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

507. JOHN BORROMEO: 1987 Creative Guild’s Top Model of the Year for San Miguel Beer ”Katipunero” TVC 90s.

In 1987, barely a year after the People Power Revolution, San Miguel Beer came out with a 90 sec. epic commercial set in the Philippine Revolution almost a hundred years ago—which is about the same age of the iconic beer product.

The lead talent of the commercial was a katipunero, who marked historic milestones –the birth of his child, the call to arms, victory in war—with a quaff of SAN MIGUEL BEER. The role was played by JOHN BORROMEO, a ramp/commercial model who was a member of the Professional Models Association of the Philippines (PMAP). His first show was in 1984, when he was cast as a model for Salon de Manila. Born in Batangas, he went to school at the Philippine School of Interior Design. He became a much-sought after fashion and print model, and his contemporaries included Eric Quizon, John Estrada, Gerry Gonzalo, Monsour del Rosario, and Calvin Millado.

 WATCH SAN MIGUEL BEER' "KATIPUNERO" TVC 90s HERE:

But his biggest break was in 1987, when McCann-Erickson caster Efren de Jose cast him for the lead role in the aforementioned “Katipunero” commercial, with Bb. Pilipinas runner up and theater actress Susan Africa, as his infanticipating wife. With his moreno complexion, and dark brooding looks, Borromeo was a perfect choice to play a revolucionario, almost looking like Gat Andres Bonifacio!

That was not lost on the members of the Creative Guild of the Philippines, as when the award season for advertising creative excellence came, JOHN BORROMEO  made it to the list of 1987’s “Top Models of the Year”, along with fellow model Lawrence Pineda (also for another SMB ad), and young models RJ Ledesma and Carmina Villaroel. The Top 10 Models were honored during the Creative Guild Ad Awards Night on 30 Aug. 1988, at the Metropolitan Theater, Manila.

Borromeo also caught the attention of movie producers, and he ended up doing 2 films—“Hiwaga sa Balete Drive” (1988) and “Too Young” (1990) , an Aiko Melendez starrer.

Today, John Borromeo lives with his wife and 4 children in Seattle, Washington. He is an avid cyclist who has cycled all over the U.S. From time to time, he flies home to the Philippines to visit his home province of Batangas.

 SOURCES:

1987 Creative Guild of the Philippines Awards Night program.

 San Miguel Pale Pilsen TVC 1988 (Philippines)  https://www.youtube.com/watch?v=kAMccGElW3I

Posted by Advertising Archives, VOTIII

‘They turned modeling into a profession’, by Marina A.S. Benipayo, Philippine Daily Inquirer, 13 Oct. 2017, https://lifestyle.inquirer.net/275600/turned-modeling-profession/

John Borromeo FB Page

424. Where Are They Now? JIM ARANETA: The Colgate PROOF Boy, 1975

JIM ARANETA, THEN & NOW. From a kid talent, to a proud grandfather!

In 1975, Colgate launched a new Fluoride toothpaste called PROOF, a revolutionary toothpaste that promised to reduce tooth decay. The introductory Colgate PROOF ad featured a cute, bright-eyed 10 year old boy which left quite an impression on the newspaper reading audience.

That boy with his signature bangs was JIM ARANETA. He recalls that a talent scout went to his grade school at Colegio de San Agustin sometime in 1974. This caster went through most of the classrooms looking for the right young boy to appear in the print and TV ad, and singled out then nine year old Jim.

 Before he knew it, Bates-Alcantara, the ad agency assigned to Colgate advertising, scuttled him off to a studio to shoot the Print and TV ad for New Colgate PROOF. Little JIM also did a TV version of Colgate PROOF ad (which, unfortunately has not been found yet), but he recalls he only had a one-liner –“Ang sarap!”.

JIM, A BUSINESSMAN TODAY, CALLS TAGAYTAY HIS HOME TODAY.

Today, JIM is a 58 year-old father of 3 children,  and a doting grandfather of an equally cute and look-alike kid, Diego, son of his eldest daughter. At one time, he was married to a commercial model who was one of the high-profile 1990s Pantene Ladies of Procter and Gamble.

