222. For Women Who Smoke: CHELSEA CIGARETTES, 1955-1957

CRISTY ORTEGA, vekvet-voiced singer of Serafin Payawal, for Chelsea, 1955

The idea of Filipinas smoking was not exactly an alien practice early on in our history,  as women—and even children smoked tobacco for leisure.  In the 18^th century, tobacco was widely grow in in the islands and became an important and lucrative product for the Spanish government. 

It was so commonplace especially for older women to smoke that the younger, more modern Filipinas were told to shy away from cigarettes. It took Americans to make the practice more “sophisticated” with the coming of imported cigarettes with fancy brand names that were so different from the old-fashioned, local brands like “Alhambra Regaliz”, “Bataan” and “Balintawak”.

 

NORMA CARVAJAL, young model, in an ad for Chelsea, 1956.

“Chesterfield”, “Lucky Strike and ”Camel” sounded cooler and more refreshing—but they were cigarettes that were associated with the masculine market.

In the mid 1950s, CHELSEA Cigarettes were launched in the Philippines by its manufacturer, Larus and Brother Co.,  (Charles and Herbert Larus) of Richmond, Virginia. Under its authority, CHELSEA were distributed by International Tobacco Co., Inc., with offices at Del Pan St., Manila.

 

CONNIE SALES, model, in a Chelsea ad, 1957

The products of Larus & Bro. Co. (1877-1968)  were no stranger to the Philippine market.  A first, they produced Smoking and Chewing Tobaco, and its most popular bards was  Edgeworth, introduced in 1903.

The company began to manufacture cigarettes after it purchased the Reed Tobacco Company and adopted it as a subsidiary in 1913. Distribution companies were opened all over the U.S., and its territories. During the World War II, the company’s tobacco supply went to the U.S. Army and its support agencies. In fact, packets of 4 cigarettes were labeled with the words “I Shall Return” and secretly distributed in the Philippines.

 

EMILIE GASPAR, model, in a Chelsea ad, 1957

CHELSEA Cigarettes was one of the company’s cigarette brand that was introduced post-war. It  was one of the first products that used the concept of positioning employed in advertising strategies, in which  an image for the product based on a specific and intended audience is created and promoted.

From approximately 1955 to 1957, CHELSEA rolled out a campaign that featured  women personalities—from nightclub singers to models and rising socialites—to extoll the pleasures of smoking the new lady’s brand—“new and fresh as the day it leaves the factory…delightfully mild as I want my cigarette to be!”.

 

PILAR MUYOT, model, in a Chelsea ad, 1957

A few of these ads directly targetted to women smokers are on this spread. However, the makers must have also realized that CHELSEA Cigarettes were also suited for men, as smoking, after all, was still a male-dominated practice. A token ad was produced, showing an illustration of a man lighting up a smoke—touting “the fine taste of quality in the special blend of imported  U.S. Virginia tobaccos…mild and mellow…flavored to your taste”.

 

A CHELSEA AD, this time directed to male smokers, 1950s.

CHELSEA Cigarettes disappeared in the market when Larus and Brother Co. was sold to Rothman's of Canada, Ltd. In 1968. The cigarettes were later reintroduced by Liggett and Myers, who had acquired Larus & Brother's trade marks in 1976.

SOURCES:

Larus & Brother Co.: https://en.wikipedia.org/wiki/Larus_and_Brother_Company

Chelsea Brand: http://www.cigarettespedia.com/index.php/BrandChelsea

143. Call for Philip Morris! SEASON'S GREETINGS! 1965-1970

HAPPY HOLIDAYS, from Philip Morris' Johnny Bellhop, ca.1965

The products of PHILIP MORRIS International Inc. became known to the Philippines only in 1955, when a licensing agreement was reached with La Suerte Cigar and Cigarette Factory to manufacture and sell PHILIP MORRIS branded-cigarettes in the country. It was PHILIP MORRIS’ first exclusive agreement outside of the U.S.

