444. THE ANNUAL 9TH AND 11TH TOYS AND GIFTS FAIR, 1984-85, 1986-87

TOYS AND GIFTS FAIR, 1984-85

One of the most popular shopping attractions in the late 70s thru the early 1990s is the Annual Toys and Gifts Fair, a Christmas trade exhibition by the Philippine Center for International Trade and Exhibit (PHILCITE). The very first Toys and Gifts Fair was organized in 1976, and proved to be a hit for shoppers, opening as early as November, and ending past January. The area was even decorated for the holidays; in 1986, the front of Philcite featured a giant Japanese lighted robot display.

In the 1990s under Fred Elizalde, the fair evolved into an amusement park later named Star City. The former PhilCite building upon was pulled down in the late 1990s to make way for the park's indoor rides. On October 2, 2019, a huge blaze caused widespread damage to Star City; it reopened in 2022. 

TOYS AND GIFTS FAIR, 1986-87

SOURCES:

Star City Official website: https://www.starcity.com.ph/

Star City (amuseument park) Wikipedia: https://en.wikipedia.org/wiki/Star_City_(amusement_park)

427. 7 YEARS OF MISS MAGNOLIA WINNERS, 1974-1980

MISS MAGNOLIA, the search for the dairy company's brand ambassador ran for 7 years.

In 1974, the Magnolia Division of San Miguel Corporation, the country’s leading maker of dairy products, and “the finest name in ice cream”, embarked on a PR event to elevate the brand image of its ice cream line. 1974 was an auspicious year, as the country was all agog at the prospect of holding the 1974 Miss Universe Beauty Pageant in Manila.

THE FIRST MISS MAGNOLIA, VIVIAN AVILA, 1974

A year before, our very own Bb. Pilipinas, Margarita Moran won the 1973 crown in Greece, a feat first achieved by Gloria Diaz only 4 years before, in 1969. This was the start of modern day beauty contest mania that continues to this day among Filipinos. 

MISS MAGNOLIA received extensive national coverage in its time.

So, Magnolia jumped into the pageant bandwagon and organized an annual contest to find their own “Miss Magnolia”, a brand ambassador envisioned to be the face of the wholesome ice cream brand, a corporate spokesperson for the ice cream division, and an product endorser and model of Magnolia’s popular line “Flavor of the Month”.

"FLAVOR OF THE MONTH" GIRL

 With the help of its ad agency, J. Romero & Associates, the quest for the first “Miss Magnolia” was organized and staged at the posh Hyatt, with 5 finalists. “Miss Magnolia” gained enough traction in the next few years and became a major media event, receiving extensive coverage at the same level as established national beauty searches.

THE LAST MISS MAGNOLIA, DINDIN LOPEZ

It had a successful 7-year run, producing winners all noted for their wholesome, winsome kind of beauty, their impeccable background and  educational attainment. Some went on to become well-known figures in the fields of entertainment, showbusiness, broadcast and PR industry. Here once more are the 7 Miss Magnolia beauties from 1974-1980.

VIVIAN AVILA, 1974 MISS MAGNOLIA. The first Miss Magnolia, Vivian “Viv” Avila was a 21 year old commerce graduate of UST. She was the college muse, a corp sponsor, and a  member of her school’s dance troupe. A working student, she was a receptionist at the Hospital of Infant Jesus after school, and modeled part-time. Avila was also the top graduate of Cora Doloros Modelling School. She holds a string of beauty titles:  Miss Summer Sports and Miss Tourism Mindanao. At the time of the contest, she was connected with Grolier’s as education counselor. The four other finalists were: Diana Robinson, Malou Camesa, Leni Palaypay and Rebecca Villavicencio.

MARIA CHRSITINA VALERIANO, 1975 MISS MAGNOLIA. 18-year old Ma. Christina “Mari” Valeriano was a 2^nd year A.B. Psychology major at St. Paul when she won Miss Magnolia 1975.

MALOU PEREZ, 1976 MISS MAGNOLIA. Malou Perez emerged as the 1976 Miss Magnolia during the finals at the Hyatt Regency. She was a product of Poveda, and the University of the Philippines, where she took up Psychology.  Perez also forayed into print and commercial modelling in her time. She later went to La Salle for her MBA. Her finalists included Tonette Pineda (2^nd), Lydia Mabanta (3^rd) and Chiqui Toledo (4^th). Mabanta became the wife of singer Jim Paredes of APO Hiking Society. Toledo joined Cathay Pacific.

GINA ARAGON, 1977 MISS MAGNOLIA. Another U.P. coed went on to win Miss Magnolia 1977, in the person of Gina Sarena Aragon a Hotel and Restaurant Administration student. Aragon was an active member of UP Junior Management Association, and an avid athlete. Her early schooling were spent at St. Scholastica College. She has appeared as a TV ad model for a toothpaste and tissue commercial. There were 12 finalists that year, including Susan Brodett, Yolanda de Dios, and Jocelyn Domingo.

