393. RICHARD GOMEZ AND HIS 1ST ADS FOR BENCH

BENCH "SCULLER" PRINT, featuring Richard Gomez, 1990

The biggest male matinee idol of the 1990s and who became the face of the country’s most popular fashion brand was born on 7 Apr.1966, the only child of car racer Eddie Kelly Gomez and 60s sexy star, Stella  Suarez.

 RICHARD GOMEZ (full name: Richard Frank Icasiano Gomez) was working at a McDonald’s fastfood when he was spotted by talent manager Douglas Quijano and groomed him for showbiz at age 17. At 18, he appeared in his first movie, “Hindi Mo Ako Kayang Tapakan”. He made a few more, and his screen presence was soon being noted not just by fans, but also by advertising and marketing people. 

BENCH, PrinAd, with a very young Richard Gomez, 1990

It was not until his manager introduced him to the executives of BENCH, then a growing lifestyle brand, that Richard Gomez’s popularity would zoom, thanks to his well-followed appearances as a top commercial model. After snagging a contract with BENCH, he started appearing in their prints ads, store merchandising, displays, giant billboards, and out-of-home advertising materials. He became a staple feature in the talk-of-the-town underwear fashions shows of BENCH.

WATCH BENCH "SCULLER" TVC HERE:

(Credit: Trevor Hone Youtube)

In 1990, he starred in BENCH’s most well-known commercial, a stylish TVC entitled “Sculler”, in which Gomez, a multi-discipline athlete, is shown sculling in a boat all throughought the commercial, which was directed by the late Trevor Hone. Hone, an Australian who had come to the Philippines in 1988 to  take part in the shooting of Philippine Airline’s “Shining Through” commercials would stay on to become a well-respected and admired commercial film director in the Philippines. 

BENCH 'SADDLE'.  1990,  Credit: Bench, via Preview.ph

The same formula was used in the “Saddle” BENCH TVC, also directed by Hone, this time showing the swashbuckling actor with a buzz cut, on a horse.  Gomez thrilled the audience of the 1991 Philippine Advertising Congress when he made his appearance in the awards night in Bacolod. His “Sculler” BENCH TVC won Best in Cinematography. 

WATCH BENCH "SADDLE" TVC HERE

(Credit: Trevor Hone youtube)

A 3rd BENCH commercial shows Gomez paired off with model Joanne Zapanta, in an ad entitled “L’Amoreaux’. 

WATCH BENCH "L'AMOREUX" TVC 60S HERE:

(Credit: Trevor Hone youtube)

His star shone brightest in the 1990s where his mettle as a screen actor was tested: “He appeared in “Dyesebel” , “Shake, Rattle & Roll II “ (1990), and in his big hit, “Hihintayin Kita sa Langit” (1991) , opposite his love interest, Dawn Zulueta. He went on to do more: “Lumayo Ka Nga sa Akin “, “Ikaw ang Lahat sa “, “Iisa Pa Lamang –“ (1991), “Saan Ka Man Naroroon”(1993), “Wating”, “Bakit Pa Kita Minahal”, “Maalaala Mo Kaya: The Movie”, Kapantay ay Langit”, (1994), “Dahas” (1995), “Eskapo” (1996), “Hanggang Kailan Kita Mamahalin” (1997), and “Ang Babae sa Bintana”. 

On TV, he became a star in the long running “Palibhasa, Lalake”, that ran from 1987-1998, “Lagot Ka, Isusumbong Kita” (2003–07) .“Captain Barbell” (2006-07), “Marimar” (2007–08) and hosted “Family Feud”, and “The Biggest Game Show in the World”. 

RICHARD GOMEZ, at the peak of his career, and as congressman, now.

In 1998, he married Lucy Torres, whom he had met while filming a LUX Soap TV commercial. Both had their own sitcom, “Richard Loves Lucy” (1998-2001). They have a daughter, Juliana.

An avid athlete, Gomez took up volleyball and fencing, and became a gold medalist in the latter sport at the 2005 Southeast Asian Games.  He ventured in to politics, but had a shaky start (he lost in the 2007 senatorial election, and disqualified for the governorship of Bulacan and mayoralty of Ormoc, due to lack of residency. . In 2016, Gomez ran again and won, and was re-elected in May 2019. Since June 2022, Gomez has been a member of the Philippine House of Representatives, representing Leyte’s 4th district. 

SOURCES:

Richard Gomez, https://en.wikipedia.org/wiki/Richard_Gomez

Youtube videos:

TREVOR HONE youtube account: 

Bench “Sculler” : https://www.youtube.com/watch?v=O2KbwgrwbQE

Bench "Saddle" 30s: https://www.youtube.com/watch?v=lr0NPI09w_4

Bench "L;aMoreux" TV 60s: https://www.youtube.com/watch?v=sM1H70Yrw84

Preview.ph for the Bench "Saddle" print ad. 