 

SEASON'S GREETINGS from Philip Morris, 1966

La Suerte Cigar & Cigarette Factory (La Suerte),44 Fortune Tobacco Corporation (Fortune),45 and Sterling Tobacco Corporation (Sterling)46 are domestic corporations engaged in the production and manufacture of cigars and cigarettes. These companies import leaf tobacco from foreign sources and purchase locally produced leaf tobacco to be used in the manufacture of cigars and cigarettes

 

MALIGAYANG PASKO, Call for Philip Morris, 1970

For over 40 years, La Suerte produced and sold PHILIP MORRIS, until Fortune Tobacco Corp. was established in 1965, which then took over the manufacturing and marketing of the brand, including another American favorite, Marlboro.

************

 

JOHNNY ROVENTINI
soource; wikipedia

PHILIP MORRIS advertising featured the iconic bellhop trade character which was conceived back in the Word War I years.  Hotel lobbies then were used as meeting places to meet people, talk business—and smoke. Initially, an illustration of a bellhop was used in early ads, and part of his duties was to page people, hence the slogan “Call for Philip Morris”.

Milton Biow, head of New York Biow Agency that handled the account, had the idea of‘humanizing’  the illustrated bellhop on PHILIP MORRIS ads. He found him in the person of a 23 year-old, a shade under 4 feet, 59-pounder Johnny Roventini (b. Aug. 15, 1910/d. Nov. 30, 1998) who was a real-life bellboy working at the New Yorker Hotel. He was asked to holler “Call for PHILIP MORRIS!”, which he did so in his high-pitched voice, not knowing that he was paging a product, not a person.

Johnny Bellhop was finally found and became the most successful spokesperson for PHILIP MORRIS. He appeared on TV and in print ads, lent his distinctive voice to a PHILIP MORRIS radio show, and is credited with spurring the growth of broadcast media.

LISTEN TO JOHNNY BELLHOP 's

"CALLFOR PHILIP MORRIS" HERE:

Source: The Mouldy Spud , Uploaded July 27, 2010

Johnny prefaced the highly-popular “I Love Lucy” program of Lucille Ball and Desi Arnaz with his signature call--"Call for Phil-ip Mor-rees"”—in perfect b-flat, and helped keep the ratings soaring.

The iconic bellhop cigarette character was not unknown to Filipinos, thanks to the popularity of the early PHILIP MORRIS ads that featured him. In fact, the bellboy  was ‘copied’ by La Insular Cigarettes, for its local print ads in 1929. 

It was only in 1965 that the bellhop was used for PHILIP MORRIS magazine ads in the Philippines. The Christmas ads shown here feature a faithful illustrated likeness of Johnny Roventini, whose call for PHILIP MORRIS made him one of the most recognizable faces on media.

At the prime of his career, Johnny was earning a hefty $50,000 annual salary, thanks to his personal appearances that made him one of the most recognizable faces on media. Considered a “living trademark”, Johnny’s fame and success was enhanced by his ready smile and welcoming hands that won the admiration of people who came to see him.

  MALIGAYANG PASKO SA INYONG LAHAT!

from Isa Munang Patalastas

116. Is That Who I Think She Is? PILITA CORRALES for EMBASSY CIGARETTES, 1956

Sometime in the 1950s, an imported cigarette brand was launched in the Philippine market---EMBASSY CIGARETTES. EMBASSY Extra, which came in soft packs of 20 sticks, were made available through W.D. & H.O. Wills,  a British tobacco importer and cigarette manufacturer in Bristol, England. It was one of the founding companies of Imperial Tobacco. EMBASSY Filter was introduced in 1962 and, by the late 1960s, was the most popular brand of cigarette in the UK, taking 24% of the market in 1968.

EMBASSY CIGARETTES was promoted through radio program sponsorships—in a stragety that was utilized by most major consumer brands in the 50s. It sponsored DZBB radio musical shows—one of which starred a young, up-and-coming Cebuana mestiza singer, 17 year-old Pilar “Pilita” Garrido Corrales.  Fresh from a finishing school in Spain, Pilita sang her way to audience’s hearts with her repertoire of  romantic Spanish songs and native ditties. Pilita became the signature model for EMBASSY CIGARETTES, and the small ads even featured her singing schedule n DZBB.

