405. HAVE A SANYO CHRISTMAS! Corporate Ad, 1975

SANYO CHRISTMAS PRINT AD, 1975

SANYO Electric Co., Ltd., is a Japanese electronics company founded in 1949 by Toshio Iue, who grew it to become a Fortune 500 Japanese Electronics Company. SANYO means “three oceans”- referring to the Pacific, Atlantic and Indian oceans, as it was Iue’s ambition to make his business global.

In 1971, SANYO established international operations in the Philippines , thus SANYO Philippines Inc. came to be. It manufactured home appliances and consumer electronics—from air conditioners, refrigerators, radios, televisions, gas ranges, electric fans, and washing machines, that were marketed worldwide.

SANYO LOGO, 1976. Source: wikimediacommons

SANYO became a very popular brand in the Philippines in the mid 70s thru the 80s, as it was considered more affordable than the established Japanese brands like Toshiba, Panasonic and Mitsubishi, that is until Sharp Phils.came along.

With a booming business in 1975, SANYO greeted its growing legion of customers by putting out ots Christmas corporate ad, wishing them a happier life, that could only happen if one start buying their products now.

In 2011, the Haier Group acquired SANYO Electric Co.’s white goods business (refrigerator, washing machine, and consumer electric appliances) in select Asian markets like  Indonesia, Malaysia, Vietnam, and the Philippines. These are what SANYO Philippines Inc. continue to market, promote and advertise  today, online and in-store.

SOURCES:

Sanyo logo: wikimediacommons.

Sanyo website: https://www.sanyo-av.com/us/

Haier  completes acquisition of Sanyo brands in Southeast Asia:  https://www.haier.com/ph/about-haier/news/20190912_105720.shtml

404. Is That Who I Think She Is? LULETTE MORAN for BON-AMI Polishing Cleaner, 1974

LULETTE MORAN FOR BON AMI CLEANSER, 1974 Print Ad

Not all eyes were on Maria Margarita Moran when she reigned as 1973 Miss Universe; TV viewers were also transfixed with the sight of the pert and pretty model of a new HALO Shampoo TV commercial, a Colgate-Palmolive product that aired just later in the year.

THE MORAN SISTERS, MARGIE & LULETTE

The model was LULETTE MORAN, the equally beautiful younger sister of Margie, who charmed us when she playfully transformed her hair—and her character-- using shampoo suds. “I’m a wabbit!” Lulette purred in the shower, with rabbit ears made from HALO foam, sticking out from her head. That shot of her would give her wide recognition, paving the way for more commercial projects and career opportunities. Unfortunately, no print of this TV ad exists.

MORAN, model of  HALO SHAMPOO

In this rare 1974 print ad, MORAN is the lovely endorser for BON AMI Polishing Cleaner,  an iconic cleaning brand manufactured back in the 1880s in Connecticut. In 1971, Bon Ami was purchased by the Faultless Starch Company, and found its way to the Philippines. BON AMI, was recommended for appliances, and kitchen cookware because it cleans without scratching.

Despite MORAN’s endorsement, BON AMI floundered because Ajax and Dutch Cleanser were unshakeable in their dominance.  With all her advertising exposure, it is the HALO Shampoo commercial that remains identified with her.

MORAN put her U.P. education to good use by joining Bancom, and later Jardine Davis. It was in one company social in Hong Kong that she met French-English Philip Monbiot, an Oxford graduate. She wed Monbiot and settled in Singapore, where her husband ran a cocoa trading business. They have 3 children Natalie, Charles and Edward, and are settled in  Kensington, London.

 SOURCES:

Bon Ami: https://en.wikipedia.org/wiki/Bon_Ami / Halo Shampoo photo: ebay.com

Woman’s Home Companion Magazine

Butch Francisco, Lulette Moran after her halo days. https://www.philstar.com/entertainment/2002/09/05/174755/lulette-moran-after-her-145halo-days146

 

 

403. SUN GOLD POMADE, by Peter & Co., 1962-1972 Ads

SUN GOLD PRODUCTS Omnibus Ad, 1962

During the 1960s, local cosmetic and perfumery companies began making their presence felt in the market, alongside foreign companies, mostly from Japan. One such company was Peter & Co., in Quezon City, which started out making cosmetics, perfumes and toiletry products.

