369. MORE AMUSING BRAND NAMES YOU WON’T BELIEVE WERE USED IN THE PHILIPPINES (part IV)

Last of a 4-part series of some of the most amusing, unusual, and sometimes, weird-sounding names ever coined for real products, that were available in the Philippines –from the 1930s to the 1960s.

REUTER’S  SOAP. Brand Name For: Skin Soap

The early toilet soap designed to beautify a woman’s complexion is a trademark of Lanman & Kemp-Barclay & Co., Inc. The company, itself was founded in 1808 by Robert I. Murray and its business was conducted under the firm name Murray & Lanman in New York.  The brand name--REUTER’S SOAP-- has nothing to do with the world-famous news bureau. It was named after its creator, Dr. John Reuter. The classic bar soap was sold in the 1950s under its Spanish brand name, Jabon de Reuter, in the Philippines. The company still is in cooperation today with headquarters in Westwood, New Jersey, and continues to sell the soap.

SAKITALIS. Brand name for: Medical plaster

Now here’s another direct-to-the-point name for a pain-soothing medicated plaster—SAKITALIS (Aches away!).  The wordsmith had an easy time with this brand name, and even though it sounded like the aforementioned “Katialis”, it is still distinct in its category. SAKITALIS, which contains belladonna, was “the most effective plaster pan reliever”—in distinctive pink color! It was available in the late 1950s at all drugstores,  distributed by Colossal Drug Store. But the coming of made in Japan Salonpas, obliterated it, and by the 1970s, Salonpas became the dominant plaster brand, for its superior efficacy—not to mention its catchy, classy name that has become an everyday term for  a pain relieving plaster for all body parts.

SILENT NIGHT. A Brand Name for: Perfume and Lotion

Yes, Virginia, there is such a perfume brand called SILENT NIGHT, ‘ a perfume masterpiece made by Countess Maritza of New York, U.S.A.”. It was locally distributed in local stores in 1962. But wait,  there’s also a SILENT NIGHT Lotion to complement it. Like a line from the carol, was it also tender and mild,? With a name like that, how can you miss? As the ad suggests—“it’s best to give on Christmas!”. One wonders if it is inappropriate to give SILENT NIGHT on other occasions, say, like birthdays and Valentines,

TANSAN. A Brand Name for: Mineral Water

It’s okay to drink the TANSAN!!!The crown cap revolutionized the glass bottling industry when it was invented in 1897 by William Painter. The first drink that featured the crimped tin cap was called TANSAN, a bottled mineral water marketed by Clifford Wilkinson in the early 1900s. The brand name TANSAN–believed to be of Japanese origin–has now come to mean crown caps in Filipino. The product first came out in straight-sided bottles, and then in small, bulb-shaped green bottles with the name in relief.  In its 1920s ads, TANSAN was proclaimed as a 100% pure, sourced from “natural waters free from all earthly deposits.” Being “radium-active,” TANSAN possesses many medicinal qualities, proven against stomach disorders.

VIN DÉSILES. A Brand Name for: Tonic wine

The brand name of this revitalizing drink popular in the 1950s seem anachronistic as it sound like the name of contemporary Hollywood action star, Vin Diesel. But it was produced long before the action star of “XXX” and “The Fast and the Furious” was born.  VIN DÉSILES, a wine-based drink that claims to restore energy and appetite, and was distributed by Oceanic Commercial, Inc. in the Philippines. It may not have inspired the name of action star Vin Dieeel, but it sure is power-packed like him!

SOURCE: By the Author. Originally appeared on esquiremag.ph under the title: Funniest Filipino Brand Names in the 20th Century - Esquire , https://www.esquiremag.ph/culture/lifestyle/old-brands-philippines-a2289-20190211-lfrm4

360. Brand Stories: HENO DE PRAVIA Soap, Print Ads 1960s-80

HENO DE PRAVIA, Print Ad, 1974

One of the more prized soaps in the world are those made in Spain, and some brands like Maja enjoyed worldwide success, like Maja by Myrurgia , a favorite soap brand in 1930s Philippines.

