448. Beauty Queens as Ad Models: MYRNA PANLILIO, 1st Bb. Pilipinas-Universe for 1964 MISS UNIVERSE

1ST BINIBINI-UNIVERSE 1964, MYRNA PANLILIO IN HER 1ST AD

The honor of becoming the first ever Binibining Pilipinas belongs to then-21 year old Ma. MYRNA SESE PANLILIO of San Fernando, eldest of 4 children of Enrique M. Panlilio and Jaina Sese. Though she graced magazine covers after her victory, the only known ad she modeled in was for a beauty & fashion house called  Chantilly Gowns and Beauty Suite, located in Echague, Quiapo, and owned by Vicky San Diego. Carlos “Carling” Mercado was the lead make-up and hair artist, sought after by high society girls.

MYRNA AND OTHER MISSES. Below Myrna Panlilio is runner-up Elvie Gonzales,

Panlilio was crowned on 5 July 1964 at the Araneta Coliseum. The event was originally scheduled on 3 July, but had to be postponed due to Typhoon Dading. Myrna, a St. Scholastica  and Maryknoll graduate, was already working as a teller for Merchants Bank when she joined and won the crown over 15 candidates, trimmed from an original 28.

PAGEANT NIGHT IN MIAMI

 

Two nights before the binibini finals, she had also participated in the 1964 Maid of Cotton search, won by Bettina Herrero. She had better luck in the pioneer pageant, succeeding Lalaine Bennett, 4th placer to Miss Universe 1963. Myrna’s runners-up included Bb. Waling-waling, Milagros Cataag and Bb. Ilang-ilang, Elvira Gonzales (mother of another future binibini, Charlene Gonzales). One other candidate was Milagros Sumayao, a former Miss Press Photography winner like Elvira, who would later be known in showbiz as Mila Ocampo (mother of Snooky Serna). 

ARRIVAL AT MIAMI, Miss Philippins (rightmost) with other Miss U contestants 

Her prizes included a cash prize of P2,000, gold trophy from the Lions Club, a complete wardrobe from the Philippine Couturiers’ Association, Helene Curtis beauty products and a Regal sewing machine. Panlilio also won the right to represent the country in the Miss Universe Beauty Pageant in Miami, Florida with the title going to Miss Greece, corinna Tsopei. Married to Dr. Ramon Borromeo (+), whose mother is Amparo Noel, herself a Carnival beauty winner (Visayan Queen 1912) from Cebu. Children: Ramon Jose, Patricia (+) , Mitzi. Durng Pres. Estrada's term, Panlilio was named Executive Director of Nayong Pilipino. Sadly, Myrna passed away at the age of 65 on 16 July 2009, from a gall bladder disease.

 SOURCES:

Screengrab of Miss U 1964, SMU Jones Film- G. William Jones Film and Video Archives

Alex Castro, Aro Katimyas Da, A Memory Album of Titled Kapampangan beauties 1908-2016.

406. Miss Universe 1969 GLORIA DIAZ: Universal Beauty Calendar Insert, from SEIKO, 1970

GLORIA DIAZ , IN A SEIKO CALENDAR GIVEAWAY, 1970

One of the favorite giveaways of companies during Christmas and the New Year are calendars—chosen for their practical use, and for decorative purpose. Indeed, SEIKO WATCHES made sure their premium calendar—given free as an insert in magazines---will be most appreciated, as the company tapped the year’s reigning Miss Universe 1969, 18 year old  Gloria Aspillera Diaz, to grace the one-sheet calendar. Diaz was hailed as the very first Filipina Miss Universe, and went on to become a successful actress and showbiz personality.

SEIKO, the Japanese company that made quality  watches, clocks, and timepieces, was founded in 1881 by Kintarō Hattori in Tokyo.  SEIKO  has distinguished itself as the most dependable, innovative (the company was one of those that launched the first quartz watches in the world)  and durable brand of timepieces in the market.

 SEIKO WATCHES were already available in the Philippines in the late 1960s, with many service centers nationwide. Today, they are sold by Seiko Philippines is a Filipino-owned corporation designated as the  authorized seller and service center of Seiko Watch Corporation in the country.