PROOF OF SUCCESS: with look-alike grandkid Diego

He keeps himself busy with his real estate projects and his company called Simple Fix, which provides handymen for building projects. He divides his time between Vancouver in Canada where some family members reside, and Tagaytay, which he considers his primary home.

JIM DIVIDES HIS TIME BETWEEN THE PHILIPPINES & CANADA
where members of his family reside.

The project he did for Colgate PROOF in 1975, was his first and last commercial. In the 1980s, Colgate PROOF revitalized its advertising, as P&G’s CREST Toothpaste made significant inroads into the Colgate market. A series of commercials were produced, using a new kid model with the same bowlcut hairstyle that JIM ARANETA sported in his commercial, as the image he created was so well remembered.

It's in the bangs! JIM & GRANDSON DIEGO. Casters, take note! 

Today, JIM ARANETA has lost those trademark bangs, but he has kept those pearly whites shining after all these years, thanks to New Colgate PROOF!

SOURCES: Personal interview with Mr. Jim Araneta, 30 Apr. 2023.

All photos, used with permission from Mr. J. Araneta.

224. The First Gwapos of ESKINOL MASTER, (1974-1987)

ESKINOL was a locally-made skin care product Eskinol that was created back in the 1940s by pharmacist Dr. Esperanza Castro-Palting. The first product,  Eskinol Facial Lotion, was made for men and women, but its early advertising targetted only the female market.

It was not until 1972 that and Eskinol product solely for men was developedand launched—ESKINOL MASTER. The new product gained enough traction and began advertising in 1974 using popular male celebrities.  Before its most successful campaign “Sikreto ngMga Gwapo” was rolled out in 1994, there were at least 3 models—alll “gwapos” in their own right, who preceded Rico Yan, James Reid and Alden Richards.

VICTOR LAUREL

Victory “Cocoy” Laurel (b. 1 Jul. 1951) is the first known celebrity male endorser for ESKINOL MASTERin 1974. The middle child of former Vice President Salvador Laurel and  stage actress Celia Diaz-Laurel, Cocoy  entered showbiz via the “Search for the Philippines’ Romeo & Juliet”, a contest to promote the Franco Zefirelli movie “Romeo and Juliet” in 1969 where the 19 year old bagged the “Romeo” title  to Lotis Key’s  “Juliet”. He debuted in the 1971 film, “Lollipops and Roses and Burong Talangka”,  where he played the love interest of superstar Nora Aunor. The movie blockbuster made him a screen idol. At his peak, he recorded songs, performed in a live concert and made a film with Miss Universe Margie Moran in “Oh, Margie, Oh!”  In 1989, Cocoy was cast as assistant commissar in Miss Saigon in London. This led to playing the lead role of the Engineer in Miss Saigon’s Australian version .

CHRISTOPHER DE LEON

Christopher "Boyet" Strauss de León (b. 31 Oct. 1956) is the son of top screen stars Lilia Dizon and Gil de Leon. He was launched to full stardom in the 1973 film, “Tinimbang Ka, Nguni’t Kulang”, for which he won a FAMAS Best Actor award, he would win a ttal of 5 FAMAS acting awards. He was first married to Nora Aunor whom he met when he did the film, “Banawe” with her. He is currently married to actress Sandy Andolong . He has done over 120 films, stage plays,  as well as TV programs—from gag shows like “ Going Bananas” and countless telenovelas. Boyet is the first actor to appear in a centerfold in a 1974 women; magazine. He was signed up as an ESKINOL MASTER model in 1984.

EDU MANZANO

Eduardo Barrios Manzano (b. 14 Sep. 1955)  was signed up as an ESKINOL MASTER model in 1987. This  American-born  actor spent his early years in the U.S. where he joined the Air Force at age 17. When he returned to the Philippines, he went to school in La Salle, where he dabbled in modeling, and appeared in a Lux Soap commercial that starred Hilda Koronel. He broke into movies and made many popular films in the 80s and 90s, like “Working Girls”, “Captain Barbell” ,”Maging Sino ka Man”,  “Separada” and “Tanging Yaman”. He tackled a variety of roles—as the handsome dramatic lead, as a movie villain, or as  a funnyman .  He was also known as talk-show host for TV aswell as gameshow host  of “The Weakest Link”, “Pilipinas, Game KNB?”, “ 1 vs. 100” and “Asar Talo Lahat Panalo!.” Manzano also embarked on a political career as Vice Mayor of Makati in 1998, but lost when he ran for the city’s mayoralty. He was also defeated in the senatorial race. Edu is the father of Luis Manzano, his son with Vilma Santos.

