Colgate-Palmolive Philippines celebrates 90
years of operations in the country, providing generations of Filipinos with
quality brands for oral care, personal care and home care such as Colgate,
Palmolive, Tender Care, Gard, Axion and Ajax.
The Palmolive Company Philippines was
established in 1926 with an office in the Binondo district of Manila with just
five employees. Products sold during those days included Pompeia cosmetics,
Octagon laundry powder and Crystal White laundry bar.
It merged with Peet Brothers the following
year and with Colgate Company in 1928. Popular products such as Colgate Ribbon
dental cream and Cashmere Bouquet toiletries were added to the product range
along with Palmolive soaps, pushing accelerated growth for the next few years.
Products at that time were delivered to stores by carabao or horse-drawn carts.
In 1941, during World War II, invading
soldiers sealed the office and looted the warehouse. Loyal employees were
instructed by their imprisoned manager to preserve company records. Two
employees managed to enter the office but couldn't escape with the ledgers.
They ended up manually copying all entries,
word for word, for over a week. With records intact, the company was able to
collect all receivables from insurance after the war and resume business.
Soon after, Ajax powder cleanser was
introduced to the market and, in 1949, the company was incorporated as
Colgate-Palmolive Philippines, Inc.
While the company may have begun by
importing products from the US, growing demand for its brands prompted it to
inaugurate a manufacturing plant in Makati in 1951 and to establish a
provincial warehouse in Cebu in 1959.
Marketing
Highlights
Colgate-Palmolive Philippines was the first
company to advertise in color in 1966 when local TV advertising switched from
black-and-white to color.
The Palmolive Naturals soap "I can
feel it" tagline from the 1987 TV commercial, which featured Alice Dixson
and her iconic shoulder shrug choreography, was adopted globally in 1991 and
eventually won a Pilak Award in 2002, representing the best Philippine ads of
the last 50 years.
In 2007, Colgate's nationwide Super Mega
Brushing campaign earned it a Guinness World Record for most number of children
brushing their teeth at the same time. A total of 41,000 students participated
in Manila, Cebu and Davao.
The Palmolive Naturals "Bounce"
music video, which featured three of the country’s biggest stars: Julia Barretto,
Janella Salvador and Liza Soberano, was hailed as one of the top 10 performing
ads on YouTube in 2015.
Community
Engagement
One of the core values of the company is
caring for the communities where it is present.
The Colgate Bright Smiles, Bright Futures program has been supporting
oral health education across the country through free dental screenings and
tooth-brushing drills, distribution of oral care kits, and integrating oral
health education materials with Kinder and 1st Grade school curricula.
This is made possible by the company’s partnership with the Department of
Education for nearly 2 decades.
Through its collaboration with the
Philippine Association of Dental Colleges since 2001, the company has sponsored
various symposia on dental health as well as provided more than 200 scholarship
grants to dentistry students nationwide.
Colgate has also been an exclusive partner
of the Philippine Dental Association’s annual Kabarangay sa Dental Health Program, raising oral health awareness
all over the country through free dental check-ups and product sampling.
As part of its 90th year activities,
Colgate-Palmolive collaborated with Puregold to support Operation Smile
Philippines, an NGO focused on providing free surgeries to indigent children afflicted
with cleft lips/palates; as well as Robinsons Supermarket to help raise funds
for World Vision Philippines, an NGO that provides assistance to impoverished
children.
Colgate continues to be the Oral Care brand
most recommended by Dentists* and Palmolive remains to be the #1 Personal Care
brand, in the Philippines**.
* IPSOS Dentist
Recommendation Survey 2016
** Kantar Brand Footprint
2016
####
About
Colgate-Palmolive Philippines:
Colgate-Palmolive Philippines is a company focused on
the distribution of household products and personal care products, such as body
cleansing, hair care and oral hygiene products (including toothpaste, toothbrushes
and professional oral care products sold by dentists). Currently, the company carries the following
brands which are available nationwide: Colgate, Palmolive, Tender Care, Gard,
Ajax and Axion.
Our
three fundamental values — Caring, Global Teamwork and Continuous Improvement —
are part of everything we do. They
are the foundation for our business strategy and are reflected in every aspect
of our work life.
Colgate-Palmolive celebrates 90 years of
operations in the country on October 26, 2016.
The company's corporate office is located in McKinley Hill, Taguig.
Website:
www.ColgatePalmolive.ph, www.Colgate.ph, www.Palmolive.ph
On
Facebook/Youtube: Colgate Philippines, Palmolive Naturals, Gard Shampoo
On
Instagram: Colgateph, Palmoliveph
No comments:
Post a Comment