392. THE CIGARETTE BRANDS OF FORTUNE TOBACCO CORP., 1989

OMNIBUS PRODUCT ADS OF FORTUNE TOBACCO, 1989

Established in 1965, Fortune Tobacco Corporation (FTC) was founded by tai-pans Lucio Tan,  Benito Tan Kee Hiong, Atty. Florencio N. Santos, and Mariano Tanenglian. The company introduced the most successful local cigarette brands in the Philippines, including the Fortune, Champion and Hope menthol brands. Prior to the creation of PMFTC, it held the largest domestic tobacco business in the Philippines.

HOPE, THE LARGEST LUXURY CIGARETTE IN THE COUNTRY, 1987

CHAMPION MENTHOLS, 1971

By the start of the new 1970s decade, Fortune Tobacco Corporation was riding the wave of success courtesy of its banner brands that would also come to include More, Winston, Salem and Boss.

WINSTON, 1979 AD

CAMEL, 1984 AD

Other flanker and price brands were also produced to cover all smoking segments of the country, and the 1980s were a period of robust growth for the FTC’s product portfolio. 

BOSS MENTHOL CIGARETTES, 1971

MORE MENTHOL 100'S, 1979AD

In 1995, Philip Morris Philippines, Inc. (PMPI) was established to handle all sales and marketing for Marlboro and Philip Morris brands. Philip Morris Philippines Manufacturing, Inc. (PMPMI) was established in 2002 to manage aspects of the Philippine business, including manufacturing operations.

In Feb. 2010, PMI and Fortune Tobacco Corporation (FTC) signed an agreement to unite their respective business activities by transferring some assets and liabilities of both companies to form a new company named "PMFTC, Inc.", headed by Lucio Tan. PMFTC enjoys a 70.5-percent market share of the local tobacco market in 2019.

391. TINGTING COJUANGCO for PRC’s POND’S and VASELINE INTENSIVE CARE (1980)

The 1980s were some of the most active years for Philippine Refining Company (PRC), as it battled it out for the beauty care market versus its arch rival, P&G Philippines. At the start of the ‘80s decade, it relaunched POND’s, a product of the POND’s company whuch had merged in 1955 with Chesebrough Manufacturing Co., to become Chesebrough-Pond’s.

 The bestselling cold cream had been advertised in the late 1950s using the Philippines’ most glamorous and accomplished women of impeccable pedigree—from socialite Chona Recto-Kasten (daughter of statesman Claro M. Recto), Eva Estrada-Kalaw (future senator), Virginia Llamas-Romulo (wife of diplomat Carlos P. Romulo) and former First Lady, Luz Banzon-Magsaysay.

In 1980, PRC chose the same approach as it Chesebrough-Pond’s did in the ‘50s, choosing a renown woman and young mother who had been adjudged as among the world’s most beautiful by no less than Harper’s Magazine in the ‘60s. POND’s scored a casting coup when the young socialite Margarita "Tingting" de los Reyes Cojuangco (b. 29 Apr. 29, 1944), agreed to appear in the POND’s “Beautiful Skin Now and Through the Year” campaign.

At age 18, Tingting married José Cojuangco, Jr., of the prominent political Cojuangco clan of Tarlac. She had modeled in her teen years, but this came to a halt when she began a family and settled in Tarlac. That was why, it was big news when she came back prominently as the celebrity endorser for POND’s, appearing in a glossy TVC and an array of print ads and advertorials.

Just when you  thought that POND’s would be her first and last appearance, the elusive beauty resurfaced that same year when she also became the model and spokesperson for VASELINE INTENSIVE CARE LOTION, another PRC skin care product. VASELINE started as hair tonic brand for men that was available in the Philippines as early as 1951. Needless to say, the ad industry was abuzz once more with this unprecedented casting decision that called for the same celebrity to endorse 2 skincare products of different brands, but under the same company.

After her appearances in these J. Walter Thomposon-produced commercials, delos Reyes went back to her role as a parent, raising 5 equally-beautiful daughters: Mikee (now Jaworski, champion equestrienne/actress), Liaa (now, Bautista doctor), Pin (now, Guingona), Maimai (now, Zini) and the youngest China (now, Gonzalez, model).

She would also pursue her studies , holding a Master’s in National Security Administration (MNSA) from National Defense College, doctorate degrees in Criminology and Philippine History. She forayed into politics (late president Benigno Aquino III was her nephew), serving 2 terms as Tarlac Provincial Governor (1992-98). She also ran for a position in the senate. A philanthropist, she is personally involved in  humanitarian projects among Muslim communities as well as  Gawad Kalinga. Truly, delos Reyes epitomized the ideal of a “true beauty with a purpose”.

