PURICO was the very first product manufactured by
Philippine Manufacturing Company (PMC), which was later bought by Procter &
Gamble. Purico , a cooking-frying-baking lard, came out in 1919 and was
promoted extensively though field marketing, advertising and sales promotions.
For Christmas 1953, Purico offered a full-color
3-dimensional cardboard Belen (nativity scene)
that one can have by presenting a boxtop flap plus 10 centavos. The
pop-out belen set features cut-out figures and scenery-- "amazingly
lifelike!", as the ad proclaimed.
An actual example of the giveaway Nativity set is shown below, plus he complete advertising copy that details the mechancis on how to get the Christmas cardboard Belen free.
YOUR FREE XMAS GIFT FROM PURICO!
BEAUTIFUL 3-DIMENSION BELEN—IN BRILLIANT Full COLOR
Perfect Christmas touch in your home! Heavy cardboard BELEN with cut-out figures and scenery.
Just open and spread up. Amazingly life-like! But remember, only requests by
mail will be answered.
For each Belen you want, send One (1) boxtop with flap
from any size Purico carton and 10 centavos.. You will get you Belen by return
mail. Send for as many as you like but be sure to enclose 1 Purico box-top with
flap AND 10 centavos for EACH Belen you want.
.
If the coupon in this advertisement is already usedm just print your name, aand address on the
Purico box-top you send. Add the name of this magazine and the date at the top
of the page. Send 10 c with each box-top for each Belen you want.
BRIGHTENING YOUR HOMES WITH NATIVITY STATUETTES, Print Ad, 1978
In 1978, a consortium of products--LADY'S CHOICE (juices, spreads, pickles, dressings), KNORR (bouillons, seasonings), ALSA (gelatines, custards, desserts), and ROYAL (pasta, noodles) came up with a holiday collectible promo, where one could assemble a set of plastic Nativity Statuettes for a Christmas Belen. The Nativity figures--15 in all-- are packed FREE with every purchase of the participating products, a fitting Christmas decor for your home. The completed set includes figures of the Holy Family, 3 Kings, Shepherds, Animals and an Angel. Seek--and you shall find the spirit of Christmas in these handsome Nativity Statuettes!
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 5th
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.
1980 was an Olympic year and to tide on the sporting
craze, MILO—theOlympic Energy
Drink-- launched its Free SUPER ATHLETES
Promo. These were giveaway standing plastic athele figures given away with
every tin of MILO.
There were 8 athletes to choose from—Gymnast, Shotputter,
Football Player, Diver, Torch Bearer, Runner, Javelin Thrower and Weightlifter.
They were available in Red, Blue, Green and Yellow Colors.
Photo used with permission. Nicky Hernandez Collection
The SUPER ATHLETES
can be collected for playing the MILO
Super Sports Game. The gameboards could be clipped from selected magazines
and newspapers.
However, there was a major boycott of the Moscow Games in
1980, as a potest for the Soviet invasion of Afghanstan. This resulted in the
non-participation of major countries including U.S.A. and other western nations,
and the organization of the alternative Goodwill Games. Similarly, in the next
1984 Olympics, the games were boycotted by Russia and the eastern bloc
countries.
It is good to know that the 30th Southeast Asian
Games in the Philippines, which is wrapping up this week, continues to uphold the spirit of
sportsmanship and friendly competition, untouched by politics and contentious
politicians. Here’s to all the SUPER
ATHLETES of the SEA Games!!
CREDITS: Many Thanks to Nicky Hernandez for the use of his Super Athletes collection photo.
LITTLE MISS SHELLANE. Little Jackie Alipio (now Monteclaro) of Cavite, aged 5, in her official Shellane girl dress..
In 1965, SHELLANE COOKING GAS, was introduced by the
international fuel company, Shell, to the Philippines. At that time, Esso Gasul and Mobil Gas were the leaders in
the liquefied petroleum gas (LPG) market catering to a middle to lower class market that
could afford gas stoves and ranges.
SHELLANE COOKING GAS INTRO AD, 1966.
SHELLANE became the new alternative, and in 1966, it began to be advertised and promoted aggressively to win a chunk of the growing middle
class families of the later part of the 60s in the cusp of a new, progressive
decade.
SHELLANE WAS SOLD ALONG WITH SHELLANE GAS STOVES AND RANGES. 1966
“Cook fast and tasty with SHELLANE!”, the launch print ads
announced. After all, cooking with
gas—as opposed to wood—was efficient and precise, with just the right amount of
concentrated heat needed to keep natural juices of food intact.
The SHELLANE tanks,
in 30 lb, or 110 lb. cylinders, were available in Shell agents
nationwide. The promotional launch included selling SHELLANE gas with SHELLANE stoves that came with attractive giveaways like kitchen and stove utensils.
LITTLE MISS SHELLANE MASCOT
Equally appealing was the SHELLANE mascot, depicted by a
sprite of a girl with her trademark tress sweeping upwards much like a tongue
of flame. It was SHELLANE’s cute answer to Esso Gasul’s strange-looking lady
mascot with a gas droplet for a head.
