558. Memorable Campaigns: JOLLIBEE ""I Love You Sabado", 1992

One of the most well-remembered campaigns from the trove of JOLLIBEE’s winning advertisements was created in 1990s by their newest ad agency, Ace-Saatchi & Saatchi Advertising—“I Love You Sabado”. The account was formerly handled by Basic Advertising, but in 1992, an executive decision was made to pitch the business out to other agencies in an effort to gain new perspectives and fresh points of views on how to improve the company’s creative marketing communications.

Of course, the news made quite a buzz in the industry as Jollibee, with its multi-million peso promotional budget,  was considered a premiere client in the same league as Procter & Gamble, PRC Unilever, and San Miguel Corp.

The invited agencies were briefed for a Kids’ campaign, to sell their Chicken Joy and Yumburger, with parents as secondary targets. Ace-Saatchi & Saatchi brought their depth of experience in strategic thinking by creating a campaign hitched on a consumer insight—hidden truths about a consumer’s deep feelings, habits, values and sensitivities that can affect his actions and decision-making. The challenge for the agency was to ferret these insights out of their consumers, and use these to create a bond with them thru creative storytelling.

The consumer insight was so surprisingly simple: Working parents are out in their offices and work places 5 days a week, eking out a living, leaving little time for their kids, except on weekends. Kids have also come to accept this reality--that they can only enjoy moments with  parents when it’s their day-off.

Hence, Saatchi’s creative team sought to dramatize the specialness of weekends, by thoughtfully creating eager anticipation for Saturday: when work stops for parents, and when kids become the center of attention—and their world again. Thus the catchphrase ,”I Love You Sabado!”—an expression of kids’ love for their favorite day of the week, when they become special again in their parents’ eyes, with hopes answered and wishes granted. It was woven seamlessly into an existing Jollibee theme "Alagang Pilipino, At Home sa Jollibee". 

The Saatchi Client presentation was auspiciously held on Saturday, in the agency’s Makati office. In attendance were all the Tan Caktiong brothers, as well the marketing director, who were convinced of the agency’s proposition. The pitch material was approved as is, straight for production. (The only minor revision was to include Sunday as well, whuch was solved by just tweaking the jingle: (“I Love You Sabado..pati na rin Linggo”)

WATCH THE 1992 "I LOVE YOU, SABADO" TVC HERE:

The ”anticipation” story was charmingly told in a TV commercial starring a little boy dreaming and yearning for Saturday to arrive, his thought voice set in a wistful jingle that starts with “Isang tulog na lang ang hinihintay buong Linggo… dahil nandy’an na ang araw na ako’y mabubusog…. Yayayain si mama’t papa, mag-enjoy ng chicken joy!...I love you Sabado, pati na rin Linggo/Hintay ka lang Jollibee nandy’an na ‘ko, /Sabado and araw ko, masusunod ang puso ko!”.

Cast as the Boy who lives for Saturdays was Boy2 Quizon, Epy Quizon's nephew and grandson of the legendary comedian Dolphy. The “I Love You Sabado” jingle itself, written by agency creative Marci Reyes and composed by Bob Serrano, was a blockbuster hit. Soon, the catchy jingle could be heard on both TV and radio airwaves, in malls and in theaters. Filipino kids began singing it in their classrooms, school events, and in sing-alongs.

I LOVE YOU SABADO was incorporated in ads for other Jollibee products like this 1993 Kiddie Pack TVC

The campaign would be sustained with several follow-up TVCs under the same “Sabado” theme, used for such other products as the Kiddie Pack meal (1993). This particular commercial had a female kiddie talent. A dance routine was  also choregraphed for shows, events and TV appearances by Jollibee and Friends. The campaign line also spawned a Viva movie of the same title “I Love You Sabado”, starring Mikee Cojuangco, Janno Gibbs, and Geneva Cruz.

I LOVE YOU SABADO, the movie. Source: Video48

 As if that was not enough, a special derivative print ad for Mother’s Day won for the Agency a Print Ad of the Month for May 1994. The copy was cleverly lifted from the campaign line itself, but given a twist: ”Mommy, I love you Sabado, Linggo, Lunes..Martes..Miyerkoles..Huwebes, Biyernes…Happy Mother’s Day! Punta tayo sa JOLLIBEE!”.

Creative Guild Ad of the Month for May 1994

“I Love You, Sabado” ran for some many years, remade again in 1998-2002, then again in 2015. but many would continue to recall long after the campaign was over, as it evoked memories of childhood and pleasant Jollibee weekend visits. The campaign was last resurrected in 2015, featuring basically the same story—that of a homebound boy who longs for the weekend so he could go biking with his school-age siblings and get treated to Jollibee by his parents.

WATCH THE 2015 RE-MAKE OF THE "I LOVE YOU SABADO" TVC HERE:

Fueled by nostalgia, the campaign continued to live on and work wonders for the brand. To this day, it is one of the most memorable Jollibee campaigns ever made for the brand, a classic commercial which reset new benchmarks in creating empathy, connecting with consumers, and in pushing Jollibee to a while legion of Filipino kids and their parents, in a way that’s fun, truthful and real.

 CREDITS:

Advertiser: JOLLIBEE FOODS CORP.

