512. Actor, Director: EDDIE RODRIGUEZ for BLEND 45, 1984

Zamboanga-born EDDIE RODRIGUEZ (real name Luis Clemente Enriquez, b. 23 Aug. 1932 / d. 12 Oct. 2001), was one of the more notable “drama kings” popular in the ‘60s and ‘70s.

He actually started in action movie before making a shift to drama that saw him being paired in films with plots revolving around love triangles. He was often paired with Marlene Dauden—the Sofia Loren of Philippine movies, and the well-regarded and multi-awarded Lolita Rodriguez.

Their films were hugely popular in the 60s with fans who favored more mature, dramas and romances over lightweight teen-oriented films. Some of his hit films include: Kundiman ng Lahi (1959), Sapagkat Kami ay Tao Lamang (1963, for which he won the  FAMAS Best Actor award) , Bakit Ako Pa? (1970), , Nakakahiya Part 1 and 2 (1975). , Luluhod ang mga Tala (1984), Kapag Puso Ay Sinugatan (1985).

Rodriguez made a belated endorsement for BLEND 45, the hugely successful instant coffee brand of Commonwealth Foods Corp. (CFC). It was part of a celebrity driven-campaign launched in the 1980s by the company, which included more established talents like Boots Anson and Pete Roa, and movie icon Susan Roces.

By then, Rodriguez had become a successful director, with films like Kasalanan Kaya? (1968), Kapantay ay Langit (1970), Babae, Ikaw ang Dahilan (1972), Ex-Wife (1980). He would direct Sharon Cuneta in the mega-blockbuster Maging Sino Ka Man with Robin Padilla. With his credibility and authority, he was the perfect model for BLEND 45, with testimonial-type ads that proclaim his enjoyment of the coffee brand’s “rich flavor and aroma”.

Rodriguez, with former wife actress Liza Moreno, also founded Virgo Films, so, as director and actor, he managed to work with practically the cream of Philippine cinema-- from Gloria Romero, Nida Blanca, Charito Solis, Amalia Fuentes, Vilma Santos and Nora Aunor.

Rodriguez was married to Araceli Hernandez and bore 3 children. The fine actor and director, who has had a history of bad health including lung cancer, died of a heart attack on 12 Oct. 2001.  

SOURCE:

Eddie Rodriguez, Wikipedia

342. Pop from the Past: AVENUE BEVERAGES

AVENUE BEVERAGES Print Ad (1956) & BOTTLE.

AVENUE beverages were manufactured in the 1950s by Avenue Aerated Water Co.,in Grace Park, Caloocan. This 1956 print ad lists 6 tasty Avenue flavors: Red Berry, Orange, Sarsaparilla, Cream Soda and Pineapple. Avenue sold for 10 centavos per bottle and remained available all through the 60s.

SOURCES:

Avenue Beverages & Soda Bottle, courtesy of Siglo Antiques & Collectible

298. MILO vs. OVALTINE: The Battle for the Title of the Olympic Energy Drink

OVALTINE & MILO: Official Olympic Energy Drinks

OVALTINE was a chocolate malt drink that was reputedly first produced in Bern, Switzerland in 1865. Originally, it was called “Ovomaltine” as its formulation contains eggs, but a misspelling of the name on the trademark registration application led to the name being shortened to Ovaltine in English-speaking markets. OVALTINE was already advertised in the Philippines as early as 1925.

1972 OVALTINE Ad,Munich Olympics

Since its introduction, OVALTINE had a variety of health claims—from appetite builder, a recuperative drink for convalescing patients, fatigue alleviator, vitality and energy giver.

OVALTINE OLYMPIC AD, 1948. Credit: Alamy

When the Summer Olympics was held in Los Angeles, California, OVALTINE became one of the games’ sponsors—where it was to become the official Olympic energy drink, thus pre-dating MILO’s claim by over 35 years.  In fact, OVALTINE was the health drink sponsor in 9 Olympics!  

OVALTINE OLYMPIC 1948 Tin Sign, Credit: Pinterest

The local MILO print ads however, claimed otherwise: in 1968, it ran ads proclaiming MILO as the choice of the 1968 Olympics. In 1972, it stole the thunder from OVALTINE by headlining the claim in its ads that MILO is the “official energy drink of the Munich Olympics”.

MILO OLYMPIC AD "Official Energy Drink",1972

There was an attempt by OVALTINE to wrest that title from MILO, as that same year, it ran an ad that showed the brand’s consistent presence in successive Olympics from 1932-1972.  But the strip ad was no match for the media juggernaut of Nestlé. And too bad as well—at that time, there really was no advertising regulatory board that the makers of OVALTINE could go tom to file a complaint (the PBA was founded only in 1974).

MILO 1968 MEXICO OLYMPICS AD,  "Choice of the '68 Olympics

OVALTINE let it go, gave up without further fight, and continued with variable thematic promises,  while MILO picked up the “Olympic Energy” title and went to town with that strong, single-minded message in successful campaigns that went on for years, featuring the country’s best and brightest Olympians in its ads. OVALTINE'S loss is MILO's biggest gain.