556. SOUVENIRS FROM THE NEW YORK WORLD’S FAIR 1964

SWISSAIR offered flights to New York World's Fair visitors in 1964

After New York successfully staged its first world’s fair in 1939, it Once again played host 25 years later to another international exposition known as the 1964–1965 New York World's Fair. 

The venue was at  a 646-acred fairground at Flushing Meadows–Corona Park in Queens, New York City, and the fair attracted 80 nations that put up their own exhibitions, activities, performances, films, art, crafts, and food presentation. "Peace through Understanding" was the fair’s theme and its symbol was the Unisphere, a stainless-steel model of Earth.

Among the 139 pavilions was the Republic of the Philippines building. Designed by national architect Otilio Arellano, the Philippine Pavilion was a circular structure made to look like a traditional salakot sun hat.

AMONG MY NY WORLD'S FAIR  SOUVENIRS. Capiz token and shell key chain.

This structure was widely praised and officially judged as one of the top ten most popular and visited international pavilions, highlighting the country's rich arts and culture.

Advertisers, particularly airlines an film outfits, cashed in on the international event, using the fair’s imagery for films and print ads. The Philippine Pavilion was also promoted through merchandising souvenirs that were sold on site.

SOURCES:

Movie print ad,”Romansa sa World’s Fair”, courtesy of Video 48.

554. The Coke Challenger that Went from Pop to Pfffft!: POP COLA. Various Print Ads, mid-1970s

In the mid 70s, Cosmos Bottling Corp., makers of the famous Cosmos Sarsaparilla soda drink, or SARSI, made bold move to expand their portfolio by introducing a new cola drink. The result was POP COLA, that had a refreshing sweet taste more aligned to Pinoy’s preference, and most of all, cheaper than the icon brands Coca Cola and Pepsi Cola.

 The imageries used in advertising were still foreign though, with a Charlie Chaplin and Laurel & Hardy-look-alike characters, with a smattering of mestizo models. POP COLA took off slowly, with many Filipinos trying the products. Marketing and promotions was a bit spotty, and other than the fact that it was the “cheaper cola”, it failed to win the imagination of the audience on media, what with not-so-memorable ads, unclear brand character and image, without any emotional benefit that Coke and Pepsi have successfully translated in their advertising.

Then in 1989, food and beverage giant RFM Corporation of the Concepcion family bought Cosmos and infused their newly acquired beverage brands with massive marketing budgets to push their relaunch, starting with the omnibus campaign “Bagong Tunog” (New Sound) created by Basic FCB for Sarsi, Cheers, Sunta, and POP COLA. The 2 minute campaign song was heard on primetime TV, ushering an-all new image for the Cosmos products.

Eventually, individual brand campaigns were launched, clearly delineating the brand image. SARSI’s “Angat sa Iba”, capitalized on its distinctive taste, the only sarsaparilla amidst a sea of colas.

POP COLA’s problem was a bit more complex. These ads from its early years, show an attempt to create a favorable image by for the brand , latching on to its U.S.-made ingredients as its point of superiority. At that time in the 70s, colonial mentality was still strong among Pinoys, who believe everything U.S.-made was better and therefore, more expensive. That, however, was in complete dissonance with its cheap pricing, which muddled consumers’ minds: Is POP COLA Pinoy or Kano?

To settle the confusing signals that marketing communications wrought, POP COLA was clearly positioned as the Cola made by Pinoys, for Pinoys—translated on screen as the commercial, “Bilib Sila Sa Pinoy”, and in its follow-up sustaining ads “Tayo’y Mga Pinoy”.

 The new, improved COSMOS brand image worked wonders for the individual brands, with POP COLA peaking in popularity. It even had a popular professional basketball team, the Pop Cola Panthers, in the Philippine Basketball Association from 1990 to 2001.

Of course, Coca Cola took the POP COLA threat seriously, but instead of competing head-on, it decided to negotiate with RFM for a buyout, resulting in the latter’s selling its stake  in Cosmos to a joint venture between Coca-Cola Bottlers Philippines, Inc. and San Miguel Corporation. This move gave Coke control of  90% of the Philippine softdrink market.

POP COLA’s resources were moved to support the flagship brand Coca Cola. With reduced funds for advertising, sales and merchandising support, POP COLA lost shelf space and market share, until it was pulled out of the market altogether.