SOURCES: 

Tingting Cojuangco: https://en.wikipedia.org/wiki/Tingting_Cojuangco

390. CELEBRATION Luxury Ice Cream by CFC (Consolidated Food Corp.), 1980

CELEBRATION LUXURY ICE CREAM, Launch Ad, 1980

CELEBRATION ICE CREAM, was a premium ice cream brand launched by the Consolidated Food Corporation (CFC), founded in 1961 by John Gokongwei Jr. By 1980, CFC was a major player in the manufacture of foods and beverages,  with an enviable portfolio that includes Great Taste Coffee, Blend 45, and Presto Chocolates and Ice Cream.

To this array of products, CFC added CELEBRATION Luxury Ice Cream, a premium-priced ice cream that was the company’s answer to Magnolia’s Gold Label. “The new standard in ice cream excellence”  was the brand’s battlecry, as it was “richer, smoother, creamier”.

CELEBRATION ICE CREAM Flavors Ad, 1980

When it launched in 1980, the new ice cream introduced 7 flavors—Crème de Luxe, Cappuccino Parfait, Chocolate Fudge Supreme, Harvest Gold Glacé, Nutcracker Choclair, Almond Toffee Classic, and Rum Cherry Cordial.

CELEBRATION Luxury Ice Cream could not maintain the momentum of its launch, overshadowed by the successes of proven brands with iconic names as Selecta and Magnolia, as 2 years or so later, it was out of supermarket freezers. 

389. JOHNSON'S BABY POWDER, "Duyan" TV Commercials, 1995

JBaby Powder, featured in a McCann worldwide report. 

 By the 1990s, the Johnson’s BABY POWDER thematic campaign “Ikaw Lamang, Wala nang Iba”, was still going on strong, after over a decade of being on air. It had been created back in 1979-80 by McCann Creative Director Tessie Tomas (yes, the much awarded actress-comedienne!), for J&J Baby Care Products Division.

Every year, the Johnson’s BABY POWDER campaign was simply refreshed with new situations, a new storyline, and a new jingle—but the core theme was always the same—only Johnson’s will do, nothing else. 

WATCH Johnson's BABY POWDER "Duyan"TV Here:

In 1995, the dedicated J&J creative team of McCann-Erickson Phils. developed a commercial that only the constant in this world is a mother's pure love. To show a growing baby raised by a mother's special care, a native rocking cradle ("duyan") was used as a transition device. As the infant swings out of the frame, the cradle returns showing the infant growing older with each swing. Through all these years of care, Johnson's BABY POWDER has always been there by their side. 

Later, another long commercial was produced that same year that paid homage to the love, sacrifices and irreplaceable roles of mothers. The TV ad used the haunting song of National Artist for music,  Lucio San Pedro to provide the soundtrack. The plaintive lyrics of the song “Sa Ugoy ng Duyan” was sung by a boys choir, juxtaposed with images of mothers rocking their babies to sleep in their cribs, cradle and ‘duyan’.

WATCH Johnson's BABY POWDER "Ugoy ng Dyan" here:

In August 2022, Johnson & Johnson announced that it will stop selling talc-based baby powder globally in 2023, more than two years after it ended U.S. sales of a product that drew thousands of consumer safety lawsuits. Demand had apparently fallen in the wake of what it called “misinformation” about the product's safety. Cornstarch will replace the talc as its main ingredient.

 One thing for sure, loyal consumers will find it hard to forget Johnson’s BABY POWDER, for it has been their one true choice for generations, a brand so loved that no other brand will do—“Ikaw lamang, wala ng iba!”. 

SOURCES:

Johnson's Baby Powder, uploaded by Mr. J.A. 17 April 2020, https://www.youtube.com/watch?v=dGaOJBIhb-k

Johnson's Baby Powder TVC 1995 45s, uploaded by Kaori, Belle, Vivoree, Criza and Ashley, Aug 2020, https://www.youtube.com/watch?v=TjPUiXWxgIA

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388. HORLICK’S MALTED MILK, 1927-1930 Ads

HORLICK'S PHILIPPINE AD, 1930s

HORLICK’S  is a sweet malted milk hot drink powder developed by British-born founders and brother  James and William Horlick way back in 1873. It was first sold as "Horlick's Infant and Invalids Food," soon adding "aged and travellers" to their label. In 1918, World War I  British soldiers brought it to India, where it achieved popularity as a family drink.