Products: Jollibee Chicken Joy/ Yumburger

Agency: ACE-SAATCHI & SAATCHI ADVERTISING

Executive Creative Director: JIMMY SANTIAGO / Creative Director: ROBERT LABAYEN

Concept Team: MARCI REYES / EUGENE DE MATA

Agency Producer: KAREN STO. DOMINGO /Print Producer: RODEL QUITAN 

Head of Account : GIGI GARCIA

Management Supervisor: MILA MARQUEZ

Production House: PHOENIX FILMS / Director: CRIS MOJICA

Executive Producer: AIDA VICTORIA

Jingle Composer: BOB SERRANO

 SOURCES:

“I Love You, Sabado” TVC 30s, uploaded on youTube, 2014,  by Mark Lester Miranda,

"I Love You, Sabado", 2015 version, Jollibee Studios, 2017

Interview with Gigi Garcia-Iglesias, VP Head of Accounts for Jollibee, Ace-Saatchi & Saatchi.

 Piling-Piling Patalastas: 1994 Creative Guild of the Year Program, 6 April 1995, Louie’s Cinema, Mile Long Makati, Manila.

Video 48, for the” I Love You Sabado” Viva Films movie poster

555. The 1st Potato Chips Made in the Philippines: CAROL-ANN’s, 1964

It’s ironic that the Philippines was one of the top producers of root crops in the world—from kamote (sweet potato), ube (purple yam), gabi (taro) and even potatoes—yet, the country relied on America for potato chips!

Thanks to the PX goods coming out surreptitiously from Clark beginning in the mid-60s, Filipinos finally had a taste of these crunchy potato chip snacks that were American pantry staples. Early ‘60s brands available from PX Clark included Laura Scudder’s, Granny Goose, Pik-Nik Shoestring Potatos and Lay’s. Pringles, made from molded dehydrated potatos, were popular with Filipinos in 1975.

It was only in 1964, that the first commercially made potato chip made their appearance on Philippine market shelves: CAROL-ANN’s Shoestring Potatoes and Potato Chips. The maker is not indicated on their plastic packaging, but identified itself as a member of the Potato Chip Institute International, later known as the Snack Food Association, a major trade organization founded in the 1930s.

CAROL-ANN’S come plain or salted, but it has other flavors worth tasting: Barbecue,  Salami, Onion, Garlic, Chinese Flavored. In single bags or bigger institutional sizes, CAROL-ANN’s were promoted as perfect for picnics, parties and other social gatherings. Being the only potato chip snacks available, CAROL-ANN’s gain enough following to merit it own modest advertising.

Two years after, the Universal Robina Corporation introduced its own line of snack foods in 1966, with flagship brand Chiz Curls, along with its Jack ‘n Jill branded Potato Chips. By 1968, URC was a major market player in the filed of snack foods. CAROL-ANN’s continued its potato chip business until the 1980s-1990s, until the brand just disappeared.

To this day though, the maker remains a mystery—who made CAROL-ANN’s? Who is CAROL-ANN? Whatever, people still remember CAROL-ANN’s Shoestring Potatoes and Chips in their classic, clear plastic packaging—thinly sliced, perfectly fried, full of crisp, potato goodness from the first bite to the last!

553. Is that Who I Think He Is? VICTOR WOOD, in Angel Face Ad, 1967

 

Before he became sensationally famous in the 70s as the undisputed “Jukebox King”, singer Victor Wood was a struggling showbiz aspirant looking for his own place in the sun. By 1967, diminutive singer Nora Aunor was starting to blaze trails, breaking barriers for small, brown, Filipino looking talents, who had been bypassed for fairer mestizos and mestizas. She paved the way for the rise of more-Filipino looking singing stars like Tirso Cruz, Edgar Mortiz, Manny de Leon, Perla Adea, Espie Fabon, and many more.

Refusing to be tagged as just another American mestizo singer-actor, Victor Wood joined the showbiz bandwagon, and took every available job he could find that would elevate his visibility. He started joining casting calls for advertising models and in 1967, actually bagged a supporting role for an ANGEL FACE print ad.

ANGEL FACE was a major brand of cosmetic products introduced successfully in the late 1950s in the Philippines. Its most popular brand was the ANGEL FACE Foundation Powder, and by the mid 60s, was one of the country’ best-selling brand, supported by bid advertising budget, and with advertising professionaly handled by leading ad agency J. Walter Thompson.

 “All set for an afternoon sail at the Yacht Club is Diane Berrier and friend Victor Wood on board the Trident”—so says the caption. The 21 years old Victor cut a lean, striking figure beside the American model—even if he seems fascinated more by the ocean view than the fresh natural look of her ANGEL FACE.

After this ad was launched, Victor Wood bagged a few small parts in 1968 films by Sampaguita pictures: “May Tampuhan Paminsan-Minsan”, “Magic Guitar”, “Donata”. In 1969, he did lightweight teenybopper films: Teenage Escapade, the Mad Generation, Born to be Wild, Paula.

But it was in his recordings that Victor Wood gained notice. In 1970, he launched his Vicor album “I’m Sorry My Love”, which became a hit. This was followed by “Mr. Loney” ,  “In Despair”, “Fraulein”, “Eternally”, “Lonely Teardrops’, “Vaya con Dios”, “Crying Time”—all certified monster hits. Suddenly, Victor Wood became a hot star, and soon he was ding movied in starring roles with his hit songs as titles: “Malaguena, (1972), “Innamorata”, and “You Are My Destiny” (1973).

He appeared in big movies like “Annie Batungbakal”, and he was in the title role in “Victor Wood, Disco King” (1979), and covered Freddie Aguilar’s international hit, “Anak” in Indonesian. When his career cooled off, he migrated to the U.S. with his family (he was married thrice). He made news again when Wood ran for the Senate of the Philippines in  2007 under the KBL, but lost. He died due to COVID-19 complications on 23 April 2021.

