PUREFOODS HOTDOGS,
the country's largest-selling hotdog, is a well-loved brand with a long
advertising history. It was made by PUREFOODS CORP., beginning in 1956, along
with other processed meats.
Before it was acquired by San Miguel Corporation in 2001,
PUREFOODS engaged agencies to do
their advertising, particularly for their flagship brand, PUREFOODS HOTDOGS.
One memorable campaign launched in 1980 showed an
animated hotdog running across the screen as active kids enjoyed their hotdog
treats in various vignettes. The cartoon hotdog character sang a catchy jingle
that praised his own merits:
“I’m Tender,Juicy,
Tasty, that’s right to the bite…I’m you’re PUREFOODS HOTDOG!”
The happy, easy-to-sing jingle caught the fancy of TV
viewers, kids and moms.The “Tender,
Juicy” campaignbecame a successful one
for PUREFOODS HOTDOGS, ensuring its
hold on market leadership. On this spread are the print counterparts of the “Tender,
Juicy” campaign.
PUREFOODS HOTDOGS
would go on to have more memorable and award winning campaigns in the next few
years, courtesy of the charming “Dear Diary” TVC (“Carlo sat beside me today…) and
the trio of award-winning commercials featuring Purefoots hotshots Alvin Patrimonio, Jojo
Lastimosa and Jerry Codiñera. "Tender, Juicy" became so associated with these hotdogs that they were, at one point, nicknamed "TJ Hotdogs", for many years.
Just as Gloria Diaz was winding her reign as Miss
Universe of 1969, Aurora McKenny Pijuan of Bacolod extended the winning streak
of ur beauty queens when she won the 1970 Miss International title in Osaka,
Japan on 16 May 1970.
IBA NA'NG MATANGKAD. Pijuan starred in a tar margarine commercial tha highlighted her height advantage. "Magaganda sila..matatangkad...buti, ako rin..." so went the establishing opening copy.
The southern belle (b. 11 Nov. 1949) daughter of Marcelo Pijuan and Lucielle McKenney. was a St. Scholastica student when she joined her first contest-- Miss Teen Philippines 1966
contest. She placed second behind Mary Jane Madamba. Four
years later, she joined the Bb. Pilipinas Pageant and bagged the Bb.
Pilipinas-International title, alongside Simonette delos Reyes who won
Bb.Pilipinas-Universe.
PAL INTERNATIONAL AD WITH OUR INTERNATIONAL QUEEN. 1970.
Au-au, as her friends called her, was sent to Osaka,
Japan for the international contest, as a side event of the Expo ’70 of Osaka.
She was singled out from among 47 beauties to succeed Valerie Susan Holmes of
United Kingdom. Her runners up included Argentina (Margarita Briese), Australia (Karen Papworth), Toshie Suda (Japan) and New Zealand (Susan Greaves).The initials of the countries that placed coincidentally spelled out J-A- P-A-N.
WATCH AURORA PIJUAN'S CROWNING MOMENT
AS MISS INTERNATIONAL 1970 HERE:
The tall Filipina beauty stood out for her regal bearing,
and stunning mixed American-Irish-Native American-Filipino and Spanish
features, scoring the first double win for the Philippinesin the popular pageant (Gemma Cruz had won
the crown 6 years before).
ESKINOL GIRL AURORA, 1970
It is also interesting to note that when crowned at the
Exposition Hall Fairgrounds,Au-Au was
wearing a beaded midi-dress (a mid-calf dress worn with a pair of pants)
instead of a gown—a non-traditional outfit for a royal crowning. While in Japan,
she graced the Philippine Pavilion in Osaka and created a sensation.
PIJUAN DOES PEPSI. ca. 1970. Her Miss Universe counterpart modelled for Coke.
She received a welcome fit for a queen, with beau Tommy
Manotoc, in attendance. She was greeted by the First Lady, Imelda Marcos, whose
daughter, Imee, would be involved controversially with Tommy, a few years after
her marriage to the top golfer and basketball coach. As Au-au refused to grant
a divorce, Imee’s status was that of a mistress.
Her Miss International reign was so hectic that she lost
weight and often fell sick due to lack of sleep. Still, she was the toast of
her proud country, and appeared in a number of high-profile ads long after her
queenly duties were over. She had actually dabbled in commercial modeling even
before she became a national beauty figure, doing ads for Eskinol.
MR. & MRS.MANOTOC FOR LOYOLA LIFE PLAN, 1974.
Au-au went to Long beach to crown the new Miss
International 1971, Cheryl Jane Hansen of New Zealand. Her Bb. Pilipinas
successor, Evelyn Camus, placed 3rd in the finals.
Au-au had two children with Tommy Manotoc—Mavis (now Fuentebella) and sportscaster
TJ Manotoc. An activist who supports many political and social advocacies, the
former beauty icon is a member of Gawad
Kalinga, that works for the upliftment of people’s lives in rural Philippines.
