464.TOP 10 Advertising Models for 1988: CARMINA VILLAROEL, for "Jollibee Good Girl” TVC, 1988

12 YEAR OLD CARMINA VILLAROEL, in her debut JOLLIBEE TVC

Many actors and actresses have taken the “commercial route” to a career in showbiz, going to casting auditions conducted regularly by ad agencies in the hope of snagging any role for a TV appearance. One of those who made it in her early try was CARMINA VILLAROEL, who was just 12 when she was cast by Basic FCB for a Jollibee Commercial in 1988.

CREATIVE GUILD'S TOP ADVERTISING MODEL, 1988

Caster and future ad director Mario Sarmiento put her up for a lead role in the "Jollibee Good- Girl” TVC, that called for pre-teen talent with an angelic, innocent face, capable of demonstrating hopefulness, disappointment, surprise, and then sheer enjoyment and gratefulness, all in 45 seconds

The Jollibee clients approved Sarmiento’s talent recommendation and that’s how Carmina came to star in a Jollibee ad that shows her being left out by his “kuya” and his gang, who were out to paint the town red. She sits down, dejected and alone. But her “kuya” –after seeing her sad as they drove away—realized his little sister’s disappointment. He turns back, collects her and brings her to Jollibee along with his gang, where she had the most delightful moment –with all the good things she was hungering for—attention, acceptance, inclusion, and yes, food that pleases!

JOLLIBEE GIRL CARMINA, 1988

The Jollibee not only caught the attention of many TV viewers but also the members of the jury of the Creative Guild who were tasked with selecting the Top 10 Ad Models for 1988.  Carmina Villaroel easily got a place among the winners (that included RJ Ledesma, Michael Alfers, Ricky Francisco, who all tried showbiz) who were awarded during that year’s Ad of the Year finals held on 30 Aug. 1988 at the Metropolitan Theater in Manila. 

COVER GIRL CARMINA, with Robert Ortega of "That's Entertainment"
MR & MS. Magazine Cover, 1989

Influential movie producer Lily “Mother Lily” Monteverde, head of Regal Entertainment,  also saw Villaroel in the commercial and sought her out, trained her, and set her on a showbiz career that would propel her to stardom—churning out hit movies of all genres like ”Tiyanak”, “Regal Shocker”, “Dyesebel”, “Shake, Rattle and Roll II“, Hindi Kita Malilimutan”, “Kahit Mabuhay Kang Muli”, “Hanggang sa Huling Hininga”, among others. Villaroel also had a flourishing career on TV beginning with "That's Entertainment",  sitcoms "Palibhasa Lalake", "Chika Chika Chicks", and the noontime show, "Eat Bulaga". 

CARMINA and husband ZOREN LEGASPI, in a Jollibee commercial.

When she came of age, she married Rustom Padilla, her love team partner in such movies as “Maruja” and “Hindi Magbabago”. Their marriage was annulled in 2002, and in 2012, Villaroel married actor Zoren Legaspi in 2012. They have twin kids, Mavy and Cassy, who are currently, both young showbiz personalities.

                               

               WATCH THE LEGASPI FAMILY IN A JOLLIBEE TVC HERE:

Villaroel would be inextricably associated with Jollibee, such that when the twins came of age, Jollibee signed up the whole Legaspi Family in 2014 for a series of commercials beginning with one that alluded to Villaroel’s past iconic commercial. They also starred in other Jollibee product and seasonal ads (Jolly Spaghetti, Chickenjoy, Magbigay ng Joy). Villaroel’s Jollibee adventure had come full circle with her return to these ads.

CARMINA VILLAROEL with hsuband Zoren, children Mavy and Cassy.

 SOURCES:

Carmina’ s Old Jollibee Commercial” TVC: https://www.youtube.com/watch?v=40uq3CExmwk, uploaded by Lola Mendez,

Carmina Villaroel,  Jollibee Commercial, https://www.youtube.com/watch?v=1UOKQBUs85c, uploaded by asianzMT28, on Aug 9, 2014.