MARY MASSAB, 1978 MISS MAGNOLIA. Maryknoller Mary Massab was chosen as Miss Magnolia 1978, but found greater fame post-Magnolia, as part of the original cast of the hit movie “Iskul Bukol” (1980), based on the popular Tv series starring Tito, Vic and Joey, and “My Juan and Only”, with Dolphy and Panchito (1982). She is now Mrs. Carandang.

JOANNA PARAS, 1979 MISS MAGNOLIA. In 1979, Joanna Paras was acclaimed the winner of the Miss Magnolia title. The daughter of a Procter & Gamble executive Renato Paras and Aurea Gutierrez, Paras was a 3^rd year Marketing and Management student of Assumption, a Dean’s Lister, no less, when the contest beckoned. A member of the famed Bayanihan Dance Troupe, she has traveled extensively and has perfomed in Europe, South America, U.S. and some socialist countries. Her court included Ruby Ann Bonanza (2^nd, an HRM sophomore0, Joy Alindada (3^rd,  a senior Psychology student), and Nadine Ramirez (4^th, staff nurse, Philippine Heart Center). Bonanza appeared in one movie, “Condemne”(1984), and then joined the PR division of Magnolia.

GERALDINE LOPEZ, 1980 MISS MAGNOLIA. Geraldine “Dindin” Lopez was the last Miss Magnolia, elected in 1980. It was a hotly contested battle between her and another Geraldine—Geraldine “Dina” Bonnevie.  But the popular University of the Philippines-HRM student pipped her in the finals. After her reign, she took up her MBA at the Asia Institute of Management, and joined the banking industry, with stints at Citibank, PBCom and Security Bank, She is now Mrs. Nakpil. Her court included included runner up Dina Bonnevie (actress, dubbed as ‘Drama Queen”), Thelma Aranda (3^rd, TV newscaster at RPN , turned children’s book author, now Mrs. Sugay), and Ma. Lourdes “Malu” Maglutac (TV host, now Mrs. Chiongbian).

SOURCES/CREDITS:

I am indebted to Mr. Tony Paat for providing the photos and news clippings of Vivian Avila, Malou Perez, Gina Aragon, Mary Massab. Many thanks, Tony!

160. THE MASCOTS OF JOLLIBEE, 1980-2008

Mascots have been part of the advertising world for over a century, like Mr. Peanut and Jolly Green Giant. They personify the character of the brand—and they may come in many forms such as super humans, fantastic creatures, animals—and in the case of JOLLIBEE—an insect!

JOLLIBEE IN 1983

It was only in the 1980s that the use of “live” mascots was fully exploited by Philippine advertisers, thanks to the JOLLIBEE MASCOTS.

Before that, Philippine brand characters from the 50s -70s like Nars Cafi (of Cafiaspirina), Shellane Girl (of Shellane LPG) and Pancho Pantera (of Pancho Pantera chocolate drink) all were one-dimensional figures that saw print on posters and ads, and animated on TV like cartoons.

The mascots of JOLLIBEE not only fed the fantasy of children, but because they were so life-like, they could interact with them in many fun moments.

In a special way, the JOLLIBEE mascot became role models too, for each one was created with different characteristics to reflect the various product qualities. But all were likeable and appealing.

JOLLIBEE in 1989

The lead mascot of JOLLIBEE Foods Corporation was , of course, JOLLIBEE, introduced in 1980. His name says it all—JOLLIBEE is a happy, loveable, active figure who flits from one place to another to spread merriment on everyday occasions.  

JFC Founding Chairman, Tony Tan Cak Tiong, has often likened the mascot's character to the Filipino working folk, noting that the bee "hops around and produces sweet things for life, and is happy even though it is busy".

Ms. CHICKEE, the brand mascot for Chickenjoy, was introduced in 1983.

That same year, the mini-skirted bovine beauty,  LADY MOO, was launched to represent the Milkshakes product.

She would be joined in 1985 by MICO, a kid in red short overalls wearing a milkshake cup for a cap. All three would later be discontinued.

The fastfoods’premium burger, CHAMP, also had a mascot with the same name, introduced in 1984. With a hamburger head, CHAMP was dressed as a boxer, complete with gloves and a robe, but, like a boxer, the mascot,  has also been retired.

JOLLIBEE MASCOTS FAN ART
https://sean-the-master.deviantart.com/art/vintage-jollibee-mascot-fanart-121636410

MR. YUM was the original name of the Yumburger mascot, created in 1989. Dressed in a dark suit, he wears a bowler hat in the shape of a Yumburger bun. In 2008, he was updated and became simply YUM, a younger, more funky boy in a raglan shirt and shades, but with the same, sesame seed-topped burger cap.