LITTLE MISS SHELLANE ANNOUNCEMENT AD, 1967.
In 1967, SHELLANE gained more momentum when it launched the
Search for Little Miss SHELLANE. Aimed at creating goodwill with the housewife,
the contest revolved around the quest for a little girl from 4-6 years old that
best personifies the Shellane mascot. She had to be photographed wearing a
specially made Shellane outfit—a blue polka-dotted dress made from Gentex
fabrics, and the picture submitted either through designated Shellane dealers
or by mail.
From twenty five regional semi-finalists, 4 regional winners
will be picked after live judging. From the 4 will emerge the grand winner—Little Miss SHELLANE OF 1968—who will win P5,000 and a host of appliances—from a
cooking range to an air condition unit, refrigerator and kitchen appliances. In
all, Php 33,000 was at stake for all the winners.
Photo: http://www.philstar.com/shell100
The first Little Miss SHELLANE was Joy Paguirigan.
Apparently, the contest drew much buzz as to warrant a second edition
in 1969. Arlene Arrieta emerged as Little Miss SHELLANE of 1969—and that would
be the last year the contest was staged.
In 2013, SHELLANE was re-branded as SOLANE, after it was acquired by Isla Pretroleum and Gas Corp.--a Fil-Japanese company, from Shell. The name change was announced in a
full-blown ad campaign that featured comedienne Eugene Domingo.
WATCH THE SOLANE TVC HERE:
Interestingly, the major relaunch included the search for the Little Miss SOLANE,
thus reviving the pageant for little girls began over 50 years ago. This time though, the age requirements were raised
to include girls 8-12 year olds (Cuties) and 13-16 years old (Teenies).
LITTLE MISSES SOLANE 2013, Cuties and Teenies winners. Photo: The Manila Standard Today
The
winners were Caryl Brianne Codina, 10, and Gabriella Louise Lopez, 14, respectively,
crowned in a contest hosted by former Little Miss SHELLANE girl finalist, society girl-columnist-fashion plate Tessa Prieto-Valdes.
SOURCES: http://business.inquirer.net/114785/meet-solane-the-former-shellane Video: youtube: https://www.youtube.com/watch?v=nb4LzCk9Vl4 Photo of 2013 Miss Solane Winners: http://manilastandardtoday.com/mobile/article/108911 http://www.philstar.com/shell100/template/pdf/edmposter-1277282.pdf
INSTANT CAFE PURO FOLK DANCE GLASS PROMO, Launch Print Ad, featured the ceremonial dance of the Maranaos, called "Singkil". It was popularized by the world-famous Bayanihan Dance Troupe. 1967.
Cafe Puro Folk Dance Glasses
INSTANT CAFE PURO was a product of the original CommonwealthFoods Inc. that was founded in 1951.
It produced ground coffee beginning in
1952 and in 1956, ComFoods Inc. opened the country’s first instant and soluble
coffee manufacturing plant.
Café Puro—known for its brewed coffee taste—became its
flagship brand. By the 60s, Cafe Puro was an established local coffee brand that became very popular nationwide.
In 1967, flavor-rich Instant Café Puro, launched a promotion
that promised to bring exciting news to your coffee table. Café Puro was
packaged in crystal glasses tastefully decorated with Folk Dance designs in
various colors.
There was a selection of 12 dances to choose from, from
Singkil, Maglalatik, Pandanggo sa Ilaw to more exotic dances like Tahing Baila
and Bontoc War Dance.
Instant Café Puro’s Folk dance promo proved to be a hit—consumers
started collecting the durable glasses illustrated with folk dances made
popular by the world-renowned Bayanihan Dance Troupe.
Later in the year, after giving away these beautiful glasses,
Instant Café Puro offered Party Pitchers and Beverage Shakers that replicated
the folk dance designs of the glasses. These
premiums were available in all variants: Le Cafe, Soluble Café Puro and Instant
Café Puro.
Today, these Café Puro Folk Dance Glasses can be found in collectible shops and thrift
stores—still collectible after all these years. They make better freebies than
those pricey mugs that today's brewed coffee shops sell--all you get is their
company logo. In 1967, you get to drink and dance with Instant Cafe Puro!
PURICO was the very first product manufactured by Philippine Manufacturing Company (PMC), which was later bought by Procter & Gamble. Purico , a cooking-frying-baking lard, came out in 1919 and was promoted extensively though field marketing, advertising and sales promotions. For Christmas 1953, Purico offered a full-color 3-dimensional cardboard Belen (nativity scene) that one can have by presenting a boxtop flap plus 10 centavos. The pop-out belen set features cut-out figures and scenery-- "amazingly lifelike!", as the ad proclaimed.
SPARKLING XMAS TREE, FREE FROM PURICO. 1955.
In 1955, Purico launched another Christmas giveaway promo--this time a sparkling Christmas Tree offer--for just 1 Purico boxtop plus--25 centavos! (over 100% increase from their 1953 promo!). The cardboard Christmas Tree stands 12 inches and comes with 20 shiny ornaments. Like the Belen, the premium is available only by mail.
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