 SOURCES:

Victor Wood, wikipedia, https://en.wikipedia.org/wiki/Victor_Wood

Victor Wood, Filmography: https://www.imdb.com/name/nm1047421/

The Victor Wood Playlist: https://www.philstar.com/entertainment/2021/05/12/2097497/victor-wood-playlist

 

552. Where Is She Now? JOYCE SAULOG-MANALO, The Face of OIL of OLAY, 1990

JOYCE SAULOG-MANALO, The Face of Oil of Olay, 1990 Ad

As the 1990s decade rolled in, Procter & Gamble Philippines’ OIL OF OLAY was nearing its 10^th year of successful existence in the Philippine market. It continued to be supported with advertising, nd, following the U.S. model, campaigns have to used real-life older, beautiful women with smoother, younger-looking complexion. Critical to the campaign then was casting the models who fit into this mould.

A fresh young face at Ace-Saatchi & Saatchi Casting Dept. 

The first model had been Myra Mendoza, the fresh-face teen known known for her appearances in the popular JINGLE Music Chordbook Magazine, and who had a flourishing career as a talent caster for the multinational ad agency, Ace-Saatchi & Saatchi. When P&G Clients saw Myra, they got her for Oil of Olay instead of the talents she was recommending!

At about the same time that Myra Mendoza was at Ace, a young newly-married JOYCE SAULOG-MANALO, just a few years out of college from U.S.T,  joined Ace-Saatchi & Saatchi. 

Joyce Saulog-Manalo  in an agency company outing.

The A.B. Communications graduate had quite an unorthodox career as she was recruited by talent manager Junn Guevara to be a member of the New Minstrels, 4^th Generation. The musical group attained a large measure of success in the recording and entertainment industry in the 70s. Joyce, an accomplished singer, joined the group and performed with them,

AS MEMBER OF THE NEW MINSTRELS, 4th Generation

“I left after one year dahil sa tawag ng pag-ibig”, Joyce laughingly recalled, “I got married!" The lucky man turned out to be Vicente “Boe” Manalo, whom Joyce met through her friend and college classmate Chola Manalo--Boe’s sister—who set them up for a blind date.

“No spark for me  at first”, Joyce remembers,  “but then I got to know him better. Ang bait niya…gentleman pa, maalaga. And, he adored my mama.. parang papa ko . Ayun na in🩷 na ako.” The two got married on 10 Dec. 1983.

Boe, at that time, was managing a thriving family fishpond for his cousin in Laguna. He was also into selling real estate and education plans. Then the first baby by came along, Miko. 

THE MAN SHE WOULD MARRY. Vicente Victor Jesus Manalo,
at the time of their engagement.

Hoping to help and looking for more something stable to do, Joyce joined the agency’s Casting Dept., where she learned the ropes quickly and impressed her boss, production dept. head Jack Dumaup.  But she also captivated her colleagues for her charm and beauty—plus factors in securing client approvals.

JOYCE SAULOG-MANALO, with fellow Talent Caster Flor Salanga (+),
also a well-known theater actress and occasional commercial model.

When it was time for the agency’s blue-chip Client P&G to do the 1990 campaign of Oil of Olay, the casting of the print ad model fell on Joyce’s lap.

 “Yes, I was assigned to do casting for Olay, kami ni Myra, and  we were having difficulty finding women in their 30s and 40s who looked younger, Then, someone suggested na magpa-test shot din ako. I actually agreed para lang mag ka souvenir photos”, she related with amusement.

Next thing she knew, the 30 year old Joyce was approved by the P&G Clients as the model for Oil of Olay’s 1990 print campaign. There was no need anymore to look for other models…she was it She was hustled off to the studio of topnotch photographer Bien Bautista, where her face was made up, and her pixie hair cut styled.  After which, she posed for her  head shots under the watchful direction of the professional photographer.

In her 30s, Joyce was the perfect Face for Oil of Olay .

Her stunning portrait, with her bare back and her face in profile showed off her soft, supple, smooth skin perfectly, belying her age. “I left time behind”, says the headline, and Joyce’s picture provided the irrefutable proof.

With Mr. Ramon R. Jimenez, then Executive Creative Director
of Ace-Saatchi & Saatchi where Joyce worked as a Caster . Jimenez 
would go on to become the Secretary of Tourism 2011-2016

The Oil of Olay ad was the first and only major modelling assignment Joyce took, as she considered  talent-casting her more serious profession. She would stay with Ace-Saatchi & Saatchi for a few more years, often bringing her oldest son Miko to the office. From Saatchi, she moved over to Basic FCB, this time to head the casting department as Casting Director. But when 4 more babies came—all boys—she decided to resign and work as a free-lance Casting Director instead, where she would have the convenience of working flexible hours.

THEN & NOW. Joyce has managed to retain her facial charms she has always been knonw for.

Junn Guevara tried to lure Joyce back by offering her a place in a girl band he was forming, with an option to go solo.. “But I decided not to push through with it”, she said, “By then, nag-e-enjoy na ako sa motherhood”

Now blessed with 5 five boys and 2 grandsons, Joyce, with her husband of 43 years Boe, lives a life fulfilled: family-centered, God-fearing and purposeful. Miko, the eldest son, is a general manager of Starcom, an international media company. Paolo works for Tiger 22 Radio Network. Carlo is with HSBC, Jio works a marketing job based in Scotland. Youngest Anton is a managing partner of Brand Republic ad agency. 

