420. An Explosion of Branded MAYON Products, 1930-1964

THE NAME IS MAYON!

The majestic MAYON Volcano is, without a doubt, the Philippines’ most beautiful natural wonder, dubbed as the world’s perfect cone volcano. For centuries, since historical accounts noted its first eruption in 1616, MAYON has inspired poets, artists and writers to sing praises to its name, and to the legendary beauty, ‘daragang magayon’ , who gave the volcano its name.

It comes as no surprise then, that when manufacturers came out with new products, they branded them with the name “MAYON”, perhaps to stand for the perfection of the qualities their products embody.

1935 MAYON STOVE AD

In 1930,  C. Tuason and Sons produced the famous MAYON STOVE, in an attempt to market an elegant contemporary stove that nevertheless continued to use firewood. It had a tiled top (which the company also produced separately), and was known to be smokeless, economical and inexpensive—you bring one home for a Php10.00 down payment!

1935 MAYON EVAPORATED MILK AD

Another MAYON-branded product came out in 1935, this time for children’s nutrition—MAYON EVAPORATED MILK.  The nourishing milk was produced by the overseas Japanese trading company, Daido Boeki Kaisha Ltd., which had an office in Manila by 1935. The can label bears the illustration of the steaming volcano—as if to suggest to mothers to serve the milk hot for their kids! Daido Boeki Kashia Ltd., still exists as the Marubeni Corp. today.

1957 MAYON COOKING OIL AD

In the mid 1950s, Philippine Manufactirng Company (PMC)—and the future Procter & Gamble Philippines, launched its MAYON VEGETABLE COOKING OIL. The procuts, as claimed, is pure and clear, to bring out the natural flavor of food, without imparting the unpleasant taste of solidified fats. As such, MAYON Cooking Oil stayed in the market for quite some time till the next decade, until another cooking oil “erupted” on the scene to become its competitor—Taal.

1964 MAYON WRITING PADS AD

In 1964, MAYON WRITING PADS “for all grades” were advertised in the market as the  fine quality brand of pads and notebooks well-known by Filipinos everywhere—“like our famous Mayon Volcano”.   The writing pads , identified by the volcano graphic, were distributed locally by Joc Trading Co.

To this day, MAYON, as a brand name, continues to be favored by a few companies for their products. A quick check of the Philipine marketplace yielded  such current products as: MAYON Lacquer Thinner, MAYON Cream Style Corn, MAYON Dry Peas, MAYON Bread Flour, MAYON Brushes, and even MAYON Coal Tar. Hopfully, with a name like MAYON,  more “explosive” sales await in their  future!

375. Great New Laundry Soap Discovery! PMC's OSO, 1957

As one knows Philippine Manufacturing Company (PMC) started as early as 1908, under the name Manila Refining Co. It capitalized on the rich coconut industry of the country, to give us edible products like “Purico”, an early vegetable oil-based shortening. When Procter and Gamble acquired it in 1935, the company beefed up its coconut oil-based product portfolio to include laundry detergent bars, with the introduction of PERLA  in 1949.

The next decade saw PMC expanding its detergent line. In 1951, it came up with dirt-fighting “Luto”, and in  1957, it launched OSO.

OSO was heralded as “a great new soap discovery”, with a promise that it “washes better than any other soap”—a bold superlative claim, at that time. It was a product of a “new process” that made the soap purer and brighter. Thus, OSO had a 3-way advantage: longer-lasting suds, greater economy, and more fragrant clothes.

 Subsequent ads positioned it as “the whitest soap, for the whitest wash”. Even with this, OSO did not last the 50s decade.  After all, P&G already had 3 detergent bars at that time, and the differentiation was not delineated at that time. The best performer was PERLA, and consumers have also began discovering that it was also ideal for white clothes, as it was not only effective, but gentle. OSO was eased out towards the end of the 50s decade; LUTO would also be dropped. PMC decided put its marketing resources behind PERLA, a move that proved to be wise, as the iconic soap bar continue to exist to this day.