1988 Creative Guild of the Philippines Souvenir Program

1989 Mr and Ms. Magazine

Screen grabs from Jollibee commercials, Jollibee Philippines 

461. 2010 Kidlat Ad of the Decade: McDONALD’S “Karen/Lolo” TVC 45s’, 2001

McDo's Most Memorable "Karen/Lolo" TVC, Hemisphere-Leo Burnett, 2001

In 2001, Hemisphere-Leo Burnett produced a TV commercial for its client McDonald’s that departed from the usual “good time, great place, great taste” executions that depicted happy folks, delightful kids, smiling customers in a fun-looking place, with a memorable jingle to match.

The 45 seconder “Karen/Lolo” ad  touched  millions just by showing a quiet, simple interaction between an aging grandfather and his favorite granddaughter Karen. Slightly peeved for being called by a different name by the grandfather with a failing memory, Karen’s attitude changed when the grandfather wraps half of the burger to save it   “para sa paborito kong apo….Karen”.

WATCH McDO'S "KAREN/LOLO" AWARD-WINNING TVC HERE:

(TVC courtesy of 4 As Philippines' youtube channel)

The iconic commercial was one of the most multi-awarded ads in history. In 2002, it earned a PILAK AWARD  from the 4As Philippines, as one of the Top 25 Classic Ads from the last 50 years.

KAREN/ LOLO, PILAK Awardee, 2002

At the 1^st Kidlat Ads of the Decade presented by the Creative Guild of the Philippines in 2010,  McDonald's "Karen" TV by Leo Burnett, shared honors along with Philippine Daily Inquirer  "Volcanic Ash" print ad by Ogilvy & Mather and Lotus Spa "Traffic Therapy" radio ad by JWT. The ads were chosen from the Ads of the Year, from 1999 to 2009.

Internationally  "Karen/Lolo” was the first Philippine ad to win a Gold Lotus in the ADFEST.  This unique award is given to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context.

 CREDITS:

CLIENT: McDONALD's Philippines

AGENCY: Hemisphere-Leo Burnett

Creative Director: Richard Irvine / Edsel Tolentino

Copywriter: Sheila dela Cuesta/ Art Director: Mike dela Cuesta / Joel Eudela

Producer: Irene Chingcuangco / Talent Caster: Abbey Young/ Jonathan Herr

PRODUCTION HOUSE: Production Village

Director: Thierry Notz / Cinematographer: Larry Manda

"KAREN” AND “LOLO”, Then and Now

Karen de los Reyes. The character “Karen” was played by a fresh-faced 17 year old talent, Glomirose Amor de los Reyes (b. 29 Sep.1984), a St. Benilde student. Glomirose was lured by GMA Networks to join its roster of talents and it was no surprise that she adapted the screen name Karen delos Reyes”.

She was first signed up for the youth series “Click”, and went on to bigger projects, joining the reality show “Survivor Philippines” and appearing as Savannah in the blockbuster fantasy, “Mulawin”. 

Now 39, she is a single mom with a son, Gabriel Lucas, and continues to be active on TV.

Rudy Francisco. The grandfather role was essayed by 79 year old lawyer and actor Rudy Francisco (b. 4 Sep. 1922), younger brother of matinee idol, Fred Montilla. While still a Far Eastern University law student, the younger Francisco moonlit as an actor, making abiut 10 movies during his short showbiz stint (1951-54). He was known for “Teniente Ramirez”, “May Araw Pang Darating” (with Gloria Romero) , “Buhay Pilipino”and Binibining Kalog (with Lolita Rodriguez). He later lawyered for Sampaguita Films.

Rudy’s son is the businessman, commercial director, film-tv-stage actor Raymond Francisco, better known as RS Francisco. Lolo Rudy passed away on 8 May 2019 in Manila, at the venerable age of 96.

 SOURCES / CREDITS:

Photo of Karen delos Reyes, GMA Network

Bios of Karen delos Reyes and Rudy Francisco, Wikipedia

4 AS Philippines youtube channel: https://www.youtube.com/watch?v=yzLM8oBbIs

340. Brand Stories: GOLDILOCKS BAKE SHOP, 1966

GOLDILOCKS, the old and the new, 1986 and current brand visual identity

In the mid 60s, anyone wishing to enjoy an honest-to-goodness slice of cake for a meatime dessert or a mid-afternoon treat had to wait for mother’s free time to bake one.

