518. GOYA CHOCOLATE PRODUCTS, Print Ads, 1967-69

GOYA OMNIBUS CHOCOLATE DRINKS, 1968

One of the more popular brands of made-in-the-Philippines chocolate products is GOYA, a joint venture started in 1956 by the enterprising  Chua and Vilabrille families, under the company name GOYA Products, Inc. The first products were actually coffee and cocoa powder mixes.  The cocoa line proved to be more viable, so GOYA expanded to making instant chocolate mixes and chocolate-flavored beverages. Eventually, GOYA would extend its line to include chocolate bars and confections that proved to be successful, favored for its affordable price and chocolatey goodness.

FROM COCOA DRINKS..TO MILK CHOCOLATE TREATS, 1967

This led to Nestlé acquiring the local company in 1996, and was promoted actively through seasonals and regular advertising. Eight years later, in 2006, Petra Foods, a Singaporean food company —now known as Delfi Limited--- bought GOYA from Nestle, which continues to oversee its manufacture and marketing promotions in the Philippines, as well as in other Asian regions.

GOYA has had several relaunches, and is positioned to cater to the medium-end and lower-end brackets. But GOYA also has premium variety, a flanker product that is also part of the portfolio, and still affordably-priced.  

GOYA ALMOND CRUNCH with a Toblerone-type packaging,1969

From the plain cube-sized chocolates, GOYA now produces dark chocolates, dark mint chocolates, white chocolates, almonds dipped in chocolates, crunchy bite-size chocolates and even choco-covered biscuits. GOYA is into spreads, syrups and baking ingredients too—so long as it’s got chocolates.

The chocolate products are manufactured in a 3-hectare plant in Marikina City that has been globally-certified for its quality and taste. The iconic GOYA is now a heritage brand favored, recognized, and much-loved by generations of Filipino chocolate lovers. The GOYA brand continues to endure, providing chocolate enjoyment to Filipinos young and old alike, that is envisioned by Delfi Ltd. to prosper and grow even morem in the years to come.

517. Brand Stories: PAPA CATSUP, Nothing Like the “Father” of All Banana Catsups, 1954

Heroine Maria Orosa, a food scientist,  is credited with inventing the more affordable banana catsup, but it took Magdalo Francisco to develop it into a successful commercial enterprise with his “Mafran” banana catsup brand in 1942. In 1954, another catsup brand was introduced by Neri Papa—PAPA Banana Catsup, under his Papa Food Products Corp.

 PAPA Banana Catsup was developed using a steaming process that conserved vitamins, blended with native spices that included Philippine labuyo. The new condiment became a national favorite for over 2 decades,  eclipsing Mafran and Jufran, moreso when it was promoted as the catsup “chosen to match the famous” MAX’s Fried Chicken”. This was probably one of the early examples of marketing cross-promotion

But by the 1980s, the condiment market had changed dramatically with the rise of major players like the Universal Food Corp. (UFC) that was established in 1960 by the combined forces of the Franciscos and their financiers, Datu-Reyeses (founder of the Datu Puti food business).

One of their flagship brands was UFC Tamis Anghang Banana Catsup, launched in 1969. In early 1980s, Francisco left the company and assigned the PAPA brand and trademark to Hernan Datu Reyes, who registered the mark in 1983 for use on banana catsup, chili sauce, achara, banana chips, and other local products. In 2002, Barrio Fiesta Mfg. Corp. attempted to use the mark “Papa Boy & Device” for its products, but was sued by UFC Corp.

Barrio Fiesta lost but won the case in an appeal. The case was elevated to the Supreme Court which upheld an earlier decision of the Intellectual Property Office, thus finally rejecting Barrio Fiesta’s use of “Papa Boy & Device” for its products.

Eventually, the PAPA brand would be acquired by and assigned major companies in succession: Acres & Acres Food, Inc., Southeast Asia Food, Inc., Heinz-UFC Philippines, Inc.. Today, UFC and all its brands have all been consolidated by the giant food conglomerate , Nutri-Asia.  

Hernan Datu-Reyes established the HDR Foods Corp. with pioneering products under the Mother’s Best brand, including the top-selling Mother's Best Hot Sauce (chili),  Barbecue Marinade, Toyomansi, and Patismansi, all  original Filipino inventions of the owner.  

