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.

370. Pop from the Past: CLICQUOT CLUB

CLICQUOT CLUB was first produced in 1881 in Massachusetts, as a sparkling cider by LaCroix Fruit Farm. It was named “Clicquot”,after the French champagne “Veuve Clicquot”. After The Clicquot company was formed, the apple cider was dropped, in favor of a new drink—the Clicquot Club Ginger Ale. Other flavors followed: Cream Soda, Strawberry, Orange, Rootbeer, Lemon & Lime, and Grape. Its “Eskimo Boy” mascot, became one of the most recognizable brand characters in the U.S. 

It was distributed internationally in the 1950s, that led to its Philippine launch. Rafael Yabut‘s “Tayo’y Mag-aliw” radio program, aired over DZRH, promoted the product in a segment called “Clicquot’s Tayo’y Uminom Program”. Clicquot Club was gone by the early 1960s;  the company was eventually bought by the Cott Beverage Corporation of Connecticut in 1969.

350. Pop from the Past: GOODY ROOT BEER

GOODY PRINT AD, ca. 1960

GOODY ROOT BEER was produced by the U.S.-based Goody Company Minneapolis. F.F. Halili Enterprises in Balintawak acquired the license to bottle this vintage soda favorite, It is interesting to note that F.F. Halili Enterprises was owned and founded by Fortunato F. Halili, the governor of Bulacan.  Its Balintawak brewery produced the short-lived Halili Beer which was looked at as a first real threat to San Miguel Beer.

Pic: pinterest

Halili had also entered into an agreement with Mission Beverages, a U.S. company established in 1956 which was in the business of the wholesale distribution of beer, ale, porter, and other malt beverages.

GOODY ROOT BEER was manufactured in the late 1940s, but it only arrived on Philippine shores in the late 1950s, after F.F. Halili became one of its international bottlers. It came in clear bottles with the Goody Boy trade character on the neck, as well as on the crown.

 The back of the bottle reads: "Wholesome and Refreshing, Contains-carbonated water, sugar, flavor derived from natural roots, herbs and barks, colored with caramel color. Bottled under authority The Goody Company Minneapolis, Minn. Bottled by F.F. Halili, Balintawak, Quezon City Exclusive Distributor for the Philippines."

GOODY ROOT BEER was promoted in B&W and colored ads in magazines. This 1960 ad describes GOODY as “the softdrink with a SNAP!”, with a promise to give drinkers drinkers “the full feel of refreshment…tingling all the way down!”

GOODY ROOTBEER MERCHANDISING. Pix: worthpoint.com

Today there is a GOODY root beer brand in the Philippines mande to order from Intercor Food Products (IFP) Manufacturing Corporation, but which has nothing to do with the original American brand.

342. Pop from the Past: AVENUE BEVERAGES

AVENUE BEVERAGES Print Ad (1956) & BOTTLE.

AVENUE beverages were manufactured in the 1950s by Avenue Aerated Water Co.,in Grace Park, Caloocan. This 1956 print ad lists 6 tasty Avenue flavors: Red Berry, Orange, Sarsaparilla, Cream Soda and Pineapple. Avenue sold for 10 centavos per bottle and remained available all through the 60s.

SOURCES:

Avenue Beverages & Soda Bottle, courtesy of Siglo Antiques & Collectible