551. Scenic Spots in Philippine Ads: MAYON VOLCANO, various ads 1935-67

 

1965 TANDUAY RHUM, "Mayon, Splendor in the Clouds" Ad"

Majestic MAYON VOLCANO has been hugging headlines lately with its continuous eruptive phase that has been going on for over 180 days, as of today, June 12, 2026. Dubbed as “world’s perfect cone”, it sits  in a national park in Albay, and is geographically shared by 8 cities and towns (Legazpi, Daraga, Camalig, Guinobatan, Ligao, Tabaco, Malilipot).

Mayon is also the most active volcano of the Philippines, erupting over 52 times in the past 500 years, with its first eruption recorded in 1616. Its most destructive eruption happened on 1 Feb. 1814, when it buried the town of Cagsawa. To this day, the ruins of the Cagsawa church belltower still stand.

1930s MAYON VOLCANO, colored postcard

Mount Mayon figures prominently in local legends and lore, the most well-known of which is the story of Daragang Magayon (meaning, beautiful maiden), a tragic heroine who gave her name to the volcano. It was said that  she fell in love with a brave warrior, Panganoron (or Ulap). Their forbidden romance culminates in a fierce battle against a jealous suitor, Pagtuga, resulting in the deaths of both lovers.

For ages, the image of Mount Mayon has haunted and  inspired many a people’s imagination—poets paid homage by way of poems, songs and stories have been written about it, and picture of the scenic volcano have been reproduced in countless books, postcards, calendars, and stamps.

1965 MAYON COOKING OIL AD.

Even marketers and advertisers took note of Mount Mayon’s popular appeal. There are products named after the famous mountain---like the MAYON Cooking Oil of P&G in the 1950s. A MAYON Turbo Stove was developed in the early 2000s, was developed as a “poor man’s stove” as it used the byproduct rice hull as fuel.

MAYON MILK "FOR CHRISTMAS", Print Ad 1935

Even earlier was MAYON MILK , made available in the Philippines by the Japanese trading company Daido Boeki Kaisha Ltd. in the mid 1930s that had offices in Manila and Iloilo. The doctor-recommended milk claimed to be good for “delicate stomachs”.

In 1951, Philippine Airlines featured Mayon—Bicol’s landmark—in the their travel destination ads for Legaspi City. The strip ads featured an illustration of the symmetrically-perfect coned volcano.

Likewise, Philips Lights, in 1960 created cleverly-written headlines, drawing parallel between the popularity of its brand name and what it stands for, with the name Bicol, which stands for Mayon.

Images of the mountain was used throughout the 60s by Tanduay in 1965, and the cigarette brand, Chesterfield, in 1967, to localize it.

1967  CHESTERFIELD "THEY SATISFY, Print Ad 

Mayon Volcano continues to be an enduring symbol of the country, a tourist crowd-drawer --for as long as one can remember. Its eruptions that have been going onnon-stop for days and months throughout these decades serve to remind us that it is here to stay for quite a while. For companies cashing in on the Mayon name, that can only mean more welcome (c)ashfall!!!

 

550. Scenic Spots in Philippine Ads: BANAWE RICE TERRACES, various ads 1962-65

TANDUAY RHUM "Banaue, World's 8th Wonder" Ad, 1965

Creating an eye-catching print ad doesn’t just entail casting the most attractive models, writing the most grabbing headline, and designing the most pleasing lay-out—it sometimes involves finding the right setting for the print ad narrative.  These three products—TANDUAY Rhum, FILPRIDE Gasoline and MARLBORO Cigarettes used the picturesque, age-old Banaue Rice Terraces as relevant backdrop for their product messages.

The first ad for TANDUAY Rhum immediately makes a strong association with the “8^th wonder of the world” with the “matchless quality” of the product. Just as the Banaue Rice Terraces stand in the forefront of the country’s scenic wonders, so does the TANDUAY standard of quality which leads all others wherever rhum drinks are served. 

FILPRIDE Gasoline "GO PLACES' AD, 1962

The FILPRIDE GASOLINE ad of Fil-Oil, reminds the readers of the scenic wonders of the country, like the Banaue Rice Terraces, 351 kms. from Manila, then gently urges them to use power-packed Filpride gasoline when motoring to these places. If you are going to see the Philippine pride that is Banaue, wouldn’t it be fitting if you fill up your car with Filpride gasoline? That’s one smart connection!

MARLBORO COUNTRY "Banaue Country" Ad, 1965.

The last ad for MARLBORO Cigarettes went one step further by describing  the famed Banaue Rice Terraces as evoking the same Marlboro Country imagery-- rugged independence, adventure, self-reliance—an untamed place where men find flavor. Thus, the iconic, "Marlboro Man" cowboy scanning the vast grandness of the terraces—that seem to invite men of the same spirit to “Come to where the flavor is. Come to Marlboro Country”.

Today though, when one refers to the Marlboro Country of the Philippines—two sites are top-of-mind recalls: the Racuh Apayaman on Batan Island, Batanes which features rolling green hills, grazing cattle, and dramatic cliffs overlooking the Pacific Ocean; and the Marlboro Hills in Sagada, Mountain Province, famous for its pine-clad mountain trails , "sea of clouds" during sunrise and grand vistas of limestone peaks.

