325. Brand Stories: DUTCH CLEANSER, 1905

OLD DUTCH CLEANSER..Chases Dirt! Makes Everything Spic ;n Span!

Would you believe that the original company that gave the world the cleansing product  known as OLD DUTCH CLEANSER was engaged in the slaughter of animals? Cudahy Packing Co. had a pumice mine in Meade County, Kansas and the white pumice powder was sourced  to clean up the floors of Chicaco slaughterhouses. This led Cudahy Packing Co. to explore the marketing and promotion of a white powder cleanser with the trademark  OLD DUTCH CLEANSER, first used in Sept 1906 and registered in 1905. 

DUTCH FOAMING CLEANSER, 1955

It was so named because Holland was reputed for the impeccably  clean habits of its citizens, a tradition of cleanliness that was visualized in the a picture of a Dutch Lady driving dust and dirt away with a stick. This led to the creation of its slogan OLD DUTCH CLEANSER—Chases Dirt, Makes Everything Spic ‘n Span. In early product packaging versions, the face of the Dutch Lady remained unseen, but subsequent improvements were later made—showing her with a younger, friendlier face.

DUTCH FOAMING CLEANSER, 1958

In its time, OLD DUTCH CLEANSER was considered  innovative, and the scouring power of the pumicite powder  greatly facilitated household cleaning. Pumicite powder was first mined in Kern County, California and was used by other products like Comet and Bon Ami. 

DUTCH CLEANSER, 1956 print ad

Beginning in 1923, pumicite for OLD DUTCH CLEANSER was sourced in an underground mine along Garlock Fault, in the remote Mojave desert, where it naturally occurred. It  produced 120,000 tons of cleansing powder, until its closure  in 1947. Cudahy sold OLD DUTCH CLEANSER to Purex on April 24, 1955.

BARBARA PEREZ FOR DUTCH CLEANSER, 1964

The product was already available in post-war Philippines and was advertised on print in the 1950s. It was sold under the brand name DUTCH FOAMING CLEANSER and came in a cylindrical cardboard packaging that also doubled as a dispenser.  It ads claim that “it does the work of all” –as DUTCH FOAMING CLEANSER cleans everything from tiles to walls and even plates!

DUTCH CLEANSER IN A NEW PLASTIC CANISTER, 1968

By the 1960s, the brand name was simplified to DUTCH CLEANSER, and had actress-mother Barbara Perez as endorser. In 1968.  DUTCH CLEANSER was relaunched in a new plastic canister with a tapering top., and by that time, it was “the largest selling cleanser in the Philippines”.

SOURCE:  DUTCHPH FB PAGE

DUTCH CLEANSER is still around, today and its product line includes bleach, classing cleanser, power cleanser with micro-scrubs, among others. In 1985, the household and consumer products business of Purex Industries, Inc. was acquired by Greyhound Corp. and was combined with Greyhound's Armour-Dial to form The Dial Corporation, which, in April 2004, was acquired by Henkel. In March 2, 2011, it was announced that Monheim and Henkel — which sells Vernel liquid detergent, Perwoll special detergent and Dutch Cleanser, among others — signed a licensing contract to manufacture DUTCH CLEANSER in the Philippines.

 SOURCES:

Purex Wikipedia: https://en.wikipedia.org/wiki/Purex_(laundry_detergent)

Old Dutch website: https://www.olddutch.ca/en/

Dutch[h FB page: https://www.facebook.com/dutchph

324. Hollywood Actor JACK PALANCE for LA TONDEÑA NATURAL RUM, 1967

Hollywood star JACK PALANCE, for LA TONDEÑA NATURAL RUM, 1967

Jack Palance (born Volodymyr Palahniuk  18 bFe. 1919/ d. 10 Nov. 2006) was a famous American male star famous for his rugged look that made him perfect for tough guy and villain roles. His distinctive character face were allegedly due to a botched reconstructive surgery, which has since been disproven as nothing more than a PR stunt. 