EARLY GOLDILOCKS MASCOTS, Source: Goldilocks website

In the Leelin clan, three young housewives’ favorite pastime was baing cakes and pastries. Encouraged by the mounting orders from relatives and friends, their hobby evolved into a small enterprise. On May 15, 1966, a modest  store was opened by sisters Milagros Leelin Yee and Clarita Leelin Go, with sister-in-law Doris, in a small space in an unpretentious apartment row on Pasong Tamo, Makati.

1985 GOLDILOCKS 20TH ANNIVERSARY PRINT AD

A third sister, Maria Flor, suggested that they name the enterprise "GOLDILOCKS”,  after the fairy tale character. The intention was to make it easier for children and their mothers to remember the bakeshop's name, and also because it suggested luck and prosperity. The store was manned by a staff of 5, who took turns in shaping dough, filling in shopping bags and loading goodies for deliveries. In time, the name GOLDILOCKS was associated with “home-baked” confections and pastries , and when one wanted cakes, one thought of GOLDILOCKS.

1990s GOLDILOCKS BRAND CHARACTER

A GOLDILOCKS image was created in the mid-1980s with the help of the store’s ad agency—a standing figure of a girl with golden locks. In the mid-1990s, an industrial design agency streamlined the character, using just GOLDILOCKS' face and a unique font specially created for the GOLDILOCKS brand name. 

The character was altogether dropped, and now, the GOLDILOCKS shop is represented by its monogram G in script, encased in a circle of turquoise shade.

SOURCES:

Adapted from Goldilocks 20th Year advertorial, “Your Good Taste Made It Happen”, Sunday Times Magazine, 11 May 1986.  p. 23.

Goldilocks photo: https://www.goldilocks.com.ph/our-story

Alex R. Castro, “10 Memorable Classic Characters From Local Ads”, spot.ph

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

314. Behind the Scenes: JOLLIBEE’S “PASALUBONG” aka “JENNIFER” TVC, 1991

PASALUBONG (or more popularly known by TV viewers as "Jennifer") Basic Advertising, 1991.

The unforgettable fastfood commercial that sold hundreds of thousands of Jollibee products also sold thousands of Coralyn dolls---the same doll brand featured prominently in the TVC.

The commercial , originally entitled “Pasalubong”,  was the brainchild of the Jollibee  creative team of Basic Advertising, renown for creating “very Filipino” commercials.

WATCH JOLLIBEE'S "Jennifer" TVC here:

The venerable Minyong Ordoñez, being Basic's Chief Creative Officer, oversaw the creation of the campaign written by veteran Kiko Gargantiel. The theme of the one minute-commercial revolves around the domestic challenges faced by busy working couples, particularly a mother, who has to leave her child (Tricia)  at home in distress over a missing doll, Jennifer. Feeling guilty, she reassures her daughter that she will find her doll, a promise sealed with a pasalubong of Jollibee treats. Indeed, the doll is found, and the family celebrates with a Jollibee eating spree.

The project was assigned to production house Electromedia. Chosen to direct the TVC was rising star director Mandy Reyes, who had previously worked on minor projects before being given the chance to handle a major production for an icon brand, Jollibee. Mae Paner ( now recognized more as Juana Change) was assistant director for the October 1991 shoot date.

 He remembers the project briefing. “In the original board,  the child was missing a pet cat—instead of a doll.  But at that time, the “pusa sa siopao” story was going around so, a ragdoll replaced the pet”.

The child talent who portrayed Tricia was  5 year-old  Tricia Coronel. It was she who tearfully uttered the line “Nawawala si Jennifer..”, and who kept calling out her name “Jennifer”, in a tone so touching, it moved many viewers and led to a high TV recall.

Direk Mandy recalls shooting that pivotal scene inside a Bel-Air house location: “I remember rolling the camera continuously (film pa yon) in that crying scene “Nawawala si Jennifer”, and I kept on telling her—“isa pa, isa pa, isa pa. Na medyo makulit na ko, then she just broke down crying while saying the line”. Needless to say, the director got his perfect take and called it a wrap.