THE WINNING MANALOS! (L-R): Carlo, Anton, Papa Boe,
Mama Joyce, Anton (behind Joyce), Jio and Miko

Though everyone is well-settled, Joyce remains busy as ever—but this time doing things she loves the best, at her own pace and time. Nowadays, you would find her caught up in a whirl of mundane affairs such as baby-sitting her apos, going out on dinner dates with her hubby, attending school reunions, to traveling with family travels abroad. It is now these simpler things that give her the most joy. It would seem that the Oil of Olay girl had, indeed, left time behind---because time could not keep up with her!

SOURCES:

All photos and additional information, courtesy of Joyce Saulog-Manalo

547. Dutch Treats: FRUIT-TELLA by Van Melle of Holland, 1978

One of the most successful confectionary companies in the world today is Perfetti Van Melle, the 6^th largest in the world which produces some of the most popular candy brands known to Filipino kids like Mentos and Chupa Chups.

Van Melle made its presence in the Philippines in 1978 with the launch of FRUIT-TELLA CHEWS, soft, chewy candies that were made with real fruit juice, natural flavors, and natural colorings. The flavor varieties included Lemon, Apple, Pineapple, Banana, Orange and Stawberry. The individually-wrapped chewy candies were a hit—with sales boosted by colorfully-illustrated ads that appealed to kids.“The more you chew, the more flavor comes through”, says this FRUIT-TELLA ad, and indeed, the high quality candies earned quite a following for many years.

Their success prompted local candy makers to make their own versions, in particular, Columbia International Food Products, a longtime candy factory in the Philippines founded in 1937. It launched a similar brand of soft, chewy candies with strikingly similar shape, flavors, and even packaging called Frutos. (Note: In 2006, Columbia got into trouble with the packaging of its Chocquick milk that resembled Nestle’s MILO).

With a more established distribution system, cheaper price, and production volume capacities, Fruitos quickly gained local following. It was available in practically all outlets—from the smallest sari-sari stores to the biggest supermarkets. Never mind that it FRUIT-TELLA had a truer, more authentic fruity taste—consumers were willing to compromise.

FRUIT-TELLA eventually decreased its local flavor offerings to two: Orange and Strawberry flavors, while Columbia’s flavor range expanded to include Tropical Fruits, Milk and Shake, Milk Tea and Jelly-Filled.

 In 2001,  Italy's Perfetti SpA merged with Van Melle of Netherlands to form Perfetti Van Melle, infusing new strength in the company operations worldwide. Perfetti Van Melle would focus its energies on its other renown brands like Mentos and Chupa Chups which continue to have solid market base. For Perfetti Van Melle, the Philippines will always be an important and significant turf, for it has been in the country for over 40 years, providing good chews to one and all!

545. Summer Getaways: DARANAK FALLS, Litton Denims, 1975

Located in Tanay, the picturesqe DARANAK FALLS is one of the most famous natural attractions of Rizal, and a popular summer destination for tourists. The word “daranak”, comes from the Tagalog work “danak, meaning to flow, as in blood flow, or blood being spilled.

 The 14 m. high DARANAK FALLS are set n the foothills of the mountains of Tanay, with its naturally-preserved landscape, complemented with  waterfalls and  ponds with water streaming down through plant foliage and trees.  

 DARANAK FALLS, is also a favorite spot for shooting movies like the Sharon Cuneta-Cesar Montano starrer “Wala nang Iibigin Pa”, “Alyas Pogi” ( Ramon Bong Revilla Jr and Rita Avila ); and Green Paradise ( Kristine Reyes Andrew Schimmer ). TV shows like the highly-rated “Encantadia” fantasy series filmed some episodes here.

Likewise, commercials like the Magnolia Long Life Milk TVC and this LITTON DENIMS  print ad have also been filmed here. Many magazine pictorials have also used the falls as backdrop for fashion editorial shoots.

536. And you thought Presto only made chocolates: PRESTO COFFEE, 1962

PRESTO COFFEE INTRO AD, "Magnifico!", 1962

“When you want-a good-o coffee, get PRESTO! It’s the very best-o!”

The local PRESTO brand of the Gokongwei-founded Consolidated Food Corp. (CFC)  is so well-associated with chocolate products-chocolate powder drink, cocoa, chocolate bars. Many have forgotten that its pioneer product was a coffee brand.

In 1961, after John Gokongwei Sr,  surveyed the local coffee landscape, decided that there was room more for new coffee brands. The market leader then was the post-war brand Café Puro of Commonwealth Foods Inc., which, by 1951, had become the no.1 selling coffee brand, a position it kept till the 1960s.

And so, New PRESTO COFFEE was launched in 1962—a 100% soluble coffee made from a unique blending process of choice coffee beans. Thus, PRESTO COFFEE claims to have a livelier aroma, and real perk-up flavor. An illustration of a distinctive bemoustached Italian coffee connoisseur accompanied the print ad.

The PRESTO Coffee brand, however was no match to Commonwealth Foods’ popular line of coffee brands that are so well-entrenched in the market. Nestle’s Nescafe, on the other hand, was gaining ground due its more premium image backed by a massive advertising budget.

So, Gokongwei looked at another more viable product venture—and saw SERG’s, which practically monopolized the chocolate market. In the second half of the 60s, CFC introduce a chocolate drink under the PRESTO Brand to test the market. Shortly after, it expanded to include chocolate products. The PRESTO chocolate line began to gain traction in the market, and the PRESTO coffee brand was discontinued. The rest is history for its successful chocolate line that came to include PRESTO ice cream, PRESTO Tivoli  and PRESTO fun fruit drinks.

