Timpla

Sino ba si Datu Puti?

NutriAsiaDid Datu Puti actually exist?

by Karla Rey, for Yahoo! Southeast Asia

Most campaigns around the world are built around a smile, a winning expression or a pretty face, but one brand has to take a contradictory road — making a super asim face — and made it an iconic, signature identity.

Datu Puti vinegar came into the market in 1975, owned by the Reyes family. The local condiment brand was one of the earliest to invest in advertising and promotions, and it paid off big time: the "Mukhasim," a mash-up for "mukha" (face) and "asim" (sour), that literally means "sour face", paved the way for the brand's mass recognition and unprecedented sales.

Sino ba si Datu Puti?

It is true that there was, in fact, a Datu Puti. He was "one of the 10 Bornean Datus to arrive in Iloilo before the Spanish colonization" (according to Wikipedia).  However, this pre-colonial chieftain has no connection with how Datu Puti vinegar was named. The brand name actually came from combining the surname ("datu") of the mother of the family who introduced it in the market, and the Filipino word for "white", from the color of the traditional "sukang paombong" or palm vinegar, which Datu Puti is derived from. What to use for the  logo was a no-brainer.

The first ever Mukhasim campaign was unleashed in the early 1980s, and featured an elderly Conrado Piring, or more popular as Pugak (of the Pugak & Tugak comedic tandem that rose to fame in the 1950s), in datu clothes. But it was Pugak's iconic Mukhasim that was most remembered and is resurrected time and again.


Clip courtesy of Datu Puti/NutriAsia

The 80s campaign gained even more ground with sponsored segment in the popular noontime show Eat Bulaga, where game studio viewers attempted to put on their best "Mukhasim" face for prizes.

MukhasimThe classic Mukhasim face was first done by 50s comedian Pugak

Through the years, the Mukhasim campaign has had top celebrities as endorsers, all willing to contort their faces for the sourest expressions upon a taste of the vinegar.

Judy Ann Santos did the "asim na 'di bitin" in 2008 and the Mukhasim Facetival commercial featured three of the hottest stars of local television that time: Ina Raymundo, Carmi Martin and Eula Valdez. The Mukhasim campaign of these three lovely ladies in 2009 featured an open invitation for consumers to show their most mukhasim faces and get featured for a new commercial.

Kain na, Kamao!

This year, Datu Puti nabbed their biggest endorser with no less than the Pambansang Kamao, Manny Pacquiao, along with his almost-as-famous mother, Mommy Dionisia.

Their full length commercial combines Datu Puti Vinegar and Datu Puti soy sauce makes an entertaining fictional story of how Manny met his wife Jinkee, how he was discovered and how he became a champion boxer.

Kung May "Puti," May "Itim" din?
Datu Puti has now been a trusted brand for 35 years, and has expanded their product family: Datu Puti Soy Sauce (which apparently would have taken the name Datu Itim) in 1996; Datu Puti Patis (fish sauce) in 1999. Also in the product line are Datu Puti Spiced Vinegar, Datu Puti Premium Lite Soy Sauce, Datu Puti Premium Sugar Cane Vinegar, and Datu Puti Premium Fish Sauce.

But it's the Mukhasim sour face that has proven to be sweet success for the vinegar brand. "This elicits so much laughter you can't help but share and try it yourself with friends and family," says Oscar "Ren-ren" Reyes, the group head of NutriAsia that now owns the Datu Puti brand. "It enters your personal space in a positive way and in doing so increases your love for Datu Puti vinegar. This has been what Mukhasim has been doing through the years and it has made it a timeless icon."

To achieve that timeless and timely status of the brand, Ren-Ren isn't about to reveal his cards yet. "To say exactly what the campaign will be in the future before we get there will be counter intuitive because we need to be always in the 'now," he says. He adds that the brand is part of Pinoy "pop culture. We will continue to get into it."

Loading...

Editor’s note:Yahoo Philippines encourages responsible comments that add dimension to the discussion. No bashing or hate speech, please. You can express your opinion without slamming others or making derogatory remarks.