The commercial was aired to a rousing reception. Children imitated Tricia’s plaintive cry—“Nawawala si Jennifer!”--and proceeded to call her name. That scene from the commercial was even spoofed in the musical comedy film "Andrew Ford Medina: "Wag kang Gamol!" (1991) that launched Tricia Coronel's brief showbiz career. The movie soundtrack even featured a song inspired by the commercial, entitled--what else--"Jennifer"!

TRICIA reprises her Jollibee role in the 1991 Andrew E. movie "'Wag kang Gamol"
Screen grab: Courtesy of retrovologs.

Listen to "Jennifer", from "Wag kang Gamol"

It is claimed that many baby girls born in late 1991 (when the ad was aired) were named “Jennifer”. Coralyn Dolls, also had their heyday, with a surge in demand and sales of their iconic cloth dolls.

As for “Jennifer”—she is still around, secured in a glass case in the home of Direk Mandy Reyes, who spirited her away after the shooting!

 SOURCES:

Info provided by Direk Mandy Reyes

Old Jollibee Commercial, uploaded by Michael Bochog, Dec. 12, 2013. https://www.youtube.com/watch?v=mPmMsK6B9Xo

Andrew Ford Medina: Wag Kang Gamol, youtube https://www.youtube.com/watch?v=njB9rDxC4t4, uploaded by RETRO Vlogs, April 17 2020

Andrew E.,Tricia Coronel, Dennis Padilla | Jennifer, https://www.youtube.com/watch?v=_NIK4uIYlA0, Uploaded by E’ckam Dec. 25, 2018

Special Thnaks to Ralfyman. 

260. THE END OF THE CHAMP: Jollibee's “BIG LANGHAP-SARAP” Burger, 1984-2019

THE LAUNCH AD OF JOLLIBEE CHAMP, 1984

In 1984, Jollibee launched its biggest challenge to knock-out McDonald’s big burgers led by its Big Mac and its Quarter Pounders. And so, the CHAMP became available that year in all stores—“the BIG Langhap-Sarap Burger” to match big appetites.

The CHAMP print ad showed the “anatomy” of this newest burger, that was packed and crammed with great taste—“sapin-sapin ang sarap”, as the copy proclaimed.

WATCH Jollibee CHAMP Extra Big 2008 TVC:

The ad pointed out that the  CHAMP was made with “hot and hungry size sesame bun, fresh and green lettuce, tangy, snappy pickles, a touch of creamy mayonnaise, ripe Baguio tomatoes, rich, thick catsup for taste, egg enriched 100% pure beef, soft and hot bun”.

The CHAMP became a big hit among Jollibee habitués , and for many years, had its own promotions and  TV advertising. For many years, CHAMP endured, and in 2009, even became extra-big when the patty was increased to 1/3 pound of 100% pure beef.

WATCH Jollibee CHAMP 2012 TVC 30s

featuring actor Mikael Daez in his first commercial:

Inexplicably, Jollibee stores were informed by the management through a memo circulated in early December that the CHAMP Burgers will no longer be sold, after the available stocks are used up.

Beginning January 1, 2020, CHAMP—and the also popular Big Burger Steak—were pulled out of the menu, leaving the double patty  Cheesy Deluxe Yumburger, as Jollibee’s biggest burger. There is no word yet if another big burger will replace the CHAMP, which, for nearly 2 decades was considered a “perfect match” to the hearty appetites of Filipinos.

CREDITS :

AD AGENCY: Publicis Jimenez Basic Advertising

CLIENT: Jollibee Corporation

 For the Champ/Mikael Daza TVC: 

CREATIVE DIRECTORS: Alex Castro

ART DIRECTOR: Joel Eudela

ACCOUNT EXECUTIVE: Tobias Bernardo

PRODUCER: Noel Enriquez

FILM DIRECTOR: Stephen Ngo

PRODUCTION HOUSE: Pabrika

SOURCES:

Jollibee Champ Extra Big:https://www.youtube.com/watch?v=KNMkBMSwDyM, Uploaded by SamantharoseLarryjoe, June 16, 2009.

