526. RHEA RUBBING ALCOHOL “Walang Patawad sa Mikrobyo” Campaign 1981-1994

JIMMY FABREGAS FOR RHEA RUBBING ALCOHOL, Print Ad, 1994

At the height of the popularity of Green Cross and Family Rubbing Alcohol, a new alcohol brand joined the fight against germs and microbes, and achieved its on measure of success: RHEA RUBBING ALCOHOL.

The product was manufactured, marketed and distributed by PHILUSA Corporation  whose objective was “ provide the Philippine market with a wide range of quality and affordable products.”

RHEA Rubbing Alcohol became its flagship  brand for its line of health and wellness products. Over some 40 years, it  has been considered as one of the most trusted names in the health and wellness industry, with a reputation for being world-class and an affordable heathcare product.

Unlike other alcohol advertising which emphasized usage, RHEA chose to focus on its composition—that of being 70% Isopropyl Alcohol (IPA). In fact, IPA is the most effective concentration for disinfection because the water content acts as a catalyst, allowing penetration of cell walls and denature proteins in bacteria more thoroughly.

 

Thus RHEA can kill microorganisms with more efficacy, and its product action inspired the campaign theme: “Walang patawad sa mikrobyo”.  It is favored for use as antiseptic, for disinfection, sterilization, hygienic purposes and general massage.

WATCH RHEA ALCOHOL "GYM MASSEUR" TVC HERE:

 

(Credits: Dateline Anime)

The campaign was launched in 1980, starring a tough looking character in a gym setting who extolls the merits of RHEA Rubbing Alcohol in so many words. He shuts up only when a gym rat reminds him: “Tama na ang daldal, masahe na!” (Stop the talking, give me a massage now!). This original version ran from 1981-ca. 1989-90.

With international referee Sonny Padilla pushing Family Rubbing Alcohol, and Helen Vela recommending Green Cross, a more name endorser was employed in the 1994 incarnation of the “Walang Patawad sa Mikrobyo” campaign.

WATCH RHEA ALCOHOL WITH JIMMY FABREGAS TVC HERE:

 

(Credits: Jojo Baylon-VOTIII)

The quirky actor and musician Jaime “Jimmy” Fabregas was chosen to do the short RHEA TVC. By then, Fabregas was a show biz fixture, who hosted the gag show Sic O'Clock News on IBC 13. He also was seen a wrestling segment reporter of Pinoy Wrestling on PTV 4. What’s more, Fabregas was also a multi-awarded musical scorer for films like Shake, Rattle & Roll (1984) , which won Best Musical Score award at the MIFF.  He would win again in 1997 and 2005, for Rizal sa Dapitan and Kutob, respectively. His RHEA commercials ran from 1992-1994.

RHEA & JAMMY FABREGAS, TODAY

It's a great thing to know that both Product and Endorser are still around today. RHEA Rubbing Alcohol has extended its lines to include Vitamins, Generics and Topicals. Fabregas, on the other hand, boosted his popularity to newer heights via his role as Lt. Gen. Delfin S. Borja in the highly-popular and long-running ABS-CBN action-drama series FPJ's Ang Probinsyano, starring Coco Martin.

 SOURCES:

“Rhea Rubbing Alcohol TVC with Jaime Fabregas (1992)”, Credits to:  View on the 3rd - Jojo Bailon (VOTIII)

“Rhea Rubbing Alcohol TVC 1989”, Credits to: Dateline Anime

Company website, Philusa Corporation, https://philusa.com.ph

Jaime Fabregas, Wikipedia entry, https://en.wikipedia.org/wiki/Jaime_Fabregas

408. Before Mineral Water Became Commonplace, there was AGUA DE CARABAÑA, 1978, 1990 Ads

AGUA DE CARABAÑA Ad, 1978

There was a time that bottled mineral water was a rare sight in the Philippines. Imported brands like Evian were looked at as status symbols of high society people, who carried the small, green bottles to outdoor and sports events like they were flaunting their Rolexes and Vuittons

But long before we were introduced to mineral water in PET bottles, Filipinos in the peacetime era were discovering the many health benefits of AGUA DE CARABAÑA, mineral water in clear glass or aqua bottles, from the Carabaña Springs of Spain. The water was believed to have curative and medicinal properties that it was soon being commercially bottled in the early 20th c. to America and Europe. AGUA DE CARABAÑA then was available only in boticas and farmacias in the Philippines and was used to cure all sorts of ailments--from kidney problems, stomach ills and even as an abortifacient!

AGUA DE CARABAÑA Ad, 1990

In the 70s, AGUA DE CARABAÑA was distributed by PhilUSA Corp., an importer based in Pasig. The water came in colored and clear  bottles with the familiar Agua brand name in relief. The brand was marketed professionally, supported by print advertising. However, it continued to be sold as medicinal water that “works wonders for you, inside and out”, with laxative and antiseptic properties to clear skin and maintain digestive health.

OLD AGUA DE CARABAÑA COLLECTIBLE BOTTLES

Today, mineral water is so commonplace in the Philippines—there are scoresof brands with fancy names to choose from,  readily available from supermarkets, convenience, and neighborhood sari-sari stores.  AGUA DE CARABAÑA has since become obsolete after the ‘90s, its name and history forgotten--but that’s water under the bridge.

SOURCE:

Castro, Alex. flyandflea.blogspot