CFC however, never forgot its coffee beginnings and launched Great Taste Coffee in the 70s. With its superior taste, product quality, and better, more sophisticated marketing support, Great Taste also became a huge better-late-than-never success for CFC.

531. Brand Stories: SUNFLOWER CRACKERS by Croley Foods Mfg. Inc.

The first crackers available in the Philippines were soda crackers—those tasteless, lightly salted rectangle or square-shaped biscuits with the signature pinprick holes and break marks. They were so named because they were simply made with white flour and leavening agent, baking soda,  to make them crispy.

 Popular local soda cracker brands included those made by Fibisco and Lion Brand that were commonly available in most stores in the 1950s era. In 1962, M.Y. San shook the cracker market when it introduced Skyflakes, a more flavorful and crispier saltine cracker that has a creamier taste. It took off and became a hit, favored by students, office workers and snack lovers to instantly assuage hunger, Skyflakes came in handy cellophane packs for individual enjoyment and in tin cans.

For nearly2 decades, Skyflakes dominated the saltine cracker market—until a family owned bakery in Manila, established way back in the 50, became big enough to grow into a biscuit company in the 60s, calling itself the New London Biscuit Manufacturing Company.

In the late 70s, the biscuit plant, located in Novaliches, developed a wafer-thin, extra-crispy cracker that was more savory. Even the biscuit’s color, a shade of yellow-orange, appeared more appealing. It was priced much cheaper too, and the first batches were bagged in cellophane packs. The product, when launched, was called SUNFLOWER CRACKERS.

The massive response to these flavorsome crackers—crunchier than Skyflakes, tastier and cheaper too—was unexpected. Suddenly, crackers were no longer boring, they can have great appetite appeal too! Much like munching potato chips, you can’t eat just one! And you really can,  because SUNFLOWER CRACKERS were very much affordable.

The new brand in the market posed as a real threat to the market leader, latching on to its superior taste, rather than on plain crispness, which Skyflakes flagged in it slogans. In the 1980s. the company was restricted and re-branded as Croley Foods Mfg. Corp., with modern machines and new biscuit technology, The first major initiative was to claim the “taste” positioning among biscuit brands by introducing flavored variants.

LISTEN TO SUNFLOWER CRACKERS RADIO HERE:

By 1984, SUNFLOWER CRACKERS were available in Chicken, Adobo, Pizza, Onion & Garlic—as well as sandwich cream versions: Lemon and Strawberry Sandwich. Today, Croley Foods continue to expand its cracker, biscuit and cookie line under several trade names. Some of the flavor offerings have been streamlined to include Original, Chicken flavor, Pizza, and Cheese flavor. There are more crea-filled sandwiches flavors too with the addition of Mango Sandwich, Blueberry Sandwich, Coconut Sandwich and Orange Sandwich.

SUNFLOWER CRACKERS is now one of the top exports in UAE countries  catering to Filipino expatriates. It is also doing well in China. It may not have dislodge Skyflakes which continues to be the market leader to this day, but like Skyflakes, it is well on its way to becoming an icon brand, having established itself as a major and significant player in the biscuit industry for its commitment to food excellence, in its desire  to satisfy and enrich the diverse tastes of Filipino consumers.

SOURCES:

Croley Foods website: https://croleyfoods.com/company/

Croley Foods: Filipinos’ choice for mildly sweet cracker snacks, https://filipinotimes.net/news/2019/08/01/croley-foods-filipinos-choice-mildly-sweet-cracker-snacks/

526. RHEA RUBBING ALCOHOL “Walang Patawad sa Mikrobyo” Campaign 1981-1994

JIMMY FABREGAS FOR RHEA RUBBING ALCOHOL, Print Ad, 1994

At the height of the popularity of Green Cross and Family Rubbing Alcohol, a new alcohol brand joined the fight against germs and microbes, and achieved its on measure of success: RHEA RUBBING ALCOHOL.

The product was manufactured, marketed and distributed by PHILUSA Corporation  whose objective was “ provide the Philippine market with a wide range of quality and affordable products.”

RHEA Rubbing Alcohol became its flagship  brand for its line of health and wellness products. Over some 40 years, it  has been considered as one of the most trusted names in the health and wellness industry, with a reputation for being world-class and an affordable heathcare product.

Unlike other alcohol advertising which emphasized usage, RHEA chose to focus on its composition—that of being 70% Isopropyl Alcohol (IPA). In fact, IPA is the most effective concentration for disinfection because the water content acts as a catalyst, allowing penetration of cell walls and denature proteins in bacteria more thoroughly.

 

Thus RHEA can kill microorganisms with more efficacy, and its product action inspired the campaign theme: “Walang patawad sa mikrobyo”.  It is favored for use as antiseptic, for disinfection, sterilization, hygienic purposes and general massage.

WATCH RHEA ALCOHOL "GYM MASSEUR" TVC HERE:

 

(Credits: Dateline Anime)

The campaign was launched in 1980, starring a tough looking character in a gym setting who extolls the merits of RHEA Rubbing Alcohol in so many words. He shuts up only when a gym rat reminds him: “Tama na ang daldal, masahe na!” (Stop the talking, give me a massage now!). This original version ran from 1981-ca. 1989-90.

With international referee Sonny Padilla pushing Family Rubbing Alcohol, and Helen Vela recommending Green Cross, a more name endorser was employed in the 1994 incarnation of the “Walang Patawad sa Mikrobyo” campaign.