Mikael Daez (Jollibee Champ) : https://www.youtube.com/watch?v=0kvzHB9_LVw, Uploaded by Mercator TV, Aug. 23, 2012

187. THE 1st JOLLIBEE YUMBURGER LAUNCH AD, 1978

THE YUMBURGER LAUNCH AD, showing an early Jollibee mascot.1978

Jollibee was just three years old when it began advertising in 1978. From a small Magnolia Ice Cream parlor put up in 1975 in Cubao, the visionary Tony Tan Cak Tiong, turned his dessert shop into a fast food restaurant, and the rest is history.

By April of that year, Jollibee was operating 8 stores in Manila: 4 in Cubao, 2 in Quiapo and 1 each in Greenhills and the University Belt.  The core offerings were burgers, and the flagship product was the YUMBURGER.

Jollibee YUMBURGER was a basic burger consisting of two buns that sandwiches a 100% beef burger patty slathered with a special dressing. It was a no-fuss, no-frill burger that nevertheless, delighted its market that had a taste nor just for good food, but also value for money. Indeed, “the hamburger with a double yum” was just priced at Ph.2.95!

The YUMBURGER was introduced in colored print ads mostly in weekend and women’s magazines in the first quarter of 1978. The print ad, whose maker or origin is unknown, was noteworthy for a lot of reasons.

It marked the first appearance of the bee mascot as the presenter of the YUMBURGER. It looked more like an insect than the friendly, chubby Jollibee mascot that we know now (Jollibee consultant Manuel C. Lumba is credited with conceptualizing the vest-wearing bee with a chef hat. Likewise, revising the restaurant’s name to”Jollibee”).

The origin story of YUMBURGER was also romanticized to appeal to children—the ad claims that YUMBURGER was created in Yumburg, “a place between here and nowhere”, pople by fairy-tale like characters.  In any case, YUMBURGER offered “Pure beef. Pure pleasure.Pure goodness. No cereals”.

To underscore the importance of YUMBURGER to the nusiness, the early Jollibee stores were even branded “JOLLIBEE YUMBURGER”. As the world knows, Jollibee dealt McDonald’s, an American brand, a big blow, and today, continues to lord over the local market as the the country’s leading fastfood chain. It has grown exponentially, expanding with branches the world over—the U.S., Southeast Asia (HK, Taiwan)  Middle East, Canada, Italy in Europe. All because of the burger that started it all—the YUMBURGER!

SOURCES
Photo of Jollibee store: https://filipiknow.net/jollibee-interesting-facts-and-trivia/

https://www.jollibee.com.ph/about-us/milestones-history/

160. THE MASCOTS OF JOLLIBEE, 1980-2008

Mascots have been part of the advertising world for over a century, like Mr. Peanut and Jolly Green Giant. They personify the character of the brand—and they may come in many forms such as super humans, fantastic creatures, animals—and in the case of JOLLIBEE—an insect!

JOLLIBEE IN 1983

It was only in the 1980s that the use of “live” mascots was fully exploited by Philippine advertisers, thanks to the JOLLIBEE MASCOTS.

Before that, Philippine brand characters from the 50s -70s like Nars Cafi (of Cafiaspirina), Shellane Girl (of Shellane LPG) and Pancho Pantera (of Pancho Pantera chocolate drink) all were one-dimensional figures that saw print on posters and ads, and animated on TV like cartoons.

The mascots of JOLLIBEE not only fed the fantasy of children, but because they were so life-like, they could interact with them in many fun moments.

In a special way, the JOLLIBEE mascot became role models too, for each one was created with different characteristics to reflect the various product qualities. But all were likeable and appealing.

JOLLIBEE in 1989

The lead mascot of JOLLIBEE Foods Corporation was , of course, JOLLIBEE, introduced in 1980. His name says it all—JOLLIBEE is a happy, loveable, active figure who flits from one place to another to spread merriment on everyday occasions.  

JFC Founding Chairman, Tony Tan Cak Tiong, has often likened the mascot's character to the Filipino working folk, noting that the bee "hops around and produces sweet things for life, and is happy even though it is busy".

Ms. CHICKEE, the brand mascot for Chickenjoy, was introduced in 1983.

That same year, the mini-skirted bovine beauty,  LADY MOO, was launched to represent the Milkshakes product.

