471. Brand Stories: LILY’S PEANUT BUTTER, 1950 to present

LILY'S PEANUT BUTTER Magazine Ad, 1989-90

The beginnings of Lily’s Peanut Butter began in 1950, when the first natural peanut butter was produced in the country. It was not until more than 2 decades later that, in 1972, home-made brand was fully commercialized with the founding of the Newborn Food Products , Inc. to raise the quality of the product.

In 1998, Arch. Ramon T. Pua was name President and CEO of Newborn Food Products, Inc., and under his term, the distribution system was improved, the management and organizational structure of the company was strengthened, and new product line were introduced like Coco Jam and Jelly Gem Ice Pops.

 The company celebrated its 50^th year in 2000 by advancing its vitamin A advocacy program and introducing product innovations: the launch of the new 20g. peanut butter sulit pack (2007) and new variant  Chocolate-Peanut Butter in new PET bottle packaging (2008).

 More line extensions followed like the first ever healthy variant—Lily’s Peanut Butter Lite,  made from real peanuts and stevia extract. Another is Lily’s Crunchy Peanut Butter, with cracklin’ real peanut bits. Rounding out the Lily’s line is Lily’s Choco Almond Spread, made with real tablea and roasted almonds.  The brand became more visible when it employed young hearthrob Daniel Padilla as its celebrity endorsers.

After 70 years, Lily’s Peanut Butter has become part of the Filipino snacking tradition, with a trusted quality that continues to grow strong with every passing year.

LILY'S PEANUT BUTTER PRODUCT LINE, Source: Lily's FB Page

SOURCES:

History - Lily's Peanut Butter: Weebly, https://mylilysofficial.weebly.com › history

Lily's Company AVP screen grab, 2019

Lily’s Peanut Butter: From savory dishes to desserts, posted 19 Sep. 2013. https://enjoyingwonderfulworld.blogspot.com/2013/09/lilys-peanut-butter-from-savory-dishes.html

470. 5 U.S. PRODUCTS AVAILABLE IN THE 1920s IN THE PHILIPPINES AND THEIR ADS

Back in the 1920s, half a century before the PX business boomed in the country, popular American-made products were already available to Filipinos—without restrictions. These were directly imported by legitimate distributors who had offices and branches throughout the country, and advertised in leading magazines and newspapers of their time. Here are examples of print ads of American food products that one can pick right off a store shelf in 1926.

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Campbell's Tomato Soup, 1926 Ad.

CAMPBELL’S  SOUPS

Campbell's, was put up in 1869 by fruit merchant Joseph Campbell and Abraham Anderson, which today is one of the largest processed companies in the world. The flagship brand is Campbell’s Soups, with such variants like Cream of Mushroom,Cream of Chicken, Tomato, Chicken Noodle, Cheddar Cheese and French Onion Soup. John Dorrance became the company president from 1914 – 1930, and being a chemist, he  developed a commercial process for condensing soup by halving the quantity of its heaviest ingredient: water. The success of the company enabled it to distribute its products internationally, finding its way to the country in the 1920s, and sold by authorized dealers.

Hershey's Cocoa Powder Ad, 1929 Ad

HERSHEY’S COCOA POWDER

Hershey’s was founded in 1894 by Milton S. Hershey in 1894 in Pennsylvania., one of the world’s largest chocolate manufacturers. Breakfast Cocoa was one of the first products manufactured by Hershey’s, and made its appearance in the Philippines in the 1920s. Filipinos then were already drinking cacao-based tsokolate, so Hershey’s Breakfast Cocoa gained patronage as the powder was also used for baking. Hershey’s Philippines continues to sell products, including on online channels. Hershey’s Cocoa is still available in the market today after over 100 years!

Kellogg's Corn Flakes, 1935 Print Ad

KELLOGG'S CORN FLAKES

The staple of American breakfast—Kellogg’s Corn Flakes—involved several family members like Ella Eaton Kellogg, John Harvey Kellogg, his younger brother Will Keith Kellogg. The wheat based product, that was rolled into flakes that were baked, were served at a sanitarium, but demand became heavy and so the flakes were sold thru mail-order. The contentious Kellogg brothers had a falling out, so in 1906, and renamed it the Kellogg Toasted Corn Flake Company in 1909 (shortened the Kellogg Company in 1922.) Kellogg Corn Flakes were available in Manila by the 1920s, sold for its health benefits. It was made to appeal more to the American market in the Philippines, as Filipinos favored rice for breakfast. Today, Kellogg’s are available in the Philippines which is part of Kellogg’s SouthEast Asia network. Fruit loops and frosted flakes come from thei manufacturing plants in Thailand. 