In the late 60s, another Spanish made soap made its appearance in the Philippines and had a long, successful run as a beauty soap with “fragrance that leaves a little bit of you behind”: HENO DE PRAVIA.

The green soap in the familiar yellow and white package was a product of Perfumeria Gal, which produced the soap in 1905. The soap came into existence when one of the company's founders, Salvador Echeandia, traveled to Pravia in 1903, a northern Spanish village, where he went to sell his company's products. He arrived while farmers were busy cutting “heno”, a grass used as fodder for livestock, and its aroma captivated him. 

HENO DE PRAVIA, Print Ad, 1968

Upon his return to Madrid he reproduced the fragrance of the “heno” grass and blended it with geranium, lavender and a hint of sandalwood. He marketed the soap as HENO DE PRAVIA, and in tribute to its derivation, made the bar mossy green, and wrapped it in yellow, the color of “heno” when it dries.  HENO DE PRAVIA became  Spain's best-selling soap, and its name has become a household word there.

HENO DE PRAVIA, Family 1, Print Ad, 1980

In the 1960s, HENO DE PRAVIA made its appearance in the Philippine market, and was promoted on the basis of its fragrance and credentials, having won awards in London, Paris and Madrid. Its first advertising print ad featured Filipina models, butw hen the agency, J.Romero & Associates took over, the ads featured Hispanic beauties and Castilian-type models, in keeping with the soap’s origin.

HENO DE PRAVIA, Print Ad, 1974

HENO DE PRAVIA, which caims to be still the no.1 beauty soap in the world, manufactured by Perfumeria Española Corp., a joint venture of  Perfumeria Gal with CIP. The brand is still available in the Philippines today, distributed by JDH Zuellig Inchcape Inc. It is also sold on online stores like Lazada and Shopee.

HENO DE PRAVIA, Family 2, Print Ad, 1980

SOURCE: Spanish Shop Online: https://www.spanishoponline.com/heno-de-pravia.html

336. MINA ARAGON for CASHMERE BOUQUET, 1961

CASHMERE BOUQUET is a line of toiletry and personal care products with a long history that stretches back to the 19^th century. It is a product of Colgate (later, Colgate-Palmolive)  which introduced the first milled perfumed toilet soap in 1872. The Palmolive Co. in the Philippines was set up in 1926 in a small Binondo office, becoming Colgate-Palmolive after merging with Colgate in 1928.

 As Colgate-Palmolive, the merged company launched Colgate Dental Cream, and CASHMERE BOUQUET products. The first products under this brand were all introduced in the mid 50s, that included CASHMERE BOUQUET Pomade, Beauty Soap and Talcum Powder.

 One of the earliest celebrity endorsers employed by CASHMERE BOUQUET was the young actress MINA ARAGON, who was contracted to appear in prints ads for CASHMERE BOUQUET Soap and Talcum Powder.

MINA ARAGON in CASHMERE BOUQUET SOAP AD, 1961

MINA ARAGON was a teen actress in the early 60s, with a hallowed showbiz pedigree. She was the daughter of Luis (Lou) Salvador Sr., the progeny of other celebrities like Lou Jr., Leroy Salvador, Philip Salvador, Alona Alegre, Ross Rival, among others. Mina was launched as “the discovery of the year” of People's Pictures Inc, in the 1961 Zaldy Zshornack starrer, “I Believe”.

 That same year, she was teamed up with rising superstar Fernando Poe Jr., in at least 5 movies: “Sakristan Mayor”, “Apollo Robles”,  “Hinahamon Kita”,  “Masikip ang Daigdig” (1962) and “Mandong Mandurukot” (1963). She would be partnered with a host of other leading men thereafter, from Romeo Vasquez, Bernard Bonnin and Bob Soler. But it was to another Poe that Mina eventually fell for and married in real life—Andy Poe, FPJ’s brother, but their relationship was short-lived.