WATCH RHEA ALCOHOL WITH JIMMY FABREGAS TVC HERE:

 

(Credits: Jojo Baylon-VOTIII)

The quirky actor and musician Jaime “Jimmy” Fabregas was chosen to do the short RHEA TVC. By then, Fabregas was a show biz fixture, who hosted the gag show Sic O'Clock News on IBC 13. He also was seen a wrestling segment reporter of Pinoy Wrestling on PTV 4. What’s more, Fabregas was also a multi-awarded musical scorer for films like Shake, Rattle & Roll (1984) , which won Best Musical Score award at the MIFF.  He would win again in 1997 and 2005, for Rizal sa Dapitan and Kutob, respectively. His RHEA commercials ran from 1992-1994.

RHEA & JAMMY FABREGAS, TODAY

It's a great thing to know that both Product and Endorser are still around today. RHEA Rubbing Alcohol has extended its lines to include Vitamins, Generics and Topicals. Fabregas, on the other hand, boosted his popularity to newer heights via his role as Lt. Gen. Delfin S. Borja in the highly-popular and long-running ABS-CBN action-drama series FPJ's Ang Probinsyano, starring Coco Martin.

 SOURCES:

“Rhea Rubbing Alcohol TVC with Jaime Fabregas (1992)”, Credits to:  View on the 3rd - Jojo Bailon (VOTIII)

“Rhea Rubbing Alcohol TVC 1989”, Credits to: Dateline Anime

Company website, Philusa Corporation, https://philusa.com.ph

Jaime Fabregas, Wikipedia entry, https://en.wikipedia.org/wiki/Jaime_Fabregas

523. International Boxing Referee SONNY PADILLA for OMEGA PAIN KILLER, 1978 Print Ad

In 1959, the Wong Brothers of Cebu--George, Sixto, Sergio, David Sr., and Pio Sr., founders of International Pharmaceuticals, Inc., launched a new anti-body pain liniment  that would become a byword in pain relief: OMEGA PAIN KILLER. It enjoyed much success after the greaseless version was introduced in 1968.

But the brand solidified its place in the pain market when CARLOS “Sonny” PADILLA Jr. —the Filipino boxing referee of the historic “Thrill in Manila’ Ali-Frazier fight ---gave OMEGA Pain Killer a major push in 1978.

3rd Man on the Ring: Referee Carlos Padilla Jr. via Business Mirror

Coming from an internationally-renowned referee who saw first-hand and up-close the  worse body aches and pains: sprain, cramps, muscle spasms—there was, indeed, no better recommendation than OMEGA Pain Killer for effective ache and pain relief. After all, long-before the Ali-Frazier fight, he was familiar with after-sports pain—his father Carlos Sr. and uncle, Jose Padilla Jr. were former Olympic boxers for the Philippines in 1932 and 1936.

Padilla’s celebrity magic would also propel Pagoda Internationals’ Family Rubbing Alcohol to stratospheric heights, resurrected his movie career, and importantly, and jumpstarting his international refereeing career, that included high-profile fights like Wilfred Benítez vs. Sugar Ray Leonard (1979); Mike Tyson vs. Pinklon Thomas (1987); Thomas Hearns vs. Roberto Durán (1984);  Julio César Chávez vs. Ruben Castillo (1985), among others.

520. Is that Who I Think He Is? ANTHONY ALONZO for LITTON DENIMS, 1983

Once, in the 1950s-thru the 70s, the Philippines was a major manufacturer of fabric in the Asian region, thanks to LITTON & Co. Inc., producers of the well-known LITTON brand of fabrics. The business was started by Englishman George Litton Sr., who came to the Philippines and married a local girl, Rosa Tulod. His fabric business survived the war and became a success in the 50s, helping develop the country’s fabric industry, By the 60s decades, over 20 textile mills were operating in Mandaluyong and Pasig area, with LITTON having the largest and most complete factory built for Php 40 million.  

The Denim craze in the 70s and 80s drove the demand for denims to great heights, and LITTON denims were in full color, in major magazines and newspapers. LITTON’s choice as celebrity endorser surprised many as he was over 30 years old then, quite mature, while other brands employed younger models.

Still, LITTON opted to use the action-sexy film star ANTHONY ALONZO, as he was perhaps, the most visible actor around, with some 30 films under his belt, shot from 1980 to 1985 alone. This meant that Alonzo had quite a major exposure on the silver screen, as well as on videos. In fact, within this 5-year period, he won the 1982 FAMAS Best Actor Award for Bambang and , he triumphed as Best Actor twice at the Manila Filmfest for Bago Kumalat ang Kamandag (1983) and Moises Padilla Story: The Missing Chapter (1985). He would win again in 1987 for Anak ng Badjao, making him the second most awarded Best Actor in the filmfest, after Christopher de Leon.

Born as Antonio Viana Hernandez (2 Apr. 1948) in Quezon City, Anthony is known as  the brother of actress Alicia Alonzo, who herself is still appearing in Filipino films and soap operas. He was already 26 when he appeared in his first movie, Muntinlupa 1950. But he made up for it by becoming the Philippines’ busiest actor from the 1980s thru the 1990s decade. Some of his well-known roles were in the movies Hindi Sa Iyo ang Mundo, Baby Porcuna (1978), Dakpin si Junior Bombay (1979), Dakpin si Pusa, Totoy Scarface (1981), Ang Paghihiganti ni David Burdado (1983), Jabidah Massacre (1990), Relaks Lang, Sagot Kita (1994)-Warlito Gan, and his last movie, Masdan Mo ang Mga Bata (1997). Alonzo died of skin cancer on 9 Oct. 1998 at age 50.