SUN-MAID Raisins, 1926 Ad

SUN-MAID RAISINS

In 1912, raising growers in California and banded together to sell their common product as one, thus the California Associated Raisin Company was born. Under the brand SUN-MAID, coined by advertising man E.A. Berg, the California seedless raisin products, in their iconic carton boxes featuring a bonneted woman with a basket of grapes against a yellow sun, was launched in the market. SUN-MAID Raisins were so special in the Philippines that they were advertised only during the holidays, as snacks or as ingredients for candies and fruitcakes,

WRIGLEY'S Gum, 1926 Print Ad

WRIGLEY’S GUMS

The historic Wrigley chewing gum company was founded 133 years ago in 1891 by Wiliam Wrigley Jr. in Chicago, Illinois. He actually was into selling baking powder, which he promoted by giving 2 packs of chewing gum for every purchase.  It was the chewing gum, however, that interested consumers more. Thus began his Wrigley’s Spearmint Gum, that would catapult Wrigley Company as the  largest manufacturer and marketer of chewing gum in the world. Wrigley’s Spearmint Gum made use of a “Spearman” mascot in promoting the product in the Philippines. Succeeding variants were Juicy Fruit, a bestseller in the country, and Doublemint,

469. MARICRIS BERMONT for No. 1 Selling Brand LA GERMANIA Gas Ranges, 1979

MARICRIS BERMONT for LA GERMANIA, 1979

An unheralded singer stole the show at the 1^st ever Metro Manila Popular Music Festival (METROPOP) in 1978 when she sang the soaring “Narito Ako", a composition of well-known composer, Nonong Pedero. MARICIRIS BERMONT, the lovely curly-haired Filipino-French mestiza sang her heart to a commendable 3^rd place finish, after “Pagdating Mo” (Celeste Legaspi), and “Kay Ganda ng Ating Musika” (Hajji Alejandro).

Bermont, then 30, was largely unknown, singing in limited circles in events and muscals staged at Manila Metropolitan Theater, Her triumph signaled the start of a successful career in the mainstream Philippine music industry. After her stint at Metropop, she once again represented the contry at an international song festival in Puerto Rico, where she emerged as the Grand Prize winner.

AT THE 1ST METROPOP  FESTIVAL,with Nonong Pedero

She was sought after for television shows and was even recruited for the movies, appearing in at least 2: “Dyesebel” (1978), “Nognog” (1980).

In 1979, LA GERMANIA, leading maker of gas ranges, ovens and other appliances, tapped the young mother (she was married to Gerardo C. Garcia +) to appear in a series of print ads, with a TV version wher she sang the memorable “La Germania generates love..” jingle. Beauty queen Consuelo Escalambre had appeared in an earlier, similar version, singing and strumming a guitar.

The ad agency kept the same formula and soon, guitar-playing Bermont was heard all over the airwaves, and seen in many versions of LA GERMANIA print ads.

Eventually, the Bermonts became a born again Christian family in the early 1980s. Maricris Bermont shifted to singing songs of faith and inspiration and, to this day, continues to perform and make guest appearances in many Christian fellowship events, TV and radio shows. Regine Velasquez would turn her 1978 hit song "Narito Ako", into another retro-bestseller in 1990. The Bermonts are a part of the Word Community (Wordcomm)  of Makati; her son, is in fact, a pastor of that gospel-centered church.

MARICRIS BERMONT, today

SOURCES:

Youtube: Manila Met videos, Maricris Bermont sings “Narito Ako”: https://www.youtube.com/watch?v=lSOncLyk12g, uploaded by nomerson.

