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.

524. Puff Culture: ALHAMBRA CIGARS & CIGARETTES Ads, 1929-1962

CORONAS DE LA ALHAMBRA, 1929 Ad

One of the most enduring brands in our commercial and industrial history of the Philippines is ALHAMBRA—a brand associated with early smoking products made by the Alhambra Cigar & Cigarette Mfg Co., which was named a majestic palace and fortress complex in Granada, Spain called “Alhambra”.

ALHAMBRA CIGAR & CIGARETTE MFG. CO, John Tewell Photo, via flickr

As a tobacco product maker, its beginnings can be traced back during the late 19^th c. colonial period. But it was in 1912 that the company became established when it opened its manufacturing plant and offices along Tayuman St, in Tondo, Manila.

ALHAMBRA REGALIZE, 1957 Ad

The cigars were all made in the factory, handrolled and finished, and were sold locally and abroad. Alhambra contributed to the upliftment of the industry by making high quality Philippine cigars that were sought after and known around the world.

"LAFLOR DE FILIPINAS"ALHAMBRA BLANCO cigarette wrapper, Photo: Edward delos Santos

Alhambra cigars and cigarette products reached their peak in popularity in the first 3 decades of the 20^th century, with a range of products that catered to a range of markets—from everyman’s daily cigarettes, to premium cigars in handsome wooden presentation boxes,

ALHAMBRA CIGARS, 1962 Ad

The corporation ended in 1962, and a new entity, Alhambra Industries, Inc., was formed to manage its business and liquidation. The brand is now associated with Tabacalera Incorporada, a manufacturer of world-class Philippine cigars that continues to produce cigar-based product lines under the iconic and venerable  "Alhambra" brand name.

516. CAMEL CIGARETTES, "The Taste That’s a Legend", 1984 Ads

CAMEL CIGARETTES as a cigarette brand is over a century old, developed by Richard Joshua "R. J." Reynolds, founder of the company that still bears his name way back in 1913. The cigarettes were originally blended to have a milder taste than other brands. He named his packaged cigarettes ”CAMEL” because its main ingredient was Turkish tobacco.

The widely promoted  cigarettes was advertised with the slogan  "I'd walk a mile for a Camel!", that was so popular, it was used for decades. In the Philippines, Fortune Tobacco Corp., founded by business tycoon Lucio Tan in 1965, and the producer of the hugely successful local brands Champion, Fortune and Hope Cigarettes, expanded their portfolio with the inclusion of foreign brands that included Winston, Salem and CAMEL.

The CAMEL product advertising adapted by the local agency, J. Romero & Associates, were all American-conceived materials. In 1984, the campaign “The Taste That’s a Legend” was launched, using U.S. color print ads that showed up on glossy magazine covers, shown on this page. The ads featured a man going on a solo trip on an Amazon River-like setting, that is bound to be, indeed, a legendary adventure!

449. Beauty Queens as Ad Models: 1960 Miss Press Photography EDITA VITAL, for PINES CIGARETTES

MISS P-P-P IS A P-P-PINES CIGARETTE FAN, 1960 Ad

“Fresh as a breath of mountain air”---that’s how PINES CIGARETTES was described when it was launched in the Philippines in the late 1950s, a product of the Associated Anglo-American Tobacco Corporation. Established in 1949 in Pasay City, it is one of the oldest cigarette manufacturers in the country. PINES CIGARETTES has an exclusive “air softened”,  snow-white filter, promising a satisfying mild, refreshingly mentholated smoking experience. 

Edita Vital as Miss Philippines, courtesy of Mr. Tony Paat

Newly-elected Miss Press Photography EDITA RESURRECCION VITAL  was recruited to promote the merit of PINES CIGARETTES in this two-color print ad from 1960. The daughter of Mr. & Mrs. Domingo Vital of Quezon City, Vital was a student of the University of Santo Tomas when she was voted by the country’s association of press photographers as their muse.

“My ideal man should be a PINES smoker, because a PINES Smoker knows his own mind”, so what she claims in the print ad. “ He knows what he wants in a cigarette—full-flavor, light menthol coolness, and a mildness that can only be his, with PINES”.

PINES CIGARETTE AD, late 1950s. Courtesy of the Pinoy Kollektor

Later in the year, Vital went on to win the Miss Philippines title and got to represent the country in the 1^st ever Miss International Beauty Pageant in Long Beach, California. She reached the semifinals in the contest won by Colombia’s Stella Marquez. Lured by showbiz upon her return, she made period movies like Noli Me Tangere (1961)  and El Filibusterismo (1962), which earned her a FAMAS nomination. Vital is married to lawyer Angel Castaño, Jr. 