PITCHING FOR FILSYN. Pijuan in a Christian Cordero outfit, 1979
SC Johnson Philippines was founded in 1957, and operated
as a subsidiary of S. C. Johnson & Sons, one of the olet family-owned
business in the U.S. The American enterprise began in 1886 when Samuel Curtis
Johnson bought the parquet flooring division of Racine Hardware Mfg. Co., and
was soon offering floor care products. The most popular were the floor wax
line.
JOHNSON PASTE WAX was among the first products the SC
Johnson Philippines introduced to the local market. Over the years, it offered
insect control, home cleaning, air care, home storage, and car care products.
But it would always be the waxes that would be their flagship brands.
JOHNSON PASTE WAX began advertising in the 1960s, and
gave us classic commercials that featured “shining moments” in floor cleaning,
punctuated by the memorable slogans “JOHNSON
yata ‘yan!”.
WATCH JOHNSON WAX "SUPER KJ" TVC HERE:
In 1979, the brand was relaunched using the A“Super KJ”
superhero character who came to the rescue of a housewife harassed by 2 men. When
thrown to the floor by Super KJ to the
floor, the men couldn’t help the wooden floor’s impressive sheen---attributed by the hero to
JOHNSON PASTE WAX, punctutated by a stinger: “Kintab JOHNSON yata
‘yan…tumatagal”.
Johnson & Johnson, has an early reputation as a “baby
company”, and as such, its line of products all had common characteristics:
Mildness, Safety and Effectiveness. This has always been true since J&J
first introduced Johnson’s Baby Powder in 1894. Johnson’s Baby Oil, on the
other hand was introduced in the 1930s.
Johnson’s BABY SOAP first appeared in a 1921 "Baby Gift Box" that contained small
packages of Baby Powder, Baby Cream and Baby Soap and "was designed as a
small gift that people could take when visiting a family with a new baby"
When Johnson & Johnson’s started its Philippine
operations in 1956, it would take more than 20 years before Johnson’s BABY SOAP was launched.
Naturally, the first ad were directed towards the care of babies. Eventually,
the usage was expanded to ther members of the family.
In 1981, the “Baby Face” campaign was launched for
Johnson’s Baby Soap, which positions it as an ideal sap for “baby face people”—those
with fresh-looking skin, but sensitive as a baby’s.
The Johnson’s BABY
SOAP TVC utilized a 1926 song entitled, “Baby Face” that was first used in
a 1933 movie, “Baby Face” , and which has been re-recorded many times. These 3
ads on this spread constituted the “Baby Face” print series.
Johnson’s BABY
SOAPis still available today in the
Philippine market.
JACUZZI PUMP AD. 1959. The water pumps were distributed by Shriro Phils. Inc.
In the 70s and 80s, “JACUZZI” became a word associated
with the lifestyles of the rich and famous in the Philippines. To have a hot tub with whirlpool and bubble in
one’s spacious bath was a status symbol, and soon, every rich and nouveau riche
seemed to want one for their home.
Soon, the term JACUZZI came to be associated
with hot tubs and whirlpool jetted bath,
regardless of the maker.
JACUZZI has a long history that began with a company
founded by the Italian Jacuzzi brothers who emigrated to the U.S. Settling in California,
they began manufactured aviation parts
like propellers in 1915, and later, cabin
planes. They also toyed with designing water pumps, which they would also manufacture.
Exported worldwide, they became a huge success. These
pumps became available in the Philippines by 1959, exclusively distributed by Shriro (Philippines) Inc.
PUMP UP THE VOLUME. Jacuzzi water pump, from "History of Jacuzzi"
The pumps would further be developed into the hydrotherapy
pump in 1956. It was created to ease a family member’sarthritis pain. The J-300, a portable pump
that could be installed in bath tubs, was sold to hospitals and schools. The
hydromassage one could get was soothing and relaxing. The next step was to
manufacture these for the home, a JACUZZI family spa. The idea took off and the
rest is history.
JACUZZI SPA IN A TUB. Courtesy of www.jacuzzi.co.uk
JACUZZI today, is a registered trademark of Jacuzzi Inc.
as of September 5, 1978. But the name JACUZZI has stuck; in the minds of Filipinos—and in many parts of
the world— any hot tub with massaging jets of water no matter who the maker
is-- is called a JACUZZI!
A COLLAGE OF TV SITCOM STARS AS PRODUCT ENDORSERS.
TV situation
comedy shows rose in popularity in the 1970s, and spawned many characters that were
loved, adored and worshipped, even if they were fictional figures created by
imaginative television creatives. Advertising agencies realized the pulling
power of these sitcoms and the believable characters that animated them, and
before long, these sitcom personas, began appearing in print ads to endorse
products and push services.
JOHN EN MARSHA for
LIBBYS’ (1975) and IMARFLEX (1987)
WATCH "JOHN EN MARSHA" HERE:
“JOHN EN MARSHA” was a hugely-popular TV
sitcom that ran for over 16 years (1973-1990) on RPN Channel 9. The sitcom
starred no less than the King of Comedy, Dolphy as the impoverished John
Puruntong, with Nida Blanca as his wife, Marsha Jones, who comes from a family
of means. Mother-in-law Doñya Delilah (Dely Atay-Atayan). is the foil who often
provides the conflict, berating John no end for his lack of drive when things
go awry (“Kaya ikaw John, magsumikap ka…).