JACK PALANCE, Source: wikimedia commons

Palance was nominated for three Best Actor in a Supporting Role at the Academy Awards: “Sudden Fear”(1952) and “Shane” (1953). His third nomination in 1991 for “City Slickers” finally won him the coveted Oscar statuette. 

JACK PALANCE says of  La Tondens'a Natural Rum: "One of the finest I ever tasted!

In 1997 though, after completing the production of the  action movie “Kill a Dragon” in Hong Kong and Macau with Fernando Lamas, Palance dropped by in the Philippines to promote the said movi--and to appear in a print ad for LA TONDEÑA Natural Rum, “I’m taking it back to the States with me!”, says the headline, in reference to the drink that he discovered and enjoyed in the Philippines. 

JACK PALANCE, Oscar's  Best Supporting Actor for 1992, "City Slickers"
Photo: pinterest

In the 1960s, commercial endorsements of Hollywood stars for Philippine products are few and far between—the actress Joan Page did a cosmetic ad, but then she was based here for 4 years. It would take close to 4 decades for another Hollywood action star to promote a Filipino brand—Steven Seagal for Tanduay Gold in the late 1990s created by Jimenez DMB&B.

 As for Jack Palance, he found greater fame in the 80s as the host of the television revival of Ripley's Believe It or Not!. On ABC. The series  ran from 1982 to 1986 and also starred Palance's daughter Holly Palance. This led to a renaissance in his career, capped by an Oscar-winning performance in the comedy “City Slickers”,  at age 73. His acceptance speech included Palance demonstrating a one-armed push-up, which the audience lapped up and loved.

323. Beauty Queens as Ad Models: CHARINA ZARAGOZA, 1968 Bb. Pilipinas-Universe

MODEL OF BEAUTY. Charina Rosello Zaragoza. Bb. Pilipinas Universe 1968

ROSARIO CHARINA ROSELLO ZARAGOZA, a 19 year old Interior Design graduate from Madrid, won one of the two Bb. Pilipinas crowns at stake (co-winner was Nini Ramos who was sent to Miss International) on July 1968 at the Araneta Coliseum. 

CHARINA AS ESKINOL GIRL, 1968

Her father was the renown architect and National Artist Jose Ma. V. Zaragoza (married to Pilar Rosello), who had designed buildings like the Sto. Domingo Church in 1954. Her paternal grandmother was Rosario Infante Velez of Guagua, making Charina a quarter Kapampangan. 

CHARINA FOR DIAL SOPA, Print Ad 1974

Charina was already a popular cover girl for may Manila magazines even before she joined Bb. Pilipinas. Her Latina mestiza beauty, her pedigree and her talents—she was a trained flamenco dancer, guitarist and singer—won her the plum crown of Bb. Pilipinas-Universe. 

CHARINA MODELS FOR POND'S, Print ad 1976

Charina went to Miami Beach, Florida to compete in the Miss Universe contest, won by Brazil’s Martha Vasconcellos. Though she didn’t win, she came home full of stories of her exciting times in Miami. Over the years, she landed a few advertising jobs for blue-chip clients like ESKINOL, DIAL SOAP and POND’S. 

CHARINA WEDS LUCAS SAINZ

She married civil engineer and Spanish rally champion Lucas Sainz in 1978, and settled in Madrid. They had a son, Mark Lucas. Both she and her husband share a love for music (her husband was a former member of Los Pekenikes, a popular pop group in Spain.

LISTEN TO SHARINE'S "SOLO PARA TI" HERE:

She pursued her music career with Lucas as her manager-producer and came under contract with Columbia records, Under the name “Sharine” she recorded a number of successful compositions in Spanish.

SOURCE:

youtube video: Sharine "Solo para ti", https://www.youtube.com/watch?v=c75JQ2f_V-Q&t=50s.

Uploaded by MrLazarovfan, July 31 2022

322. Sun, Sand, and Sandals! SANDALS OF SUMMER, 1959-1962

BEACH WALK SANDALS, 1960. Most Popular Footwear in the World.