MINA ARAGON in CASHMERE BOUQUET TALCUM POWDER AD, 1961

She would eventually marry Vicente del Rosario, who would go on to found the giant Philippine media and entertainment company, Viva Entertainment Inc. in 1981. Mina had a direct hand in the success if Sharon Cuneta and Vina Morales.Tragedy befell,MINA ARAGON when 6 people, including Mina's family members, died in an arson that  was started by Dolphy Jr. in 1981. She passed away in 1996.

 But way back in 1961, MINA ARAGON was at the cusp of national fame, with a stellar film career that had just started to peak, wanted by fans, producers, and advertisers alike—including the makers of CASHMERE BOUQUET, which she graciously, and effectively pushed as a commercial model on national print ads.

SOURCES:

Mina Aragon, geni,com: https://www.geni.com/people/Mina-Aragon/6000000015984865124

Mina Aragon, imdb, movie list

10 Most Shocking Showbz Crimes, on spot.ph: https://www.spot.ph/entertainment/44500/10-most-shocking-showbiz-crimes

315. Celebrity Endorser: LVN Pictures’ MARITA ZOBEL for Lifebuoy, Scott’s Emulsion, Buttercup and McDonald’s

 

MAGNOLIA BUTTERCUP, with endorser MARITA ZOBEL, 1975

Iloilo belle Mary Ann Blanch (b. 18 Jun. 1941)) was an avid fan of Gloria Romero which inspired her to join showbiz via a talent contest. At the height of the “troubled juvenile delinquent teens” era, LVN Pictures launch a talent search for a “Good Girl”,  to star alongside Lou Salvador Jr., touted as the ‘James Dean of the Philippines’ for his launch film, “Bad Boy”.  The Ilongga bested 300 applicants and clinched a supporting role in the 1957 movie, under the name “Marita Zobel”.  

The Manuel Silos drama bagged the Famas best picture and best story trophies. It also competed at the 10th Berlin International Film Festival in Germany, and was exhibited at the 1960 Asian Film Festival in Tokyo, Japan.

 Portraying sweet virginal types, Zobel gained the attention of critics in“Biyaya ng Lupa” (1959) directed by Manuel Silos. As Angelita, a rape victim who suffered mental trauma, Zobel was nominated for the best supporting actress award at the Famas; the film itself won Best Picture and Best Story trophies.

 Marita’s  fresh wholesome beauty snagged her a LIFEBUOY SOAP contract for a series of print ads in 1961, alongside another heartthrob, Robert Campos, with whom she was also paired and romantically linked.  

In the 1970s, she continued to appear  in at least 2 commercials—one for BUTTERCUP, a Magnolia brand of fresh, premium margarine. Her wholesome ‘young mother ‘ image served her well as she also was seen in a SCOTT’S EMULSION print series that included contemporary celebrity moms like Nida Blanca, Amalia Fuentes and Tita Duran.

LIFEBUOY AD, Marita Zobel with Robert Campos, 1961

She found more fame when she transitioned from film to TV, joining the cast of “’Naku Po!  Tatang!” in 1982, with Leroy Salvador,  Bentot Jr., and father Bentot. The sitcom enjoyed a measure of success and lasted until 1986.  During these time, she was also active in movies, many of which were Sharon Cuneta starrers for VIVA Films

SCOTT'S EMULSION Marita Zobel AD, 1971

It would be over 20 years before was seen again—this time in a grandmother role for a memorable McDONALD’S commercial that came out in 2013. In that endearing TVC, she played a granny, singing Petula Clark’s 1960s hit, “Downtown” while making herself up. All along, her little granddaughter aped was by her side, aping her every move, including her singing.

 WATCH MARITA ZOBEL IN THIS McDO TVC

DOWNTOWN TVC, 2013

Today at 79, Marita Zobel  still makes choice appearances  on TV. Her latest  was in the cast of  the telenovela “The Story of Us” (2016, Channel 2), and a recurring role in “Destined to be Yours (2017, GMA 7). She is a half-sister of 1990s singer-stage actor Jaime Blanch, and grandmother of Miss Universe Philippines 2020 1^st Runner up Ysabella Ysmael.