198. THE FILIPINO PAROL, IN CHRISTMAS ADS, 1935-1971

SKYFLAKES, M.Y. SAN BISCUITS, 1963

The parol is an enduring symbol of Christmas in the Philippines, a must-have decoration in Filipino homes during the long holiday season.  The parol, usually star-shaped to evoke the Star of Bethlehem, is hanged and lit in front of houses as early as September as a symbol of hope, goodwill and a bright future. It is no wonder that the colorful parol has been used as a design motif for many years in Philippine advertising and commercial art. Here are a few examples:

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PHILIPPINE MATCH COMPANY, PRINT AD, 1955

OLYMPIAN RUBBER SHOES, PRINT AD, 1935

PEPSI-COLA, PRINT AD, 1957

TANDUAY RHUM, PRINT AD, 1962

YCO PAINTS & FLOOR WAX, PRINT AD, 1963

HELENE CURTIS BEAUTY PRODUCTS, PRINT AD, 1963

DUTCH BOY PAINTS, 1965

SAN MIGUEL BEER, PRINT AD, 1968

RADIOWEALTH TV, PRINT AD, 1971

144. TASTE THE HOLIDAY SPIRIT! Liquor Christmas Ads, 1936-1966

ENJOY THE HOLIDAY SEASON THE TRADITIONAL TANDUAY WAY! 1966 Christmas ad.

The long Christmas season in the Philippines, is indeed, the time to eat, drink and be merry….for tomorrow, we drink some more! Then, as now, when the holidays arrive, spirits and liquor products vie for  consumer’s attention by launching special Christmas ads in the hope of being included in his shopping list. Here are a few of them:

GINEBRA SAN MIGUEL, Old Filipino Custom, 1936

GINEBRA SAN MIGUEL,the world's no. 1 selling gin, has a heritage of excellence spanning more than 180 years. It was originally a product of Destilerias Ayala, Ic., founded in 1834. Its distinctive “marca demonio” label was designed by then-student Fernando Amorsolo, now a Philippine national artist. This Graphic ad from 1936, situates  GINEBRA SAN MIGUEL as part of  old Filipino Christmas customs, that also include serving noche buena lechon.

SAN MIGUEL BEER, Real Pleasure for the Holidays, 1957

SAN MIGUEL BEER  is the Philippines’ best known, and larget-selling  pale lager produced by San Miguel Brewery. It is a beer rich in history, as its parent company was established back in 1890. This midcentury Christmas ad of SAN MIGUEL BEER features two popular showbiz personalities at that time—the lovely Paquita Roces (the original Camay Girl) and the debonaire Fil-Danish actor, Ric Rodrigo.  Paquita was married to screen star Armando Goyena; while Rodrigo, husband of Rita Gomez, would win Asia’s Best Actor award in 1969, for the movie “Igorota”.

SUNTORY, Perfect for Christmas, 1963

SUNTORY Whiskey has its beginning s way back in 1899, when Shinjiro Torii began experimenting with the production of western-style whiskey in Japan. He managed to do that—and more—for in 1937, he created SUNTORY, a truly Japanese whiskey with a distinctive Japanese character—a masterpiece of Eastern artistry. La Fuerza Inc., of the Lim Family, became he local partner of SUNTORY in the 1960s, and this 1963 print ad was part of the product push for the Christmas season.

VOS BRANDY, Keep their Spirits High! 1964

La Fuerza Inc. was a distillery, incorporated in the 1950s  by the Lim family. Its local output were the Siu Hoc Tong energy liquor, C-88 and VOS Brandy, (Very Old Special brandy) which would gain prominence in the Philippine market in the 70s and 80s. Its commercials, known for being campy and sexist, introduced viewers to its most well-known slogan—“Pang romansa…espesyal!”, mouthed by a starlet holding a VOS Brandy bottle. But back in 1964, this VOS Brandy & Gin Christmas ad was pretty standard, safe and direct to the point.

TANDUAY RHUM, say 'Mabuhay'! 1966

TANDUAY RHUM,  by Tanduay Distillers, Inc., is an iconic brand of liquor with origins in a distillery in Hagonoy, Bulacan, acquired in 1856, by Ynchausti and Compania. A plant was built in Isla de Tanduay, near Quiapo and became the Tanduay Distillery. By the 1930s, its rum products were branded as TANDUAY RHUM. In 1934,  Elizalde & Company, Inc.  acquired  thedistillery and  operated it under the  name Tanduay Distillery, Inc. It became a leading producer of rums, liquor brands and other spirits. This 1966 ad capitalizes on TANDUAY RHUM as part of Philippine holiday drinking tradition, a drink hat "adds lilt and luster to the festive air".

18. What Teener Vilma Santos' Ideal Man Drinks: TANDUAY

TANDUAY, SA MGA IGINAGALANG. Print Ad, 1971.

Eighteen year old Ate Vi answers some personal questions in this Tanduay Distillery Ad, which featured the former child star. Many would question the choice of a young "Ate Vi" to endorse  a mature, macho drink like Tanduay, but let's read her interview before jumping into conclusions.

VILMA: First of all, my ideal man must be kind, thoughtful! 

INTERVIEWER: And how does he drink? 

VILMA: You know, my father has a Filipino saying about drinking. ..and he always reminds my brothers about it:”Sa tiyan ilagay ang alak—huwag sa ulo!”. My ideal man follows this…you see..that’s why he’s iginagalang, Even by those whom he drinks with. 

INTERVIEWER: Why does your ideal man drink, Vilma? 

VILMA: Aba! My ideal man should know how to drink! There’s bound to be drinking in social circles, right? And,let’s face it, I’m sure they serve drinks in Malacañang during State dinner—like when our country has to receive some foreign guests. 

INTERVIEWER: And what does your ideal man drink, Vilma? 

VILMA: You mean, my father? Well, he drinks Tanduay!

So, that's the punchline. Kagalang-galang na sagot!
Wala ka ng hahanapin pa--Tanduay!
Thank you, oh, so very much, Ate Vi!