546. REXONA MUSK Deodorant of PRC (Philippine Refining Co.), 1987 Ads

Like Procter & Gamble PMC., Philippine Refining Company (PRC)’s started as an oil milling company that became the basis for its products like detergents (Breeze, Wheel, Rinso) , bath and beauty soaps (Lux, Lifebuoy),  toothpastes (Signal, Close-Up) and shampoos (Sunsilk, Creamsilk) that were successfully marketed through the years.

In the 1980s, PRC ventured beyond oil-based products, expanding their personal care product lines to include deodorants. Their most successful brand was REXONA Deodorant that had its origin in Australia, developed by Alice Sheffer back in 1908, and sold through her husband’s  Sheldon Drug Co. Rexona became a bestseller

Launched in the Philippines in 1984, REXONA became a popular brand with a fresh, youthful campaign (Rexona – won’t let you down!) that was backed with tri-media advertising. Immediately after, they launched their men’s line –REXONA MUSK—has a  foundational, long-lasting fragrance note characterized by its warm, sensual, and masculine scent. REXONA MUSK was developed to appeal to active young males who love the sporting life.

REXONA MUSK print ads were more of testimonials featuring well-known sports personalities of the 80s. Taekwondo star Monsour del Rosario had his own print ad detailing his story of how Bruce Lee inspired him to take up the sports. Champion bodybuilder, David Abesamis, was another athlete whose own narrative included his rigorous quest to develop a physique that eventually would earn him a division title in the national Mr. Philippines quest. The ads always ended with how REXONA MUSK fitted into their training and hygiene regimen.

Short TV commercials were also prepared to support the REXONA MUSK campaign featuring the cage superstar, Alvin Patrimonio, and the 2-time Olympic boxer (LA 1984, Seoul 1988), Leopoldo Cantancio.

WATCH ALVIN PATRIMONIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by vibesey, 9 years ago, 2017

In 1994, PRC was renamed Unilever Phils. Inc., to denote its membership as part of the Unilever family. Many major changes—including the closure of the milling plant, the transfer of soap and detergent manufacturing to 3^rd parties, and the reduction of its sales force by 50%--happened during the tumultuous 1990s, but REXONA Deodorants remained in the product portfolio—to this day.

WATCH LEOPOLDO CANTACIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by Advertising Archives, 2023

However, REXONA MUSK is now being sold mostly in Arabic countries and in Turkey. In the Philippines, REXONA’s  men’s  products are available in Watson’s , that includes an array of roll-ons, sprays, lotion under such variants as Arctic Rush, Invisible Dry, Advanced Protect, Motionsense and Natural Fresh.

 As to REXONA MUSK’s former models, Monsour del Rosario (now age 61), after his Olympic stint, became an action star in movies, then joined Philippine politics, becoming a congressman from 2016-19, 1^st district of Makati. He lost his senatorial bid in 2022.

Three years after doing this print ad, David Abesamis won a bodybuilding bronze medal-lighweight division at the 1987 SEA Games in Jakarta. He became a pioneer personal trainer at the Clark Hatch Fitness Center in Makati. Online surces reports that Abesamis had passed away.

 Alvin Patrimonio (turning 60 this Nov. 2026) also did a few more commercials (Purefoods) and films (at one time, linked with Kris Aquino). But he is best remembered for a stellar career in the PBA. Patrimonio was inducted to the PBA Hall of Fame in 2011.

Leopoldo Cantancio did better n regional games, winning golds in the Asian Amateur Boxing  Championships and also 2 golds in 2 SEA Games (1983 Singapore-featherweight; 1987 Jakarta-lightweight).   He died in a tragic motorcycle accident 2018 at age 54.

REXONA MUSK’s use of athletes in these ads would presage a future of deeper involvement in sports. Today, the brand makes extensive use of Sports Marketing to push its deodorants in this large niche market, sponsoring such events as REXONA’s 10 Miler Race, REXONA Ultimate Challenge Series, promo stunts in basketball games such as REXONA Twin Cam that spots  local lookalikes of famous cage stars,  and giving 2026 FIFA game tickets as prizes in their promos.

 SOURCES: 

Rexona Musk "Basketball", TV 15s Philippines,1987, uploaded by vibesey 9 years ago (2017)

 Rexona Musk ft. Leopoldi Cantancio TVC 1987, uploaded by Advertising Archives, 2023

391. TINGTING COJUANGCO for PRC’s POND’S and VASELINE INTENSIVE CARE (1980)

The 1980s were some of the most active years for Philippine Refining Company (PRC), as it battled it out for the beauty care market versus its arch rival, P&G Philippines. At the start of the ‘80s decade, it relaunched POND’s, a product of the POND’s company whuch had merged in 1955 with Chesebrough Manufacturing Co., to become Chesebrough-Pond’s.

 The bestselling cold cream had been advertised in the late 1950s using the Philippines’ most glamorous and accomplished women of impeccable pedigree—from socialite Chona Recto-Kasten (daughter of statesman Claro M. Recto), Eva Estrada-Kalaw (future senator), Virginia Llamas-Romulo (wife of diplomat Carlos P. Romulo) and former First Lady, Luz Banzon-Magsaysay.

In 1980, PRC chose the same approach as it Chesebrough-Pond’s did in the ‘50s, choosing a renown woman and young mother who had been adjudged as among the world’s most beautiful by no less than Harper’s Magazine in the ‘60s. POND’s scored a casting coup when the young socialite Margarita "Tingting" de los Reyes Cojuangco (b. 29 Apr. 29, 1944), agreed to appear in the POND’s “Beautiful Skin Now and Through the Year” campaign.

At age 18, Tingting married José Cojuangco, Jr., of the prominent political Cojuangco clan of Tarlac. She had modeled in her teen years, but this came to a halt when she began a family and settled in Tarlac. That was why, it was big news when she came back prominently as the celebrity endorser for POND’s, appearing in a glossy TVC and an array of print ads and advertorials.

Just when you  thought that POND’s would be her first and last appearance, the elusive beauty resurfaced that same year when she also became the model and spokesperson for VASELINE INTENSIVE CARE LOTION, another PRC skin care product. VASELINE started as hair tonic brand for men that was available in the Philippines as early as 1951. Needless to say, the ad industry was abuzz once more with this unprecedented casting decision that called for the same celebrity to endorse 2 skincare products of different brands, but under the same company.

After her appearances in these J. Walter Thomposon-produced commercials, delos Reyes went back to her role as a parent, raising 5 equally-beautiful daughters: Mikee (now Jaworski, champion equestrienne/actress), Liaa (now, Bautista doctor), Pin (now, Guingona), Maimai (now, Zini) and the youngest China (now, Gonzalez, model).

She would also pursue her studies , holding a Master’s in National Security Administration (MNSA) from National Defense College, doctorate degrees in Criminology and Philippine History. She forayed into politics (late president Benigno Aquino III was her nephew), serving 2 terms as Tarlac Provincial Governor (1992-98). She also ran for a position in the senate. A philanthropist, she is personally involved in  humanitarian projects among Muslim communities as well as  Gawad Kalinga. Truly, delos Reyes epitomized the ideal of a “true beauty with a purpose”.

SOURCES: 

Tingting Cojuangco: https://en.wikipedia.org/wiki/Tingting_Cojuangco