374. OFF! INSECT REPELLENT, by SC Johnson, Print Ads 1962-1975

OFF! Insect Repellent Print Ad, 1962

S. C. Johnson (S. C. Johnson & Son, Inc.), previously known as S. C. Johnson Wax (and earlier on, Johnson Wax), is a global manufacturer of household cleaning supplies and other consumer chemicals based in Racine, Wisconsin.

WATCH THIS U.S.-PRODUCED OFF! TV AD STOCK FOOTAGE

Other than wax, one of the earliest S.C. Johnson products sold in the Philippines was OFF! Insect Repellent, first produced and sold in 1957. Just 5 years after, OFF! became available in the Philippines, in bottles and aerosol spray. Its active ingredient is N, N-Diethyl-meta-toluamide, known as DEET, which is the most common and safest  ingredient in insect repellents, of which S.C. Johnson is considered a pioneer.

OFF! "Your Invisible Mosquito Net", 1972

OFF! had the endorsement of the U.S. Department of Agriculture, calling it “the most effective product of its kind.  OFF! Insect Repellent was marketed via advertising and promotions, like during the H-Fever months that happened in 1975. (Slogan: “Your invisible mosquito net”.) It’s last advertising agency in the Philippines, was FCB. 

OFF! Insect Repellent continues to manufactured by the same company today, one of the more enduring brands of S.C. Johnson.

OFF! In 1960s liquid form and in the 1970s aerosol spray can.

SOURCE:youtube, OFF!Insect Repellent Commercial , https://www.youtube.com/watch?v=5WVxG4zZ_OQ, uploaded by FilmArchivesNYC, July 24, 2013.

207. “Super KJ” Campaign, JOHNSON WAX, SC JOHNSON Phils., 1979

SC Johnson Philippines was founded in 1957, and operated as a subsidiary of S. C. Johnson & Sons, one of the olet family-owned business in the U.S. The American enterprise began in 1886 when Samuel Curtis Johnson bought the parquet flooring division of Racine Hardware Mfg. Co., and was soon offering floor care products. The most popular were the floor wax line.

JOHNSON PASTE WAX was among the first products the SC Johnson Philippines introduced to the local market. Over the years, it offered insect control, home cleaning, air care, home storage, and car care products. But it would always be the waxes that would be their flagship brands.

JOHNSON PASTE WAX began advertising in the 1960s, and gave us classic commercials that featured “shining moments” in floor cleaning, punctuated by the memorable slogans  “JOHNSON yata ‘yan!”.

WATCH JOHNSON WAX  "SUPER KJ" TVC HERE:

In 1979, the brand was relaunched using the A“Super KJ” superhero character who came to the rescue of a housewife harassed by 2 men. When thrown to the floor by  Super KJ to the floor, the men couldn’t help the wooden floor’s  impressive sheen---attributed by the hero to JOHNSON PASTE WAX, punctutated by a stinger: “Kintab JOHNSON yata ‘yan…tumatagal”. 

SOURCES:

Super KJ 1980 SCJ Philippines Commercial, “youtube: https://www.youtube.com/watch?v=_VbbtWSMklc, uploaded by Greg Traupmann,

Published on Aug 13, 2013