In 3 years, Pilita would move to Australia, sailing in 1959 with with actor-magician John Calvert for some engagements. En route, they were shipwrecked off Australia’s northern coast and rescued by the Navy. The duo went on to perform in Sydney, Darwin and Melbourne. Pilita was an instant hit, and was featured on the popular TV shows. Pilita was signed up by Astor Records and  became the first female recording star in Australia to score a hit on the pop charts with the song. ‘Come Closer To Me’—long before Olivia Newton-John and Kylie Minogue.Considered as one of the ‘Great Dames of Victorian Radio and Television’, Pilita was honored by having a street named after her in the 70s. in the Forest Hill district of Victoria.

 In 1963, she returned to the Philippines to establish her career in her own country,l where she gained further fame. Her signature song A Million Thanks to You by Alice Doria-Gamilla was translated in seven languages.  Her recorded songs with George Canseco became classics; foremost among these is “Kapantay ay Langit”, which Pilita turned into a hit.  In 1972, she was named Best Performer at the 1st Tokyo Music Festival (1972), singing Canseco’s “My Daughter”. She bested international artists including the highly regarded Olivia Newton-John. Pilita was also the first Filipino to sing in Caesars Palace.

Indeed, her enduring fame and popularity outlasted the cigarettes that she first endorsed in 1956. In fact, almost 50 years after, in 2007, Pilita was chosen to become ANLENE’s Bone Health ambassador  in a TV commercial that featured her with her trademark back-bending singing pose. ANLENE is a calcium- and vitamin-rich milk specifically formulated to build stronger bones

 SOURCES:

Embassy Pack: http://www.cigarettespedia.com/index.php/Embassy_No_77_(Virginia)_S-10-H_-_England

Pilita Corrales: https://pbs.twimg.com/media/Bf6PxmHCUAAT66C.jpg

http://s47.photobucket.com/user/surfsam/media/music%20albums/pilita3rdlpinoz.jpg.html

91. Beauty Queens as Ad Models: LALAINE BENNETT, Miss Universe 3rd Runner Up

GENERAL TEXTILES INC. was one of the most popular brands of fabrics in the country in the early 1960s. With offices in Libis, Quezon City, GENTEX products were promoted not only through traditional media but also via sponsorships of fashion and beauty shows. One such event that GENTEX sponsored was the 1963 search for Miss Philippines to the Miss Universe, staged by impresario Alfredo Lozano at the Philamlife Auditorium.

Of the 24 candidates , a Gaddang-speaking Filipina-American mestiza from Bayombong, Nueva Vizcaya  was crowned Miss Philippines—Lalaine Betia Bennett, a 5’9” stunner who had finished as a runner-up to Cynthia Ugalde in another pageant in 1962. Bennett went on to compete at the Miss Universe Pageant in Miami Beach and copped 4^th place from 49 other beauties.

This was the very first placement of the Philippines at the Miss Universe, and so, when Bennett came home, she was welcomed with warm adulation. Offers for her to appear as a celebrity endorser for a number of products poured in, magazines sought her as their cover girl, and even movie producers came-a calling.

GENTEX, having been a sponsor of the local Miss Philippines tilt, was one of the first advertisers to get Lalaine’s services. In fact, a new fabric brand was named after her—LALAINE FABRICS. The line-cotton fabric blend are soft, light and pastel colored. It also possess the GENTEX  crease-free and color-fast quality.

“Fashioned for flattery”—LALAINE FABRICS hit the stores in 1964, and promoted in print ads as “the choice of the nation’s fairest”. Lalaine would go on and also promote other products like Radiowealth and Pepsi, and would even star in her own movie,”Lalaine, Mahal Kita”. As for LALAINE FABRICS, the product was only as good as Lalaine’s popularity, as by 1964, another beauty took over the limelight —Gemma Cruz, who finally won a world crown as Miss International 1964. 

62. Brand Names That Became Everyday Pinoy Words #3: FRIGIDAIRE (Pridyider)

Almost all refrigerators have come to be called as "Pridyider" by folks growing up in the  60s,. thanks to "Frigidaire", a brand made by General Motors. The brand, introduced in 1958, also gave us the term "fridge", the diminutive of refrigerator. Print ad. 1961.