AN OLD GLASS JAR OF SUN GOLD POMADE

Apparently, Peter & Co, enjoyed a measure of success in that period with their SUN GOLD brand of pomade, brilliantine, and perfume. The company regularly adevryised its SUN GOLD products in magazines from the 1960s-thru the 70s.

SUN GOLD POMADE AD, 1972

SUN GOLD Medicated Pomade turned out to be their flagship brand. Packaged in attractive  wide-mouth clear glass jars with signature ridges, the medicated pomade was known for its pleasing fragrance. In fact, SUN GOLD Medicated Pomade enjoyed a long stay in the market, adding irresistible sparkle to personalities” for decades. It allowed the company to stay in operations to this day

SUN GOLD POMADE, Then (1972) and Now (2022)

SUN GOLD Medicated Pomade is available on online sites today, like Lazada and Shopee Philippines in 25 g. plastic jars. It is described in the selling sites as “a perfumed pomade for our lolos”, that  is still used by loyal customers for their hair grooming needs.

PICTURE SOURCE: Sun Gold in plastic jar: Shopee Phils. 

402. MAGGI SEASONING: Wakes Up the Taste of Food!, 1980

MAGGI is an old brand named after Julius Maggi, who, in 1872  took over his father's mill in Switzerland, and introduced product innovations for the kitchen. Before Filipro became Nestlé Philippines in 1986, it had already acquired the MAGGI brand. 

Its early products were meant to compete against the more established KNORR products, hence the launch in 1980 of MAGGI Bouillon Cube and MAGGI Liquid Seasoning.

MAGGI Liquid Seasoning may look like soy sauce, as they are made in the similar way and are rich in umami. But Maggi is made from hydrolyzed wheat protein with a flavor that is deeper and more complex than soy sauce.

The all-out launch of MAGGI Liquid Seasoning in 1980 included a TV commercial with a mother as presentor, and these series of print ads visualizing the theme “Wakes up the flavor of…”.  Familiar dishes like Macaroni, Pork Chop and Siomai were featured in quarter-size color magazine ads, that appeared in pairs,  in leading magazines.

MAGGI Liquid Seasoning slowly made a dent on Knorr’s seasoning business, and would be rebranded in the 1990s as MAGGI Savor. It continues to be produced today with many variants; other than the Classic Flavor, it is available in Garlic, Calamansi, Hot Chili and ChiliMansi flavors, 

401. PRC's WHEEL: A Little Wheel Does a Lot of Washing Campaign, 1965-66.

' A LITTLE WHEEL DOES A LOT OF WASHING' LAUNCH AD, 1965

WHEEL, a product of Philippine Refining Co.,(PRC), was one of the leading detergent bars of the 1960s, a precursor of ‘SUPERWHEEL’, which would turn out to be even bigger. In 1965, a new campaign was rolled out, that touched on the capacity of one slow-melting detergent bar to handle bigger washloads—making WHEEL, in effect, cost-efficient, economical, giving value for money unlike any other.

The thematic campaign ‘A Little Wheel Does a Lot of Washing’ was developed by J. Walter Thompson, Phils., and to make the promise come alive, the agency employed large Filipino families—obviously with loads and loads of laundry to wash--- to provide testimonials to WHEEL’s ability to handle large volumes of dirty clothes.

Leading off the print ad series were members of the DELA ROSA FAMILY., 10 children in all: Front Row: Raffy, Bobby, Charito, Monina, Eddie and Cheque. Back Row: Menchu, Maricel, Mike, Ginger. “WHEEL  melts slowly”, Mrs.  Dela Rosa notes.”With a large family like mine, this is important.”

The family of ATTY. AND MRS. BARTOLOME RIVERA includes  brood of 10:  Renato (22), Mario (20), Rebecca (18), Reynaldo (16), Antonio (14), Leonor (12), Jessica (10), Bartolome III (8), Josephine (6), Nerissa (4). “WHEEL melts so slowly…”, Mrs. Rivera gushes, “see now how it is so economical!”