270. Celebrity Endorser: JOSEPHINE ESTRADA, Miss Philippines 1962

JOSEPHINE BROWN ESTRADA, MISS PHILIPPINES 1962 FOR MISS UNIVERSE

The first Filipino-American beauty to represent the Philippines in the Miss Universe beauty pageant was the very popular JOSEPHINE BROWN ESTRADA (b. 9 April 1944/d. 13 Apr. 2019). The 5’5½ “, 120 pounder Zamboangueña was an occasional  actress, model and  held a string a beauty titles before her major win—she was a runner up to Edita Vital in 1960, and was Miss Aviation of 1961.

After an absence of 4 years at the Miss Universe (Chuchay Tuason and Cristina Matias did not participate in 1958 and 1959, no delegates in 1960,1961), Estrada stood tall at the Long Beach stage as Miss Philippines.Though she did not place in the pageant, Estrada returned to the country and became an even bigger star of  Sampaguita Pictures, cast alongside leading men as Joseph Estrada and Tony Ferrer. 

She also became a favorite commercial model, and these print ads from a variety of major advertisers show why. Estrada remained active until 1983, and then permanently settled in the U.S., until her death just days after her 75^th birthday in Arizona.

ESTRADA FOR COKE, 1966

MISS PHILIPPINES JOSEPHINE ESTRADA FOR COKE, 1962

JOSEPHINE ESTRADA FOR COKE, 1962

JOSEPHINE ESTRADA AS A LUX LADY, 1967

JOSEPHINE ESTRADA, FOR MOISTURELLE, 1975

JOSEPHINE ESTRADA, FOR NATIONAL ZIPPER, 1970

DATA SOURCE:

Miss News by Robert Maceda, http://www.missnews.com.br/historia/josephine-estrada-miss-philippines-of-1962-dies-in-us-75

196. Miss Universe 1952: Finland's ARMI KUUSELA, Celebrity Endorser

ARMI KUUSELA, as photographed for a Camay ad, "the soap of beautiful women"

As the Miss Universe 2018 contest heads for its climax this Dec. 17, we look back at the extraordinary life and times of the first Miss Universe crowned 66 years ago in 1952—Armi Helena Kuusela of Muhos, Finland.

Born to parents Arrne Kuusela and Martha Elisabeth Kyro on 20 Aug. 1934, Armi grew up in a household of 5 girls (a sister died young) and a boy. She attended local schools and was into gymnastics; she had planned on going to the University of Helsinki Gymnastics Institute.

But fate intervened when, at 17, she won the title of Miss Finland in May 1952---and the right to represent her country to the first ever Miss Universe Pageant in Long, Beach, California. 

From a field of 30 world beauties, the 5’5”, 108 pound teen had the distinction of being crowned as the first Miss Universe on 28 June 1952, turning her into an instant international celebrity. She was feted back home in Finland with a biographical movie entitled Maailman kaunein tyttö (“The World's Most Beautiful Girl”) where she played herself.

The tour package that came along with her prizes included a trip to the Philippines in February 1953, where she would meet young businessman Virgilio Hilario in Baguio. They would fall madly in love and after saying “yes” to Gil’s proposal, Armi decided not to continue with her reign to marry him in Tokyo, on 4 May 1953.

WATCH ARMI KUUSELA OF FINLAND'S

CROWNING MOMENT HERE:

After a short honeymoon in the U.S. , Hawaii and Europe, the Hilarios settled in Manila where Armi was besieged with showbiz offers, interviews, invitations to countless socials, and lucrative endorsement deals.

WATCH ARMI KUUSELA IN "NOW & FOREVER" HERE:

The first thing that the Hilarios accepted to do was a movie offer that resulted in the film based on their love story, ”Now and Forever”, produced by Deegar Cinema, directed by Rolando del Mar. The movie quickly introduced her to and adoring nation who took to Armi's beauty and charm, claiming her their own.

ARMI KUUSELA AS CAMAY GIRL, 1953

Armi was also signed up to endorse many prestigious products that included  CAMAY Beauty Soap, “the soap of beautiful women”. She was the only foreign beauty who appeared alongside early Camay girls like Gloria Romero, Rosita Noble, Charito Solis, Norma Blancaflor and Nida Blanca.

ARMI KUUSELA HILARIO IN A COKE AD, 1953,Credit: Jeune Brave

Aside from CAMAY, she did advertisements for COCA-COLA, and the launch of her ad was timed with the release of her movie in 1953 and the 16th anniversary of Coke in the Philippines.