As to LITTON & Co., the heirs—that includes the famous TV Host and Personality Johnny Litton, has shifted its business from clothing to shelter, still aligned to its mission of helping make life better, all for the benefit of many.

SOURCES:

Litton Company: https://littonandcompany.com/litton-legacy.php

Anthony Alonzo, Wikipedia,https://en.wikipedia.org/wiki/Anthony_Alonzo

The Washington Post, List of People who fled with Marcos

Video 48, THE EIGHTIES # 504: ANTHONY ALONZO, ROBERTO GONZALEZ, et.al. "ANG PAGHIHIGANTI NI DAVID BURDADO" (1983), https://video48.blogspot.com/2021/03/the-eighties-504-anthony-alonzo-roberto.html

513. POND'S: "Secrets of a Beautiful Face" Campaign, 1975-1976

RIO DIAZ, Sister of Miss Universe Gloria Diaz. Showbiz personality.

The 1975-76 "Secrets of a Beautiful Face" ad campaign for Chesebrough POND's was conceived and executed  by its local agency, J. Walter Thompson Phils. It brought together a diverse group of women who shared their personal secrets on how they achieved their flawless complexions--which included the use of POND's for their everyday facial care. 

CHARITO SOLIS, 1967 Asia's Best Actress for "Dahil sa Isang Bulaklak"

EVA REYES. Beauty queen. Miss Philippines 1972, Miss World Semifinalist.

JACKIE LOU BLANCO, Teen showbiz talent, daughter of Pilita Corrales.

CZARINA ZARAGOZA, Bb. Pilipinas-Universe 1968. Musical artist.

506. MAGNOLIA MILK IN CANS, ca. 1970

MAGNOLIA EVAP & CONDENSADA, Print Ad, ca. 1970s.

MAGNOLIA, the finest name in dairy products, was known for it fresh,  bottled milk and milk chocolate products. All that changed ij 1970, when MAGNOLIA went into the production of evaporated and condensed full cream milk products--in tin cans. Canned evaporated and condense milk were the most available and most popular forms of milk products that were used on a daily basis then, for a variety of uses.

MAGNOLIA  EVAP and CONDENSED MILK were supported with tri-media advertising, complete with a memorable jingle that found its way on TV and the radio airwaves.

"ANG GATAS MAGNOLIA, EVAP O CONDENSADA

PABORITO NG PAMILYA, MASARAP TALAGA!"

The canned milk did not last long when more modern forms of packaging were intriduced in the 1980s--the Tetra pak. The reconsituted milk in casn were phased out as there were more established brands that weere deeply entrenched in the market, like LIBERTY, DARIGOLD, DUTCH BABY, ALASKA,  which, in a few years would be replaced by tetra milk.

Today, Borden manufactures evaporated and condensed milk under the MAGNOLIA name, but these are not connected in any way related to the MAGNOLIA Inc. of the Philippines.

504. Is That Who I Think She Is? MISS RITA GOMEZ for LIASAN Feminine Hygiene Products, 1974

MISS RITA GOMEZ, for LIASAN Feminine Hygiene Wash & Spray, 1974

In 1974, LIASAN Feminine Wash was launched, the first intimate hygiene product in the market. It was one of the hygiene products of the German firm, Sagrotan, that was established in 1912. Appearing in the ad was the 39 year old RITA GOMEZ ( b. 22 May 1935 /d. 9 May 1990), a veteran actress, known for her strong, feisty female roles. Behind that façade, however, was “a woman who enjoys being a woman with elan and poise…an actress, a mother…whose femininity springs from the rituals of beauty she cultivates.” That of course includes feminine hygiene.

Gomez was a journalism student at the University of Santo Tomas when she was discovered for the movies by character actress Leonora Ruizi, who recommended her to the Santiagos of Premiere Productions. But it was when she moved to Sampaguita Pictures that her career picked up as a drama actress. In 1958, she won a FAMAS Best Actress award for “Talipandas”.

Turning into a freelance actress, Gomez appeared in variety of roles—which required her to be bold, controversial and daring. She appended “Miss” to her name amidst the Bomba scene, and thereafter was billed and addressed as Miss Rita Gomez. She won another Best Actress trophy in 1970 for “Bakit Ako Pa?”. Her association with director Ishmael Bernal produced the critically-acclaimed “Pagdating sa Dulo”, which further cemented her reputation as a fine, veteran actress.

Gomez was also looked at as an intellectual artist, a good writer, and an excellent English speaker. Son Ronald Bregandahl with Ric Rodrigo was a Caltex Spelling Bee runner up in the 1960s. She was a sought after speaker in schools, on TV talk shows and even judged a beauty pageant, known for her witty, but brutal frankness. The loud, eye-brow raising, cigarette-wielding, land opiniated actress easily became an icon of the gay community.

No stranger to advertising, RITA GOMEZ was one of the first beauties of  Camay who appeared in print ads in the late ‘50s. It would take over decade for her to bag another only her second product endorsement with LIASAN. After doing some 80 movies, she retired in 1983 and moved to the U.S. with her children, until she passed away from cancer,  just 2 weeks before her 55^th birthday.

500. PENSHOPPE "Express Yourself" Campaign, Print : "The Mime", 1993

PENSHOPPE "MIME" Express Yourself Print Ad, 1993

Originating from Cebu, PENSHOPPE is a youth lifestyle brand founded in 1986 by Golden ABC, Inc. It started as a T-shirt fashion store and enjoyed sustained success in the South, encouraging the company to expand its market in Manila by opening a branch in SM North Edsa. In less than a decade, it was competing against the more established Bench, and was gaining attention for its creative-driven national advertising. 

