Sunday, October 11, 2015


Now here's a great advertising sign that's truly Pinoy--a wooden signboard for Royal Tru-Orange that dates from the 60s. Royal Tru-Orange was originally formulated and sold commercially in 1922 by San Miguel Brewery before it was eventually bought by Coca-Cola. The brand name is silkscreened in bold colors on a lawanit (pressed wood pulp) board that was a cheaper alternative than conventional tin. This must have been for indoor use--say, a canteen or a large grocery store--as lawanit is not water-proofed.
Some of the memorable campaigns of Royal Tru-Orange emerged from the 1960s and 70s--harping on the natural ingredients of the popular orange soda drink: "Kitang-kita ang ebidensya---'yung may pulp bits syempre!" (You can see the evidence--the one with real orange pulp bits). The 70s gave us "Come Taste and Love It" and in the 80s, the "Royal--Natural, Ganito Talaga ang Buhay!" campaign starring RJ Ledesma, all done by McCann Erickson.

1 comment:

  1. Old School Royal ads :) coca cola products made a history for its costumers even in my house soft drinks has always a room for my family and build a happy moments with it.. I love this product since I first tasted it :) now I always order this online at that has a good delivery service that made it possible for me to set up a party last night my mothers birthday :)