ARMI & CHILD, IN A DARIGOLD MILK PRINT AD, 1958

The Finnish beauty also had a long-running campaign for DARIGOLD MILK. By this time, her children had started coming along,  so she was the perfect brand endorser for this wholesome milk brand. The Hilarios would have five children: Arne, Anna-Lisa, Jose/Jussi, Eva-Maria and Miguel/Mikko. The children were featured in the DARIGOLD ads. The last advertisement where Armi and her children were featured was for a SCOTT’S EMULSION Cold Liver Oil print ad, in the early 1970s.

ARMI KUUSELA-WILLIAMS today,
by Tomi Hinkkanen

Sadly husband Virgilio died of  heart attack on 7 Sep. 1975. Armi carried on, buoyed by the love of her children. In 1978, she met American diplomat Albert Williams, who was posted in Spain at that time.

The two fell in love, and Armi moved to Barcelona to start a new life with him. From Spain, Williams was assigned to exotic Turkey, until he retired with wife Armi in an exclusive enclave in La Jolla, California.

Armi settled into a simple, quiet life of a retired socialite, and kept busy with her charity works and philanthropies. In 2012, Armi Kuusela was awarded by a grateful nation with the Order of the White Rose of Finland, with the rank of Knight.

Armi Kuusela may have left th Philippines, but for many Filipinos who grew up in the 1950s, she would always be regarded as an adopted daughter of the country, worthy of also being called as a Philippine Miss Universe.

SOURCES:
NOW & FOREVER movie:https://www.youtube.com/watch?v=7vgWQC9Tqaw
Published 21 Jan. 2013, by Miguel Hilario.

ARMI KUUSELA'S CRWONING MOMENT: https://www.youtube.com/watch?v=5wKAyGqgV-I
Published 1 Mar. 2012, by Portal Miss

PHOTO OF ARMI KUUSELA TODAY: http://finntimes.com/?p=265, Credits to : Tomi Hinkkanen

195. 1973 Miss Universe MARGIE MORAN for JOHNSON'S BABY OIL, 1978

MARGIE MORAN and the secret of her Miss Universe skin. Print ad, 1978.

It’s Miss Universe season once again, and while the beauties in Bangkok are deep into their activities, we recall our country’s 2^nd Miss Universe winner, Maria Margarita 'Margie' Roxas Moran, who won her title in Athens, Greece in 1973, and which paved the way for a short showbiz career.

 After her reign, Moran was wooed by producers and appeared in a movie, “Oh, Margie Oh!’ , with leading man Victor Laurel, but which unfortunately was panned by critics and bombed at the box office.

Moran also had a brief stint in advertising as a commercial model post-Miss Universe, but surprisingly, they were few and far between. She did at least one Magnolia Yoghourt print ad in 1974, and would do a campaign for Johnson’s BABY OIL,  in 1978, which rendered her more visible to a wider Filipino audience.

 

OH, MARGIE. The print ad counterpart of the Johnson's Baby Oil campaign, 1978

The TVC starts with the premise that a beauty queen uses so many products for her beauty rituals. Moran reveals she only needs Johnson’s BABY OIL to remove make-up, moisturize and keep her beauty queen skin aglow. The campaign created by Ace-Compton (now Ace-Saatchi & Saatchi) Advertising Inc., was launched in 1978.

 

MARGIE MORAN, at a recent CCP event, 2018, with blogger

Moran was married to Cong. Tony R. Floirendo, Jr. of Davao Del Norte, with whom she has 2 daughters, Monica Danielle and Gabrielle Antoinette. She served as president of Ballet Philippines, and is currently the chairperson of the Cultural Center of the Philippines.

CREDITS:

AGENCY: Ace-Compton Advertising Agency, Inc.

CLIENT: Johnson & Johnsson Phils.Inc.

CREATIVE DIRECTOR: Gryk Ortaleza

COPYWRITER” Mimit Zialcita

PRODUCER: Dante Datu

CASTER: Sally Dumaup

HEAD OF BROADCAST: Jules Baldemor

177. Brand Stories: DARIGOLD MILK (1953-1976)

“Gusto ko ng gatas na DARIGOLD,

DARIGOLD, DARIGOLD!

