Magnolia Choco-Vim
Magnolia Choco-Vim
Did you know that “Choco-Vim” is the predecessor of Chocolait, the popular chocolate drink made by Magnolia, subsidiary of San Miguel Corp., one of the country’s diversified enterprises?
“It was all about branding Magnolia.
The strategy was to position Magnolia as the premium name in dairy products whether in cheese, milk or ice cream,” says a marketing analyst.
On close scrutiny, Choco-Vim’s advertising during its heyday made the word more prominent than the ubiquitous Magnolia logo on top of it.
Magnolia Choco-Vim was the precursor of today’s Chocolait.
For the baby boomers, this was the ideal comfort drink.
It had a rich, creamy, milk chocolate taste loved by all kids.
First manufactured in the 1960’s, Choco-Vim came in bottles of different shapes: square, round, and squat.
Similar to your typical bottle of Coca-Cola, a single Choco-Vim only costs 35 to 50 centavos back then.
You could serve it cold or even frozen–an ideal treat during a hot summer.
Faced by intense competition with other chocolate drink brands such as Milo in the ’70s and ’80s, Choco-Vim was eventually re-branded as Chocolait.