TWIRLIE was the name of the girl mascot who personified the very popular Twirly Sundaes that were launched way back in 1988. In mall shows, she performs her own special Twirly Dance.

JOLLIBEE MASCOTS, THEN AND NOW.
https://echo-marav.deviantart.com/art/JOLLIBEE-CHARACTER-MASCOTS-636409322

An unusual mascot was seen in 1984, who sported his stringy hair made from—spaghetti noodles. HETTY, the resident spaghetti mascot, was nonetheless, a consistent crowd favorite.

But if HETTY seemed unusual with her noodle ‘do, POPO looked awfully strange with his stringy hair made from—French Fries! The potato boy has since transformed into a less weird-looking dude, with the cardboard pocket holder taken off his head.

JOLLIBEE has successfully employed mascots as promotional vehicles, and they are always in demand not only for the Kiddie Parties, but also for corporate events. Christmas time is when their mascots are at their busiest, where they not only attend partie but also go on school tours, headline musical events, star in commercials, and make special TV appearances. Children would crowd around to touch them, talk to them, pinch them, pat them, adore them-to the point of hero worship.

WATCH THE JOLLIBEE MASCOTS HERE:

Jollibee (Apat na Dekada), posted by Glover Reselosa

They have been replicated as toys and dolls, featured on licensed merchandise from clocks to plates to pillows and lamps, clothing and school bags.

JOLLIBEE MASCOTS IN OPERETTAS THAT EDUCATE AND IMPART VALUES, 1987

As the characters are also used to promote various advocacies—from propagating Pilipino as a language, imparting local values,  to endorsing sanitation and cleanliness programs—the mascots have to conduct themselves in certain way, guided by a Jollibee Manual which has a mascot code of do’s and don’ts.

COLLECTBLE JOLLIBEE MASCOTS VINYL TOYS, credits to the owner of this photo

Today, the JOLLIBEE MASCOTS have all become part of the Philippine pop culture, and there is not a single kid who cannot, at once, identify him and his circle of friends.

JOLLIBEE MASCOTS AT A KIDDIE PARTY

 After all, they could always be counted on to spread fun,good times and great eats! As  one Jollibee fan astutely observed --“JOLLIBEE is not a bee..he is a FRIEND!”.

SOURCES:

De la Torre, Visitacion R. Advertising in the Philippines, Its Historical, Cultural and Social Dimensions, Tower Books Houe, © 1989, pp. 97-99

Vintage Jollibee Mascots: https://sean-the-master.deviantart.com/art/vintage-jollibee-mascot-fanart-121636410

Jollibee Mascots, then and now: https://echo-marav.deviantart.com/art/JOLLIBEE-CHARACTER-MASCOTS-636409322

Jollibee (Apat na Dekada), https://www.youtube.com/watch?v=Szi468pAdCI, uploaded by Glover Reselosa, Jan. 11, 2018.
Superbrands, Vol. 1, 1999
Mendenhall, John. Character Trademarks, 1990
Jollibee, wikipedia

131. Brand Icons: SUSTAGEN’S SUSY AND GENO, 1985

The adorable duo that drove Filipino kids to pester their mothers to buy cans and cans of Sustagen came to life in 1985. SUSY AND GENO were the marketing brainchildren of Mead Johnson, the company behind the nutrition supplement , Sustagen. Mr. Chichi Barros, Consumer Products Director for Marketing conceived the idea of having a tandem of adorable mascots who will epitomize the values of parents and children alike.

Sustagen, with its “23 Resistensya Builders”was, undoubtedly, a superior chocolate-flavored health supplement, but it looked and felt so serious to most kids. 

The mascots were the perfect answers to make the premium brand more relatable. SUSY was designed as a young girl with lots of charming personality, a perfect complement to the friendly, wholesome GENO.

The SUSY AND GENO tandem,  both embodiments of happy, healthy children, turned Sustagen as the no. 1 selling milk in the 80s decade. SUSY AND GENO not only appeared in countlessTV ads, but also went on school and supermarket  tours to perform, dance, sing and promote the health benefits of the brand.

WATCH A 1980s "SUSY & GENO" TVC HERE:

The brand mascots were the stars of their own Sustagen’s Kiddie Club, that had over 45,000 members at its peak. They went around the Philippines—attended town fiestas,  visited classrooms, hosted week-end gatherings, led puppet-making workshops,  and received countless invitations to grace birthday parties! Wherever they went, SUSY AND GENO spread the message of good health together with Mead Johnson’s professional nutritionists who often accompanied them on tours.

The high cost of mounting these activities forced their temporary retirement,  but by late 1990s, SUSY AND GENO staged a comeback. In 2013, SUSY AND GENO were seen again as adult mascots, leading separate lives and careers. This generated some interest on facebook, where the drama of their reunion played out.

