Today, many young people in particular are into smoking
electronic cigarettes or vaping. For some, it is a way to transition from
traditional cigarettes to not smoking at all. But most use it to look cool and
hip. How exactly does it work?
E-cigarettes heat nicotine extract flavorings to create a
water vapor that one inhales. Nicotine is addictive, so whether you are vaping
or smoking a traditional cigarette, the risk of harm is still there.
But do you know that as early as 1966, a product with the
brand name VAPE, was introduced in
the market? No, it was not an alternative smoke gadget, but an “electronic mosquito destroyer!”
FUMAKILLA VAPE
kills mosquitoes by emitting fragrant vapors. No mess…no smoke. All you need is
a VAPE mat that you insert in a
heating pad. When plugged, the VAPE
mat is vaporized to exude invisible vapors that kill mosquitoes safely. The
vapors are virtually harmless to animals and humans.
There are even 2 kinds of VAPE pads to choose from—the
regular pad and a decorative version with a human bust that conceals the
mat. The gadget is manufactured by FUMAKILLA Limited, and was distributed
by Tancho Corporation (of the stick pomade fame).
FUMAKILLA VAPE
did not catch on, possibly because it was perceived as more expensive—it
required electricity to run. Traditional katols (mosquito coils) however, were
more practical as you can light them, and leave them—no electricity needed.
Katols have also been used for decades, and are more available (you can buy
them from sari-sari stores). Old habits die hard…and in the end, it was FUMAKILLA VAPE that died as the 60s decade came to a close.
When TANCHO CORPORATION barged into the hair grooming
scene with its TANCHOTIQUE POMADE—little did it know that
the “hair control stick” would make waves for its unique, convenient packaging.
For decades, it would rule the men’s grooming products market, and its
marketing highlights in the Philippines could fill a book with stories about
how to develop a superior product, and back it with out-of-the box advertising
and promotions.
SOURCE: amazon.com
The company itself began as Kintsuru Perfume Corporation,
founded in 1927 by Shinpachiro Nishimura. Six years into its successful operations
in Japan, it developed a line of hair grooming products under the brand name, TANCHO TIQUE.
From this line came the
company’s first success—the TANCHO TIQUE
Hair Control Stick, introduced in 1933. It proved to be a major hit among
Japanese men, as it came in a tube with a cylindrical-shape pomade stick that
you can directly apply like a gluestick,to keep unruly hair in place.
The company undertook an ambitious international
expansion, when in 1958 it reached a technical alliance with a Philippine
partner to manufacture its TANCHO TIQUE
products in the Philippines.
TANCHO OMNIBUS AD, 1964
In 1959, the company changed its name to TANCHOCORPORATION, a name derived from ‘tancho’, the Japanese red-crowned crane, which became the brand
icon. Surprisingly, the first TANCHO print ad that came out on Philippine publications was a 1962
color ad of TANCHO TIQUE Liquefied,
for women.
WATCH TANCHO POMADE HAIR DRESSING PRODUCT HERE
At that time, liquid hair grooming products in liquid form were in
vogue, like Vitalis, and Glo-Co Tonix. TANCHO
TIQUE drew on its distinctive T-7 ingredient, a new botanical extract that
gives unmatched vitality to hair.
TANCHO COLOR AD, with Soap. Note Japanese models. 1966
The men’s line would be advertised some two years later
in a TANCHO TIQUE omnibus ad which
featured the TANCHO TIQUE Liquefied,
TANCHO TIQUE (Soft Tique) pomade
cream in a milk glass jar, and the TANCHO
TIQUE (Solid Tique) hair stick. A soap would come in 1966. The print
ad featured Japanese models.
VIC VARGAS, EARLY FILIPINO MODEL FOR TANCHO, 1968
It became apparent that the TANCHO TIQUE Hair Stick and the medicated TANCHO TIQUE soft tique
in white jars would emerge as the sales drivers for the brand.
TANCHO CHRISTMAS AD, 1969
It was no
wonderthat the 60s were a period of
robust growth for TANCHO. There was
an attempt to Filipinize the advertising in 1968 with the inclusion of Filipino
male models—like the hunky Vic Vargas—in the print ad mix.
TANCHO TIQUE AD, 1969
By 1969, there were two variants of the Hair Stick
(Medicated Tique, Vegetable Tique), while the TANCHO in jars had 4: Soft Tique, Lavender, Medicated and myCream.
As hair grew longer, so did TANCHO
sales.
There were cheap TANCHO TIQUE
copycat brands like Toho Tique and Sinsu Tique which similar forms and
packaging. But by then the advertising budget of the brand was increased to ward
of potential TANCHO wannabes.
MEDICATED TANCHO GEL. 1970.
In the Martial Law years, TANCHO TIQUErode the “gel”
hair product bandwagon that included the rising Dep styling gel, that projected
a more youthful, Western image. TANCHO not
only poured money for ad dedicated to TANCHO
GEL in 1970, but also thought of ways to reach the younger segment of the
market.
It employed two dancing sister who created signature
dance moves that showed their vibrant, charming personalities—the nimble-footed
Aldeguer Sisters.
Terry and Lally Aldeguer were already familiar to the TV audience
in the late 60s and early 70s, but initially they were known for their Hawaiian
and Tahitian dances.
TANCHO TIQUE contacted
them to appear in their product commercials, introducing a giant TANCHO
TIQUE jar and stick,via an
energetic dance routine as the TANCHO jingle
played, complete with their trademark high kicks, head flips, and dramatic expressions—mouth always
agape with wide smiles.
The entertaining promotional spot was such a hit that
they were soon being called “TANCHO
TIQUE Girls”, paving the way for more guest spots on TV programs, corporate
and dinners shows (they also learned to sing). Eventually, they would move to
the U.S. to open a dance school where they would teach and stage shows for
Filipinos abroad.
TANCHO MY CREAM WAS MEANT TO APPEAL TO A YOUNGER SET. 1971.
The year 1970 was also significant as TANCHO CORP., launched a new line of men’s products after
realizing the untapped potential of the men’s hairdressing business. The
product was “Mandom”, which was endorsed by the rugged Hollywood star, Charles
Bronson. The successful launch inspired
TANCHO to change its name again, to Mandom Corporation, in 1971, in an effort
to internationalize the products.
By the late 70s, it was apparent that the rise of the young,
upwardly mobile market that would rule the 80s decade would result in a shift
of taste for products more attuned to their lifestyle—cool, hip, modern. The
marketing landscape had changed. The company launched Gatsby and Spalding
brands, but these didn’t catch on. It tried direct sales, then reverted back to
distributorship in the 80s
.
THE TANCHO MAN, 1972.
In 1992, Mandom Philippines Corp. was formed as a
subsidiary of Mandom Corp. (Japan). It was tasked to work jointly with the mother
company to develop localized marketing promotions, and to introduce the
Philippines to the concept of distribution, proven successful in many countries. But by 1987, the subsidiary became
wholly 100% Japanese owned. That put an end to the magnificent run of TANCHO
TIQUE, and the image of a TANCHO Man—a winner, without a bad hair day every day!
TANCHO TIQUE
products today are sold in giant retail store chains like SM, Cosmos Bazar,
Watson’s, and are also available via
online orders. Perhaps, with the return of pompadours, flat top, crew cut, bouffant hairstyle among men these days, TANCHO TIQUE will rise again.