She would be joined in 1985 by MICO, a kid in red short overalls wearing a milkshake cup for a cap. All three would later be discontinued.

The fastfoods’premium burger, CHAMP, also had a mascot with the same name, introduced in 1984. With a hamburger head, CHAMP was dressed as a boxer, complete with gloves and a robe, but, like a boxer, the mascot,  has also been retired.

JOLLIBEE MASCOTS FAN ART
https://sean-the-master.deviantart.com/art/vintage-jollibee-mascot-fanart-121636410

MR. YUM was the original name of the Yumburger mascot, created in 1989. Dressed in a dark suit, he wears a bowler hat in the shape of a Yumburger bun. In 2008, he was updated and became simply YUM, a younger, more funky boy in a raglan shirt and shades, but with the same, sesame seed-topped burger cap.

TWIRLIE was the name of the girl mascot who personified the very popular Twirly Sundaes that were launched way back in 1988. In mall shows, she performs her own special Twirly Dance.

JOLLIBEE MASCOTS, THEN AND NOW.
https://echo-marav.deviantart.com/art/JOLLIBEE-CHARACTER-MASCOTS-636409322

An unusual mascot was seen in 1984, who sported his stringy hair made from—spaghetti noodles. HETTY, the resident spaghetti mascot, was nonetheless, a consistent crowd favorite.

But if HETTY seemed unusual with her noodle ‘do, POPO looked awfully strange with his stringy hair made from—French Fries! The potato boy has since transformed into a less weird-looking dude, with the cardboard pocket holder taken off his head.

JOLLIBEE has successfully employed mascots as promotional vehicles, and they are always in demand not only for the Kiddie Parties, but also for corporate events. Christmas time is when their mascots are at their busiest, where they not only attend partie but also go on school tours, headline musical events, star in commercials, and make special TV appearances. Children would crowd around to touch them, talk to them, pinch them, pat them, adore them-to the point of hero worship.

WATCH THE JOLLIBEE MASCOTS HERE:

Jollibee (Apat na Dekada), posted by Glover Reselosa

They have been replicated as toys and dolls, featured on licensed merchandise from clocks to plates to pillows and lamps, clothing and school bags.

JOLLIBEE MASCOTS IN OPERETTAS THAT EDUCATE AND IMPART VALUES, 1987

As the characters are also used to promote various advocacies—from propagating Pilipino as a language, imparting local values,  to endorsing sanitation and cleanliness programs—the mascots have to conduct themselves in certain way, guided by a Jollibee Manual which has a mascot code of do’s and don’ts.

COLLECTBLE JOLLIBEE MASCOTS VINYL TOYS, credits to the owner of this photo

Today, the JOLLIBEE MASCOTS have all become part of the Philippine pop culture, and there is not a single kid who cannot, at once, identify him and his circle of friends.

JOLLIBEE MASCOTS AT A KIDDIE PARTY

 After all, they could always be counted on to spread fun,good times and great eats! As  one Jollibee fan astutely observed --“JOLLIBEE is not a bee..he is a FRIEND!”.

SOURCES:

De la Torre, Visitacion R. Advertising in the Philippines, Its Historical, Cultural and Social Dimensions, Tower Books Houe, © 1989, pp. 97-99

Vintage Jollibee Mascots: https://sean-the-master.deviantart.com/art/vintage-jollibee-mascot-fanart-121636410

Jollibee Mascots, then and now: https://echo-marav.deviantart.com/art/JOLLIBEE-CHARACTER-MASCOTS-636409322

Jollibee (Apat na Dekada), https://www.youtube.com/watch?v=Szi468pAdCI, uploaded by Glover Reselosa, Jan. 11, 2018.
Superbrands, Vol. 1, 1999
Mendenhall, John. Character Trademarks, 1990
Jollibee, wikipedia

159. The Place to Be: CINDY’S BAKESHOP & RESTAURANT, 1984

CINDY'S TV commercial spawned one of the most memorable jingles in 1984.

CINDY’s—the place to be—was founded in 1971 by a group of businessmen in Tarlac who simply envisioned a restaurant that served “good food in a good place”. Thus was born the first CINDY’s store in Tarlac in 1972, a bakeshop and restaurant place that served a standard fare of baked breads, and merienda favorites.