SOURCES:

Colored Vintage Picture of Marita Zobel: VIDEO 48

Marita Zobel, 78, urges elders in show biz to be prayer warriors by Marinel Cruz, Philippine Daily Inquirer / 12:40 AM April 14, 2020 https://entertainment.inquirer.net/371441/marita-zobel-78-urges-elders-in-show-biz-to-be-prayer-warriors

McDo Philippines TVC 2013 Lola and her little apo sing 'Downtown' [HD], uploaded by Allan Franco Ocal, 26 Sep. 2013. https://www.youtube.com/watch?v=X9ne2GW0MDM

290. EVER Fragrant Soap of Philippine Refining Co. (PRC), 1959-1971

EVER GIRL 1964, Alice Rosal Barr, was a runner up of Gemma Cruz in the
1964 Miss Philippines of Boys' Town Contest,

In 1959, Philippine Refining Company (PRC) launched a new beauty soap,  on the basis of its fragrant scent.  There was much romanticizing about EVER Fragrant Soap’s unique selling proposition , and its launch ad proclaimed it so--“With the exclusive Tres Chic Perfume from Paris..the perfume that whispers Love me!’,

 

EVER FRAGRANT SOAP, Launch Ad, 1959

The green oval soap was initially available in Manila, but was soon rolled out in the country by next year. It had also acquired a new elegant green package,  to hold in the “cool, refreshing green soap so pleasing to the eyes!”.

 

NEW GREEN PACKAGING FOR EVER FRAGRANT SOAP, 1960

In 1964, EVER Fragrant Soap chose Alice Rosal Barr as EVER Girl 1964. She had earlier placed as second runner up to Gemma Cruz at the Miss Philippine Boys Town search  that year. 

 

THE FIRST EVER GIRL, ALICE ROSAL BARR from Cebu, 1964 Ad

The search for  EVER Girl continued the next year with eve bigger prizes—a trip to the U.S. and a scholarship at the John Robert Powers Charm School in New York, 4 Thousand pesos worth of jewelry and a complete wardrobe from Tres Chic and Eddie Alcantara. What was so noteworthy about this beauty search was that, even married women could join the contest.

 

THE SEARCH FOR EVER GIRL 1965, Announcement Ad, 1965

No amount of promotion, it seem,  could help EVER Fragrant Soap make headway in the beauty soap market, as Camay and Lux had risen as the two formidable beauty brands of the 60s decade.

 

EVER GIRL 1965 SEARCH, Open to all single and married ladies.

In 1971, PRC made a last ditch effort to modernize EVER Fragrant Soap’s image by relaunching it with a more contemporary look, and better looking ads that made use of dramatic and classy layouts. 

EVER SOAP, RELAUNCH AD, 1971

The proposition remained the same,  with “fragrance” as its differentiating point. “Tres Chic “ perfume had become passé, and this time, EVER Fragrant Soap was lavished “with Jeunesse, the perfume you can bathe in!” . 

Unfortunately, EVER Fragrant Soap was lost in the beauty soap war of the 70s, and did not even last the new decade.

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.

278. Creative Guild’s 1986 Print Ad of the Year, P&G Phils., IVORY “Purity”

IVORY "PURITY" PRINT AD,  1986 Creative Guild Print Ad of the Year

ISA MUNANG PATALASTAS CONTINUES  ITS  TRIBUTE TO MR. RAMON R. JIMENEZ JR. (14 Jul. 1955/d. 27 Apr. 2020),, or simply MONJ to his colleagues, whose passing at the age of 64 is mourned the Philippine advertising industry that he inspired. After his illustrious career, he was named as the Secretary of the Department of Tourism, promoting the country via his well-received and hugely successful campaign “It’s More Fun in the Philippines” . Before he left Ace-Saatchi & Saatchi in 1988 to join wife Abby in their agency, Jimenez &Partners, MonJ was a VP-Creative and Executive Creative Director at Ace-Saatchi & Saatchi. One of his blue chip P&G accounts was IVORY Soap. Here is the story behind the print ad he helped create with his concept team, and which went on to bag the 1986 Creative Guild of the Philippines Print Ad of the Year.