Like the television, the electric refrigerator was first introduced in the Philippines in the 1950s. Before that, housewives preserved their food in ice boxes, cooled by ice. One of the earliest refrigerator brands to reach the Philippines was called “FRIGIDAIRE”. It was such a very popular brand—despite the availability of other  refrigerator brands like Felda, Electrolux, Admiral (distributed by Yutivo Steel) and General Electric—that after while, Filipinos started to refer to any refrigerator as “FRIGIDAIRE” (or “pridyider”).

1963 FRIGIDAIRE AD.

The “FRIGIDAIRE” brand had its beginnings in 1913 when the first electric refrigerator was offered in the market. . Alfred Mellowes redesigned it in 1915 and the next year,  the Guardian Frigerator Company was put up in Detroit, Michigan  to manufacture Mellowes' refrigerator. General Motors bought the company in 1918 and named its refrigerator “FRIGIDAIRE”, which they mass-produced and marketed. The new breakthrough home appliance provided much convenience in preserving and storing food like never before and families quickly began snapping them up.

By 1929 FRIGIDAIRE had sold one million units and business expanded exponentially. The product was further improved in  1931, when FRIGIDAIRE scientists developed Freon--a safe and revolutionary coolant. In 1958,  FRIGIDAIRE rolled out its  50 millionth product and became worldwide bestseller. That same year, FRIGIDAIRE was introduced in the Philippines, where it was manufactured by Refrigeration Industries Inc., with the full technical backing of General Motors Corp. Refrigeration Industries Inc. was a 100% Filipino-owned subsidiary of the Gregorio Araneta Inc, with an assembly and manufacturing plant in Quezon City.

1965 FRIGIDAIRE AD, expounds on the refrigerator's durability.

The early "Sheer Look" FRIGIDAIRE models had many modern features like instant internal lighting, easy-pull out shelves, hydrator bin, and egg and butter compartments. Initially, they were exclusively distributed by the American company, Erlanger and Galinger Inc., which had branches in Cebu, Bacolod, and Davao. Later, they could be seen at the showrooms of  United General Industries, Inc, and even Botica Boie.

1963 FRIGIDAIRE CHRISTMAS AD,

Other outlets were quickly added nationwide—Pioneer Appliances, Inc., Cosmopolitan Jewelry, Merit Merchandising and DMC (Distributors and Marketing Corporation) and its provincial branches.

“First name you think in refrigerators—FRIGIDAIRE” was bannered in early product ads—which apparently was true since the brand name became top-of-mind among many upper and middle class Filipino families. 

PRIDYIDER, horror movie poster

FRIGIDAIRE would go on and produce its first air cooled window air conditioners,  first compact electric range, and the first laundry center with washer and dryer—but Filipinos would always associate the name only with refrigerators.

Eventually, “pridyider” became an everyday word in our language, finding its way into our pop culture. There was even a top-notch MICAA basketball team in the late 70s called “FRIGIDAIRE" and at least two horror movies involving a “Pridyider” were produced.

In 1979, White Consolidated Industries (WCI) bought Frigidaire from General Motors, which, in turn was purchased by AB Electrolux of Sweden in 1986.

Electrolux continues to produce FRIGIDAIRE refrigerators today. One thing remained constant in this fast-changing world; then, as now, we call refrigerators--"Pridyider!". 

42. It's A Small World: 1968 SAN MIGUEL BEER.CAMPAIGN

SAN MIGUEL BEER: From Manila to Madrid, 1968.

The advertising for the Philippines' premier beer--SAN MIGUEL BEER--have always been the cynosure of consumer attention, its TV and print ads, awaited with much expectation. After all, San Miguel consistently command attention and its slogans, often replayed and quoted. "So good...ayos na ang kasunod",for example, became a byword, and so it was retained for the 1968 campaign.

SAN MIGUEL BEER: From Bacolod to Bangkok, 1968

The internationality of San Miguel Beer was highlighted in that year's "small world" campaign, juxtaposing local and foreign imageries; the locales were carefully chosen so that they are alliterative: Manila to Madrid, Bacolod to Bangkok, and so forth.