551. Scenic Spots in Philippine Ads: MAYON VOLCANO, various ads 1935-67

 

1965 TANDUAY RHUM, "Mayon, Splendor in the Clouds" Ad"

Majestic MAYON VOLCANO has been hugging headlines lately with its continuous eruptive phase that has been going on for over 180 days, as of today, June 12, 2026. Dubbed as “world’s perfect cone”, it sits  in a national park in Albay, and is geographically shared by 8 cities and towns (Legazpi, Daraga, Camalig, Guinobatan, Ligao, Tabaco, Malilipot).

Mayon is also the most active volcano of the Philippines, erupting over 52 times in the past 500 years, with its first eruption recorded in 1616. Its most destructive eruption happened on 1 Feb. 1814, when it buried the town of Cagsawa. To this day, the ruins of the Cagsawa church belltower still stand.

1930s MAYON VOLCANO, colored postcard

Mount Mayon figures prominently in local legends and lore, the most well-known of which is the story of Daragang Magayon (meaning, beautiful maiden), a tragic heroine who gave her name to the volcano. It was said that  she fell in love with a brave warrior, Panganoron (or Ulap). Their forbidden romance culminates in a fierce battle against a jealous suitor, Pagtuga, resulting in the deaths of both lovers.

For ages, the image of Mount Mayon has haunted and  inspired many a people’s imagination—poets paid homage by way of poems, songs and stories have been written about it, and picture of the scenic volcano have been reproduced in countless books, postcards, calendars, and stamps.

1965 MAYON COOKING OIL AD.

Even marketers and advertisers took note of Mount Mayon’s popular appeal. There are products named after the famous mountain---like the MAYON Cooking Oil of P&G in the 1950s. A MAYON Turbo Stove was developed in the early 2000s, was developed as a “poor man’s stove” as it used the byproduct rice hull as fuel.

MAYON MILK "FOR CHRISTMAS", Print Ad 1935

Even earlier was MAYON MILK , made available in the Philippines by the Japanese trading company Daido Boeki Kaisha Ltd. in the mid 1930s that had offices in Manila and Iloilo. The doctor-recommended milk claimed to be good for “delicate stomachs”.

In 1951, Philippine Airlines featured Mayon—Bicol’s landmark—in the their travel destination ads for Legaspi City. The strip ads featured an illustration of the symmetrically-perfect coned volcano.

Likewise, Philips Lights, in 1960 created cleverly-written headlines, drawing parallel between the popularity of its brand name and what it stands for, with the name Bicol, which stands for Mayon.

Images of the mountain was used throughout the 60s by Tanduay in 1965, and the cigarette brand, Chesterfield, in 1967, to localize it.

1967  CHESTERFIELD "THEY SATISFY, Print Ad 

Mayon Volcano continues to be an enduring symbol of the country, a tourist crowd-drawer --for as long as one can remember. Its eruptions that have been going onnon-stop for days and months throughout these decades serve to remind us that it is here to stay for quite a while. For companies cashing in on the Mayon name, that can only mean more welcome (c)ashfall!!!

 

550. Scenic Spots in Philippine Ads: BANAWE RICE TERRACES, various ads 1962-65

TANDUAY RHUM "Banaue, World's 8th Wonder" Ad, 1965

Creating an eye-catching print ad doesn’t just entail casting the most attractive models, writing the most grabbing headline, and designing the most pleasing lay-out—it sometimes involves finding the right setting for the print ad narrative.  These three products—TANDUAY Rhum, FILPRIDE Gasoline and MARLBORO Cigarettes used the picturesque, age-old Banaue Rice Terraces as relevant backdrop for their product messages.

The first ad for TANDUAY Rhum immediately makes a strong association with the “8^th wonder of the world” with the “matchless quality” of the product. Just as the Banaue Rice Terraces stand in the forefront of the country’s scenic wonders, so does the TANDUAY standard of quality which leads all others wherever rhum drinks are served. 

FILPRIDE Gasoline "GO PLACES' AD, 1962

The FILPRIDE GASOLINE ad of Fil-Oil, reminds the readers of the scenic wonders of the country, like the Banaue Rice Terraces, 351 kms. from Manila, then gently urges them to use power-packed Filpride gasoline when motoring to these places. If you are going to see the Philippine pride that is Banaue, wouldn’t it be fitting if you fill up your car with Filpride gasoline? That’s one smart connection!

MARLBORO COUNTRY "Banaue Country" Ad, 1965.

The last ad for MARLBORO Cigarettes went one step further by describing  the famed Banaue Rice Terraces as evoking the same Marlboro Country imagery-- rugged independence, adventure, self-reliance—an untamed place where men find flavor. Thus, the iconic, "Marlboro Man" cowboy scanning the vast grandness of the terraces—that seem to invite men of the same spirit to “Come to where the flavor is. Come to Marlboro Country”.