In Britain, HORLICK’S  was a favorite bedtime, while in other markets, it was promoted as a breakfast drink. It was in the 1920s that HORLICK’S MALTED MILK reached the Philippines and hailed as “the drink for all ages”.  HORLICK’S contains extracts of malted barley and wheat, mineral salts and milk, ingredients needed for ideal nutrition.

Early  Phil. HORLICK'S AD, 1927

The primary markets of this imported milk brand were undernourished Filipino children and women who are both beauty and health-conscious. It was sold in glass jars by druggists and leading grocers, and had the backing of doctors and nurses.

 The imported product was available through the next decades. There were even HORLICK’S Malted Tablets what were sold as candy, and which were supplied to the U.S. and UK. Troops as energy-boosting treats during the war. These HORLICK’S Tablets also became available in the country.

HORLICK'S GLASS PREMIUM, 1950a

HORLICK’S came under the ownership of  GlaxoSmithKline (Consumer Healthcare) in Australia, Bangladesh, Hong Kong, India, Jamaica, Malaysia, New Zealand, South Africa, Sri Lanka, and the U.K. until it was acquired by Unilever in 2018. The icon brand with a rich history is still in production today.

387. Brand Stories: EVEREADY® BATTERIES, 1929-1983 Philippine Ads

EVEREADY Print Ad, with Model Dawn Colvin.1970,

The EVEREADY Battery Company was founded back in the 1890s by Conrad Hubert , the inventor of the first electric hand torch—or the flashlight. With a rough brass reflector inside a paper tube, the contraption was powered by dry cell batteries. 

EVEREADY, FLASHLIGHTS & BATTERIES, 1929

The flashlight proved to be a successful product, but the batteries were also much in demand, and by the 1920s the production of the EVEREADY® battery brand begins to expand across the globe over the next three decades. By 1929, EVEREADY flashlights and batteries were available in the Philippines, imported all the way from the U.S., advertised in leading magazines and dailies.

EVEREADY FLASHLIGHTS & BATTERIES, 1929

The now familiar “Cat & 9” EVEREADY® icon was launched in the 1930s, and the brand character became one of the most identifiable marks of EVEREADY. By the 1950s, the “battery with 9 lives” was an established brand, distributed by Pacific Merchandising Corp., along with EVEREADY-branded flashlights, radio batteries and dry cells.  

EVEREADY, SILENT NIGHT, 1955

The National Carbon Philippines, Inc. in Mandaluyong  began producing EVEREADY batteries to serve the growing needs of the Philippine market. The fledgling company would grow to become the Union Carbide Philippines in the late 1960s, part of the Union Carbide Corporation, the world’s largest producer of ethylene glycol and the a leading manufacturer of the world’s most widely used plastic, polyethylene. 

THANKS TO EVEREADY, 1957

EVEREADY, BUY FRESH, 1958

The marketing of EVEREADY took a more sophisticated turn, with communication and media strategies planned by its appointed ad agency, McCann-Erickson Phils.  In 1968, “The Fresh Ones” campaign was launched, harping on the freshness of EVEREADY Batteries as as for the first time, they were manufactured locally in the Mandaue plant in Cebu.

EVEREADY, THE FRESH ONES, "Fruits", 1968

EVEREADY, THE FRESH ONES, "Vegetables", 1968

One of the most memorable EVEREADY campaigns that was launched on Philippine TV ca. 1983, carried the theme “EVEREADY—may lakas sa loob na tumatagal”, that shows how the batteries came to save the day  for a husband and wife about to have their baby. The delivery was hampered by a brownout, but an EVEREADY-powered flashlight ensured a smooth delivery. The ad was the brainchild of the legendary McCann-Erickson creative director Bill Y. Ibañez. 

WATCH THE EVEREADY "LAKAS SA LOOB" TVC HERE:

uploaded by ADman 1909, July 5, 2007

In 1986, Union Carbide sold its Battery Products Division to Ralston Purina Company for $1.4 billion.  In 2000, Ralston spun off Eveready, and it was listed on the New York Stock Exchange as a holding company, Energizer Holdings, Inc. with EVEREADY Battery Company, Inc continuing as its most important daughter company.

The Union Carbide plant in Cebu was renamed as  Energizer Philippines, and continued to produce batteries until its closure in May 2011. The company is still represented in the country as Energizer Philippines and continues to make EVEREADY and Energizer batteries available. 

 SOURCES:

Eveready website: https://www.eveready.com/

Goodbye-Union Carbide, The Philippine Star, 27 April 2011. https://www.philstar.com/opinion/2011/04/27/679662/editorial-goodbye-union-carbide

Union Carbide Corp., https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/union-carbide-corp

Video: https://www.facebook.com/watch/?v=1192253240694