The company that manufactures PINES CIGARETTES continues to be in operation even after 70 years. Currently, it produces American-style cigarettes using a blend of the finest locally sourced and imported tobaccos. Its current brands include: Winnsboro, Casino, Freedom, Dallas, Navy Club, Spotlight, and Asia Boston.

SOURCES:

Associated Anglo-American Tobacco Corporation WEBSITE

Photo of Edita Vital as Miss PH: Tony Paat Collection, Veestarz

Special thanks to Edward delos Reyes of Pinoy Kollektor, for the use of his Pines Cigarette print ad clipping.

414. FIGHTER CIGARETTES of La Perla Cigar & Cigarette Factory, Inc. 1950s Ads

Gen.DOUGLAS MACARTHUR, Freedom Fighter,  in a 1957 FIGHTER Ad,

 La Perla Cigar and Cigarette Factory Inc., was a  domestic corporation engaged in the manufacture of cigars and cigarettes, based in Parañaque, Rizal. It was founded by Don Cheng Tsai in 1946, who started producing cigarettes in a rented building. It was later headed by son, Johnny Cheng Ching Chuan.

FIGHTER Label. Photo: Pinoy Kollektor
Edward Delos Santos

In its time, it was the largest manufacturer of top quality cigarette brands in the country, made from imported tobacco  in the mid 1950s. It had a separate plant that manufactured Golden Coin Cigarettes, and early bestseller, in Pasay City. The Sport brand was made in the Parañaque plant, which also housed not only the factories and their modern machines, but also its giant warehouse, and  executive offices.

Courtesy of Springfield College, Archives and Special Collections.
THE WORLD-FAMOUS HARLEM GLOBETROTTERS AT
LA PERLA FACTORY, PARANAQUE, 1952.

One other brand that was well-advertised nationally in the 1950s was FIGHTER Cigarettes. It was made from imported tobacco and became one of its leading brands, leading the company to claim that FIGHTER was “the people’s favorite”.

NO DUST, NO DIRT...FIGHTER PRINT AD, 1959

In the post-war years, the company had the audacity to use the image of Gen. Douglas MacArthur, the pipe-smoking liberator of the Philippines, in its ads. FIGHTER Cigarettes disappeared from the market in the 1960s, when U.S. brands of cigarettes found favor as “colonial mentality” shifted Filipino’s cigarette taste for Western brands.

 

392. THE CIGARETTE BRANDS OF FORTUNE TOBACCO CORP., 1989

OMNIBUS PRODUCT ADS OF FORTUNE TOBACCO, 1989

Established in 1965, Fortune Tobacco Corporation (FTC) was founded by tai-pans Lucio Tan,  Benito Tan Kee Hiong, Atty. Florencio N. Santos, and Mariano Tanenglian. The company introduced the most successful local cigarette brands in the Philippines, including the Fortune, Champion and Hope menthol brands. Prior to the creation of PMFTC, it held the largest domestic tobacco business in the Philippines.

HOPE, THE LARGEST LUXURY CIGARETTE IN THE COUNTRY, 1987

CHAMPION MENTHOLS, 1971

By the start of the new 1970s decade, Fortune Tobacco Corporation was riding the wave of success courtesy of its banner brands that would also come to include More, Winston, Salem and Boss.

WINSTON, 1979 AD

CAMEL, 1984 AD

Other flanker and price brands were also produced to cover all smoking segments of the country, and the 1980s were a period of robust growth for the FTC’s product portfolio. 

BOSS MENTHOL CIGARETTES, 1971

MORE MENTHOL 100'S, 1979AD

In 1995, Philip Morris Philippines, Inc. (PMPI) was established to handle all sales and marketing for Marlboro and Philip Morris brands. Philip Morris Philippines Manufacturing, Inc. (PMPMI) was established in 2002 to manage aspects of the Philippine business, including manufacturing operations.

In Feb. 2010, PMI and Fortune Tobacco Corporation (FTC) signed an agreement to unite their respective business activities by transferring some assets and liabilities of both companies to form a new company named "PMFTC, Inc.", headed by Lucio Tan. PMFTC enjoys a 70.5-percent market share of the local tobacco market in 2019.

358. AMUSING BRAND NAMES YOU WON’T BELIEVE WERE USED IN THE PHILIPPINES, Part 1

(This article originally appeared in the online magazine Esquire Philippines www.esquiremag.ph, on 11 Feb. 2019, under the title "Funniest Filipino Brand names in the 20th Century", commissioned from the author, Alex del Rosario-Castro)

What’s in a brand name? A brand name defines and differentiates a product from its competitors in the eyes of the customer. So important are brand names that they can make or break a product—an urban legend has it that a car maker once named its new vehicle “Nova”, not knowing that “no va” meant “not going” in Spanish.