**********

In 1986, clients and agencies wth a prevailing fear of white space were thrown off their swivel chairs by what appeared (or, in this case, didn’t appear) in several major newspapers. The full page was prited in special white paper and bore the headline, “You are looking at IVORY PURITY”. The text was printed, in an appropriately delicate  type, and the visual was simply a blank space framed by thin black border.

Ivory Phil. Ad, 1930s

The ad, “Purity”, was Ace Compton’s second winner, and was made possible by the fact that “ we were feeling a lot braver,” says Jimmy Santago. The client was global manufacturing giant Procter & Gamble, a Compton client for some 38 years  at the time the revolutionary ad was run, and this was the company’s third attempt at launching IVORY SOAP. “After two failures, it was no longer that sensitive a product.” Recalls Santiago. “The market was tired of it.” Santiago credits the brilliance of "repositioning” with reviving public interest in IVORY and taking its Philippine sales figures to unprecedented new heights.

The first two times it was launched , IVORY had been marketetd first as a soap for teenagers, and then as a family bar. The provincial teen markets, accustomed to heavily perfumed toiletries, also didn’t take too well to IVORY’s non-existent scent. Plus, the agency had to reckon with Filipnos’ completely different—and for the product, potentially damaging –-concept of “purity” at that time. “Pure was understood to be harsh, or concentrated, like a detergent,” Santiago recalls. The description was giving everybody the wrong idea.”

The time came to launch IVORY anew as a baby soap and an exceptionally pure product. The creative team was likewise in a fix about presenting a baby soap wthout unleashing the babes. Baby-filled ads were already the specialty of main competitor Teneder Care—“and we certainly  didn’t want Tender Care to sell any more soap!”Santiago says.

All of Compton’s creative teams were thus invted to pitch ideas for the xciting new projects, and art directors instinctively began by doodling babies—until Santiago declared it was time to leave the babies to someone else. He suggested a blank piece of paper, whiter than standard ash-colored newsprint, whose dirty color simply wouldn’t get the message across. Art director Melvin Mangada, then a fresh college graduate, framed the page n the simple black border, and writer Isabel Gamboa provded the straightforward copy highlighted by the brand logo. “The PUREST SOAP there is,” the copy reads, key words were capitalized for effect, and readers looking down at the white expanse couldn’t help but agree that, yes, this was as spotless as you could possibly get.

BACK TO BABIES. Ivory Ad, late 1986

The ad was a complete surprise. It broke several rules, not the least of whch was the tried and tested procedure of sung a baby to sell a baby product. The absence of a cute face seemed like a sure step towards marketing disaster. Also, client Procter & Gamble was an advertiser traditionally averse to wasting space or departing from bestselling formulas. “Cases like these are exceptions,” Santiago says, because you’re out there to jolt the market. Procter & Gamble’s  General Manager was pleasantly jolted himself, enough to call the ad “brilliant” and refreshingly “discontinuous”.After a time, however, client “got worried,” Santiago recalls, and eventually succumbed to convention by running more baby ads. “But after ;etting us come up wth the ad we wanted, it was alright,” Santiago laughs—especially after “Purity” won a Clio citation.

CREDITS:

AGENCY: Acre Compton Advertising, Inc.

ADVERTISER: Procter & Gamble, Philippines

PRODUCT: Ivory Soap

CREATIVE DIRECTOR: Mon Jimenez Jr.

COPYWRITER: Isabel Gamboa

ART DIRECTOR: Malvin Mangada

182. Skin Soaps for our Teen Years: DR. KAUFFMAN, NEKO, WONDER SOAP

HOW I SURVIVED TEEN-AGE ACNE. A trio of medicated soap essentials popular in the 60s through the 80s.

Then, as now, the pubescent and teen years are a period of great anxieties for young Filipinos. The age where his appearance becomes very important as his social circle expands, is also the time when acnes can begin. In the 60s and 70s, Filipino teens survived acnes and pimples by depending on affordable medicated soaps from the boticas—not, mind you,  on the expensive, imported anti-acne creams that were often hard to find.