The Puruntong children were played by Rolly Quizon and Maricel Soriano as the
young Shirley. Matutina played Doña Delilah’s side kick.
MATUTINA & SHIRLEY PURUNTONG for Libby's Pork & Beans, 1975
The JOHN EN MARSHA
characters appeared in a few ads, and the earliest from 1975 featured Matutina
(Evelyn Bontogon, in real life) and Shirley (Maricel Soriano, for LIBBY’S PORK & BEANS. “Libis is di Bis!” became the brand’s
battlecry which caught on wit the public. Maricel Soriano would grow into a
fine, award-winning TV & movie actress, and is dubbed as the “Diamond Star”
for her achievements.
MARSHA, DELILAH, AND MATUTINA, for 3-D Turbo Iron 1987
A decade later, JOHN EN MARSHA characters (Marsha, Doña
Delilah and Matutina) were tapped to promote IMARFLEX Turbo Cordless Iron in print ads that ran in women;s magazines
in 1987.
CHICKS TO CHICKS for LIGO SARDINES (1984)
WATCH 'CHICKS TO CHICKS' HERE:
Freddie Webb was Jimmy Capistrano to Noval Villa’s Ines, who portrayed his wife in this zany 1984 sit-com called CHICKS TO CHICKS.Aired every Wednesday on Channel 13, CHICKS TO CHICKS traces the hilarious goings-on in the Capistrano house that counts sexy belles like Carmi Martin, Ruby Anna, Maria Teresa Carlson, Bong Dimayacyac and Lorraine Schuck as co-residents. Chiqui (played by Chito Arceo) was the testosterone-driven brother of Ines. In 1987, it moved to Channel 2 (ABS-CBN) and retitled Chika-Chika-Chicks.
THE CAPISTRANOS (Freddie Webb & Nova Villa) of CHICKS TO CHICKS, 1984
The Capistranos, Freddie and Nova, were the featured endorsers for LIGO Sardines, in this print ad that came out in the 80s.
CHAMPOY for 3-D
DEBONAIRE ELECTRIC FANS (1980)
LISTEN TO 'CHAMPOY' THEME SONG HERE:
The revolutionary comedy show that did not sit too well
with the Marcos administration, began in 1980 as CHAMPOY. The gag show often featured politically-inspired
characters and sketches, performed by Subas Herrero,Noel Trinidad, Tessie
Tomas, and featuring Mitch Valdez. Aired on RPN Channel 9, CHAMPOY’s popular segments included “Mr. Boom-Boom”, “Walang
Sisihan”and Tessie Tomas’ impersonations—including Meldita, a parody of Imelda
Marcos.
SUBAS HERRERO, TESSIE TOMAS & NOEL TRINIDAD of Champoy for 3-D Fans
On its first year, CHAMPOY
bagged its first endorsement for 3-D products.
This print ad, which is part of a series is for 3-D Debonaire Fan models.
WHAT'S WRONG WITH THIS AD? Poor grammar turned this HITACHI ad into a flop. 1981.
Writing for advertising involves writing for effect, so
it is expected that rules of grammar are intentionally not observed—like
starting a headline with a conjunction, splitting infinitive, and removing
punctuations. But obviously, the copy for this HITACHI REFRIGERATOR print
ad was not done for that purpose. Clearly, it was just written poorly, and the
result is a very awkward headline.
In an attempt to draw parallelisms between the beauty of
a woman, a rose and a ref, the copywriter wrote: “Two beautiful things, A Rose and a Ref, things that make women have
something in common.”
HITACHI AD This ad had a billboard version in Greenhills, which had the same mistake,
Oops, say that again?
We sort of get the drift that the copywriter wanted to
convey: that beauty is something that women have in common—which can be had by
having a beautiful rose—and a beautiful refrigerator, in this case, HITACHI. The body copy is similarly mushy and wordy. Crafting this multi-message
thought in a one sentence headline proved to be a challenge for the copywriter.
Apparently, someone took note of the headline’s wrong
grammar that the ad was hastily pulled out and revised. The rewritten headline
now read: “ Two beautiful things…A Rose
and a Ref, things that women have in common”.
THE AD CORRECTED a few issues later. Note the shorter headline that has been grammatically fixed.
The addition of ellipsis (…) to separate the thoughts, and the straightening
of the wrong grammar in the next line were the quick fixes done by the
copywriter (or perhaps, her creative boss)
on the headline. The body copy has also been streamlined, and made more concise. Better, but, oh
well..you be the judge.
THE CORRECTED HITACHI AD, clearer but is it better?
Here is a saying that goes: “A lawyer’s mistakes are in
jail, a judge’s mistakes are in the cemetery, but a copywriter’s mistakes are
shown on TV every night”. So copywriters, be warned.