The family of MR. AND MRS. BENJAMIN PEREZ consists of 9 children: Cherrie (7),  Fancy (14, twin), Benjie (15), Jeannette (19), Mina (23), Lilian (17), Edwin (12), Glenn (3), Ruby (14, twin). Mrs. Rosario Perez says: “Just a little WHEEL is enough to wash all our white clothes whiter . all our colored clothes cleaner!”

The family of DR. AND MRS. GREGORIO CANCIO counts 9 kids: Marie Ched (3), Jose Marie (4), Margaret (1), Imelda (8), Greg (14), Salvador (12), Marie (10), Louies (9), Manny (6). Mrs.  Imelda Borromeo-Cancio enthuses: “Economical WHEEL keeps my family looking neat and clean, all days of the week!”.

This must have been a convincing campaign as by the mid to late 60s, most large families do their washing the economical way—with WHEEL!

400. SHOWER TO SHOWER by Johnson & Johnson, Launch Ads 1980

WEAR FRESHNESS THIS SUMMER! Shower to Shower Omnibus Ad, 1980

For more than 100 years, since 1893, health product giant Johnson and Johnson has dominated the profitable talcum powder market beginning with Johnson’s Baby Powder.  Few products have developed the longevity of use that baby powder has his product became a global icon brand and soon, J&J began expanding to other talcum brands that were not just meant for babies’ bottom.

 In 1972, J&J launched a deorodizing talcum brand meant to be used after showering called SHOWER TO SHOWER. One of its most popular 70s campaign theme in the U.S. was the jingle-based “A sprinkle a day, helps keep the odor away”.

Eight years later, the product was launched in the Philippine market by J&J Phils., and, together with  its ad agency, developed a short-lived SHOWER TO SHOWER campaign, that, nevertheless surprised its audience. 

 The“Wear Freshness this Summer” campaign featured half-naked models in all shapes and sizes, wearing nothing but a long, and strategically placed towel, presumably after a shower. One of the models in the omnibus ad was even Ace Compton’s very own producer, Dulce Aristorenas. For the next few years, SHOWER TO SHOWER, with ots catchy jingle, help people to stay dry, to feel fresh, and to be pampered.

J &J held on to SHOWER TO SHOWER for fifty years before it was sold to Valeant Pharmaceuticals in 2012.

In recent years, however, health issues about talcum powder have risen sharply. A commonplace practice for decades, women have used talcum powder and talc-based products in their genital area which indicates the correlation to the deadly cancer. 

SHOWER TO SHOWER is still being sold in Asia—the Philippines included—today. But in May of 2020, Johnson & Johnson quietly announced that it would stop selling all talc-based products—including SHOWER TO SHOWER—in the United States. 

399. 1987 Creative Guild’s Radio Ad of the Year: PEPSODENT “Brush-Your-Teeth Crusade”

The PEPSODENT momentum carried over into the following year. After successfully hitting families with the mini-pack, PRC wanted to impress the kids and Socky Pitargue (JWT Creative Director) and company decided on a public service campaign that could pit the new toothpaste against market giant Colgate. The winning ad and the campaign were christened “The Brush-Your-Teeth Crusade”, and the idea, Pitargue says , was all about “writing a set of instructions that would be easy to remember.

Butch uy write the lengthy commercial, what he called “ang kwento ng Pepsodent,” in Pilipino, and had a gentle-voiced teacher/mommy character taking youngsters on a guided tour of their oral cavites, taking them left, right (‘kaliwa’t kanan”), up down (“taas-baba”) and around (“pa-ikot-ikot”). Uy didn’t forget to take side trips to the back of the teeth and the gums as well.

The commercial ended with a proper “Mumog-mumog, whoooosshh!” and was soon being memorized and recited by kids in public schools all over the country.

 SOURCE:  This article originally appeared on: Perfect 10, A Decade of Creativity in Philippine Advertising, pubished by the Exeutive Committee of the Creative Guild of the Philippines, First Edition 1995.  pp.72-73