Would you go to a coffee house called “Cargo House” or “Pequod”? Those names by the way, were considered for your now favorite Starbucks. Then, there’s Lithiated Lemon, a lemon-lime drink introduced in 1929. But when renamed 7-Up, sales increased six-fold. On the other hand, there are perfect brand names like “Jollibee”, “Hapee” and “Mr.Clean” that evoke positive images of joy, clean living and fun.

Before marketing experts offered their brand-naming services, many makers of products just coined their own brand names, resulting in amusing, unusual and sometimes, weird-sounding names.

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ANALGINA: Brand Name for a Medicine Syrup for rheumatism and headaches.

ANALGINA is the name of this cure-all also indicated for diarrhea, neuralgia, cramp, breastache, backache, indigestion and cough. At first impression, it has a name seemingly coined from two delicate parts of the human female anatomy—well, at least that’s how it reads.  But the first part of the brand name is derived from ‘analgesia” , which means “relief from pain”.  With the  suffix added however, ANALGINA, as a brand name, doesn’t evoke anything medicine-y; rather it sounds like a disease!  In 1929, you can buy ANALGINA over-the- counter at Botica Insular along Quesada St. in Manila. Just don’t say the name out loud.

ASEMBLEA FILIPINA: Brand Name for : Local cigarettes

Why would someone name a cigarette brand after the Philippine Assembly (ASEMBLEA FILIPINA) ? Well, Simeon Roque y Compania,  maker of these “cigarillos” in Betis, Pampanga, just did. In fairness, the inauguration of the Philippine Assembly in 1907 was a major event, as that gave a glimmer of hope to Filipinos for self-rule. To the local cigarette maker maybe, that historic milestone is worth celebrating with a puff of a “cigarillo” stick. The cigarette label of “ASEMBLEA FILIPINA” cigarettes even contain a short poem in the vernacular, exhorting customers Philippine-made products, not imported ones—and exhortation to nationalism, at a time we needed it most.

ATOMIC / ATOMI-CHLOR: Brand Name for :  Pomade / Pesticide

The atomic age began when the first nuclear bomb was detonated in 1945 that led to the bombing of Hiroshima and Nagasaki  which ended World War II. It also started our fascination with atomic designs and organic forms,  inspired by atoms, missiles and rockets, that found their way in product designs and even in brand names. Such is the case with two different products sold and manufactured locally in the 50s .The first is ATOMIC Solid Brilliantine, a men’s pomade brand available in glass jars. What can this pomade do? Will it split the atoms in your hair?  Will you be positively charged? We may never know as this product had a short shelf life.

Another is ATOMI-CHLOR, a liquid product formulated to rid pet dogs and your lawn of  fleas, ticks and insects. This Chlordane-based product came out in 1951. One is wont to wonder if ATOMI-CHLOR had radioactive properties that killed these pests. But we now know that Chlordane is a chemical compound classified as an organic pollutants hazardous to animals, and even human health. Oops.

BAGONG LITAO: Brand Name for Local cigarettes

Another strange name for a cigarette brand is “BAGONG LITAO” (Newly-Appeared), locally made and rolled in Pampanga by a certain Martin Torres. Even the front panel illustration is rather odd: it shows 3 Filipina women in baro’t saya—and they are not even smoking.  For cure, BAGONG LITAO is a reference to the new arrival of the product. But wouldn’t the name become obsolete in a year or so? Because by then, it will no longer be new. It will no longer be BAGONG LITAO, right? Hmmm, I need a smoke. 

BALATKINIS: Brand Name for a Skin Ointment

Katialis is the most successful and most popular local skin ointment in history, with a formula developed by Dr. Lorenzo C. Reyes. Its name was derived from Kati+ Alis (Itch Away) . But the actual concoction was done by his chemist brother, Manuel, who mixed the ointment at the Locre Laboratorio in San Lazaro, Manila. After a decade, Manuel struck it on his own and developed his own product in  that, like Katialis, promised to eradicate: “galis, buni, pigsa, tagihawa, butlig, anan,pekas alipunga at sugat na maliliit”.  Manuel also named it like Katialis—combining Balat + Kinis to come up with the brand name BALATKINIS  (Smooth Skin).  Launched in 1947, BALATKINIS, the copycat product with a copycat name proved to be short-lived.