Long before high-end Havaianas and signature "flip-flops" came into fashion, there were the bright, all-purpose, cheap rubber sandal brands that we wore, available practically anywhere. These were our everyday footwear, but they were most useful for walking on the beach, strolling on the sand during summer excursions. These mass-produced footwear had basic constructions, consisting of rubber soles, and criss-crossed or straight straps, or a Y-shape thong. Since they all looked so similar, companies differentiated their brands by using attractive colors, decorative features, and slight design variations. Most were of rubber, although a few were made of plastic. This assortment of sandals print shows the bewildering number of sandals and styles produced during the late 50s to the early 60s decade.

BEACH WALK RUBBER SANDALS, 1959

HONGKONG SANDALS, 1961

SANDALIAS / ANCHOR SANDALS, 1961

SWALLOW SANDALS for that light-footed feeling! 1962

SWALLOW SANDALS, 1961

BANTEX, 1962

321. MAGNOLIA NATIONAL SALES CONVENTION RALLY SONG, “FIGHT LIKE A PRO!”, 1985

 

"FIGHT LIKE A PRO!'on the cover of Kaunlaran, SMC Magazine

In the 1980s, SMC-Magnolia Corporation caps  the year by holding its annual national sales convention, usually in major key cities in the country, like Manila, Baguio, Cebu and Davao. Here, members of its national sales team are flown in, gathered, and apprised of the next years plans for the various Magnolia products they are pushing. These include a review of all the Magnolia brand’s performance and a presentation of next year’s sales targets, marketing, advertising,  and merchandising plans.

LISTEN TO MAGNOLIA'S "FIGHT LIKE A PRO" RALLY SONG

The direction of next year’s sales initiative is embodied in a theme, and in 1985, “FIGHT LIKE A PRO!”  was the battle cry, a call to more aggressive selling, but carried out in a professional manner. A Rally Song was commissioned by Magnolia’s ad agency to motivate  the sales teams and lift their “fighting spirit”. Music  was provided by the late award-winning composer, Caloy Agawa, from lyrics written by Creative Director, Alex Castro.

During the whole duration of the 2-day conference, the song was played during social events, most especially on the last day of the conference: the Magnolia Sales Achievement Awards Night. Here, sales achievers of every rank are given recognitions in a grand evening  of musical entertainment, featuring the country’s leading artists of the decade.

 CREDITS:

AGENCY: Ace-Saatchi & Saatchi Advertising

ACCOUNT: Gigi Garcia, Lawrence Tan, Dudy Masilungan

CREATIVES: Alex Castro, James Bernardo, Vianne Lizardo

PRODUCER: Paul Suarez

 

320. Celebrity Endorser: GEMMA G. CRUZ, Miss International 1964

GEMMA'S CHOICE IS LADY'S CHOICE, 1965

The honor of being the first Filipina to win a world beauty title belongs to Gemma Teresa Guerrero Cruz (b. 30 Sep.1943), who was crowned Miss International of 1964 in Long Beach, California on Aug. 14, 1964. She was also the first Asian to win the title. 

GEMMA CRUZ,  AT HER MISS INTERNATIONAL CROWNING

The statuesque Cruz has an illustrious pedigree, the daughter of writer and journalist Carmen Guerrero Nakpil, and Ysmael Arguelles Cruz. Araneta's paternal great-grandmother was Doña Maria Mercado, sister of Dr., José Rizal, which makes her a great grandniece of the national hero.

 WATCH GEMMA'S CROWNING AS MISS INTERNATIONAL 1964

Cruz endeared herself to her countrymen when she donated her prize money of  US$10,000 to Manila Boys Town and Girls Home, which sponsored her in the Miss Philippines contest.  She came home to a triumphant welcome., with a ticker tape parade in Manila.

 It’s almost expected that an international beauty contest winner will be deluged with offers from advertising agencies and movie producers after her reign. But surprisingly, Gemma appeared in just a handful of ads. 

AS A FASHION MODEL, 1964

Pre-Miss International, she had dabbled in fashion modeling and was featured in at least one print ad for HELENE CURTIS  COLOR ESSENCE hair coloring product in 1963.