SUSY AND GENO are often held up as perfect examples of the effective use of mascots in marketing promotions and communications—especially to kids who have to grapple with abstract ideas such as health, nutrition and friendship. The brand mascots have succeeded in explaining these in fun, engaging ways that allow kids to learn without losing their sense of wonder.

WATCH "SUSY & GENO" CASE STUDY HERE:

SOURCE:

Susy & Geno Photo: De la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions. Tower Book House, 1989. P. 102.

youtube: Sustagen Con Yelo, https://www.youtube.com/watch?v=IoRS21GOb_A, uploaded by Want Promo, publihsed 12 Feb. 2010

youtube: Susy and Geno (A Case Study): https://www.youtube.com/watch?v=DWqJuPhQtiQ,, published by Ace-Saatchi & Saatchi-PH, Aug. 13, 2014

78. THE SEARCH FOR LITTLE MISS SHELLANE 1968

LITTLE MISS SHELLANE. Little Jackie Alipio (now Monteclaro) of Cavite, aged 5, in 
her official Shellane girl dress..

In 1965, SHELLANE COOKING GAS, was introduced by the international fuel company, Shell, to the Philippines.  At that time, Esso Gasul and Mobil Gas were the leaders in the liquefied petroleum gas (LPG) market catering to a middle to lower class market that could afford gas stoves and ranges.

SHELLANE COOKING GAS INTRO AD, 1966.

SHELLANE became the new alternative, and in 1966,  it began to be advertised and promoted aggressively to win a chunk of the growing middle class families of the later part of the 60s in the cusp of a new, progressive decade.

SHELLANE WAS SOLD ALONG WITH SHELLANE
GAS STOVES AND RANGES. 1966

“Cook fast and tasty with SHELLANE!”, the launch print ads announced.  After all, cooking with gas—as opposed to wood—was efficient and precise, with just the right amount of concentrated heat needed to keep natural juices of food intact.

The SHELLANE tanks,  in 30 lb, or 110 lb. cylinders, were available in Shell agents nationwide. The promotional launch included selling SHELLANE gas with SHELLANE stoves that came with attractive giveaways like kitchen and stove utensils.

LITTLE MISS SHELLANE MASCOT

Equally appealing was the SHELLANE mascot, depicted by a sprite of a girl with her trademark tress sweeping upwards much like a tongue of flame. It was SHELLANE’s cute answer to Esso Gasul’s strange-looking lady mascot with a gas droplet for a head.

LITTLE MISS SHELLANE ANNOUNCEMENT AD, 1967.

In 1967, SHELLANE gained more momentum when it launched the Search for Little Miss SHELLANE. Aimed at creating goodwill with the housewife, the contest revolved around the quest for a little girl from 4-6 years old that best personifies the Shellane mascot. She had to be photographed wearing a specially made Shellane outfit—a blue polka-dotted dress made from Gentex fabrics, and the picture submitted either through designated Shellane dealers or by mail.

From twenty five regional semi-finalists, 4 regional winners will be picked after live judging. From the 4 will emerge the grand winner—Little Miss SHELLANE OF 1968—who will win P5,000 and a host of appliances—from a cooking range to an air condition unit, refrigerator and kitchen appliances. In all, Php 33,000 was at stake for all the winners.

Photo: http://www.philstar.com/shell100

The first Little Miss SHELLANE was Joy Paguirigan. Apparently, the contest drew much buzz as to warrant a second edition in 1969. Arlene Arrieta emerged as Little Miss SHELLANE of 1969—and that would be the last year the contest was staged.

In 2013, SHELLANE was re-branded as SOLANE, after it was acquired by Isla Pretroleum and Gas Corp.--a Fil-Japanese company, from Shell. The name change was announced in a full-blown ad campaign that featured comedienne Eugene Domingo.

WATCH THE SOLANE TVC HERE:

Interestingly, the major relaunch  included the search for the Little Miss SOLANE, thus reviving the pageant for little girls began over 50 years ago. This time though, the age requirements were raised to include girls 8-12 year olds (Cuties) and 13-16 years old (Teenies).

LITTLE MISSES SOLANE 2013, Cuties and Teenies winners.
Photo: The Manila Standard Today

The winners were Caryl Brianne Codina, 10, and Gabriella Louise Lopez, 14, respectively, crowned in a contest hosted by former Little Miss SHELLANE girl finalist, society girl-columnist-fashion plate Tessa Prieto-Valdes.


SOURCES:

http://business.inquirer.net/114785/meet-solane-the-former-shellane

Video: youtube: https://www.youtube.com/watch?v=nb4LzCk9Vl4

Photo of 2013 Miss Solane Winners: http://manilastandardtoday.com/mobile/article/108911

http://www.philstar.com/shell100/template/pdf/edmposter-1277282.pdf