SAN MIGUEL BEER: From Malabon to Melbourne, 1968.

"The world over, what people want in a beer is flavor..", the copy goes. And "the international beer--- San Miguel Beer is just a walk away from you..", it then concludes.

SAN MIGUEL BEER: From San Fernando to San Francisco, 1968.

As usual, the campaign was received well, even if the shots were faked in the print ad series. The TVC looked expensive and succeeded in conveying the universal appeal of San Miguel Beer, even if the ad looked a bit highbrow. The next year's campaign though, would prove to be more popular, more memorable and enduring though. It is to be noted that the same "international" strategy was rused by Nescafe in the 1980s, using "the great cities of the world" theme, and employing the same juxtaposition of famous places in the world and in the Philippines. Nescafe may have done it better, but San Miguel Beer did it first.

37. '60s MEDIA NOCHE WITH COCOA RICOA

Who doesn't know COCOA RICOA? To a child growing up in the 60s, Cocoa Ricoa was the closest one could get to the original native Tsokolate de Batirol--only this one could be fixed in an instant. The taste may still be far off from the richer hand-whipped tsokolate made from real Spanish chocolate blocks, but at least one could have this cocoa drink every day! In fact, as this 50 year-old ad suggests, Cocoa Ricoa is perfect for the customary Media Noche to drive away the cold of the New Year's Eve!

COCOA RICOA, Xmas Recipe Ad, 1961

Cocoa Ricoa was a product of the Philippine Food Industries, Inc. which began operations in October 1956. It is credited for being the first entity in the Philippines to venture into cocoa and chocolate processing from its plant located at EDSA, Mandaluyong City. Today, it is part of the Commonwealth Foods conglomerate and continues to produce various cocoa and confectionery products under the umbrella brand name RICOA. 

May all your Media Noches be as heartwarming as a cup of Cocoa Ricoa!

31. Xmas of 1965: CALTEX SHARE-A-TOY DRIVE

CALTEX began its presence in the Philippines way back in 1917 when local distributor Wise and Co. began marketing Texas Company products (or Texaco) locally. In 1921, Texaco opened its office in Binondo. A joint venture with Standard Oil Company of California resulted in a name change--CALTEX.  CALTEX started rebuilding its war damaged facilities in 1951 with the construction of the Caltex Refinery in Batangas. It was inaugurated in 1954 as the first petroleum refinery in the Philippines.

 In the 60s,  CALTEX was the country’s premier oil company--introducing revolutionary products like Boron gasoline. As a market leader, it invested in corporate promotions thru various community initiatives like the national search for Miss Caltex (1961), the Caltex Spelling Bee (1968) and its popular Christmas advocacy--Share-a-Toy Drive in 1965. (antedating Jollibee's "Ma-AGA ang Pasko" used toy distribution drive by over 35 years!)

SHARE-A-TOY DRIVE is a used toy collection project of Caltex with the aim of sharing the joy of Christmas with indigents. Caltex stations were used as drop-off centers for donated toys. Caltex even put up Caltex Toy Hospitals to repair damaged toys.

The project was supported by an animated TV commercial that featured a memorable jingle:

SHARE A TOY, SHARE A TOY

SHARE A TOY AND SPREAD MUCH JOY

FOR A GIRL, FOR A BOY

SHARE A TOY AND SPREAD MUCH JOY!

The collected toys were distributed to poor children on the Feast of the Three Kings (January 6), designated as the Share-A-Toy Distribution Day. This worthy project generated much national interest with millions supporting the call of Caltex to spread some  joy--for every child deserves to be happy--especially on this special day called Christmas!

29. Sweet Childhood Memories: WHITE RABBIT

WHITE RABBIT AD DETAIL. Early full color ads, 1962.

WHITE RABBIT was a brand of sweet toffee candy that was first produced in China in 1943 by ABC Company—which was based on an English milk candy formula. The first ABC milk candies were named ABC Mickey Mouse Sweets, and became immensely popular among kids. However, with 1950s socialist revolution in China, the western Mickey Mouse mascot was deemed politically incorrect.