Gusto ko ng gatas nA DARIGOLD,

DARIGOLD ang inyong bilhin!”

The most preferred and the largest-selling milk in the late 1950s was DARIGOLD Evaporated Filled Milk.  It was a staple milk product that one could readily find in Filipino homes, used in almost everything—for drinking, creaming, cooking and enriching halo-halo, leche flan and other dreamy desserts.

It became available in the Philippines through Consolidated Dairy Products Co. Inc., a giant and established dairy company based in Seattle, Washington. The DARIGOLD brand was appended to their milk products, including homogenized and pasteurized milk in bottles, milk powder and ice cream.

The first DARIGOLD ads appeared in the Philippines 1953, small black and white illustrated ads  featured in weekly magazines. In 1956, the Consolidated Dairy Products Co. formed a joint venture with Santiago Syjuco, Inc. to manufacture and  sell DARIGOLD in the country, hence the Consolidated Philippines, Inc. was established in Parañaque.

SO RICH AND SO GOOD. DARIGOLD, 1953

The Philippine company thus began producing the local tinned milk—DARIGOLD Evaporated Filled Milk—with the familiar 2 red-banded label with a blue diamond in the center representing the “seal of Darigold quality”.

LET YOUR CHILD DRINK DARIGOLD EVERY DAY, 1957

DARIGOLD Evaporated Milk was positioned as a family milk drink, enriched with usual Vitamins A&D and essential fats. Its marketing and promotions were uniquely engaging and distinctive.

MISS UNIVERSE, ARMI KUUSELA WITH CHILD, Darigold  Endorser from 1958-1961

DARIGOLD also had a long-running campaign that ran for over  3 years, thanks to to the pulling power of the celebrity mother the brand chose as its endorser-ambassador—Armi Kuusela-Hilario, Miss Universe of 1953, no less! She appeared along with her family, in a series of colored ads that saw print in leading publications from 1958 to 1961.

PHOTO ://www.pressreader.com/philippines/the-philippine-star

The brand’s most successful media initiative was the sponsorship of  "Jamboree", a segment within Student Canteen on Channel 9. The variety program,  hosted by Leila Benitez, Eddie Ilarde, and Bobby Ledesma, was already a certified hit when DARIGOLD sponsored the 30 minute game-and-contest segment that aired at 1:00 A.M., on weekdays. DARIGOLD JAMBOREE, as it was now known,  became a nationwide  sensation among the the growing TV audience beginning in 1961.

ACTRESS SHIRLEY GOROSPE for Darigold, 1959

DARIGOLD JAMBOREE went on a road tour, staging musical contests.  An alumnus of one such show in Naga produced a winner in the person of  future superstar Nora Aunor, with her rendition of “You and The Night and The Music”, a Sinatra standard. These provincial shows were also aired on local radio, thus expanding the reach of the popularity of the milk brand.

MOST PREFERRED...LARGEST SELLING...DARIGOLD. 1960

MORE, MORE, MORE..DARIGOLD GIVES YOU MORE! A popular jingle in the 60s

 Field promotions was also key to drive DARIGOLD growth. There were school promotions that were offered to students like wrapper redemptions, where one could exchange 5 paper labels of DARIGOLD for one specially-marked pencil. DARIGOLD’s arch rival, Liberty Milk, would spur the leading brand to further increase consumer satisfaction.

DARIGOLD CONDENSADA LAUNCH PRINT AD, 1966

In 1966, Dairy Export Company (Dexco), a subsidiary of Consolidated Dairy Products Co. Inc. of Seattle, got a license to do business in the country. It was from Dexco that  Consolidated Phils. purchased its sweetened condensed milk that was belatedly introduced in 1967 as DARIGOLD CONDENSADA. It was meant to fight off the advances made by Liberty Milk which had cornered the sweetened milk market category with their Liberty Condensed Milk brand.

WOW, DARIGOLD! 1964

But in January 1972, the Consolidated Dairy Products Co. Inc. of Seattle, informed Consolidated Phils. that Dexco, its subsidiary, would now be in charge of the control and licensing of the DARIGOLD trademark in Asia. Two years later, the American mother company offered Syjuco, Inc. to sell to them the interest of Consolidated Dairy products, Inc. in Consolidated Philippines. At that time, DARIGOLD was being run by 3 companies—Consolidated Phils., Standard Can Co., and Dexco—a set-up that the mother company alleged,  could jeopardize the Philippine business. The Syjucos refused the offer.

