522. Let's Raise a Glass or Two!: CAFE PURO, Various Glass Premium Ads, 1966-69

At the peak of its business, Commonwealth Foods Inc., producer of Instant CAFÉ PURO, held the distinction as the First and Largest Coffee Plant in the Far East, with the Biggest in Sales in the Philippines. It’s flagship brand CAFÉ PUROand its variants Le Café and Café Bueno, was a market and industry leader, known for its professionally-done advertising, and the regular consumer promotions.

Instant CAFÉ PURO was a leader in packaging innovation, the first to come out in glass jars with plastic caps—that were actually, usable decorative drinking glasses. These premiums had added-appeal to consumers, as you not only get coffee, you also get to keep the glass that you can use daily, so you can be regularly reminded of the coffee brand that gave it away to you—Free.

The most popular CAFÉ PURO collectibles that added immensely to the brand’s success were exclusively designed glasses that often came in sets. Chief among these were the CRYSTAL GLASS Collection, which featured applied “starlight” designs, with a flip-off plastic cap. These first came out in 1966, advertised on weekend and women’ magazines.

The CRYSTAL GLASS promo was so successful that the next year, the FOLK DANCE glass series was launched, which proved to be their biggest packaging promo ever. These were the first truly collectible glasses, that also came with matching shakers and pitchers. Each carried an ACL (applied color label) design of the country’s famous folk dances, rendered in stylizes drawings.

Singkil, Tahing Baila, Maglalatik, Itik-Itik and Tinikling were among the illustrated dances that were featured on the glass. To this day, these Café Puro FOLK DANCE series are sought after by advertising collectibles fans. (see separate article about these glasses on this blog.)

In 1968, a more premium-looking glass set was offered; The Instant Café Puro RAINBOW GLASS collection. The colors of the rainbow are all aglow in the glasses with gradating vivid hues of Orange, Yellow, Blue, Violet, Green and Purple.

Unfortunately for CAFÉ PURO, Nescafe, which initially came out in unsightly tin cans, improved on the packaging idea, and came out with their own glass collection that became truly classic—the straight-sided clear diamond-cut glass. Where Café Puro was giving out large glass jars with tin caps, Nescafe was offering classy 4-sided mutli-purpose glass canisters with glass and plastic stoppers. Simple and durable, sales took off for Nescafe, and the drinking glass and glass canisters became ubiquitous in  homes, office canteens, food stalls and wayside carinderias. With its massive market budget, product line extensions, and coffee expertise, Nescafe would bypass CAFÉ PURO by the 70s.,

 That being so, CAFÉ PURO remains a beloved brand, remembered for its full-bodied aroma and taste, as we as for its glass giveaways,  which, in their time, were the most attractive, well-made utilitarian tableware that every housewife would be proud to own.

394. THE PREMIUM GLASSES OF CAFE PURO, 1966-1969

CAFE PURO RAINBOW GLASSES, 1969

 INSTANT CAFÉ PURO, the coffee brand produced by Commonwealth Foods Inc., had established its dominance in the coffee market in the 1950s, and continued to do so in the 60s, even as other brands like Nescafe and the relatively newer Blend 45 began to step up their advertising and promotional push in the 1960s. 

CAFE PURO ANNIVERSARY CRYSTAL GLASSES, 1966

To maintain interest in the brand, CAFÉ PURO offered many promotions in succession. Beginning in 1966, it began packaging its coffee in reusable, decorated drinking-glass type jars that became keepsakes for its customers, long after the coffee had been used up. The “collective glass” packages, as premiums, provided added value to the brand.

CAFE PURO SPARKLING CRYSTAL GLASSES, 1966

The CAFÉ PURO glasses were so popular that for 3 successive years, they were offered as bonus giveaways. The first of these were the CAFÉ PURO Crystal Glass Collection, given away on the occasion of CFI’s 5^th Anniversary, Decorated with applied “sparkle’ designs, the large glasses were also available wit their Café Bueno and Le Café variants.

CAFE PURO ANNIVERSARY CRYSTAL GLASSES, 1966

That collection were quickly followed by their most well received glass premiums ever—the CAFÉ PURO Folk Dance Collection, launched in 1967. The series featured glasses native folk dance illustrations like “Itik-Itik”, “Maglalatik”, “Tahing Baila”, “Pandanggo sa Ilaw”, and many more. But CAFÉ PURO went steps further by incorporating the sme folk dance them in giveway pitchers and shakers as well. The collection was so well received that the promo ran for 2 years.

CAFE PURO FOLK DANCE GLASSES, 1967

Finally, in 1969, CAFÉ PURO rolled out its products in eye-catching colored glass packaging, promoted as the CAFÉ PURO Rainbow Glass Collection. Again, the elegant glass set was snapped up as soon as they appeared on supermarket shelves. Its competitors quickly recognized the value of these innovative packaging that pretty soon, its chief rival, Nescafe, began offering glasses of different designs as well, like the nescafe Diamond Cut glass, as well as classic glass multi-purpose jars,

 But the CAFÉ PURO glasses were unrivalled for their creative design and durability, so it is no wonder that they can still be found today still in use in homes, or stored away in somebody else’s old “platera” or tableware cabinets.