The wrapper was redesigned with a White Rabbit against an artist's paint palette, with Chinese and English hand-lettering in a color scheme of red, blue and black against a white background. The new animal label—and the candy—became China’s leading candy and started to gain more patronage worldwide.

CANDYMAN PHILIPPINES, Malabon.
Picture: http://photos.wikimapia.org/p/00/01/20/10/02_big.jpg

In 1960, Candyman Inc. in Malabon Rizal—already a leading maker of Philippine candies—was granted the license to manufacture White Rabbit for the local market.

The butter toffee candies—which were harder than the Chinese version-- found favor among sweet-toothed Filipino children and White Rabbit was soon being advertised on print ads, along with other Candyman brands like Chokom and Super Kreem. White Rabbit, however was the lead brand in all its print ads. It became the candy brand of choice for many decades-an effective ‘pampaalis ng suya”, while in school or at play.

LEFT: A very early 1961 B&W Print Ad of WHITE RABBIT advertise with
Super Kreem and Chokum. The colored print ad dates from 1962.

In July 2007, the Bureau of Food and Drugs Administration (BFAD) listed White Rabbit as among 4 Chinese brands recommended for recall due to their formalin and formaldehyde content. Although, scientific testing found the candy safe for eating, the local Philippine distributor of White Rabbit, Cheng Ban Yek & Company, bowed to the BFAD recall order.

Local manufacturer Candyman Philippines, on the other hand, contended that the White Rabbit produced here were formalin-free. The company even opened its factory doors to media to clarify reports about the BFAD pullout order.

1962 CANDYMAN Omnibus Ads, with White Rabbit as lead product.

 In 2009, White Rabbit was relaunched in China with a new brand name: Golden Rabbit, formulated with milk from Australia and New Zealand, instead of China.

Candyman Philippines continue to produce White Rabbit candies today, still loved by millions, after all these years.

28. The Many Extended Uses of SILVER SWAN SOY SAUCE

SILVER SWAN WITH MANGO..why not?

 What do you do to sustain interest in a soy sauce brand that's been No. 1 for years? Why, think of new ways to enjoy it! So, this "extended usage" print campaign for the popular brand Silver Swan Soy Sauce was cooked up by its ad agency and launched in 1970. The ad series featured suggested unusual pairings for Silver Swan and another food item--like mango and soy sauce. As the series progresses, the pairings become a bit weirder...and too much for my palate. But as they say...it's a matter of taste! What do you think?

SILVER SWAN with Pakwan. Hmmm. Really?

SILVER SWAN with Suman. Well, maybe.

SILVER SWAN with Leche Flan..this is just...unthinkable.Barf!.

26. Is That Who I Think He Is?: ALFIE ANIDO, for ROYCO

CONTINENTAL ROYCO BEEF & CHICKEN NOODLE SOUP, 1964.

Alfonso “Alfie” Anido (b. 30 Dec. 1959) was the son of Bert and Sarah Serrano Anido of Makati. The youngster’s cute mestizo features were apparent at an early age, so much so that he was cast to appear in a Royco Noodle Soup omnibus print ad in 1964, that featured the Chicken and Beef flavor variants.

Continental Royco Soups were produced by Philippine Refining Company, where Alfie’s father was a young executive. Touted as the “Philippine’s Favorite Soups”, the leading 1960s instant soup brand came in trademark foil pouches.

YOUNG ALFIE, age 5, already a professional advertising model.

Anido spenct his grade school at the Ateneo, where Pres. Pnoy Aquino was a batchmate. He was very much into sports, and qualified for the football varsity team. He also continued to appear in many TV commercials. Producers soon came knocking on Anido’s door.

He became a member of the Regal Babies, contract stars of Regal Films who made teen-oriented films. He found fame in the now-classic “Temptation Island” (1980) where he teamed up with Dina Bonnevie. His other films included Katorse, Waikiki (1980), Blue Jeans (1981) and The Diary of Cristina Gaston, released posthumously in 1982.

Model, Actor, 30 Dec. 1959- 30 December 1981.

