515. CONTINENTAL NOODLE SOUP: The 1st Instant Noodle Soup in Packs, ca. 1950s-60, Print Ads

Before the advent of instant noodle soups in packs like Lucky Me, Maggi, Payless and Nissin’s, a noodle brand in foil packs has been satisfying Filipinos since the late 1950s: CONTINENTAL NOODLE SOUP, developed by Lipton, and distributed locally by the Philippine Refining Company (now Unilever).

When first sold, the brand was simply called Continental Noodle Soup, a dehydrated soup mix that cooked in 7 minutes. The first flavor was the classic Chicken Noodle Soup, made from noodles and chicken flavorings—a far cry from today’s noodles that cook in 2 minutes, available in a range of flavors from your basic chicken and beef to pancit canton, lomi, mami, even Thai and Korean spicy flavors.

Lipton's entry into the soup market is believed to have begun in the early 1950s with test campaigns for Continental Noodle Soup mix. The company also produced other dehydrated soup varieties, including onion soup mix, by the mid-1940s

At 45 centavos per pack, Continental Noodle Soups were expensive, but the copy claims that a pack is good for 4 servings. A sick child was usually served this soup treat, as chicken soup then, as now, a  it was sastisfying, warming, and comforting.

The first advertising were black and white print ads with clip art illustrations. By 1960, the ads, designed by PRC’s ad agency, were hand-illustrated and in full color. In 1964, Continental Noodle Soup was re-branded to the shorter ROYCO Noodle Soup (a coined term for ROYal + COntinental), and this brand name was used in other Asian and African countries. 

The new ROYCO name caught on with Filipino consumers and became a familiar household brand, until the late 70s when the more convenient plastic-packed oriental noodles were launched, displacing ROYCO.

514. FUMAKILLA: The World’s 1st Liquid Insecticide, 1966-1980 Ads

FUMAKILLA SPRAY INSECTICIDE, Print Ad, 1974

FUMAKILLA had its beginnings as a dispensing pharmacy store (Oshimo Kaisundo) in Japan, founded in 1890. With is business established in Hiroshima, FUMAKILLA  developed the 1^st insect liquid insecticide in the world in 1920. The operation move to Tokyo in 1950 as its international business grew.

FUMAKILLA VAPE, 1966

In 1963, launched Vape, the world’s 1^st mosquito destroyer which didn’t have to be lit, like mosquito coils. It was one of the first FUMAKILLA products to be launched in the Philippines in 1966. By the 1970s, FUMAKILLA was operating a laboratory in Barrio Ugong in Pasig, bringing to Filipino homes its liquid insecticide products to ward off primarily mosquitos and other house and garden pests.

FUMAKILLA DORA RAT KILLE, 1974

In 1974, it introduced its FUMAKILLA Dora Rat Killer, which proved to be the most popular rodenticide in the Philippines. In 1980, the FUMAKILLA Roach Killer was launched. Other well-received products include insect skin repellant spray and electronic repellants.

FUMAKILLA OMNIBUS AD, 1980

FUMAKILLA continues to be a well-known brand today. It operates under FUMAKILLA VAPE Phils. Corp., which distributes and imports the popular household products.

513. POND'S: "Secrets of a Beautiful Face" Campaign, 1975-1976

RIO DIAZ, Sister of Miss Universe Gloria Diaz. Showbiz personality.

The 1975-76 "Secrets of a Beautiful Face" ad campaign for Chesebrough POND's was conceived and executed  by its local agency, J. Walter Thompson Phils. It brought together a diverse group of women who shared their personal secrets on how they achieved their flawless complexions--which included the use of POND's for their everyday facial care. 

CHARITO SOLIS, 1967 Asia's Best Actress for "Dahil sa Isang Bulaklak"

EVA REYES. Beauty queen. Miss Philippines 1972, Miss World Semifinalist.

JACKIE LOU BLANCO, Teen showbiz talent, daughter of Pilita Corrales.

CZARINA ZARAGOZA, Bb. Pilipinas-Universe 1968. Musical artist.

512. Actor, Director: EDDIE RODRIGUEZ for BLEND 45, 1984

Zamboanga-born EDDIE RODRIGUEZ (real name Luis Clemente Enriquez, b. 23 Aug. 1932 / d. 12 Oct. 2001), was one of the more notable “drama kings” popular in the ‘60s and ‘70s.

He actually started in action movie before making a shift to drama that saw him being paired in films with plots revolving around love triangles. He was often paired with Marlene Dauden—the Sofia Loren of Philippine movies, and the well-regarded and multi-awarded Lolita Rodriguez.