515. CONTINENTAL NOODLE SOUP: The 1st Instant Noodle Soup in Packs, ca. 1950s-60, Print Ads

Before the advent of instant noodle soups in packs like Lucky Me, Maggi, Payless and Nissin’s, a noodle brand in foil packs has been satisfying Filipinos since the late 1950s: CONTINENTAL NOODLE SOUP, developed by Lipton, and distributed locally by the Philippine Refining Company (now Unilever).

When first sold, the brand was simply called Continental Noodle Soup, a dehydrated soup mix that cooked in 7 minutes. The first flavor was the classic Chicken Noodle Soup, made from noodles and chicken flavorings—a far cry from today’s noodles that cook in 2 minutes, available in a range of flavors from your basic chicken and beef to pancit canton, lomi, mami, even Thai and Korean spicy flavors.

Lipton's entry into the soup market is believed to have begun in the early 1950s with test campaigns for Continental Noodle Soup mix. The company also produced other dehydrated soup varieties, including onion soup mix, by the mid-1940s

At 45 centavos per pack, Continental Noodle Soups were expensive, but the copy claims that a pack is good for 4 servings. A sick child was usually served this soup treat, as chicken soup then, as now, a  it was sastisfying, warming, and comforting.

The first advertising were black and white print ads with clip art illustrations. By 1960, the ads, designed by PRC’s ad agency, were hand-illustrated and in full color. In 1964, Continental Noodle Soup was re-branded to the shorter ROYCO Noodle Soup (a coined term for ROYal + COntinental), and this brand name was used in other Asian and African countries. 

The new ROYCO name caught on with Filipino consumers and became a familiar household brand, until the late 70s when the more convenient plastic-packed oriental noodles were launched, displacing ROYCO.

489. TAKAYAMA GARDEN RESTAURANT, "Senses", Print Ad Series, 1990

From the mid 1980s to the 1990s, TAKAYAMA Garden Restaurant was one of the most renown Japanese fine dining places in Manila, known for its innovative Japanese menu like their Love Boat Special (a mixed platter of authentic Japanese specialties) and tempuras made from real, edible flowers.

The restaurant was started by the De Mesa sisters (Diana de Mesa Santamaria and Erlinda de Mesa Yap) of Tri-Chef Foods Corporation, They opened the 1^st TAKAYAMA Restaurant on August 1985, along Wilson St., Greenhills, named after the saintly Japanese samurai, Justo Takayama Ukon, who died in the Philippines. A statue of the blessed Japanese once graced the TAKAYAMA  branch in Greenhills.

Early Takayama ads show different looks.

The restaurant business took off, and because a favorite of businessmen, office workers,  and families in the area. A 2^nd branch sprouted in Makati Greenbelt. With business doing very well, the company went the rounds of small agencies to handle their advertising. The output was rather inconsistent and not cohesive, as there was no distinctive TAKAYAMA design look.

The company sought out the services of powerhouse agency ACE-SAATCHI & SAATCHI, which was assigned to the team of Melvin Mangada, Art Director, and Lilit Trinidad. Copywriter. They created these stunning black and white “Senses” campaign featuring reworked old Japanese prints, and copy written in the style of Japanese haiku.

The TAKAYAMA Garden Restaurant chain flourished for a decade more, closing in February 2002, after 37 years of bringing the tradition of fine dining to its satisfied clients.

CREDITS

CLIENT: Tri-Chefs Food Corporation

PRODUCT: TAKAYAMA GARDEN RESTAURANT

AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING

ART DIRECTOR:  Melvin M. Mangada

COPYWRITER: Lilit S. Trinidad

CREATIVE DIRECTOR: Ramon Jimenez Jr.

475. EGGO MAYONNAISE, SANDWICH SPREAD & SALAD DRESSING, 1959-1967 Ads

EGGO SANDWICH SPREAD, 1967 Ad

An early American mayonnaise brand that made its way to the Philippines in the late 1950s and which briefly earned the nods of Filipino consumers before the advent of Lady’s Choice and Kraft Mayonnaise  was EGGO. In 1959, EGGO Mayonnaise, Sandwich Spread and Salad Dressing were brought to the Philippines by Kaw Sek and Co., a product retail, wholesale, and distribution firm that was established by Peter Kawsek Sr. back in 1945 in Quiapo, Manila.