  • Sy moves up, Villar enters Forbes list of billionaires
    Sy moves up, Villar enters Forbes list of billionaires

    Eleven Filipinos are included in Forbes’ 2015 list of richest people in the world. Filipino-Chinese tycoon Henry Sy Sr. continues to be the wealthiest man in the Philippines. The 90-year-old SM supermalls, banking and property tycoon ranked 73rd among the world’s richest with an increased net worth of $14.2 billion from $11.4 billion last year. Sy’s net worth was attributed to the continued growth of his SM Investments Corp. and his more recent venture, the City of Dreams Manila resort and …

  • Jolo apologizes to Bong in visit
    Jolo apologizes to Bong in visit

    Cavite Vice Gov. Jolo Revilla wept and embraced his father as he apologized for the “accidental” shooting incident in their Ayala Alabang residence, the family’s spokesman said yesterday. Lawyer Raymund Fortun came out of the private room at the Asian Hospital and Medical Center in Muntinlupa City to speak to reporters, who were barred from entering the hospital compound during the visit of Sen. Ramon “Bong” Revilla Jr. …

  • Australian drug smugglers being taken to Indonesian island for execution - media
    Australian drug smugglers being taken to Indonesian island for execution - media

    By Jane Wardell and Beawiharta SYDNEY/DENPASAR, Indonesia (Reuters) - Two convicted Australian drug smugglers were removed from a prison in Bali on Wednesday to be taken to an Indonesian island where they will be shot by firing squad, Australian media reported. The planned executions of Myuran Sukumaran, 33, and Andrew Chan, 31, have ratcheted up diplomatic tensions amid repeated pleas of mercy for the pair from Australia and thrown a spotlight on Indonesia's increasing use of the death …

  • Another source of SAF execution video identified
    Another source of SAF execution video identified

    The National Bureau of Investigation (NBI) is still tracing the source of the video showing one of the wounded police commandos being finished off by Muslim rebels during the encounter in Mamasapano, Maguindanao last Jan. 25. A source from the Department of Justice (DOJ) said they have identified two persons who first uploaded the video that went viral over social networking sites. The supposed source of the video was elusive and claimed that somebody just placed it on an external drive. The …

  • N. Korea fires missiles in anger at South-US military drills
    N. Korea fires missiles in anger at South-US military drills

    North Korea fired two short-range ballistic missiles into the sea and vowed "merciless" retaliation Monday as the US and South Korea kicked off joint military drills denounced by Pyongyang as recklessly confrontational. The annual exercises always trigger a surge in military tensions and warlike rhetoric on the divided peninsula, and analysts saw the North's missile tests as a prelude to a concerted campaign of sabre-rattling. "If there is a particularly sharp escalation, we could see the …

  • US billionaire says WWII Japanese ship found in Philippines
    US billionaire says WWII Japanese ship found in Philippines

    Microsoft co-founder Paul Allen said Wednesday he had found one of Japan's biggest and most famous battleships on a Philippine seabed, some 70 years after American forces sank it during World War II. Excited historians likened the discovery, if verified, to finding the Titanic, as they hailed the American billionaire for his high-tech mission that apparently succeeded after so many failed search attempts by others. Allen posted photos and video online of parts of what he said was the …

  • How Islamic is Islamic State group? Not very, experts say
    How Islamic is Islamic State group? Not very, experts say

    CAIRO (AP) — Three British schoolgirls believed to have gone to Syria to become "jihadi" brides. Three young men charged in New York with plotting to join the Islamic State group and carry out attacks on American soil. A masked, knife-wielding militant from London who is the face of terror in videos showing Western hostages beheaded. …

  • Couple married 67 years holds hands in final hours together
    Couple married 67 years holds hands in final hours together

    FRESNO, Calif. (AP) — After spending 67 years together as devoted husband and wife, there was no question how Floyd and Violet Hartwig would end their lives — together. …

POLL

Should Aquino be held accountable over the Mamasapano operations?

Loading...
Poll Choice Options