DR. KAUFFMAN'S SULPHUR SOAP, 1960

DR. KAUFFMAN’S SULPHUR SOAP

For over a century, sulfur has been  employed by western dermatologists to treat a range of  skin conditions including scabies, warts, dermatitis, and of course, acne. Dr. Carl Ernst Kauffman was a Berlin University graduate who first concocted sulphur bitters and other derivatives in the 1830s. 

DR. KAUFFMAN's MEDICINAL SULPHUR SOAP, 1979

His inventions were discovered by druggists Aaron P. and Frank L. Ordway, who would use his formula to make Dr. Kauffman products. The Boston-based company moved to New York in 1896. Today, A. P. Ordway & Co. still manufactures DR. KAUFFMAN’S SULPHUR SOAP. Millions of teens have sworn by the efficacy of this traditional soap in its old-fashioned wrapper, and the iconic brand continues to be popular worldwide.

NEKO, very early Philippine ad, Graphic, 1929

NEKO SOAP

“The genuine germicidal soap” was available in the Philippines as an imported brand in the late 1920s, and was advertised in the leading publications of the day as an ant-deodorant. The NEKO brand is a trademark of Parke, Davis & Co, once America's oldest and largest drug maker. 

NEKO, HOSPITAL SOAP FOR THE HOME, 1986

It has since been acquired by Warner–Lambert in 1970, then bought by Pfizer in 2000. NEKO’s active ingredient is mercuric iodide, a disinfectant which helps stop rashes and acne (course, mercury is now banned in cosmetics). Today, NEKO contains Trichlorocarbanilide a powerful germicide, in combination with a high quality soap.

 

WONDER SOAP, 1979

WONDER SOAP

WONDER SOAP was developed way back in 1953 by doctor and medical researcher Jose Perez of Bulacan, who initially produced a whitening soap. But he further improved on the formula; aside from bleaching or whitening the skin,  it now also could  remove “ pimples, freckles, dandruff, scabies, itching, head lice(s), rashes, falling of hair, and shallow wrinkles”. 

WONDER SOAP, 1979

Thus, WONDER SOAP was born, which met a measure of success in the 70s, notwithstanding the petition of Crisanta Y. Gabriel to have the registration covering the trademark revoked, which she claimed she owned (the Supreme Court ruled in Perez’ favor). WONDER SOAP is distributed today by Philusa Corp. Its competitor is no less than C.Y. Gabriel.

SOURCES:

Dr. Kauffman’s Sulphur Soap:

http://db.ipohworld.org/view.php?type=id&id=8487

https://www.peachridgeglass.com/2014/12/dr-kaufmanns-sulphur-bitters-etc-etc-etc/

Neko Soap: https://en.wikipedia.org/wiki/Parke-Davis

Wonder Soap: http://www.federislaw.com.ph/wp-content/themes/federis/files/GABRIEL%20vs.%20PEREZ%20[G.R.%20No.%20L-24075,%20January%2031,%201974].pdf

153. Creative Guild Print Ad of the Year 1988: LUX BEAUTY SOAP, “Starcare Skincare Originals”

Creative Guild Print Ad of the Year 1988:  LUX “Starcare Skincare Originals”

The 1988 Print Ad of the Year blrew competition away through sheer star power. The stunning ad, a full color magazine spread for LUX Beauty Soap, featuredthree of the year’s most recognizable faces in Philippine show business: Movie star Sharon Cuneta, singer Kuh Ledesma, and then up-and-coming starlet (and presidential daughter) Kris Aquino. “Starcare” was a creation of J. Walter Thompson, which has had LUX manufacturer. Multinational heavyweight Philippine Refining Company, as a worldwide client since the 1950’s.

“LUX has always been about celebrities,”says JWY Executive Creative Director Socky Pitargue,”and it has always been important to choose the right names and faces.” The last Filipina endorser Pitargeue recalls was screen actress Hilda Koronel, and the launch of three new variations for normal-to-dry, oily, or sensitive skin was the perfect excuse to go beauty-hunting. The idea was clear: three superstar faces using there classy variatons of one glorious product.