FRANK SR., ONE OF THE 3 DORSO BROTHERS, SAM AND ANTHONY,
CREATOR OF THE EGGO MAYONNAISE IN 1932

One of the American products they made available was EGGO, a mayonnaise brand that was developed in 1932 by 3 brothers: Frank, Sam and Anthony Dorsa. The brothers formulated their mayonnaise made from fresh eggs in their hometown of San Jose, California. As a tribute to their egg-cellent and successful product, they name their company EGGO Foods.

EGGO SALAD DRESSING, 1959

Eventually, they branched out to making frozen egg waffles that were even more successful which became their flagship brand. Eventually, the EGGO line would feature a host of other products like EGGO syrup,  noodles, and pretzels, along with their original EGGO mayonnaise, salad dressing and spreads.

EGGO, FOR TASTIER SANDWICHES, 1966

Early advertising of EGGO products in the Philippines began in 1959, with small ads, both in black and white and in full color. It featured the EGGO Mascot, complete with a hat and bowtie. EGGO spreads and dressings were available all throughout the 60s, until the company began to focus on its highly successful waffle products, which are still in production to this day. In the 1970s, EGGO became part of Kellogg’s.  The senior Frank Dorsa passed away in Saratoga, on Jan. 17, 1996 at the age of 88. 

As to the local distributor Kaw Sek & Co., it is still in operations under the name Kawsek Inc., based in Mandaluyong. It is managed and operated by Lawrence L. Kawsek, the founder’s 2^nd son. It is currently a distributor of Pauls Milk products, Gina Nectar, Apex and Susan Baker brands. It also manufactures the Apex detergents and its services are utilized by major brands like Kraft, Dole, Anchor and Minola.

SOURCES:

San Jose History: https://www.facebook.com/groups/SanJoseHistory/posts/2365718663559354/

 The Origins Of Eggo Have Nothing To Do With Waffles: https://www.thedailymeal.com/1127961/the-origins-of-eggo-have-nothing-to-do-with-waffles/

 

473. Canned and Bottled Right on The Farm : RAM FOOD PRODUCTS INC., 1961

RAM FOOD PRODUCTS, INC. is one of the largest consumer food manufacturing and distribution companies in in the country. While 1962 is considered as the founding date of RAM Foods,  the company actually was already operational in 1960 in brgy.  Pulo, Canlubang, Laguna, as a local food processing company. 

Its earliest product were bottled mixed pickles, which became the flagship brand. By 1960, it was also producing Pickled Sweet Ampalaya, Sweet Corn, Papaya Nectar, and Mango Jam. The products were exclusively distributed by Young & Baldwin Inc. with offices in Dasmariñas, Manila. The earliest advertising were black and white ads for the pickled products that saw print that same year. 

In due time, RAM Foods became a recognized brand and became on of the key players in the market along with California Manufacturing Company (maker of the more-established Lady’s Choice food brands), Kraft Foods and Del Monte. Macondray Co. Inc. took over as the major distributor of RAM brands.

In 1966, it expanded its product portfolio to include Tropical Fruit Juice, Fruit Cocktail, Tomato Sauce, Red Pimientos, and even a condiment RAM Worcestershire Sauce. The next year, it added Tomato Juice, Peeled Whole Tomatoes, Pork and Beans, and Hot Sauce,  Later, RAM Foods, Inc.  introduced a sub-brand called Sevilla, which produced canned chick peas and green peas.

Today, after over 6 decades RAM Food Products Inc., continued to do well in the next decades, growing and modernizing its plants to become a state-of-the-art food processing company. With five factories and over 25 distribution centers, RAM products are poised to enter the international market as well.

 Meanwhile, its sister company, Ace Foods Inc.  manages the sales and distribution of its classic brands that have become leaders in their categories, as well as new Spaghetti Sauce and Pasta lines that are now well-established in the marketplace.