The successful reception to the store prompted  them to open more branches and to offer new menu items like burgers, French fries and express meals. But it was the bakeshop that gave CINDY’s a competitive edge.

WATCH 'CINDY'S "The Place To Be" TVC Here:

At its peak, CINDY’s was promoted through national advertising, a no mean feat for a homegrown business. Its campaign "The Place To be", spawned a memorable jingle that is still remembered until now.

To focus on its uniqueness,  CINDY’s re-conceptualized its product in 1996, by opening a store that was first a bakery, and secondarily a restaurant. This gave it an edge above the rising number of fast food joints. Today, now on its 46^th year, CINDY’s has over 62 branches nationwide.

THE NEW CINDY'S LOGO

SOURCES:

Cindy's 1980s, TVC: https://www.youtube.com/watch?v=V1QuiI3lml8, uploaded by CindysBakeryRestaurant, uploaded Aug. 23 2012. 

Cindy's new logo: https://www.cindysbakery.com/

120. PUREFOODS SMOKEY’S SAUSAGE WORLD: “The Sausage Surprise of your Life!” Jingle, 1982

SMOKEY'S TRAY LINER featured sausage trivia such as this, used at the Quad outlet, 1982

Since the 1960s, Pure Foods Corp. was a dominant meat products company whose hotdog, sausage and processed meat products were favorites on many Filipino tables. In the 1980s, the company decided to enter the fast-food industry through outlets that offered an assortment of hotdog-based products, from plain dogs to fancy sandwich preparations,  freshly prepared and sold at reasonable prices.

 

SMOKEY'S TRAY LINER, agency-designed for the 1st Quad outlet, 1982.

The first step was to create a name for the said fast food concept, and the task fell to Ace-Saatchi & Saatchi Advertising, formerly Ace-Compton. The Creative Team drew up a list of name studies that were whittled down to 3 Finalists—Steven’s, Sidney’s and SMOKEY’s.

 

SMOKEY'S TRAY LINER. Illustrated by  account executive, Dinky.

After the names were subjected to Focus Group Discussions, the winning name was chosen—SMOKEY’S. A product descriptor was appended to capture the wide variety of sausage offerings, and thus the full brand name became SMOKEY’S SAUSAGE WORLD.

 

SMOKEY'S TRAY LINER. 1982, "Hotdog with a  Healthy Purpose"

The first outlet of SMOKEY'S was opened on November 1982 at the Quad Car Park in Makati City—the first sausage parlor in the country. The launch was complemented with full advertising support. To get across the message that there’s more to sausages than just hotdogs---the agency creative came up with the thematic line—“Get the sausage surprise of your life!”.

LISTEN TO SMOKEY'S 1982 JINGLE HERE:

A jingle-based commercial  was produced that dramatized the surprising varieties— from the juiciest, tastiest to the fanciest and hottest hotdogs in town! While we do not have the commercial, we still have the jingle that was composed by award-winning jinglemaker, ms. Charo Unite and ably sung by Jakiri.

 

SMOKEY'S SAUSAGE TRIVIA: Secrets of Roman Victories, 1982

After its successful launch, Smokey's franchise became popular to independent business entrepreneurs in Metro Manila. By 1989, franchising was expanded to include provinces, thus making SMOKEY’s a national name. 

In 2002, Purefoods, the top meat products company was merged with the country's number one brewery corporation, San Miguel, giving birth to the new San Miguel-Pure Foods Corporation. 

EVOLUTION OF THE SMOKEY'S LOGO

Now simply known as SMOKEY’s, its carts and kiosks continue to give customers the most enjoyable and delightful sausage surprises of their lives.

CREDITS:

CLIENT: PURE FOODS CORP.

AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING

CREATIVE DIRECTOR: Mon Jimenez Jr.

COPYWRITER: Alex R. Castro

ART DIRECTOR: Buddy Luna

COMPOSER: Charo Unite

ARTIST: Jakiri

SOURCES:

Company Background: http://www.smokeys.com.ph/ourCompany.php

Smokey’s Cart Photo: http://franchisemanila.com/wp-content/uploads/2012/12/smokeys-food-cart-package.jpg