Today though, when one refers to the Marlboro Country of the Philippines—two sites are top-of-mind recalls: the Racuh Apayaman on Batan Island, Batanes which features rolling green hills, grazing cattle, and dramatic cliffs overlooking the Pacific Ocean; and the Marlboro Hills in Sagada, Mountain Province, famous for its pine-clad mountain trails , "sea of clouds" during sunrise and grand vistas of limestone peaks.

549. VESPA SCOOTERS IN THE PHILIPPINES, 1964 ads

Vespa, the classic line of mopeds and scooters that skyrocketed to worldwide fame when Audrey Hepburn and Gregory Peck rode one in the 1953 film “Roman Holiday”, were first launched by Piaggio in 1946. Vespa, which meant “wasp” in Italian, were first known for their painted, pressed steel “monoque” body and a step-through design that allowed riders, including women in skirts, to ride cleanly and comfortably without getting dirty from rough, dusty roads.

The first Vespa had a top speed of 60 kph. and can cover 45 kilometers with just a liter of gas. They were also affordably priced, which was why they appealed to Filipinos when introduced here in the 1960s. Dubbed as “the little car with two wheels”, Vespa Scooters were exclusively distributed by Olympia International, Inc., and solely imported by The East Asiatic Co., Ltd., along Buendia Ave., Makati.

The Vespa scooters available here were the 160 G.S. and 150 models and were carried by dealers nationwide in the cities of Angeles, Baguio, Bacolod Davao, Zamboanga and Cagayan de Oro. Vespa scooters were snapped up by young Filipinos who considered them hip and trendy. They were so popular that there were even organized Vesta riders’ clubs that held leisure rides to different parts of the country.

VESPA RIDERS in Arayat, Photo CTTO: Alvin Koh

Indeed, whether to the office, market or school, on the highway or on the roughest roads, Vespa was the smartest way to places!

SOURCE:

Vespa: https://en.wikipedia.org/wiki/Vespa

548. Soft as a Pillow: SCOTTISSUE Toilet Paper, Ads 1960s-80s

Soft, Gentle SCOTTISUE Print Ad, 1967

SCOTT PAPER CO. was the first to put toilet paper on a roll, devised by 2 brothers, Clarence and E. Irvin Scott in 1890. The product outsold Gayetty’s medicated sheets, and the brothers—upon seeing the success of their toilet paper—cast aside their initial shame about the nature of their business—and began branding their toilet tissue with their name in 1913. 

Good as your Imagination, SCOTTISSUE Print Ad, 1974

By 1925, Scott Paper Co. became the leading toilet paper company in the world. In the 1960s, it operated in the Philippines and marketed the SCOTTISSUE brand. Kimberly-Clark Corporation acquired the company in 1995.

Pillow Softness, SCOTTISSUE Print Ad, 1980

544. Summer Getaways: BATULAO VILLAGE CLUB, 1975

For many Manilans in the 70s decade, Mount Batulao in Nasugbu, and its environs were the go-to places to unwind every weekend. In 1975, these area,and parts of Ternate and Maragondon were designated  as tourist zones.

One of its earliest developments was the sprawling Batulao Village Club owned the family of senator Gil Puyat and designed by architect Benjamin Bautista with landscapes by Ildefonso P. Santos Jr. It was the first resort south of Manila to offer the same luxurious amenities as Baguio’s older destinations.

The club’s modern look took inspiration from the terraces of the Mountan Province ( the architect and planner was from Baguio), with touches of  environmental sensibility ahead of its time. Natural materials and indigenous patterns and textures  were incorporated  in the buildigs and cottages, like rattan, Capiz and local woods.

The expansive  club boasts of a Gary Player-designed golf course, a main clubhouse, a halfway house, a village inn, cottages and a sports complex that featured the latest rage in 70s racquet sports – pelota.

Batulao Village Club rose in prominence in the 70s, providing live combo music, and evening events. There were hiking and camping activities at the Gulod sa Batulao, plus lots of swimming and snorkeling for nature lovers.Golf and pelota  tournaments were frequently held, as well.

Batulao lost much of its appeal beginning in the 80s as more affordable resorts opened up north, made accessible by the new expressway of North Luzon. Add to that the internal problems of the company. Attempts to redevelop it in the mid 1990s  with the addition of another beach resort and the restoration of the golf course did not do much to its dwindling popularity until it fell into disarray and eventual closure completely.