 SOURCES:

Ram Food Products, Inc. https://ramfoods.com

Ram Foods FB Page: https://www.facebook.com/RamFoodProducts/

Ram Foods Co. Profile: https://www.dnb.com

471. Brand Stories: LILY’S PEANUT BUTTER, 1950 to present

LILY'S PEANUT BUTTER Magazine Ad, 1989-90

The beginnings of Lily’s Peanut Butter began in 1950, when the first natural peanut butter was produced in the country. It was not until more than 2 decades later that, in 1972, home-made brand was fully commercialized with the founding of the Newborn Food Products , Inc. to raise the quality of the product.

In 1998, Arch. Ramon T. Pua was name President and CEO of Newborn Food Products, Inc., and under his term, the distribution system was improved, the management and organizational structure of the company was strengthened, and new product line were introduced like Coco Jam and Jelly Gem Ice Pops.

 The company celebrated its 50^th year in 2000 by advancing its vitamin A advocacy program and introducing product innovations: the launch of the new 20g. peanut butter sulit pack (2007) and new variant  Chocolate-Peanut Butter in new PET bottle packaging (2008).

 More line extensions followed like the first ever healthy variant—Lily’s Peanut Butter Lite,  made from real peanuts and stevia extract. Another is Lily’s Crunchy Peanut Butter, with cracklin’ real peanut bits. Rounding out the Lily’s line is Lily’s Choco Almond Spread, made with real tablea and roasted almonds.  The brand became more visible when it employed young hearthrob Daniel Padilla as its celebrity endorsers.

After 70 years, Lily’s Peanut Butter has become part of the Filipino snacking tradition, with a trusted quality that continues to grow strong with every passing year.

LILY'S PEANUT BUTTER PRODUCT LINE, Source: Lily's FB Page

SOURCES:

History - Lily's Peanut Butter: Weebly, https://mylilysofficial.weebly.com › history

Lily's Company AVP screen grab, 2019

Lily’s Peanut Butter: From savory dishes to desserts, posted 19 Sep. 2013. https://enjoyingwonderfulworld.blogspot.com/2013/09/lilys-peanut-butter-from-savory-dishes.html

470. 5 U.S. PRODUCTS AVAILABLE IN THE 1920s IN THE PHILIPPINES AND THEIR ADS

Back in the 1920s, half a century before the PX business boomed in the country, popular American-made products were already available to Filipinos—without restrictions. These were directly imported by legitimate distributors who had offices and branches throughout the country, and advertised in leading magazines and newspapers of their time. Here are examples of print ads of American food products that one can pick right off a store shelf in 1926.

******

Campbell's Tomato Soup, 1926 Ad.

CAMPBELL’S  SOUPS

Campbell's, was put up in 1869 by fruit merchant Joseph Campbell and Abraham Anderson, which today is one of the largest processed companies in the world. The flagship brand is Campbell’s Soups, with such variants like Cream of Mushroom,Cream of Chicken, Tomato, Chicken Noodle, Cheddar Cheese and French Onion Soup. John Dorrance became the company president from 1914 – 1930, and being a chemist, he  developed a commercial process for condensing soup by halving the quantity of its heaviest ingredient: water. The success of the company enabled it to distribute its products internationally, finding its way to the country in the 1920s, and sold by authorized dealers.

Hershey's Cocoa Powder Ad, 1929 Ad

HERSHEY’S COCOA POWDER

Hershey’s was founded in 1894 by Milton S. Hershey in 1894 in Pennsylvania., one of the world’s largest chocolate manufacturers. Breakfast Cocoa was one of the first products manufactured by Hershey’s, and made its appearance in the Philippines in the 1920s. Filipinos then were already drinking cacao-based tsokolate, so Hershey’s Breakfast Cocoa gained patronage as the powder was also used for baking. Hershey’s Philippines continues to sell products, including on online channels. Hershey’s Cocoa is still available in the market today after over 100 years!

Kellogg's Corn Flakes, 1935 Print Ad

KELLOGG'S CORN FLAKES

The staple of American breakfast—Kellogg’s Corn Flakes—involved several family members like Ella Eaton Kellogg, John Harvey Kellogg, his younger brother Will Keith Kellogg. The wheat based product, that was rolled into flakes that were baked, were served at a sanitarium, but demand became heavy and so the flakes were sold thru mail-order. The contentious Kellogg brothers had a falling out, so in 1906, and renamed it the Kellogg Toasted Corn Flake Company in 1909 (shortened the Kellogg Company in 1922.) Kellogg Corn Flakes were available in Manila by the 1920s, sold for its health benefits. It was made to appeal more to the American market in the Philippines, as Filipinos favored rice for breakfast. Today, Kellogg’s are available in the Philippines which is part of Kellogg’s SouthEast Asia network. Fruit loops and frosted flakes come from thei manufacturing plants in Thailand. 