The original plan had been to shoot three separate print ads for each of the models, but Pitargue had a more ambitious idea.”Why not get them together? Why not come out with one big ad two or three times for maximum impact?” Pitargue even predicted the fans, especially young girls, would tear the ad out and use it as a poster—which research shows they did.

After PRC had closed deals with three celebrities, chosen for their individual styles as well as their beautiful complexions, Pitargue, creative irector Adele Estrada and executive art director Edwina Arroyo confronted another logistical hurdle: how to get the three stars together for a photo session. “That’s when we decided to get a fourth superstar to take the photograph,” Pitargue says. Millionaire businessman, philanthropist, and high profile hobby photographer Jaime Zobel de Ayala had never done any commercial photography before, and he welcomed the project.

The strategy worked. With a reputation bigger than those of his subjects, Don Jaime called the shots. “He asked the ladies to be at his studio at 7 pm. sharp,” Pitargue recalls,”or he would close the doors. The trio complied, and the shoot was over in less than three hours. Don Jaime’s professional fee, Pitargue reports, was subsequently donated to charity.

Bare arms and shoulders for the subjects were decided upon early, to do away with the problem of coordinating outfits. Neither did the agency ant anything to distract from the glowing complexions. The three LUX variations were photographed for the same poster and reinforced with copy in small text, but the yes remained rivettted on the unmistakable stars of the spread.

KRIS AQUINO, KUH  LEDESMA, AND SHARON  CUNETA TODAY

The print ad ran alongside three slick TV commercials, individually featuring Sharon, Kuh, and Kris. JWT git the media exposure they wanted, and LUX is still happily riding on the fame of cinema’s most stellar skins.

CREDITS:

ADVERTISER: Philippine Refining Co.

PRODUCT: Lux Beauty Soap

AGENCY: J. Walter Thompson Co.

CREATIVE DIRECTOR: Adele Estrada

COPYWRITERS: Adele Estrada / Carol San Pedro

EXECUTIVE ART DIRECTOR: Edwina K. Arroyo

ART DIRECTOR: Bobby Canlas

PRINT PRODUCTION: Jun Jamolangue

PHOTOGRAPHERS: Jaime Zobel / Neil Oshima

SOURCE:

PERFECT 10: A Decade of Creativity in Philippine Advertising. Ed. by Mr. Butch Uy. Published by the Executive Committee of the Creative Guild of the Philippines, 1995. “Superstar  spread,” p. 26
PHOTOS: Kris Aquino (pep.ph), KuhLedesma (Inquirer Entertainment), Sharo Cuneta (fanpix.net, Showbiz Central)

152. Aren’t You Glad You Use Dial? DIAL SOAP, 1961-1978

DIAL SOAP PRINT AD, ca. 1978-1979

DIAL Soap was available in the Philippines as early as the late, distributed by Corona Bazar, with offices at Rizal venue. The bath soap had been developed by a meat-packing company which had originally produced soap since 1888—Armour and Co.. DIAL, with its antibacterial hexachlorophene that promised to protect “round-the-clock”, was  introduced in Chicago in 1948. B

DIAL was rolled out nationally in 1949, and by 1953 was a market leader in America. Six years after, it found its way to the Philippines to a warm, receptive market. It came in packed foils of Gold, Pink and Aqua, and the front panel features a “clock” illustration to visualize its all-day deodorant protection.

DIAL PRINT ADS, Sunday Times Magazine, Apr. 1961

By 1961, the first print ads of DIAL were seen on local weekend magazines, featuring the same ads in U.S. publications that showed male and women models under a shower. It was one of the first products to have standardized campaign around the world, using the thematic line “Aren’t you glad you use DIAL?”. The tagline, created by Foote Cone & Belding (FCB),  first appeared in the product’s 1953 ads, and was used all the way to the 2000s, making it one of the world’s most enduring campaigns responsible for its global success.