His shooting death on 30 December 1981 at their Bel-Air home, which happened after an incident at his birthday party with  Katrina Ponce Enrile in Batangas, was reported as self-inflicted. Anido was just 22.  Rumors persisted for years about the alleged involvement of the Enriles but nothing has been proven. This 41-year old Royco print ad is a visual documentation of Anido's  budding showbiz career beginnings, which tragically ended early.

22. Brand Names That Became Everyday Pinoy Words #1: RUGBY Boy Ka?

RUGBY CONTACT CEMENT, 1961 Print Ad.

Rugby Contact Cement is the first brand of synthetic rubber-based contact all-purpose cement manufactured in the Philippines since 1953.It is such a strong market leader that it is the top-of-mind choice of handymen in repairing everything from rubber shoes, ceramics, glassware, leather items, leaking pipes, glueing vinyl tiles and making school projects.  Packaged in cans featuring a ball-wielding rugby player, the product was distributed by Pacmac Machinery and Merchandising Co. Inc, along Aurora Blvd. The name has become so popular that all rubber cements are--most often than not--called "Rugby" by customers.

But today "Rugby" has come to mean an addictive rubber solvent used by a gang of street children who have discovered the aromatic properties of this product that has the ability to give them a "high". "Rugby Boys:, as they are called, out the solvent inside a plastic bag and inhale the substance to achieve euphoria.

So when someone asks you if you use "Rugby", think twice--they might be referring to your strange behavior, and not to your funny rubber shoes!

17. MAGNOLIA FROZEN DELIGHTS: Dream Flavors Come True!

Magnolia Dairy Products have been delighting kids with solo servings of popsicles, ice cream cups and sticks, sold individually. In 1968, decided to launch these novelties collectively as MAGNOLIA FROZEN DELIGHTS during the summer season. The first seven flavors included: Drumstick, Chocolate-Pinipig Crunch, Chocolate Bar, Twin Popsies, Caramel-Pinipig Crunch, Choco-Van Bar and Ice Cream Sandwich.

The campaign made use of popular Fairy Tale Characters, like Aladdin and His Lamp and Little Red Riding Hood. launched in illustrated full-color ads on magazines like the Sunday Times.

In the summer of 1969, the orange-flavored Icicle joined the FROZEN DELIGHTS roster, increasing the selections to eight.

The print campaign deviated briefly from the fairy tale theme in late 1969 to capitalize on the Moon Landing of Apollo 11--an event which was worldwide news. An "Out-of-this-World" version was quickly created by the agency to ride on the lunar craze.

The next year, it was back to "Cinderella" for FROZEN DELIGHTS, an apt visual theme for these Magnolai favorites which made all our "dream flavors come true!"

15. Where To Keep Body and Soul Forever: MANILA MEMORIAL PARK ADS

Today, being All Souls Day, we take a look at some of the early 1965 ads of Manila Memorial Park, the largest and the pioneer memorial park development in the Philippines. Its selling point is the concept of  "perpetual care' --which means you will never need to worry about the maintenance of your family plots.

Located in Paranaque, the park comes with manicured lawns, lakes and fountains that are "perpetually cared for, every day of the year," thus providing the perfect resting place for dearly departed loved ones. That promise comes alive in these two ads that ensure lasting family tigethermess amidst all of nature's beauty. There is forever, after all. 

14. To Die Is To Rest: LOYOLA MEMORIAL PARK ADS, 1966

For All Saints Day 2015, let's take a look-back at the print ads of  LOYOLA MEMORIAL PARK, a private-owned memorial park set on a sprawling area of 36,000 sq. meter land along Bonifacio Ave. in Marikina. It was developed in 1965, making Loyola the oldest, and one of the biggest and most prominent memorial parks not only in Metro Manila but also in the Philippines.

In 1966, Loyal Memorial park ran print ads that tastefully did a soft-sell of its memorial plans and programs using age-old Filipino memorial traditions:

 "Patapos" or "pa-siyam"  a custom where friends and families gather to culminate 9 nights of prayer for a departed loved one.

The other is "Babang-Luksa", the passing of the one-year mourning period. The black clothes worn by women are tucked away so clothes of color could be worn again.

This time-honored tradition signifies our resignation to bereavement and our renewed faith in tomorrow.