SUN-MAID Raisins, 1926 Ad

SUN-MAID RAISINS

In 1912, raising growers in California and banded together to sell their common product as one, thus the California Associated Raisin Company was born. Under the brand SUN-MAID, coined by advertising man E.A. Berg, the California seedless raisin products, in their iconic carton boxes featuring a bonneted woman with a basket of grapes against a yellow sun, was launched in the market. SUN-MAID Raisins were so special in the Philippines that they were advertised only during the holidays, as snacks or as ingredients for candies and fruitcakes,

WRIGLEY'S Gum, 1926 Print Ad

WRIGLEY’S GUMS

The historic Wrigley chewing gum company was founded 133 years ago in 1891 by Wiliam Wrigley Jr. in Chicago, Illinois. He actually was into selling baking powder, which he promoted by giving 2 packs of chewing gum for every purchase.  It was the chewing gum, however, that interested consumers more. Thus began his Wrigley’s Spearmint Gum, that would catapult Wrigley Company as the  largest manufacturer and marketer of chewing gum in the world. Wrigley’s Spearmint Gum made use of a “Spearman” mascot in promoting the product in the Philippines. Succeeding variants were Juicy Fruit, a bestseller in the country, and Doublemint,

459. And you thought Lady’s Choice only made mayonnaise: LADY’S CHOICE VIENNA SAUSAGE & LIVER SPREAD, 1969

BRING OUT THE SAUSAGE AND THE SPREAD OF LADY'S CHOICE!  1969

LADY’S CHOICE is top-of-mind when it comes to mayonnaise and salad dressings. But in its early years, the  Philippine manufacturing plant known as California Manufacturing Company (CMC), started operations in 1955, producing many other product lines—including canned goods like LADY’S CHOICE VIENNA SAUSAGE and LIVER SPREAD, which came out in 1969.

 But the market was already swamped with those products, with cheaper brands like Philips and Reno dominating the landscape. CMC eventually focused its operations on its salad dressing and spreads, which today—under Unilever--continues to have a strong patronage

458. And you thought Purefoods only made meat products: PUREFOOD BANANA CATSUP, 1963

CATSUP, PLEASE!!!...and make it PUREFOODS! Print Ad, 1963

PUREFOODS is practically associated with processed meat products like hams and hotdogs, but Banana Catsup?

Actually, when PUREFOODS was incorporated on 31 October 1956, it expanded its meat portfolio to include other foods, like canned viands, bottled foods, fruit preserves,  and, yes—banana catsup! PUREFOODS BANANA CATSUP was produced and marketed in 1963. The product did not prosper as Ayala Corp, upon purchasing it in 1965, streamlined the product lines and dropped non-performing brands, banan catsup included,

Ayala Corporation acquired majority control in 1981, and in 2001, San Miguel Corp. became its new owner and was renamed San Miguel Purefoods.

453. PUREFOODS HAM: The Star of the Noche Buena Feast, Print and TV Ad

THE STAR OF THE NOCHE BUENA FEAST, 1986

The classic PUREFOODS HAM Christmas Print Ad, with a copy that exalts the ham products as the "Stars of the Noche Buena Feast". The flagship Purefoods Fiesta Ham is shown with other PF ham products: Pear-Shaped, Chicken Ham and Chinese Ham. The popular tagline that was used as early as the late 70s, was retained in subsequent holiday ads by the company's agency, Ace-Saatchi & Saatchi Advertising.