313. WHITE BAND SHORTENING, Philippine Refining Co.’s (PRC) Answer to PMC’s Purico

 

WHITEBAND  SHORTENING PRINT AD, 1955

In the  early 1950s,  PMC’s (Phil. Manufacturing Co.)  Purico was lording it over as the no. 1 shortening in the Philippines—good for frying, baking and cooking.  PRC (Philippine Refining Co.) was in direct competition with most of the products of PMC, particularly beauty bars, health soaps and detergents. Not to be outdone, the company came up with WHITEBAND SHORTENING, for frying, baking and sautéing. Instead of being packed in cartons, WHITEBAND initially came in tin pails.  Later, the shortening was packed in colorful and re-usable plastic pails. 

WHITEBAND RECIPE AD, 1957

To differentiate it from Purico which featured everday dishes and recipes, WHITEBAND touted its promise of giving luxury-taste to dishes. It even resorted to copying Purico’s recipe ads, endorsed by a ‘a famous home economist, Betty King. It is interesting to note that Betty King was also used in Australia by World Brands Pty Ltd and promoted as one of the leading ladies of Australian cookery. In  reality, she doesn’t exist. She was, no doubt, inspired by the equally fictional Betty Crocker in America. WHITEBAND ceased to exist by the early 1960s, soundly trounced by Purico’s effective and massive marketing and advertising support.

286. FRESCO DEODORANT BEAUTY SOAP by Philippine Manufacturing Company, (PMC), 1955

In October 1955, the Philippine Manufacturing Co., , the maker of popular products like Purico, Perla and Star Margarine—introduced a new kind of soap—a deodorant soap with the brand name FRESCO Deodorant Beauty Soap.

Years before, PMC had already launched Camay with resounding success, one of the first beauty soaps in the country. Now it was ready to introduce an innovative soap. FRESCO claims to stop perspiration odor because of a special active ingredient called Arodin, a “wonder deodorant” that neutralized odor-causing bacteria that ordinary soaps can’t remove. 

The pink deodorant beauty soap is recommended for all-over beauty protection, with an alluring fragrance that clings to the skin and fragrance and lasts for hours.  FRESCO Deodorant Beauty Soap costs no more than other leading beauty soaps too.

Despite these wonderful benefits, FRESCO Deodorant Beauty Soap seemed to flouder, as its ads—by 1957—diminished in size and became rather unremarkable. FRESCO lasted for just a few years, and was discontinued before the new 60s decade began.

253. Procter & Gamble PMC: PERLA SOAP, Early Print Ads 1951-1957

Since its early beginnings in the first decade of the 20^th century, the business of Procter & Gamble PMC has been rooted in the production of vegetable shortening and detergent soap. When Philippine Manufacturing Co. (PMC) –then still wholly Filipino-owned—was incorporated in 1913, a new objective was set to manufacture and sell coconut oil. That time, there was only one coconut oi mill in the Philippines, so PMC set up its own oi mill and pressed its first copra in 1914.

 

PERLA, LOTS MORE SUDS, FEWER RUBS! print ad, 1951

The first coconut-oil based product from PMC were edible products beginning with Purico vegetable shortening in 1919. When P&G of Cincinnati, Ohio acquired PMC in 1935, it continued this venture, putting up its own plant, but the operations were halted during the war when Japanese forces occupied the plant in 1942.

 

PERLA WHITE SOAP,  print ad, 1951

But when thing settled, P&G PMC resumed its operations, rebuilt the plant,  and forayed into coconut oil-base soap production. That was how PERLA came to be in 1949, one of the very first white detergent bars made from pure coconut oil and natural ingredients.

 

WHITER, BRIGHTER CLOTHES with PERLA, 1953

As believers of advertising, P&G PMC began advertising PERLA in 1951. The first print ads basically promised many conveniences—“lots more suds with fewer rubs”, “gets whites white—no yellowing”, “no color fading”. “safe as clean water”.

 

BIG, HANDY NEW PERLA, print ad, 1955

Later, PERLA’s benefit became more focused, with the addition of a “sunshine ingredient”—Supersol—for the whitest, brightest of clothes.