FOR DRINKING, FOR CREAMING, FOR COOKING & BAKING. 1966

Later in the year, Dexco pressured Syjuco Inc. by canceling its license to the use of  the DARIGOLD name, which was met with protest.  With bankruptcy imminent, Syjuco, Inc. chose to sell its 49% equity in Consolidated Phils. to the mother company in Seattle. Dexco took over the marketing of DARIGOLD even before Consolidated Phils. could be dissolved.

DARIGOLD IS BETTER FOR THE WHOLE FAMILY, 1966

However, the problem did not end there. The 1959 contract with Standard Can Co.--which stipulated that it would supply Consolidated Phils. with cans until 1981 – was cancelled in 1976. This prompted Standard  to demand reimbursement from Dexco and Consolidated Phils. for the separation pay of its employees affected due to the operation stoppage.

THE MILK TO RECOMMEND IS DARIGOLD, 1967

 Dexco said that it was not a party to the contract, while Consolidated Phils. claimed that its dissolution eliminated its obligation under the can supply contract. After claims and counterclaims, the Court of Appeals ruled and ordered Consolidated Dairy Products Company of Seattle and/or its alter ego Dexco, as well as Consolidated Philippines. Inc. to pay Standard. The decision was affirmed by the Supreme Court only in 1992.

After a long, and bitter legal battle, DARIGOLD's golden run came to a halt. Production was discontinued permanently in 1976, and Liberty filled the gap it created. Today, the once-favorite brand is but a footnote in the country’s dairy industry, remembered mostly because of its jingle that once rang loud and clear in all four corners of the Philippines—“Gusto ang gatas na DARIGOLD…DARIGOLD..DARIGOLD!”

SOURCES:

Pe, Roger. “What Happened To  Some Favorite Milk Brands?”, retrieved Oct. 20, 2011. http://business.inquirer.net/25973/what-happened-to-some-favorite-milk-brands

CONSOLIDATED DAIRY PRODUCTS CO., JESUS B. BITO and FEDERICO B. GUILAS, as Acting Trustees of CONSOLIDATED PHILIPPINES, INC. and DAIRY EXPORT CO., INC., petitioners, vs. THE COURT OF APPEALS and STANDARD INVESTMENT CORPORATION,

https://www.lawphil.net/judjuris/juri1992/aug1992/gr_100401_1992.html

THE 1ST MISS UNIVERSE, ARMI KUUSELA- HILARIO, for DARIGOLD MILK, http://isamunangpatalastas.blogspot.com/2017/01/93-1st-miss-universe-armi-kuusela.html

93. THE 1ST MISS UNIVERSE, ARMI KUUSELA- HILARIO, for DARIGOLD MILK

MOTHER AND CHILD, With daughter Ana Lisa, Print Ad, 1959.

The leading milk brand in the late 1950s was DARIGOLD MILK, which had been advertising since 1953. It was produced in the Philippines beginning in 1957, under the Seattle-based dairy agricultural marketing cooperative, Darigold Inc. Advertising began in 1958, and it would find stiff competition from Liberty Milk for over two decades.

At the peak of its popularity, DARIGOLD had a commanding presence on TV (remember “Darigold Jamboree” hosetd by Eddie Ilarde, Leila Benitez and Bobby Ledesma?), Radio ( on DZXL, it sponsored Darigold Daily Jamboree and Darigold Jumbo Jamboree) as well as Print.

ARMI AND SON, JUSSI, Darigold Print Ad, 1959.

DARIGOLD scored a coup when it enlisted the very first Miss Universe 1952, Armi Kuusela to appear in its print ads that began appearing in 1959. By then, the Finnish world beauty had already been married to millionaire businessman, Virgilio Hilario for 7 years. Their fairytale romance began when Kuusela visited the country as guest of the First Philippine International Fair, where the Filipino swain swept her off her feet. Ten months into her reign, Kuusela resigned from her Miss Universe job to marry Hilario in Tokyo.

ARMI WITH SON JUSSI, Darigold print Ad, 1961.