WATCH PUREFOODS HAM

 'STAR OF NOCHE BUENA" TV AD from 1979

SOURCES:

Purefoods Fiesta Ham Christmas, https://www.youtube.com/watch?v=nqk-rO9GM_0, uploaed by Golden TV Commercials Group. 13 Nov. 2021

447. MAGNOLIA CARNIVAL Frozen Creem, 1976

ANYTIME IS CARNIVAL TIME. MAGNOLIA CARNIVAL FROZEN CREEM

By the mid 70s, Magnolia, the dominant name in fine ice cream, found itself vulnerable with the rise of new ice cream brands, most specially from Presto Ice Cream, which even had a copycat “Flavorite of the Month” line, and even earlier, Silver Bell. In 1976, a Magnolia introduced a flanker brand, MAGNOLIA CARNIVAL FROZEN CREEM.The price brand consisted of 8 star flavor attractions: Super Strawberry, Jolly Orange, Merry Mocha, Vanilla Fling, Nangka Fantasy, Mango A-Go-Go, Groovee Ube and Chocolate Fiesta. It came in gallons, half-gallons and cups. 

In the 1980s, Coney Island Scooping Stations were successfully introduced in which one can enjoy even more affordable ice cream scoops in cones, with a merry variety of flavors. Magnolia had to change its position, by introducing its own scooped ice cream flavors thru its new line “Ice Cream Internationale”, to go against Coney Island. The CARNIVAL brand was discontinued, its flavors folded into Magnolia’s new scoop brand.

419. A Tickle of a Pickle Ad: RAINBOW PICKLES, by Ycasas Food Products, 1964

A TITILLATION IN ART DIRECTION, RAINBOW PICKLES AD, 1964

 An example of an ad gone wrong---all because of failed art direction. Instead of promoting these tasty RAINBOW PICKLES, the print ad comes across as simply tasteless. The way the poor model is shown  presenting a humongous phallic-looking pickle sticking out of a jar in her direction, creates an uncomfortably, suggestive image that is kitschy and crass at the same time.  “The Tastiest…The Crispiest…”, so the ad proclaims. Might as well add “Trashy” to the adjectives. What was the Art Director thinking? And the Creative Director? And the Client who approved it?

Anyway, this was the only RAINBOW PICKLES ad I could find, manufactured by Ycasas Food Products. If this came out today, it would win--hands and pants down--the worst ad of the year. Or it would have been banned by the AdBoard.

417. Your Little Honey Will Love It!: DARI CRÈME HONEY, 1989

 DARI CREME WITH HONEY, 'How Sweet it is to be Loved by You", 1989

DARI CRÈME was one of the first products of Procter & Gamble PMC (now P&G Phils., Inc.)  launched in 1959. It was the first locally manufactured refrigerated margarine and was introduced as a local alternative to imported butter. By 1990, it owned 70% of the butter-tasting spreads market.

So successful was DARI CRÈME that in 1989, P&G decided to launch a new taste: DARI CRÈME Honey. It was introduced to the market in response to growing demand for a wider variety in margarine tastes. This variety was made with “the real goodness of honey”, and capitalized on the habit of slathering pancakes and bread with butter and syrup.

WATCH DARI CREME HONEY TVC 15s Here:

It was so successful that at one point, it held a substantial chunk of the total DARI CRÈME business. Aside from DARI CRÈME Classic, there  was also a DARI CREME Buttermilk variant.

The 15 sec. commercial for DARI CRÈME Honey was created by Ace-Saatchi & Saatchi, one of the accredited agencies of P&G Phils. It featured a James Taylor song, “How Sweet It Is”, and a honeybee animation. The kid talent was the young Paolo Contis. The agency creative team was led by Cid Reyes (Creative Director), Lilit Trinidad (Copywriter), Bingo Bautista (Art Director).  DARI CRÈME Honey was good for just a few years, until P&G ceased production of this once popular variant. 

SOURCES:

Saatchi Update Asia newsletter, Dec. 1990

Jojo Bailon, View on the 3rd

415. Is That Who I Think She Is? MARICEL SORIANO for NEWTON COCO-EGG SPREAD, 1974

NEWTON COCO-SPREAD, 1974

 Newton Food Products Mfg. Co., Inc. is synonymous with bottled tropical fruits like kaong,  which were staple “halo-halo” ingredients, It was founded back in 1958, and since then has expanded its product lines to processed agricultural and fruit products, both fresh and processed, sauces, snack foods and noodles.

But back in 1974, the company forayed intro spreads with the launch of NEWTON COCO-EGG SPREAD. The spread is unlike any other spread; it was made from coconut milk, sugar, eggs, dairy milk, and butter, At first, NEWTON COCO-EGG SPREAD looks like mayonnaise as it can be used as a dressing for salads, but the rich cream can also be used as a topping for ice cream and for sandwiches.