468. Where Are They Now? Filipina-Polish International Model JOLINA ZANDUETA, Ponds, 1976

JOLINA ZANDUETA---that beautiful face! POND's Ad, 1976

In the mid 70s, a new face burst into the local modeling scene with the homecoming of Filipina-Polish international model Jolina Wyrzykowski-Zandueta. She was the daughter of Jolyon Wyrzykowski, a Polish and opera singer Maria Nina Zandueta, a Filipina, whose contemporaries included Irma Potenciano and Conching Rosal. Nina Zandueta took her daughter in tow when she returned to Manila to join  a twin bill production of I Pagliacci and Cavalleria Rusticana.

HARPER'S BAZAAR COVER GIRL, JOLINA ZANDUETA,1970

Jolina’s presence in Manila created quite a stir as she was the first Filipina model to be featured on the cover of Harper's Bazaar, June 1970 issue. She, along with Ping Valencia, were the precursors of today’s ‘supermodels’, the only Filipina beauties to have modeled abroad.

JOLINA ZANDUETA,for PONDS' Philippines, 1976

POND’s snapped her immediately, and Jolina appeared in a print ad—part of a “Secrets of a Beautiful Face” series, actually—that saw print in local magazines. She became the toast of Manila, and made the rounds of exclusive fashion shows and local media.

PAUL MITCHELL--The Man Behind the Brand

At that time, she was already married to Paul Mitchell, a successful hairstylist at 16,  who built his fortune as a co-founder (along with John Paul Dejoria) of the John Paul Mitchell Systems. The company that  developed and sold  hair care products that would become famous global brands.

JOLINA AND ANGUS, FB Page, Angus Mitchell

Jolina and Paul had an only child, Angus Mitchell, born in 1970. Their son inherited the business in 1989 upon the death of Paul from pancreatic cancer in 1989. He would expand the company by operating hairdressing schools in 2000.

Today,  Jolina Zandueta Mitchell is a passionate advocate in the fight against pancreatic cancer, climate change, and in the promotion of clean energy, and wildlife conservations.

 SOURCES:

Jolina Zandueta Harper’s Bazaar Cover photo: Vtntage Von Werth, https://vintagevonwerth.de/products/harpers-bazaar-us-june-1970

Paul Mitchell photo: Wikipedia.org, https://en.wikipedia.org/wiki/Paul_Mitchell_(hairdresser)

Paul Mitchell advertisement: Paul Mitchell-Behind the Brand, https://www.ry.com.au/ontrend/news/paul-mitchell/

Angus Mitchell FB Page, Jolina Mitchell Instagram

467. Is That Who I Think He Is? RONALD REMY for PEPSI COLA (1975) and LA GERMANIA (1982)

The versatile actor RONALD REMY, was born in 1937 as Ronald Kookooritchkin, of Filipino-Russian parentage. His father, Russian Army soldier Eremes, had fled the Bolshevik Revolution He was introduced in the movie “Condenado”, under Sampaguita Pictures, then moved to Premiere Productions, which was the studio of his wife, Lily Marquez or Dinah Jean Rogers-Remy, in real life. Oftentimes, Remy was cast in a variety of roles—from a contrabida, a soldier of war, to a costumed hero.

RONALD REMY, AT THE TOP OF HIS TV CAREER, IN 1975

Because of his facility with the English language, Remy appeared in many American and U.S.-Filipino produced English films. Some of these include movies that have now become cult classics like No Man is an Island (1962, as Chico Torres), Blood is the Color of the Night (1964, as Dr. Marco), Flight of the Sparrow (1967), and perhaps his best known film, The Longest Hundred Miles (1967). As a wartime guerrilla, he co-starred with Hollywood stars like Ricardo Montalban, Doug McClure, and Katherine Ross, who, in that same year, earned an Oscar nomination for “The Graduate”.

(L) REMY in 'The Longest Hundred Miles" 

The multi-talented Remy also tried directing, and his chance came with the suspense-thriller film,“Zigzag” (1963), where he directed actor George Nader and Sylvia Lawrence.

LA GERMANIA  AD WITH THE REMYS, 1982

In the 70s, he reinvented himself as a sitcom actor, appearing as husband of Rosa Rosal in the TV comedy series,  “Yan Ang Misis Ko”. He also became a TV host and emcee for “Lucky 13” Game Show on Channel 13. He and his wife became active leaders of a popular Born Again Christian Family movement, until his passing. The Remys have a daughter, Jackie Kookooritchkin, who also did print ads, and appeared on TV and films, who has also passed away in 2021.