It would take over 2 decades before PERLA found its niche when repositioned as the soap that gently cleans clothes—especially those made of delicate fabrics like undergarments, lacey apparel, lingerie and heirloom clothes. This insight actually came from PERLA users themselves who stood by the gently cleaning ability of the soap—as it was made from pure, natural ingredients.

 

PERLA, print ad, 1957

In fact, a secondary usage was also unearthed. Apparently, women were also using PERLA to wash their faces as part of their skincare regimen. Thus, the added benefit of “keeping hands in good condition after every washing” was incorporated in its messaging thru the 1980s. the advertising was handled by Ace-Compton Advertising, and later by Publicis-Jimenez Basic in the mid 1990s.

 

PERLA, today, in 3 variants. Photo: Perla FB page

PERLA was sold to SCPG Asia-Pacific, a manufacture of soaps, detergents and washing Powders  after 1994. Currently, Mt. Makiling International Oil, Inc. is  toll manufacturer of PERLA,  housed by SCPG Asia-Pacific Inc.  After 70 years, the iconic white bar—PERLA—is still around, with new variants (Blue) and revitalized formulation (with papaya extract) to keep up with the demands of the times.

SOURCES:
Perla FB Page, https://www.facebook.com/perlaphilippines/
Then and Now, Progress Report Magazine, 1958 

174. P&G PMC Sensational Washing Discovery! TIDE DETERGENT: The First Philippine Ads, 1957-1959

THE FIRST TIDE LAUNCH ADS, Sunday Times Magazine, 1957.

The powdered laundry detergent that would revolutionalize how Filipino housewives would wash in the late 1950s was manufactured b7 Procter & Gamble back in 1946.

TIDE was not actually the first powdered detergent; pulverized soap was known as far back as the 1880s. But TIDE—originally designed for heavy-duty machine cleaning, was a major improvement as it was made with synthetic alkylbenzene sulfonates that  made machine washing with hard water possible.

Test-marketed in 1946, TIDE was dubbed as the world’ first heavyweight detergent, and was rolled out nationally in 1949. TIDE became a national hit, and in 1957, was launched in the Philippine market. At that time, manual detergent bars were widely used all over the country; the use of powder was unheard of.

PART OF A SERIES OF TIDE LAUNCH ADS, 1957

When the first English ad for TIDE came out that year, the detergent was touted as a product of modern science, a “Sensational New Washing Discovery---TIDE washes clothes cleaner than any other soap.” The superior-cleaning claim was backed by its international success in the U.S., England, Canada, France, Belgium, Mexcio, Cuba and Venezuela.

TIDE FIELD MARKETING. PHOTO: P&G PMC Brand History

In its first year TIDE was pushed by field marketing and radio advertising, novel initiatives that P&G would be well known for.

“No need to change the way you wash—just change to TIDE!”, the ads encouraged, and soon, Filipinos were ditching their old-fashioned bars for the new powdered detergent packed in that iconic box and pouch with bright red orange and deep yellow concentric circles forming the backdrop for the TIDE fonts in blue. They were not only washing clothes with it, but used it for dishes and utensils too—to great effect!

TIDE PRINT ADS, Sustaining, 1959

Traditional bar makers countered that TIDE—being in powder form—led to wastage and is therefore more expensive to use. Hand-held bars give the user more control, as the user can regulate the amount of product used via the number of scrubbing. Thus TIDE launched “value for money” testimonial ads around 1959, to convince housewives that in the long run, TIDE is more cost-effective.

TIDE TESTIMONIAL AD, 1959.

For the next decade, TIDE lived up to its promise--“Never before such a washing sensation!”, prompting competition like Philippine Refining Co., to launch its own powdered detergent brand that would give TIDE a stiff competition—Breeze. TIDE would also be known for its iconic vernacular TV commercials in the 1960s—“Utos ni Mayor”, “Puputi ang damit kahit hindi ikula!”, “Balik-Tide”.

SOURCES:

Tide Brand: https://en.wikipedia.org/wiki/Tide_(brand)

P&G Philippines Brand History: https://www.pg.com/en_PH/company/history/historydetail.shtml

173. PMC LUTO: “The Soap that Fights Dirt!” (1951)

Philippine Manufacturing Company (PMC) started as Manila Refining Co., way back in 1908 for the purpose of manufacturing candles and fertilizer. By 1917, PMC forayed into vegetable shortening production, but things too off when Procter & Gamble of Cincinnati U.S.A. purchased PMC in 1935, resulting in the expansion of its product portfolio.