216. Where Are They Now?: MYRA MENDOZA: The Face of Close-Up, Camay, Oil of Olay---and JINGLE Music Magazine!

THE FRESH, WHOLESOME FACE OF ADVERTISING,

One of the most refreshing faces in the modeling scene in the mid-70s to the 80s, was teen beauty MYRA MENDOZA. The winsome high schooler from St. Paul was but a teen when she started modeling for commercials; she enjoyed the experience so much and never looked back—bagging major contracts for Close-Up toothpaste, Camay Soap, US Shampoo and Clearasil in her heyday.

She was in high school when she performed in a dance number for an event sponsored by the popular 1970s music magazine, JINGLE Chordbook. She met the owner  Gilbert Guillermo, whom she credits as her “discoverer”.

MYRA, as she appeared ob JINGLE Music Magazine, 1977, Source: Nonoy Bonzon

Pretty soon, she was appearing on the pages of the widely-read  Jingle magazine, along with song lyrics set with guitar chords. Her posed pictures were just small insets—strumming a guitar, reading the magazine,  candid shots. But the readers were drawn to her good looks—and she would become the unofficial sweetheart of the popular youth-oriented music magazine.

Next thing Myra knew, she was being besieged by talent agents and casters from major ad agencies. She recalls:  “In those days , casting was not done as efficiently and professionally as today. I would just get phone calls from agents or ad agencies asking if I was available to shoot. Simple as that. No try outs, no vtr’s  (videotaped auditions).

US SHAMPOO AD, 1979

Her earliest ad was a TV commercial for Clearasil, directed by legendary commercial director Jun Urbano. In 1979, she also did an ad for US Shampoo with conditioner, targetted at teens and young adults. This turned out to be her busiest year, as she also was featured in the popular Chiclets’ “Tsikletin Mo, Baby” TVC.

MYRA, Tsikletin Mo baby, TV Ad, 1980

Myra was also scouted by local women’s magazines, and she became a cover girl i many of them, shot by the leading photographers of that time. She was still finishing her communications course when she was cast to appear in one of the most sought-after roles in the industry—that of being a Close-Up girl for Close-Up Toothpaste, then a very popular youth brand. For many of the lucky Close-up talents, the slick, well-produced commercials were springboard to TV and movie stardom.

“The Close-Up ad was fun to do!” , Myra reminisced.  Though she could no longer remember the name of her male partner in the (“I think his last name is Rodriguez”), she found the experience of shooting her commercial very easy and enjoyable. “Close-Up was doing a campaign consisting of a series of ads. So all the lead talents --some of them at least--came out in each other’s TVCs as background talents. Parang barkada!”.

MYRA MENDOZA, on the cover of Women's Home Companion Magazine, 29 Nov. 1979

Incidentally,  Loren Legarda, the future senator,  was also part of that Close-Up batch. Years later, when Myra was working for ABS-CBN, she would bump into Legarda, who, by then, was the anchor of the late night news, “The World Tonight”. “ And she still remembered me long after our  Close-Up years were over!”, Myra enthused.

With a diploma finally in hand, Myra landed a job with one of the most prestigious multinational advertising agency in the Philippines—Ace-Compton Advertising (later, Ace-Saatchi & Saatchi)—as a talent caster, of all positions!! That time, Ace-Compton had the best in-house talent casting department in the industry, complete with a studio and VTR machines for go-sees and auditions.

MYRA MENDOZA, as the Face of Oil of Olay, Procter & Gamble, 1980

She was casting for such blue-chip clients like Procter & Gamble, Johnson & Johnson, and Filipro-Nestle, Inc. Her stint with Ace-Saatchi & Saatchi was memorable for 2 reasons. It was with the agency that she was picked to do the Camay “Guess Who’s 16” TV commercial, thus joining the elite circle of Camay Girls. She also became the face of Oil of Olay when it was introduced by P&G in the Philippines.