When launched in 1974, the color ads featured a pert and pretty 9 year old kid model by the name of Maria Cecilia Dador Soriano. She would go on to become one of the biggest showbiz stars of 1990s, as MARICEL SORIANO, known by her moniker “The Diamond Star”.

As a  child actress, Maricel Soriano became nationally famous for her role as Shirley, the daughter of Dolphy and Nida Blanca, in the long-running TV hit series “John en Marsha”, which aired over Radio Philippines Network (RPN) from May 1973 to July 30, 1990. A spin-off from the series, “John en Shirley”, aired on ABS-CBN in 2006 with Dolphy and Maricel reprising their roles from the original series.

She would gain greater fame for her acting prowess and her trademark candidly frank way of expressing herself, leading to her being called “Taray Queen”. She is the second Filipino actress with the most best-actress wins this century across the five biggest film awards ceremony, with over 40 best-actress wins under her belt.

Soriano is also hailed as the “Drama Anthology Queen” for the success of her drama series — Maricel Regal Drama Special (1987-1990) and The Maricel Drama Special (1990-1997).

 As a topnotch commercial model, Soriano has endorsed blue-chip brands like Globe, McDonald’s, Jollibee, Modess, Green Cross Alcohol & Soap, Whisper, Alaska, Globe, Swift products, Loviscol, Mr. Clean, Breeze, Minola, Fiesta Spaghetti, Golden Fiesta Cooking Oil, Aji Ginisa, Vaseline shampoo, Argentina Corned Beef, Libby's, Ever Gotesco, Quick Chow Noodles, among others.

Previously married to Edu Manzano, Soriano has two sons, Marren and Sebastien. Maricel Soriano continues to be active in the entertainment industry, especially on TV, today.

As to Newton Food Products, it continues to be in operation to this day, with popular “chichirya” products as La-La Fish Crackers, Clubee Corn Snack Chips, and Nic-Nac Shrimp Crackers.

 SOURCES:

Maricel Soriano photo, Wikimedia commons

Maricel Soriano info: Wikimedia

Newton Food Products logo: Philippine Chamber of Food Manufacturers

409. CALUMET: The Double-Acting, Better Baking Powder, 1956-1960

1950s CALUMET PRINT ADS, with endorsers Gloria Romero and Lolita Rodriguez

One of the most popular baking products in the world with the most recognizable packaging is CALUMET Baking Powder. Chicagoan William Monroe Wright, with partner chemist George Campbell Rew, formulated a revolutionary, double-acting baking powder in 1899 that replaced cream of tartar with aluminum phosphate and also included dried egg whites.

The product was christened CALUMET, after a French-derived word for a Native American ceremonial pipe. It was also the name given to the land that would give rise to Calumet City, Illinois. The red, black and white CALUMET tin canisters featured the stylized profile of an Indian wearing a feathered war bonnet. To this day, this iconic packaging remains unchanged.

1956 CALUMET AD, Baked Desserts

1956 CALUMET AD,Baked Desserts

The success of CALUMET prompted Wright to put up his CALUMET Baking Powder Company  until it was acquired by General Foods in 1929..

CALUMET RECIPE ADS, 1957

CALUMET Baking Powder became available in the Philippines in the 1950s, when Filipino women discovered the joys of baking in modern ovens. It was heavily advertised in 2-color ads in leading magazines, using movie celebrities like Gloria Romero and Lolita Rodriguez as endorsers. Ot was promoted along with Swans Down Cake Flour, another General Foods product.

FILM STAR GLORIA ROMERO FOR CALUMET, 1958

LOLITA RODRIGUEZ CALUMET AD,1959

GLORIA ROMERO FOR CALUMET, 1958

In 1990, General Foods merged with Kraft Foods. The company grew even bigger when, 2015, Kraft Foods  merged with H.J. Heinz Co. It continues to produce and market CALUMET Baking Powder today

1960 VINTAGE CALUMET ADS

SOURCES:

The Kraft Heinz Co., https://www.kraftheinzcompany.com/

Calumet, on Wikipedia: https://en.wikipedia.org/wiki/Calumet_Baking_Powder_Company