SOURCES:

Batulao, wikimedia entry

Batulao Summers, https://www.philstar.com/lifestyle/modern-living/2004/04/17/246536/batulao-summers

543. Summer Getaways: MONTEMAR Beach Club, 1984 Ads

One of the premiere beach resort clubs in the 80s was the the MONTEMAR Beach Club, which was established way back in 1978 in Bagac, Bataan. It has since been operating as a private membership beach resort Club.  As a beach resort, Montemar is ideal for rest, recreation, dining, conventions, parties and weddings. 

In the 1980s, its facilities and amenities include 64 airconditioned rooms with balconies, tennis, golf, pool, two restaurants, waterfall, and windsurfing. It boasts of a 500 meter-long powdery white sand beach, spacious palm-dotted lawns, just 2.5 hours-drive away from Manila. Back then, MONTEMAR was the go-to place for the rich and famous,

Today, MONTEMAR is still in operation. According to its website, it now has  89 plantation-inspired rooms spread among the five Mediterranean-styled inns that provide comfort and space for relaxation.  Ocean View and Garden View rooms are offered at the Club to provide scenic views for a worthwhile and memorable experience. 

Three swimming pools (Members’ Pool, Pavilion Pool and Garden Pool) are also available at the Club.  Various indoor and outdoor activities such as kayaking, jet-skiing, horse-back riding, and fishing are offered at the Club for everyone’s enjoyment.

MONTEMAR is majority-owned by Philippine Communications Satellite Corporation (Philcomsat).

SOURCE: Montemar Beach Club website, https://www.montemar.com.ph/

 

542. Brand Stories: TIKI-TIKI MANUEL ZAMORA, the Medicine Against the Malady of Beri-Beri

TIKI-TIKI MANUEL ZAMORA, Print Ad, 1937

One medicine that has a special place in our medical history is TIKI-TIKI, that was developed in 1909 by chemist-pharmacist MANUEL ZAMORA ,(1870–1929), of  Sta. Cruz, operating out of his laboratory/pharmacy on R. Hidalgo Street. It was formulated to cure infantile beriberi (“taun”, in Pilipino) , a deadly disease that plagued poorly-nourished Filipino children during the American colonial period, caused by Vitamin B1 deficiency.

TIKI-TIKI 'BOUNCING BABY', Print Ad, 1940

Made from rice bran extract, it became a crucial public health solution during the American colonial period. The brand name was derived from “tikitiki” a local term for   the rice bran from which the liquid medicine was extracted. The bran was a rich source of Vitamin B1 or Thiamine and it was Zamora who successfully extracted a stable version of it, producing it commercially, thus saving thousands of Filipino babies’ lives.

TESTIMONIAL AD 'Virginia Dela', Print Ad, 1953

Zamora made known TIKI-TIKI’s life-saving impact on Tiki-Tiku print ads that were circulated in dailies and magazines regularly: “The TIKI-TIKI MANUEL ZAMORA extract is a medicine unequalled in quality  for the prevention and cure of Infantile Beri-Beri which is a dangerous disease of children…..Within the years that this famous TIKI-TIKI MANUEL ZAMORA has beEn discovered, countless mothers and children have been saved from early death”.

TIKI-TIKI 'Health Protection', Print Ad, 1958

The success of the ban prompted international pharmaceutical companies like Parke Davis  to make lucrative offers to Zamora to buy him out, but he refused to sell the rights to his formula, ensuring it remained accessible to Filipinos. Zamora eventually helped establish the Philippine Pharmaceutical Association.

UNITED AMERICAN TIKI-TIKI Print Ad, 1964

While originally a specialized medicine, TIKI-TIKI is now manufactured by Unilab as a children's multivitamin brand, originally under the name United American (Tiki-Tiki Drops and Syrup). It became well-known for its memorable jingle that was heard on he raio without fail, every day—“United American, United American, United American TIKI-TIKI ang bilhin!”.

UNITED AMERICAN, 'Bring Up Your Babies', Print Ad, 1964

Today, TIKI-TIKI is a significant product in the history of Philippine medicine, credited with fighting a national health crisis.

SOURCES:

Wikipedia, https://en.wikipedia.org/wiki/Manuel_A._Zamora

Ginats in History: Manuel A. Zamora: https://www.asiaresearchnews.com/content/manuel-zamora

535. Where Are They Now? MILDRED LOEWINSOHN, Angel Face Model, 1966

In 1966, ANGEL FACE launched its campaign for its Foundation Powder product with a print series featuring 3 young career women: Elizabeth Pineda, a model and a UST Fine Arts student; Geraldine Keesey, a school teacher; and MILDRED “Millie” LOEWINSOHN, a Philippine Airlines stewardess.