Their films were hugely popular in the 60s with fans who favored more mature, dramas and romances over lightweight teen-oriented films. Some of his hit films include: Kundiman ng Lahi (1959), Sapagkat Kami ay Tao Lamang (1963, for which he won the  FAMAS Best Actor award) , Bakit Ako Pa? (1970), , Nakakahiya Part 1 and 2 (1975). , Luluhod ang mga Tala (1984), Kapag Puso Ay Sinugatan (1985).

Rodriguez made a belated endorsement for BLEND 45, the hugely successful instant coffee brand of Commonwealth Foods Corp. (CFC). It was part of a celebrity driven-campaign launched in the 1980s by the company, which included more established talents like Boots Anson and Pete Roa, and movie icon Susan Roces.

By then, Rodriguez had become a successful director, with films like Kasalanan Kaya? (1968), Kapantay ay Langit (1970), Babae, Ikaw ang Dahilan (1972), Ex-Wife (1980). He would direct Sharon Cuneta in the mega-blockbuster Maging Sino Ka Man with Robin Padilla. With his credibility and authority, he was the perfect model for BLEND 45, with testimonial-type ads that proclaim his enjoyment of the coffee brand’s “rich flavor and aroma”.

Rodriguez, with former wife actress Liza Moreno, also founded Virgo Films, so, as director and actor, he managed to work with practically the cream of Philippine cinema-- from Gloria Romero, Nida Blanca, Charito Solis, Amalia Fuentes, Vilma Santos and Nora Aunor.

Rodriguez was married to Araceli Hernandez and bore 3 children. The fine actor and director, who has had a history of bad health including lung cancer, died of a heart attack on 12 Oct. 2001.  

SOURCE:

Eddie Rodriguez, Wikipedia

511. The Milk Formula Trusted For Infants: PELARGON from Nestle, 1957-1971 Ads

PELARGON MODERN MILK, 1968 Print Ad

Before the advent of infant formula powdered milk like S-26 and NAN, there was PELARGON, a full-milk powder formula for babies, developed by Nestlé in 1934. It became a favored alternative to breastmilk as it was enriched with lactic acid bacteria for easier infant digestibility.  PELARGON gained popularity after World War II, as mothers made a switch from breastfeeding to bottle-feeding.

LACTOGEN ACIDIFIED POWDERED MILK, 1957 Print Ad

In fact, many mothers and children in the 60s and 70s recall PELARGON as their ideal firstborn formula. PELARGON was pure, full cream pasteurized cow’s milk, acidified with lactic acid for improved assimilation, then fortified by the addition of dextrins—maltose, sucrose, starch, vitamins A&D, thiamine, niacin, ascorbic acid and iron citrate.

PELARGON’s protein content and fat globules are similar to breastmilk. It forms soft, easily digestible gastric curds, and provides a formula adequate in all nutrients known to be essential for the regular feeding of normal, premature or weak infants.

IMPROVED FORMULA PELARGON, 1971 Print Ad

Filipro  Inc. introduced PELARGON to the Philippines only in the late 1950s after the war curtailed their importation activities, and things began to improve. The brand was promoted through advertising, using America-made ads featuring Caucasian babies and parents from the 60s thru the 70s.

PELARGON still exists today, no longer in the Philippines, but in South Africa, where it is known as NAN-PELARGON, as NAN and PELARGON were once individual brands owned by Nestle.

510. She Taught the World to Sing: NORA AUNOR , Philippine Superstar, (b. 21 May 1953-d. 16 Apr. 2025)

509. Procter & Gamble PMC's TIDE, "Tide Clean" Campaign, 1961

In 1961, TIDE embarked on a local campaign that was based on a formulaic P&G advertising strategy principle of re-setting the bar of laundry cleanliness, using “Tide Clean” as the new standard. This benefit is expressed in the selling line: “The cleanest clean is TIDE Clean”.

The campaign also featured a tried-and-tested “product demo”,  P& G copy jargon that visualizes the product superiority through a demonstration of its cleaning power—statically shown as a series of captioned inset pictures , so typical of their advertising in the 60s and 70s. 

A sub-text of “affordable cost” is embedded in the execution expressed thru an additional copy intended to reassure : “…and costs so little to use!”. P&G was often fond of cramming their advertising with many sub-messages and their agencies were challenged to think of ways to include these seamlessly in crafting the copy (think Mr. Clean’s “labadami, labango, labanayad’  Dari Crème’s “pinipili ng mapiling ina…at anak!).

To top it all—just to make sure the message is not lost on the mass market,  the TIDE Clean campaign, used all sorts of talents to represent a father, a mother, their kids, friends and a token grandparent, who appeared in their own individual colored print ad. 

Truly, this TIDE print campaign can be held up in a basic marketing class as a perfect example of P&G’s formula advertising, ticking all the boxes of how their product advertising should be done—this, from a company which “invented” brand management.