In 1959, the Hilarios were raising 4 kids—Arne, Anna-Lisa, Jussi and Eva-Maria (they would have one more boy—Mikko), which made Armi a perfect choice as celebrity mother-endorser. (arch rival Liberty Milk had the iconic Paquita Goyena as model).

The DARIGOLD print series that you see here—all in color-- ran from 1959 to 1961. The ads not only featured Armi, but also her children and husband, Virgilio.The campaign further boosted the milk brand’s popularity to greater heights,

BEST FOR THE WHOLE FAMILY. Darigold Print Ad, 1961.

Everything was going for the brand—from its familiar red and white logo with a blue diamobg in the center to its far-reaching media visibility. Its commercial jingle resonated with kids :  “Gusto ko ng gatas ng DARIGOLD, DARIGOLD, DARIGOLD, …DARIGOLD ang inyong bilhin!”.

ALL IN THE FAMILY, "Kuusela-Hilario Family", Darigold Print Ad, 1961

But in the 1970s, the local  DARIGOLD partner—Consolidated Dairy Products Inc.—figured in a dispute with the mother company, and the two were soon locked in a bitter legal bottle. This would lead to the discontinuation of the production of DARIGOLD MILK in the Philippines in 1976. We have these print ads as reminders of DARIGOLD's glory days--when it persuaded the most beautiful girl in the Universe to push the milk that's " so good for babies..and best for the whole family!"

92. 1974 MISS UNIVERSE ARUBA and SWEDEN, as Print Ad Models

THE TWO WHO STAYED. Ava Vieira and Roempke were two Miss Universe Beauties who found
love in the Philippines, and enjoyed short careers in the advertising and showbiz industry.

As the present Miss Universe mania continues to grip the country, we look back at  the very first time that the most prestigious pageant in the world was held in the Philippines-also the first time in Asia-- 43 years ago, thanks to the victory of Margie Moran. By a curious twist of faith, a Filipina crowned Amparo Muñoz, a daughter of Spain, the country's former colonizer.

But there were other delegates that made lasting impressions on Filipinos—one, was the petite and popular Miss Aruba, Maureen Ava Vieira (adjudged fifth in the contest ) and the blond 19 year-old, Spanish-speaking  Swedish beauty, Eva Christine Roempke. In fact, the two would similar destinies---they would win the hearts of two scions of affluent Filipino families, and would get married within the year--Ava Vieira to Philip Ysmael, Roempke to Marcos Prieto Roces. In the short time that they resided in the Philippines, Ava Vieira and Roempke did a bit of commercial modeling; the former forayed into movies as well.

BARBIZON AD, with Ava Vieira. 1974.

Ava Vieira showed off her curves in BARBIZON ads, that featured a line of brassieres, girdles and panties, distributed by Bonito Enterprises in Divisoria. From 1974-75, BARBIZON stuck to this format, using beauty queens that included Ava Vieira from the Miss Universe Contest, and winners of Miss Asia Quest, as signature models.  This is the only known ad that Ava Vieira appeared in.

MAGNOLIA YOGHOURT AD, with Eva Roempke, 1975.

MAGNOLIA YOGHOURT, on the other hand,  featured the lithe and slim Roempke  in bigger testimonial ads that saw print in select women’s magazines. The previous year had Miss Universe Margie Moran endorsing the same product.

Unfortunately, the marriages of Ava Vieira and Roempke proved to be short-lived. These two ads—one for BARBIZON intimate apparel for Ava Vieira and MAGNOLIA YOGHOURT for Roempke—are  the only surviving reminders of their brief modelling career here in the Philippines. The products, on the other had, are still very much around.

PHOTO SOURCES:
2016 photo of M. Ava Vieira: Marcos Hirakawa FB photo post
2016 photo of E. Roempke: Townee Paat, E.C. Roempke-Stefan FB page.

91. Beauty Queens as Ad Models: LALAINE BENNETT, Miss Universe 3rd Runner Up

GENERAL TEXTILES INC. was one of the most popular brands of fabrics in the country in the early 1960s. With offices in Libis, Quezon City, GENTEX products were promoted not only through traditional media but also via sponsorships of fashion and beauty shows. One such event that GENTEX sponsored was the 1963 search for Miss Philippines to the Miss Universe, staged by impresario Alfredo Lozano at the Philamlife Auditorium.

