiere 100 m. dash, besting local star P.T. Usha. As if to prove that her win was not a fluke, she won another Asiad Gold at the next 1986 Asian Games in Seoul. She would also participate in 2 Summer Olympics: Los Angeles (1984) and Seoul (1988). Throughout her stellar running career, she was dubbed as “Asia’s Sprint Queen”.

LYDIA DE VEGA FOR ALASKA MILK POWDER, 1989

A year after her Seoul Olympics stint, de Vega took a 2 year break from athletics to get married, continue her studies and rest. She also finally found time to respond to endorsement deals, and in 1989, she was signed up ALASKA POWDERED MILK to do its milk campaign.

Alaska, the company, started in 1972 as Holland Milk Products, Inc. which first made liquid milk. It eventually expanded to manufacture powdered milk and UHT milk. ALASKA POWDERED MILK was launched in 1989, in a new campaign starred by de Vega. “Bring out a winner” was the thematic line, still anchored on its familiar “wala pa ring tatalo sa Alaska” omnibus slogan.

LYDIA DE VEGA FOR ALASKA MILK POWDER, 1989

Not long after that, after her contract with Alaska lapsed, Nestlé Philippines employed her as a presenter for their “Get your child into sports” public relations program, sponsored by their chocolate and malt beverage, MILO. 

WATCH LYDIA DE VEGA'S MILO AD HERE:

courtesy of Filipino Athlete, uploaded 29 Dec. 2017

The product began in 1964, ad derived its name from the  Greek mythological character Milo, famed for his strength. MILO has been using sports as its selling platform, and for years, latched on to its “Olympic energy theme”. It was also known for its sports clinics, marathons, and little Olympics.

 Vega retired after competing at the 1994 Manila-Fujian Games where she bagged her final 100 meter Gold. She briefly forayed into politics and served as a councilor of Meycauayan town.

LYDIA DE VEGA, THEN & NOW. Source: India Today Magazine,
News ABS-CBN Sports

Since Dec. 2005, De Vega has been staying in Singapore where she coaches young collegiate athletes. Married to engineer Paul Mercado, she is a mother to Stephanie, a DLSU Lady Spikers and John Michael who tragically died in a 200 freak vehicle accident at age 4. On 22 November 2018, De Vega was inducted into the Philippine Sports Hall of Fame at the Philippine International Convention Center.

SOURCES

youtube: Lydia De vega MILO advert from the 90s, by Filipino Athlete, Published on Dec 29, 2017. https://www.youtube.com/watch?v=8lejbq4_Oq0

Image: Lydia de Vega in New Delhi:

https://www.indiatoday.in/magazine/special-report/story/19821231-asian-games-asiad-82-in-new-delhi-comes-to-a-glorious-end-772541-2013-07-29

Image: Lydia de vega, 2018 Hall of Fame

https://news.abs-cbn.com/sports/11/23/18/lydia-de-vega-paeng-nepomuceno-bong-coo-enter-ph-sports-hall-of-fame

46. 1987 TV AD OF THE YEAR: MILO’s “Gymnast Bea Lucero”

MILO'S BEA LUCERO, Ad of the Year, 1987.

MILO's Olympic Energy story began way back in 1968, when it bagged the accreditation as the energy drink of the premiere world sports competition. But actually, it was rival Ovaltine that exploited the Olympic energy angle even earlier in 1936.

 Milo, however, then a new brand, pulled the rug out from under the then market Goliath Ovaltine, by getting the sponsorship for the Philippine Olympic team. The people behind Milo even had the foresight to reserve in advance, media space for the 1972 Olympics! By the time Ovaltine realized what happened, Milo had gained much ground in the marketplace—and the sole glory of an Olympic association.

 MILO’s “overly serious” image. The campaign, “Let’s build champions” began to seem grand. Could every child become an Olympic winner?

By the 1980s, the prime account was with AMA-DDB Needham, a longtime Nestle agency. In 1983, its Executive Creative Director Bambi Borromeo had gotten worried about

 “The winning situation,” Borromeo insists, “could be as a simple as being able to complete a difficult routine, or going over an initial hurdle.” A new theme that brought the campaign closer to home was crafted and set to music—“A Milo a day…for Olympic energy!”.

 Borromeo had the additional challenge of finding a sport that has not been used in previous MILO executions. After some brainstorm, he chose the graceful discipline of Gymnastics. The agency caster scoured Manila gymnastic clubs for a possible talent and discovered the young prodigy, Bea Lucero, who had been training in the U.S. and winning age meets there.

 An approved storyboard showed the young girl flying through a full day’s schedule of school and sports, with glasses of MILO and Bea’s sensational somersaults figuring significantly in the story.

 The directorial details were turned over to veteran director, Jun Urbano, who captured Bea’s fresh face in natural moments that left the audience charmed.

WATCH MILO GYMNAST TV AD HERE:

From the opening frames, when Bea wakes up and washer her face to Trisha Amper’s voice light-heartedly singing..”I’m getting ready, getting ready…oh, boy, what a day it’s gonna be!...”, the ad sends a refreshing message, mesmerizing MILO-chugging youngsters, inspiring a new generation to be Bea Lucero wanna-bes.

 Not only did MILO sales dramatically increased with the refreshed campaign, but when it was time for the Creative Guild of the Philippines to select their TV Ad of the Year for 1987, MILO’s 60 sec.”Gymnast”, was their top choice.

 The ad also catapulted Bea Lucero to instant stardom, and Nestle Philippines showed its corporate gratitude by sponsoring Bea’s many international sports outings. The year she made the Milo commercial, she competed at the 1987 Southeast Asian Games in Jakarta and won 2 Golds—one for the prized All-Around Gymnast—and 3 Silvers.

 MILO and Bea helped create a new level of awareness for the sports of gymnastics that had never existed in the country before.

CREDITS: 
AGENCY: AMA-DDB Needham                            ADVERTISER: Nestle Ph. 
CREATIVE DIRECTOR: Bambi Borromeo           WRITER: Cynthia de Castro 
ART DIRECTOR: Roberto B. Miranda                   PRODUCER: Romy A. Esio 
PRODUCTION HOUSE: Filmex                            DIRECTOR: Jun Urbano 
FILM EDITOR: Dante de Leon