PMC entered the soap business in 1950 beginning with Camay. The next year, PMC ventured into the detergent business with the introduction of PMC LUTO.  The laundry soap came in blocks of to, and the PMC trademark is carved in every genuine block of PMC LUTO Soap.

The early 1951 ads were all in English, using the campaign theme “The Soap that Fights Dirt”. In an age where advertising regulations were still no-existent, PMC LUTO  was described as “the most effective laundry soap—easy-lathering, fast-working”.

One of the comics-style ad shows a lavandera from Saluysoy, Bulacan, extolling the virtues of the product in perfect English—“PMC LUTO really lathers easily..makes laundry chores a pleasure!”

By 1954, the PMC LUTO print ads now were appropriately written in the Pilipino language.  There was a new power ingredient too—Lumina—“bagong pampasinag na sangkap!”. The ad copy was picturesque and flowery—“Limutin ang mga “Antuking Sabon”! Damit na nilabhan sa PMC LUTO ay nagiging higit na malinis, napakabango! Ang puti ay higit na pumuputi, ang mga kulay higit na marilag!

PMC LUTO would give way to a new, breakthrough detergent powder in 1957—a first in the Philippines—TIDE--which would make Procter & Gamble PMC an undisputed leader in the detergent industry.

100. UNCLE BOB FOR GLENDALE BUTTER, 1970

GLENDALE BUTTER--the better butter with the better taste, says Uncle Bob. Print Ad, 1970

In 1970, Procter and Gamble PMC launched GLENDALE Pure Fresh Butter, its response to the well-entrenched Anchor Butter, already the Philippines’ largest selling butter that was introduced way back in 1966. Procter & Gamble PMC was the current leader in margarine spreads, so it was no surprise that it forayed into the butter market.

A block of GLENDALE Pure Fresh Butter was made from one and a half gallons of fresh cow’s milk—a competitive advantage that it leveraged on in its print ad campaign. To help push the product, popular TV personality “Uncle Bob”—aka Robert Stewart—was tapped to endorse the new butter brand, appearing in full-page, full-color print ads in leading weekend magazines.

Robert Stewart arrived in the Philippines in 1943 as a United Press (UP) war correspondent. He stayed on after the war, having met Loreto Feliciano, a Kapampangan widow with 3 kids, whom he married. Robert started the Republic Broadcasting Republic Broadcasting System (RBS), DZBB, DZFF and DZXX. Loreto did the marketing for the stations, and eventually, they would also establish Channel 7 in the 1960s. He first appeared as “Uncle Bob” on 30 Oct. 1961, as a news anchor for “The News with Uncle Bob”.

He would retain the monicker  “Uncle Bob” when he became the host of the widely popular children’s show, “Uncle Bob’s Lucky 7 Club”. It was the first live children’s TV show that was aired on Saturday morning, with Uncle Bob dishing out memorable catchphrases as "hot-diggity-dog" and expressions like "pum-pa-rum-pum".

A supporter of Pres, Garcia, he was threatened with deportation by the Macapagal government in 1961, but officials backed off when a deluge of letters from children expressing their support flooded Malacañang.

Photo from filipiknow.net

Stewart had other shows like “the Maestro & Uncle Bob” (with pianist Federico Elizalde) and “Uncle Bob & Friends” (with Joselito Pascual). Disillusioned by the Marcos government, he moved to the U.S., leaving his “Uncle Bob’s Lucky 7 Club” to his son Jody Stewart, till it ended in the late 1980s. 

The much-loved uncle to thousands of Flipino kids passed away  in Phoenix, Arizona on 6 April 6, 2006, and his remains were returned to the Philippines. and his remains were cremated before being returned to the Philippines on April 25.

As to the fate of GLENDALE Pure Fresh Butter, it remained on the market shelves for just a few years, unable to make a dent in the successful Anchor butter business. The “cream and sunshine butter” continues to dominate the butter segment of dairy spreads in the Philippines today.

