In 1959, the Wong Brothers of Cebu--George,
Sixto, Sergio, David Sr., and Pio Sr., founders of International
Pharmaceuticals, Inc., launched a new anti-body pain liniment that would become a byword in pain relief: OMEGA
PAIN KILLER. It enjoyed much success after the greaseless version was
introduced in 1968.
But the brand solidified its place in the pain market
when CARLOS “Sonny” PADILLA Jr. —the Filipino boxing referee of the
historic “Thrill in Manila’ Ali-Frazier fight ---gave OMEGA Pain
Killer a major push in 1978.
3rd Man on the Ring: Referee Carlos Padilla Jr. via Business Mirror
Coming from an internationally-renowned referee who saw
first-hand and up-close the worse body
aches and pains: sprain, cramps, muscle spasms—there was, indeed, no better
recommendation than OMEGA Pain Killer for effective ache and pain
relief. After all, long-before the Ali-Frazier fight, he was familiar
with after-sports pain—his father Carlos Sr. and uncle, Jose Padilla
Jr. were former Olympic boxers for the Philippines in 1932 and 1936.
Padilla’s celebrity magic would also propel Pagoda
Internationals’ Family Rubbing Alcohol to stratospheric heights, resurrected
his movie career, and importantly, and jumpstarting his international
refereeing career, that included high-profile fights like Wilfred Benítez
vs. Sugar Ray Leonard (1979); Mike Tyson vs. Pinklon Thomas (1987); Thomas
Hearns vs. Roberto Durán (1984); Julio César Chávez vs. Ruben Castillo (1985),
among others.
"Mr. Adonis of PBA", YVES DIGNADICE for Omega Pain Killer, 1989
One of the leading manufacturers and distributors of
various pharmaceutical and consumer products in the country today is the
Cebu-based International Pharmaceuticals, Inc. It was founded by the Wong
brothers in 1959: George, Sixto, Sergio,
David Sr., and Pio Sr., with the launch of a product that would become a byword
in body aches and pain relief: OMEGA
EFFICASCENT OIL.
Aggressive salesmanship and effective door-to-door
marketing were key factors that drove OMEGA
EFFICASCENT OIL, and by themid
1960s, it revitalized its market standing with advertising, using strip ads in
local magazines. In 1968, the greaseless version was introduced, which
solidified the brand’s national popularity that went on through the 80s.
Body aches and pains like sprain, lumbago, cramps, muscle spasms, often happen after
strenuous work or sports—and basketball was the perfect contact sport where
these are manifested. Besides, basketball-crazy Philippines never ran out of
court heroes who can endorse the brand. In 1989, a new campaign was launched by
OMEGA EFFICASCENT OIL, using a
popular cager at the peak of his career—YVES
DIGNADICE, who, with his prowess in the court and his dashing good looks,
gained considerable female fandom earning the monicker “Mr. Adonis of PBA”.
Iloilo-born Yves Arones Dignadice (b. 18 Dec. 1964) was
spotted playing in the Palarong Pambansa as a member of the Western Visayan
basketball contingent. This led to his being recruited for La Salle where made a
good showing at the first ever PABL tournament.
In 1984, he made the national team to the Asian Youth tournament in
Seoul, Korea, where the country placed third.
Dignadice’s
professional career history
included stints with l 1984-1985 Northern
Consolidated Cement (1984-85), San Miguel Beermen (1986-1998), and barangay
Ginebra San Miguel (2000). He was such an excellent defense player that he
earned three All-Star invites and paved the way to his inclusion to the first
ever national basketball team composed of PBA players in 1990 that won Silver
in the Asian Games.
It was the mid 1980s that were truly his prime years—he became several times a
member of the national team that played and won in the 1984 SEA Games, 1985
FIBA Asia Championship (Gold) , 1985 FIB World Championshipa and 1985 Jones Cup
(Gold).
As an established basketball star, Dignadice became an endorser of OMEGA EFFICASCENT OIL in 1989. By then, popular basketball
personalities--like Jaworski, Lastimosa, Codinera, and Patrimonio--were doing
commercials for their pulling power, and Dignadice found himself doing one too
for OMEGA. People still remember his after-game massage scene where he is shown
shirtless-- a sure money shot for the
country’s bestselling liniment.
After his retirement, Dignadice migrated to the US with
wife Jennifer, a nurse, along with daughters Adrianne, 12, and Sophia, herself,
a skilled basketball player. Eldest son Bryce, 24, stays in Manila. He still
plays basketball—in PBA reunion games, Fil-Am leagues, while coaching top girls basketball teams. His Adonis days
may be over, but his basketball skills continue to pay off—handsomely.
Where is He Now? UPDATE ON YVES DIGNADICE
Source: PH Sports Bureau
After his retirement, Dignadice migrated to the US with
wife Jennifer, a nurse, along with daughters Adrianne, 12, and Sophia, herself,
a skilled basketball player. Eldest son Bryce, 24, stays in Manila. He still
plays basketball—in PBA reunion games, Fil-Am leagues, while coaching top girls basketball teams. His Adonis days
may be over, but his basketball skills continue to pay off—handsomely.