Looking for other creative challenges, Myra set her sight on commercial production. When Advertising & Marketing Associates had an opening, she resigned from Ace to try broadcast production. She realized that she was not cut out to be a producer, so she made a drastic move to the hotel industry, by being a banquet sales manager for Manila Hotel.

MYRA, AS A CASTER AT ACE-SAATCHI with copywriter Alex Castro

But the lure of advertising, the world in which she grew up in,  proved irresistible after awhile. Lintas top honcho Wally Reyes called her up and invited her to set up the casting department of the growing agency. She took up the offer, organized the agency’s talent department and stayed on for 4 years.

Myra would move back to Ace-Saatchi & Saatchi for a brief interlude. Her last corporate job was with the Sales Department of ABS-CBN. After ten years, she resigned in 2002 due to health issues, as she needed time to recuperate from a major surgery.

WATERCOLOR ART OF MYRA, A SELF-TAUGHT ARTIST.

“I’ve stayed a homemaker ever since”, she says without regret.  So I then started painting among other things. I’m a hobbyist. I created some fashion jewelry, I sew, despite having no formal training. I also like to cook. So really, I dabble in anything that interests me.”

COME A LITTLE CLOSER BABY, SMILE, FOR ME.
Myra Mendoza and  boyfriend, Chris Portillo in their younger days.

True to her calling, Myra Mendoza remained an honest-to-goodness model all her life.  With her collective life experience and achievements, you could say that she is a model homemaker, mother, and wife today!

WATCH THIS VIDEO OF FORMER AD 
MODEL MYRA MENDOZA-PORTILLO TODAY:

SOURCE:

E-mail interview conducted by author, April 2, 2019

Where in the world is Myra?

https://www.youtube.com/watch?v=8UYWnDmPqMo, posted by Dennis Garcia, 7 Sep. 2013

Photo collage of Myra as Jingle Music Magazine model, Nonoy Bonzon, posted on Jingle Music Magazine FB page.

Myra Mendoza-Portillo FB Page.

186. Top Male Model of the 1980s: LEO RABAGO

LEO RABAGO, Naturelle Print ad, 1987.

One of the most sought-after models of the 1980s was discovered in a most unusual way. Leoncel Rabago, a gangly youth in his early 20s, was out skating at the famous  Skatetown of  Ali Mall in Cubao, when a talent caster passed by and saw something special in the slim and agile looker.

Archie Corteza was then one of the leading talent casters of the Philippine advertising industry, and he knew a raw talent when he saw one. 

After all, he had been successful in discovering and launching the careers of so many commercial talents—from Camay girls,  Close-Up teen couples, Cinderella fashion models to San Miguel Beer babes and hunks. 

He handled the likes of young Eric Quizon, Lito Gruet, Lloyd Sammartino, Miguel Rodriguez, Cris Coburn, who all had their start in commercials.

Corteza took the young skater—an adopted child-- under his wing. He enrolled him in a gym, trained him in fashion camps, introduced him to couturiers for their runway shows, and helped  transform him into a new commercial modelling sensation—Leo Rabago.

He first started appearing in fashion print ads, as these were simple enough. By 1984, his schedule was full, bagging  plum assignments from Cinderella department store, Walker, and his biggest break yet—as a resident model for SM, the biggest department store chain in the country.

In 1986, Leo Rabago entered the first ever Bodyshots Modelling Competition, organized by the Fashion Designers’ Association of the Philippines (FDAP). 

This contest was the launching pad for the showbiz careers of such winners as John Estrada, Alain Sia, Richard Cepeda, and Zanjoe Marudo. Not surprisingly Rabago emerged as the top model of the Male Division, Professional Category. 

The victory clearly established him as the country’s leading male model, boosting his stock and career to an all-time high.

He continued to model in fashions shows, appeared in MTVs., but TV commercial assignments—which were more lucrative—eluded him; it seems he  could not go past beyond the high-fashion image that he projected. 

As a result, he was often seen as a dashing escort, a secret admirer, or as a boyfriend—but never the lead.

 

LEO RABAGO AS SM SHOEMART SIGNATURE MODEL, 1984

With limited projects as he turned 30, Rabago left modeling,  got a new talent  manager and  tried his hand in acting. He debuted in the Gabby Concepcion-Maricel Laxa headliner “Ayoko Na Sanang Magmahal” in 1993. His next appearance was in the award-winning film “Wating”, a support to Richard Gomez. 