SOURCES: 

Ronald Remy info, wikipedia.org, Screen grabds from various Ronald Remy movies,

466. “GEE, YOUR HAIR SMELLS TERRIFIC”, Print Ad, 1989-90

" GEE YOUR HAIR SMELLS TERRIFIC" Product Ad, 1989-90

The popular shampoo that uses an effusively kilometric sentence as its brand name---"GEE YOUR HAIR TERRIFIC”—was sold in the Philippines in the late 1980s in very mod  plastic bottles that came in bold primary colors—red, yellow and blue. The shampoo brand was manufactured by Andrew Jergens Co, in the 70s. I only reached the Philippines a decade later, after a successful run in the U.S. Jergen’s lincesed the shampoo’s formulation to Vibelle Manufacturing Corp. in Malabon, which also markets Caronia and Bioré, both cosmetic brands. Which is why, even with the death of he brand in the U.S. it was still around in the early 1990s

 WATCH THE U.S. "GEE YOUR HAIR SMELLS TERRIFIC" 1976 TVC HERE:

The product is now defunct, but during its shortlived appearance on market shelves in the Philippines, "GEE YOUR HAIR TERRIFIC” was advertised in full color magazine ads using plain product shots that were unimagitive and not at all-- well, terrific. On  TV, a U.S.-produced ad was briefly aired. The novelty of the brand name made it popular with the youth market back in its time, and was referenced in sitcom scripts, quoted in stand-up comic acts and used in everyday jargon.

SOURCE:

"Gee, Your Hair Smells Terrific" Shampoo commercial from 1976, https://www.youtube.com/watch?v=fBH1p4O8CGo,uploaded by Video Store 64 , 2023.

465. LEA SALONGA, for AVON "Let's Talk" TVC 30s, 2000

FROM MISS SAIGON TO MISS AVON, Lea Salonga, ca.1999-2000

By the new millennium, LEA SALONGA was already an established star of the musical theater stage, having conquered Broadway when Cameron MacKintosh’s  Miss Saigon opened in 1991, after her West End stint. She again played the role of Kim in the U.S., winning the Drama Desk, Outer Critics Circle, and Theatre World awards—and the most coveted of them all, a Tony Award, the first actress of Asian descent to be so honored.

Salonga would return to Broadway again sometime in 2000, to rehearse with the cast, for the closing of the Miss Saigon production in 2001. While there, she was contacted by AVON, the direct-selling American-British multinational cosmetics, skin care, perfume and personal care company. 

WATCH LEA SALONGA'S AVON AD HERE:

Credit:  Rafi Sison, "Lea Salonga-Avon Commercial) posted 2018"

AVON was in the midst of pitching the promotion of its cosmetic products. In the end, the company decided to produce in-house their  first-ever global advertising campaign, under the banner “Let’s Talk”. The ads focused on AVON’s relationship with women and its latest beauty innovations.

 LEA SALONGA was one of the celebrities handpicked by AVON to talk to women everywhere in ways they understand. A simple format was used to accommodate the busy schedule of the Broadway sensation.  A representative from Jimenez DMB&B, the Makati-based agency that was handling the AVON business in the Philippines, flew over to New York, during the quick shoot, using an all-American production crew.

AVON PHOTOBOARD, "LET'S TALK" TVC 30s

The campaign was rolled out internationally in 2000, at a cost approximately $90 million in 2000, 50% more than the over 1999 budget allocation. Salonga’s slick, fashion-forward AVON Commercial was aired in the Philippines for a brief period, another addition to her portfolio of major advertising accomplishments that was driven by her  historic international success on the world stage, which remains unequalled to this day.

SOURCES:

Lea Salonga-Avon Commercial, uploaded by Raffy Sison, 2018.https://www.youtube.com/watch?v=x_GO0GDBpA0

1999 Avon Annual Report, https://www.annualreports.com/HostedData/AnnualReportArchive/a/NYSE_AVP_1999.pdf