Of the 24 candidates , a Gaddang-speaking Filipina-American mestiza from Bayombong, Nueva Vizcaya  was crowned Miss Philippines—Lalaine Betia Bennett, a 5’9” stunner who had finished as a runner-up to Cynthia Ugalde in another pageant in 1962. Bennett went on to compete at the Miss Universe Pageant in Miami Beach and copped 4^th place from 49 other beauties.

This was the very first placement of the Philippines at the Miss Universe, and so, when Bennett came home, she was welcomed with warm adulation. Offers for her to appear as a celebrity endorser for a number of products poured in, magazines sought her as their cover girl, and even movie producers came-a calling.

GENTEX, having been a sponsor of the local Miss Philippines tilt, was one of the first advertisers to get Lalaine’s services. In fact, a new fabric brand was named after her—LALAINE FABRICS. The line-cotton fabric blend are soft, light and pastel colored. It also possess the GENTEX  crease-free and color-fast quality.

“Fashioned for flattery”—LALAINE FABRICS hit the stores in 1964, and promoted in print ads as “the choice of the nation’s fairest”. Lalaine would go on and also promote other products like Radiowealth and Pepsi, and would even star in her own movie,”Lalaine, Mahal Kita”. As for LALAINE FABRICS, the product was only as good as Lalaine’s popularity, as by 1964, another beauty took over the limelight —Gemma Cruz, who finally won a world crown as Miss International 1964. 

48. OUR MISSES UNIVERSE IN PHILIPPINE ADS

MARGIE & GLORIA: TWO BEAUTIES WITH A PURPOSE, PAGASA Ad, 1974.

As the country is still gripped with Miss Universe fever brought by Pia Wurtzbach’s victory in Las Vegas last December 2015, we recall the national hoopla generated by previous winners Gloria Diaz (1969) and Margarita Moran (1973). Their new-found status as global celebrities was not lost on marketers and advertisers, who quickly recognized their value as influencers.

UNIVERSAL BEAUTY CALENDAR, SEIK0, 1969-70

 The 1969 Miss Universe, Gloria Diaz, clinched deals with Pepsi-Cola and Seiko watches; this 1970 supplementary calendar featuring the crowned beauty was given away free.

After her reign, Diaz went on to become an accomplished and multi-awarded TV and movie actress,

QUEEN OF FITNESS, FIR MAGNOLIA DIETARY PRODUCTS.

 Four years later in Greece, Margie Moran duplicated Diaz’ feat to emerge as the country’s 2nd Miss Universe. Magnolia lost no time in getting her as its endorser for its dietary dairy products, like Magnolia Yoghourt. It is her only known local endorsement deal as Moran was tied to her contractual obligations with Miss Universe Inc.

 These print ads were produced by the longtime ad agency of Magnolia—J. Romero & Associates. Incidentally, Moran was employed briefly with the said agency after her reign as Account Executive.
 

MAGNOLIA YOGHOURT ADVERTORIAL, 1974

When the Philippines finally hosted the Miss Universe Beauty Pageant in 1974, martial law in the Philippines was still in place. The concept of a “New Society” introduced by the Marcos-controlled government spawned nationalistic programs like “Piliin at Gamitin ang Sariling Atin”, or PAGASA. 

Diaz and Moran were among those featured in PAGASA’s promotional campaign series. The print ads recalled the victories of our two homegrown international beauties, released a few months to drum up awareness for the “buy Philippines” program, but also to promote the upcoming pageant in Manila that enjoyed full support from the Marcoses.

 The ad extolled the Filipino-ness of our 2 world queens in this effusive copy:

 “Napako ang paningin ng humahangang daigdig sa kanila. At napangiti ang bansa. 

Kasiyahang nasalamin sa kanilang mga kababayan. 

Ang una’y 1969. Ang ikalawa’y 1973. 

 Dalawang babaeng kinilalang walang kapantay sakagandahaan saan man. 

Binigyan kahulugan ang mithiin ng Bayan. 

Ang paniniwala nito sa mga katangian ng tunay na Pilipino. 

Sa isip. Sa salita, At sa gawa. 

Sa pamamagitan ng disiplina sa sarili. 

Habang sa kanila’y nakapako ang paningin ng daigdig. 

Gloria Diaz. Margarita Moran. Pilipino…maipagmamalaki kahit saan!”