LISTEN TO THE DIAL JINGLE ARRANGED

BY JOSE MARI CHAN FOR THE PHILIPPINES

All throughout the 60s, DIAL was promoted on primetime evening TV,within the program, “Not for Hire”, aired on Channel 3. It reached its peak in the 1970s when even superstar Nora Aunor, agreed to appear and sing the DIAL jingle in a TV commercial produced by Basic/FCB. It was major casting coup for the brand. The premium product expanded its appeal to common consumers because of the pulling power of Aunor’s campaign.

WATCH DIAL SOAP 1978-79 TVC HERE:

DIAL was actively advertised all through the 1970s, such as this one, featuring model Pilar Zaragoza. By the 1990s, its popularity waned as other new alternatives came to fore, and Safeguard managed its hold on the germicidal soap market.

Today, DIAL Soaps are no longer produced in the Philippines, but imported ones can be had in specialty shops and can be ordered online.

CREDITS:

youtube, Dial Soap Classic Philippine TVC (1979), uploaded by ADman 1909, uploaded Jul. 2007, 

75. MS. GLORIA ROMERO: Her Days as a Top Commercial Model of the 1950s

GLORIA ROMERO, at the peak of her career, with a copy of her Camay Print Ad, 1955.

One of the busiest commercial models in the early to mid 1950s was the beautiful GLORIA ROMERO (born Gloria Galla. 16 Dec. 1933, in Denver, Colorado to Filipino Pedro Galla and American Mary Borrego). She was only four when she returned to the Philippines, settling in Mabini,Pangasinan—her father’s hometown. The war caught up with the family, so the Gallas decided to stay here.

GLORIA ROMERO, for CAMAY BEAUTY SOAP, 1955

She tried her luck in showbiz in 1950 playing bit roles for several production outfits, but it was Sampaguita Pictures that noticed her and who gave her the screen name ‘Gloria Romero’ (after Eddie Romero, who directed her in her early 1951 movie,”Kasintahan sa Pangarap”.

 

INSTANT SANKA COFFEE, Print Ad, 1957

Romero was cast in  Monghita (1952), her first lead role, but it was her appearance in Dalagang Ilocana (1954) that gave her a FAMAS Best Actress—and a place in the top list of Philippine film superstars.

 

SWANS DOWN CAKE FLOUR, Print Ad, 1957

The young ingénue was not only kept occupied filming pictures, but also had her hands full doing pictorial for a variety of products. She was the perfect endorser as she had a spotless image (she even won the role of the Virgin Mary in ‘Martir sa Golgotha”, a 1954 Lenten movie), her deportment and work ethics, of the highest standards. After all, Romero was trained by the Sampaguita bosses themselves—taking her on trips abroad, providing her wardrobe and giving her lessons in social etiquette.

 

CALUMET BAKING POWDER, Print Ad. 1953.

Her early endorsements include leading beauty and personal products as well as consumer goods. Most of her output were Print Ads, as Television was still at its infancy stage at that time.  Romero was especially known for being a Camay Girl and a Coca Cola presenter.

 

JOHNSON'S MEDICATED TALCUM POWDER, Print Ad, 1961

In the 70s, she was cast in “King and I” TVC commercial for Superwheel, a popular ad series based on parodies of historical characters. At the 1988 Creative Guild Ad of the Year Awards, she romped off with the Best Actress trophy for her “Manang Biday” Superwheel TV Commercial.

 

COCA COLA, Print Ad. 1956

Romero’s career spans over 60 years and she continues to be active in movies and TV today. She has appeared in sitcoms like Palibhasa Lalaki,  "Richard Loves Lucy" and in countless drama anthologies for GMA 7.Currently, Romero appears in “Juan Happy Love Story”.

 

COCA COLA,Print Ad. 1956.

For her achievements, she received the first 2009 Lifetime Achievement Award from MTRCB (Movies and Television Review and Classification Board) Award, Huwarang Bituin Award from the 57^th FAMAS Awards, and named as one of the 13 "Movie Icons of Our Time".