RABAGO, IN A WALKER BRIEFS Print Ad, 1984

He accepted whatever work was available, and even did sexy films with such titles as  “Hapdi ng Tag-init” (1997), “Alipin ng Aliw”, “Campus Scandal”, “Bawal”,  (1998) and “Alipin ng Tukso” (2000) and “Lakas ng Pag-ibig” (2001). There would be no more film and TV assignments beyond 2001.

LEO RABAGO, plays support to Suyen Chi in a LAGERLITE PRINT AD, 1986

Along the way, Rabago fathered several children;  most  were married and abroad. Misfortunes continued to hound him; in 2000, he was jailed for assaulting the live-in partner of his sister with a knife. In 2010, his adoptive mother, Froilanda Rabago, died of aneurysm, a profound loss that deeply depressed and affected him. Not long after, Rabago began developing what he thought was acute amoebiasis. It turned out it was colon cancer.

LEO RABAGO, IN A MAGNOLIA YOGHOURT AD, 1987

Friends from the modeling industry took care of him in his dying days. Leo Rabago, once the most in-demand model of the 1980s ,passed away in the charity ward of the Eulogio "Amang" Rodriguez Medical Center in Marikina City on 10 February 2011.

SOURCES:
Former model actor Leo rabago dies of colon cancer: http://www.gmanetwork.com/news/showbiz/content/212720/former-model-actor-leo-rabago-dies-of-colon-cancer/story/
FB Page "Remembering Archie Corteza" (1948-2015)

183. Brand Icon: WHITE CASTLE WHISKY GIRL, 1974

CARMI MARTIN, WHITE CASTLE GIRL, 1984-1986

One of the most unforgettable brand ambassadors for a product beginning in the 1970s was not your usual prim and proper college girl type (like Miss Magnolia), or your  fashionable ladies from high society  (like the Rustan’s VIP Council)—but rather a woman in a red bikini.

To make for a dramatic entrance, the WHITE CASTLE GIRL galloped into our TV living room astride a white horse, hair blowing in the wind, as the image of a castle loomed in the background. TV audience—especially male viewers—could not help but stayed glued to the screen as the strains of the catchy jingle, “White Castle, White Castle Whisky, White Castle Whisky ang bilhin”, followed her 30 sec. ride into the hearts of the drinking class. 

MR. JULIUS LIMPE
CEO, Destiliria Limtuaco

WHITE CASTLE 5 Years Old Whisky had always been a national favorite for many years, the product of Destileria Limtuaco, the country’s oldest distillery. The business was founded by 36 year old Amoy immigrant Lim Tua Co, who put up the distillery within 2 years of his arrival in the Chinese enclave of Binondo.  One of his earliest successes  is the medicinal wine, Sioktong.

Unfortunately, Lim Tua Co—who adopted the Christan name Bonifacio—died in 1887. So too, did his only son, Carlos, his heir apparent. A nephew, Lim Chay Seng took over the business in 1926, and shifted the production from Chinese drinks to Western spirits. Thus--WHITE CASTLE WHISKY came to be. It would become one of the company’s flagship brand, blended and aged to perfection in oak barrels, to give the whisky smooth, full-bodied taste, aroma and golden color.

WHITE CASTLE GIRL, EVANGELINE PASCUAL (1974)
Picture courtesy of: JOSE BENIGNO SALVADOR

The business flourished when his son, American-educated James Limpe took over the helm in 1937, a position which was passed on in 1958 to son Julius Limpe, a business graduate the University of Indiana. Julius became an expert blender of all sorts of liquor and spirit, which he patented and produced,  while steering Distileria Limtuaco to its pre-eminent position in the industry.

WHITE CASTLE GIRLS, AGNES RUSTIA (1975) & PEACHY VENERACION (1978)
SOURCE: www.limtuaco.com

To him also goes the credit for creating the imagery of the WHITE CASTLE GIRL. After all,  Mr. Julius Limpe was also an artist, so he also put his creativity to work in WHITE CASTLE WHISKY marketing and advertising. He conceived of a narrative that was fairy-tale like—a princess in a red bikini chanced upon a group of men while on a bareback ride on the beach astride her white horse.