WATCH PENSHOPPE "MIME" 1993 TVC 30s, HERE:

This 1993 campaign “Express Yourself” was one such example featuring a series of young people in an audition setting expressing their dreams and aspirations. “The Mime”, was part of the print series . Since then PENSHOPPE has also used local young stars like Ryan Agoncillo, Cogie Domingo, and even scored a coup by casting global celebrities Mario Maurer, Ian Somerhalder, Ed Westwick, Mandy Moore and Zac Efron. PENSHOPPE’s advertising agencies included Ace-Saatchi & Saatchi and TBWA-Santiago, Mangada, Puno.

SOURCES:

PENSHOPPE, Audution :MIme: TVC, https://www.youtube.com/watch?v=pq_IRQXyOOU, uploaded by FELIXBAKAT76, May 12, 2008.

497. HAPPY HOLIDAYS from ESCO SHOES, The Shoe of Quality, 1936

 GIVE SHOES ON CHRISTMAS DAY! Made by pioneer shoe manufacturer of the Philippines, Frank H. Hale (b. Aug. 30, 1872) who was known as “Mang Isko” by millions of Filipinos. They gave him this nickname in appreciation of his contribution to improve the Filipino by replacing the  chinelas with a pair of sturdy, stylish, and affordable shoes. ESCO Shoes were available at the big ESCO SHOE STORE in Escolta. At the peak of Mr. Hale’s business, he employed an all-Filipino workforce that made ESCO Shoes a popular household brand. ESCO Shoes were exported abroad, and Hale became a major contractor of military shoes, as well. By the beginning of World War II, Hale’s shoe plant was the largest shoe manufacturing company in Asia. But it would also augur the end of his business as the Japanese interned him prisoner in UST, confiscated his facilities, and closed down his factories. Hale rebuilt his ESCO business after the birth of the new Republic, scaled it down, but it was never the same again. 

495. KATIALIS: A Wish for Health & Beauty, Power & Wealth, Christmas/New Year Ad 1948

The most successful local skin ointment in history was formulated in the 1930s by Dr. Lorenzo C. Reyes (b.?/d. 1985) and mixed by his chemist brother, Manuel, at his Locre Laboratorio in San Lazaro, Manila. The name of  KATIALIS topical ointment was coined from “KATI” (itch) and “ALIS” (go away), and was widely marketed as an effective solution to skin diseases such as “tagihawat, anan, anghit, buni, alipunga, bungang araw, bulutong tubig, balakubak, sunog sa araw, masamang butlig, ulsera, sugat, pekas, galis, pigsa, butlig pagkatapos mag-ahit, sigid ng lamok, surot at iba pang maliit na hayop”.

KATIALIS was also famous for its whimsical ads featuring biblical, mythical and symbolic characters drawn by the best illustrators of the times. One holiday ad in 1948 shows kneeling Filipinos in national costumes bearing gifts of wealth, power (represented by two men offering a crown, scepter and jewelry) on one side. On the oppoiste side, a native maiden presents a giant jar of KATIALIS, for the health and beauty of a lady on a throne, representing the product's customer perhaps--and flanked by pages holding fans. The illustrated tableau is surmounted by the greeting "MERRY CHRISTMAS AND A PROSPEROUS NEW YEAR".  

After 76 years, the message still rings true, so we take time to wish you the same, for this Christmas of 2024, and for the New Year ahead!

494. MANILA GAS CORPORATION, Christmas Print Ad, 1967

Established on 27 September 1912 under Commonwealth Act 2039, the Manila Gas Corporation (MGC) was a gas company tasked to produce, buy, sell, and distribute gas, coke, tar pit, and other residual products in Manila. MGC regularly promoted its services and products via print advertising, especially in the 60s decade. During the holidays, the Manila Gas Corp. sends out its holiday greetings to its patrons via full color Christmas ads, just like this “Manger” ad, from 1967. 

 

493. The Classic Adhesive Bandage: CURITAS by Bauer & Black, 1964

Made for Little Accidents: CURITAS Print Ad, 1964

CURITAS, the classic bandage strip that rivalled Johnson & Johnson’s Band-Aid Brand Plastic Strip was a product of Bauer & Black, Inc. ( founded 1893) by Louis Bauer, Alexander Bauer, Gustav T. Bauer, and Stephen H. Black in Chicago, Illinois. It manufactured dressings, porous plasters, suspensories, chest protectors and other surgical appliances. In 1901, it opened a New York branch downtown on Gold St. around 1901

It was acquired by the Kendall Company in 1928 which marketed the plaster products under the brand “Curity”. When  the adhesive strips were introduced in the Philippines in the 1960s, the brand name was Hispanized into CURITAS. This is not to be confused with a plaster strips of the same name manufactured in 1922 by the German company, Beiersdorf AG.

Main Competitor: J&J Band Aid Brand, 1964

CURITAS gained a measure of popularity in the Philippines, becoming almost a generic brand name for adhesive strips—until J&J Band-Aid Brand outpromoted and outvoiced it in the market. Now Band-Aid has became the catch-all term for small adhesive-back strip bandages.

CURITAS, now a Beiderstorf AG brand,

Since 2009, Bauer & Black has been a division of the 3M Company. Beidersdorf has since used the CURITAS brand name to this day, selling all sorts of adhesive strips, catering to the large Spanish and Latin American market.

 SOURCES:

Black & Bauer: Historywiki, https://rpwrhs.org/w/index.php?title=Bauer_%26_Black

Beidersdorf Wikipedia: https://en.wikipedia.org/wiki/Beiersdorf