Manila-born Loewinsohn (b. 28 Apr. 1947) was just a fresh 21 year-old Assumption College graduate when she joined the national flag carrier as a stewardess. Her being bi-lingual (she speaks Spanish) served her well in her job as nan international purser.

Through the 70s-80s, Millie continued to model for photographers and artists like Santiago Bose and Wig Tysmans, both from  Baguio. She also dabbled in photography, an interest she pursued when she moved to Guam in the early 1980s, where she worked as a lab technician/photographer . She stayed in Guam for over 9 years. In December 1993, she went to the United States, where she got married, but was later divorced. Loewinsohn now lives  in Las Vegas, Nevada, where she works as a wedding photographer.

 PHOTOS:

The Sunday Times Magazine, M. Loewinsohn FB Page

532. Brand Stories: VICKS INHALER, Richardson-Vicks, 1941

Movie idol JAIME DELA ROSA for VICKS INHALER, 1959

Pharmacist Lunsford Richard founded  Richardson-Vicks out of a family emergency. His young son, Smith Richardson suffered from a serious case of croup. Lunsford combined unique ingredients into a salve that when heated by the body, would release soothing vapors.

The boy found relief and the homemade croup and pneumonia salve was soon being sold as a legitimate product in 1894, after Lunsford took over his brother-in-law Dr. John Vick’s drugstore business,  Thus began the Vicks Family Remedies Company (later, Vicks Chemical Company) in 1898.

In 1911, the salve was renamed as VapoRub by the now-grown up Smith,  the very boy who inspired its creation and now a the helm of the business. The soothing vapors became the unique advantage of the product, such that in 1941, that effective production action was used in the development of Vicks Cough Drops, that provided instant, portable relief. The cough drops were an immense success.

Matinee Idol LUIS GONZALES for VICKS INHALER, 1956

The Vicks “vapors” line was extended in 1941 with the launch of the VICKS INHALER. This unique products brings the soothing vapors of Vicks in your pocket, just by inhaling the vapors from a plastic tube which are released from an absorbent material (like a cotton wick) that has been saturated with a blend of ingredients formulated by the company. Again, the reception to this innovation was met with widespread approval.

Singer-actress JEAN LOPEZ for VICKS INHALER, 1960

By the 1950s, VICKS INHALER  was available in the Philippines, and its early local advertising in the late 1950s featured popular movie stars, shown on this page. Despite the rise of Thai and Chinese made inhalers, VICKS INHALER—now also available in the key chain type, continues to be a favorite among local users, as the brand is now owned and managed by Procter & Gamble, a trusted maker of products that make Filipino lives easier.

524. Puff Culture: ALHAMBRA CIGARS & CIGARETTES Ads, 1929-1962

CORONAS DE LA ALHAMBRA, 1929 Ad

One of the most enduring brands in our commercial and industrial history of the Philippines is ALHAMBRA—a brand associated with early smoking products made by the Alhambra Cigar & Cigarette Mfg Co., which was named a majestic palace and fortress complex in Granada, Spain called “Alhambra”.

ALHAMBRA CIGAR & CIGARETTE MFG. CO, John Tewell Photo, via flickr

As a tobacco product maker, its beginnings can be traced back during the late 19^th c. colonial period. But it was in 1912 that the company became established when it opened its manufacturing plant and offices along Tayuman St, in Tondo, Manila.

ALHAMBRA REGALIZE, 1957 Ad

The cigars were all made in the factory, handrolled and finished, and were sold locally and abroad. Alhambra contributed to the upliftment of the industry by making high quality Philippine cigars that were sought after and known around the world.

"LAFLOR DE FILIPINAS"ALHAMBRA BLANCO cigarette wrapper, Photo: Edward delos Santos

Alhambra cigars and cigarette products reached their peak in popularity in the first 3 decades of the 20^th century, with a range of products that catered to a range of markets—from everyman’s daily cigarettes, to premium cigars in handsome wooden presentation boxes,

ALHAMBRA CIGARS, 1962 Ad

The corporation ended in 1962, and a new entity, Alhambra Industries, Inc., was formed to manage its business and liquidation. The brand is now associated with Tabacalera Incorporada, a manufacturer of world-class Philippine cigars that continues to produce cigar-based product lines under the iconic and venerable  "Alhambra" brand name.