99. Brand Stories: STAR MARGARINE, Philippine Manufacturing Company (PMC)

STAR MARGARINE, in a new, more colorful air-tight packaging with a lid. 1955.

The company that would come to be known as the giant  Procter & Gamble PMC  started in 1908 as a partnership called the Manila Refining Company, with the purpose of manufacturing candles and fertilizer. In 1913, the company was incorporated into the Philippine Manufacturing Company (PMC), initially capitalized at Php One Thousand pesos, which was later increased to half a million.

 

AN EARLY STAR PRINT AD, late 40s.

 It shifted its objective to the manufacture and selling of coconut oil—as up to 1914, there was only one coconut oil mill operating in the country. Besides, edible oils in the Philippines came largely from pork lard and imported peanut oil from Hong Kong and Shanghai.

 

HAPPINESS IS A STAR. early 1951 print ad.

In 1917, PMC employed a chemist to develop edible products from coconut oil—and in 1919—PURICO was introduced to the market---the first vegetable shortening made in the Philippines. The reception to this coconut oil-based produt was overwhelming so PMC sought to produce another consumer food product.

 

TYPICAL B&W STAR PRINT AD,1950s.

It would take 12 years to introduce the first vegetable-base margarine to the country i—known then in 1931, and still now—as STAR MARGARINE. The creamy-rich flavored golden yellow margarine was fortified with Vitamins A and D, and came packaged in small, circular tins, branded with a . By the time Procter and Gamble of Cincinnati, Ohio acquired PMC in 1935, STAR MARGARINE had already a steady following.

 

NEW STAR VITAMINIZED WITH VIT. B1, AGAINST BERI-BERI. 1951

From the 1940s to the 50s,  STAR MARGARINE was actively pushed in the trade as well as through advertising,  a marketing tool that P&G always believed in. Black and white print ads in leading women’s and general family magazines were used to promote the healthy benefits of STAR, using the early slogan—“Stars for Flavors”. The use of STAR as filler for sandwiches or a spread for bibingka and puto was encouraged in the early print ads.

 

STAR DAILY ON RICE & BREAD TO PREVENT BERI-BERI, 1951

Then, in 1951, a major product development was introduced---the addition of Vitamin B1 in STAR. Vitamin B1 was touted as an effective ingredient against beri-beri which was a common affliction of Filipino children in the 50s.

 

GET YOUR DRIVE & ENERGY FROM STAR, 1960.

In the 1960s, STAR MARGARINE shifted to energy stories in its print ads, even targeting young adults in the brand’s quest for a broader appeal. It was only a decade later that P&G and its ad agency, Ace-Compton Advertising, re-looked at theVitamin B1 ingredient of STAR MARGARINE, which happened to be a growth-stimulating vitamin. Thus, the campaign,”Iba na’ng Matangkad!” (Being Tall Makes A Difference) was born. The famous tagline embodied the aspiration of the generally height-challenged Filipino to tower—and triumph--over the competition.

Early TV executions dramatized the advantage of being tall—hence a child basketball player performed better, and even mundane tasks as reaching for a fruit hanging from a tree branch was a breeze for a vertically-superior youngster. When statuesque Aurora Pijuan won Miss International 1970, she became the face of STAR. Her popular commercial showed her standing shoulder to shoulder with other international beauties, while we hear her voice-over: “Magaganda sila…Matatangkad..Buti, ako rin!”.

WATCH THIS 2008 STAR MARGARINE

"Iba Na'ng Matangkad-James Yap" TVC

The “Iba Na’ng Matangkad” campaign  endures to this day, even as P&G PMC sold STAR MARGARINE along with Dari Creme, to the Magnolia division of San Miguel Corporation in 1994. It has evolved into “Angat sa Height, Ang Future Mas Bright” (“Increased height, for a brighter future”). It’s pro-growth equity has also crossed over to other San Miguel-Purefoods brands like the Purefoods STAR Hotdogs and Purefoods STAR Corned Beef--which just goes to show that nothing succeeds like success.