WATCH "WHITE CASTLE WHISKY" CLASSIC 1978 TVC HERE:

(Source: ADman 1909,  Jul. 19, 2007)

To distract the men who had taken fancy on her, she brings out a bottle of WHITE CASTLE and drops it on the sand, diverting the men’s attention to the drink. The ruse worked and the princess in the red bikini rides safely back to her castle with a red turret. Sylvia Licauco had the honor of being the first White Castle Girl

WHITE CASTLE GIRL, TETCHIE AGBAYANI (1982). SOURCE: www.limtuaco.com

Along the way, the “princess” element was dropped, which, in a way was alright, as the first WHITE CASTLE GIRL to appear in a promotional material—i.e. calendar-- was a beauty royalty—Evangeline Pascual, Miss Republic of the Philippines 1974 and Miss World runner-up. It would seem that Miss RP automatically became a WHITE CASTLE GIRL, as in the case of Agnes Rustia and Peachy Veneracion.

WHITE CASTLE GIRL, LORNA TOLENTINO, 1982.
SOURCE/ Photo Credit: Jose Benigno Salvador

Two years before her Playboy splash, Visitacion “Tetchie” Agbayani reigned as the 1980 WHITE CASTLE GIRL. Even former child star, actress Lorna Tolentino, rode the bandwagon in 1982, at age 21.

WHITE CASTLE GIRL, CARMI MARTIN, 1984

The WHITE CASTLE GIRL exuded a sexier air with the casting of voluptuous Carmi Martin from 1984-86. From thereon, that bombshell mold was used in the selection process.

WHITE CASTLE GIRL,LYKA UGARTE, 1986. SOURCE: www.limtuaco.com

The pouty beauty Lyka Ugarte, was a perfect follow-up to Martinl she held the for 2 years. Star of ST (Sex Trip) movies Cristina Gonzales snuggled with the white horse in the 1992 calendar.  Glydel Mercado’s topless appearance in 1996. At the turn of the new millennium, the WHITE CASTLE GIRL started to look more provocative with her come-hither poses, as seen from the calendars of Angela Velez, who did several versions from 1999 to the first half of 2000s. The horse became an afterthought.

WHITE CASTLE GIRLS Glydel Mercado (1996) & Angela Velez (1999)
SOURCE: www.limtuaco.com

To drum up excitement, a nationwide search for a new WHITE CASTLE GIRL for 2007 was launched, resulting in the victory of beauty queen Gemma Gatdula. Her reign went awry when she was dethroned; she was replaced by former Wowwowee dancer, RR Enriquez. Current WHITE CASTLE GIRL is actress Meg Imperial.

WATCH WHITE CASTLE GIRL "LORNA TOLENTINO" TVC HERE:

(Source: Liquor Express, posted May 20, 2018)

"If it ain't broke, don't fix it".--this saying might as well apply to WHITE CASTLE advertising. Apparently, the campaign with the WHITE CASTLE GIRL continues to work, and thus endures to this day, give or take a few refreshments. After 4 decades, the girl in the red bikini continues to charge on her white steed, past the white castle with a red turret—as fast as the galloping sales of WHITE CASTLE WHISKY!

SOURCES:

http://www.limtuaco.com/tv_commercials.html

Gemma Gatdula: http://www.abogado.com.ph/ca-rules-white-castle-girl-dethronement-invalid-firm-ordered-to-make-good-on-prizes/

WHITE CASTLE WHISKY CLASSIC PHILIPPINE TVC (1978): https://www.youtube.com/watch?v=bQT4qU6mlT8, posted by ADman 1909,  Jul. 19, 2007.

LORNA TOLENTINO-WHITE CASTLE GIRL 1982, https://www.youtube.com/watch?v=us4DAWw8Mws, posted by Liquor Express, May 20, 2018.

MANY THANKS TO MR. JOSE BENIGNO SALVADOR FOR THE USE OF HIS WHITE CASTLE PICTURES (Evangeline Pascual,Lorna Tolentino, White Castle paper label), PEP.PH  and MR. BORJ MENESES (for Gemma Gatdula's photo)