GEMMA CRUZ IN A RARE AD APPEARANCE, 1963

 After her historic win in Long Beach, Cruz was seen in at least 2 print ads for LADY’S CHOICE and ROSE BLOOM scented hair sprays. It would seem that Cruz did not pose exclusively for these products; instead, she made a pool photographs dressed in one attire, which were used as ‘photo clips’ for a variety of products. 

GEMMA CRUZ, FOR ROSE BLOOM HAIR SPRAY, 1965

After her reign, Gemma Cruz married Tonypet Araneta in Avila, Spain with whom he had  2 children. She had been a director of the National Museum in 1968. She eventually moved to Mexico, and came back after Marcos was deposed. She was appointed Secretary of Tourism (1998-2001) by President Joseph Estrada.  A member of the National Heritage Commission of the Philippines (NHCP), she also became president of the Heritage Conservation Society. Cruz has 7 books to her credit, mostly history-base books, and is currently a columnist for Manila Bulletin.

SOURCES:

Youtube; Miss International Beauty 1964 (1964), https://www.youtube.com/watch?v=g6XNkiHifCY, uploaded by British Pathé

 

319. World Boxing Champion, GABRIEL ‘FLASH’ ELORDE for KLIM POWDERED MILK, 1960

ELORDE FAMILY FOR KLIM POWDERED MILK, 1960

KLIM was one of the early American milk brands that found its way to the Philippines, through importer Getz Bros. in the early 1930s. the brand is “MILK” spelled backwards, first createad in 1920 by Merrell-Soule Company of Syracuse, New York. It was developed as a dehydrated whole-milk powder for use in the tropics, where ordinary milk tended to spoil quickly, so it was perfect for the Philippines. In fact, during World War II, it was included as part of the military jungle rations of the U.S. Army and was used by the Red Cross to feed prisoners of war

KLIM was advertised as early as 1935 in the Philippines, and was actively promoted through the decades, especially through its peak years in the 60s. 

In 1960, the Borden company sought the services of rising professional boxer,  GABRIEL “Flash” ELORDE (b. 25 Mar. 1935/ d. 2 Jan. 1985), who made his professional debut at the age of 16  in 1951, against Kid Gonzaga. He was the most well-known boxer in the country by that time, and lost only twice in his first 14 fights. But he gained international prominence when he became the  Junior Lightweight Champion of the World against Harold Gomes.

 Elorde and his family, which included wife Laura, two boys and daughter, appeared in the 2-color print ad for KLIM—The Complete Milk--where he claims that “My family keep in shape with KLIM”. “That’s why, I think every family should drink this milk”, he suggests, “my family always drinks KLIM at mealtimes”.

 By the end of his long and illustrious boxing career in 1971, Elorde had a achieved a record that is hard to beat: The first Filipino boxer to hold the WBA and WBC World Title belts, the first to become a World Super Featherweight/Junior Lightweight Champion, and the first to hold longest the Junior lightweight division title--7 years 3 months. Elorde retired with a record of 88 wins (33 KOs), 27 losses and 2 draws.

 

Even in retirement, Elorde was a visible presence on Philippine media, due t his association with San Miguel Beer. He was tapped to appear in a 1984 commercial for the world-famous beer along with Bert Marcelo and Rico J. Puno, entitled “Pulutan”, where he delivered the punchline “isang platitong mani”. The commercial was voted the year’s best TV ad for 1984.

Considered as the greatest super featherweight champion of all time in WBC history, he was inducted into the World Boxing Hall of Fame in 1988 and the International Boxing Hall of Fame in 1993. Elorde also made itof the 80 Best Fighters of the Last 80 Years by Ring Magazine, the world’s leading publication on the sports of boxing. Two of his grandsons, Juan Miguel and Juan Martin Elorde, have followed in his footsteps as boxers.

SOURCES:

KLIM: https://en.wikipedia.org/wiki/Klim_(powdered_milk)

Gabriel Elorde: https://en.wikipedia.org/wiki/Gabriel_Elorde

Elorde Photo: ebay.com

BoxRec/Boxing's Official Record Keeper: Flash Elorde boxing records: https://boxrec.com/en/proboxer/12678