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Revision as of 15:50, 27 June 2025

  • Comment: You ahave written an excellent magazine article, but I'm afraid that is not what we need. Instead, ease dit this to reflect only what is said about the corporation on reliable sources, rendering that in your own words. The prose need to be flat, neutral, dull-but-worthy, please. 🇵🇸‍🇺🇦 FiddleTimtrent FaddleTalk to me 🇺🇦‍🇵🇸 16:21, 2 June 2025 (UTC)


ACS Manufacturing Corporation
Company typePrivate
IndustryConsumer goods
Cement
Founded1977 (1977)
FoundersAlfonso C. Supetran
HeadquartersOrtigas Center,
Pasig, Metro Manila
,
Philippines
Key people
  • Lourdes D. Supetran (president)
Products
List
    • Detergent
    • Fabric softener
    • Floor wax
    • Soap
    • Toothpaste
    • Concrete admixture[1]
Brands
Websitewww.acs-manufacturing.com

ACS Manufacturing Corporation (formerly ACS Chemical Industries) is a Philippine chemical and household goods corporation based in Pasig City, Metro Manila. Founded in 1977 by Alfonso C. Supetran, it manufactures home and hygiene products such as detergent, floor wax, fabric softener and toothpaste, as well as admixture for concrete.

History

Alfonso C. Supetran established ACS Chemical Industries in 1977.[3] In 1983, the company joined the Soap and Detergent Association of the Philippines.[4] In order to better market his company's products, Supetran initially marketed his Pride-branded detergent products to the hotel industry.[5] In 1985, ad agency McCann Erickson was first hired by ACS to create an ad campaign for Pride.[6] In 1995, ACS launched its toothpaste brand Unique, with Christine Bersola as its first endorser. However, it did not initially sell well in the market.[7]

In 2000, Supetran was accused by Concerned Citizens Against Pollution (COCAP) president Oscar Escobar of using the World Trade Organization's policies as an excuse to avoid anti-pollution regulations proposed at the House of Representatives.[8] In 2003, as part of its eco-labeling program, the administration of President Gloria Macapagal Arroyo awarded Supetran and his wife Lourdes the first license to use the "Green Choice" logo for ACS' Pride products on March 10, 2003 for being environmentally sound.[9][10][11]

In the mid-2000s, the imposition of additional safeguard duty on sodium triphosphate (STP), an ingredient of laundry detergent, imported from China as well as the increase in imported laundry detergents to the Philippines placed pressure on chemical companies to increase the price of their detergent products.[12][13][14] Although Supetran managed to buy stocks of STP prior to the imposition of the added safeguard duty, the company would have been forced to import STP once its supply is depleted.[15] By May 2007, the safeguard duty was lifted by the Department of Trade and Industry for going against public interest.[16]

In October 2008, the company hired actor Richard Gutierrez as an official endorser of the toothpaste brand Unique.[17] During the global recession of the late-2000s, the Pride detergent brand of ACS increased in demand, with the Philippine Daily Inquirer noting its rank as the second most competitive detergent brand behind the local product Champion due to the raised prices of foreign-made detergents.[18][19] An attempt by ACS to file the trademark "Smooth" in January 2011 was challenged by a lawsuit from Procter & Gamble Philippines, and the trademark was thus denied in July 2013 by the Intellectual Property Office for violating the Intellectual Property Code.[20]

By the mid-2010s, ACS was among the top-spending companies on advertising in the Philippines.[21][22] During the 2016 Philippine presidential election, observers noted that the Pride commercial of ACS that aired during the presidential debates on CNN Philippines appeared to be biased against Mar Roxas' opponents,[23] which Supetran's son Alfonso Jr. argued was not the case.[24]

In July 2021, Supetran passed away at the age of 75.[25] His wife Lourdes has since been cited as the current president of ACS.[26]

References

  1. ^ "Our Partners". EXAN Builders Corporation. Retrieved March 9, 2025.
  2. ^ a b c d e RadyoMaN Manila (November 11, 2021). "DZXL 558 Radyo Trabaho team at ACS Manufacturing Corporation, handa nang maghatid ng papremyo at saya". RMN Networks - Philippines (in Filipino). Radio Mindanao Network, Inc. Retrieved March 10, 2025.
  3. ^ 1992-93 Philippine Trade and Industry Directory. Makati City: Philippine Chamber of Commerce and Industry. 1992. pp. 171–172. Retrieved March 9, 2025.
  4. ^ "30 years of service to the Filipino consumers". Philippine Daily Inquirer. The Philippine Daily Inquirer, Inc. March 14, 2003. p. A28. Retrieved March 9, 2025.
  5. ^ Roberto, Dr. Ned; Roberto, Ardy (December 5, 2003). "'How can we pinpoint our target market?'". Philippine Daily Inquirer. The Philippine Daily Inquirer, Inc. p. B13. Retrieved March 9, 2025.
  6. ^ Tan, Emily (August 8, 2013). "McCann Philippines wins back Pride detergent". Campaign Asia. Haymarket Media Ltd. Retrieved March 9, 2025.
  7. ^ Carrasco, Ronnie (October 12, 2008). "Rosanna may kapalit na sa trono". Pilipino Star Ngayon (in Filipino). Philstar Global Corp. Retrieved March 17, 2025.
  8. ^ "Environment group scores detergent makers". Philippine Daily Inquirer. Vol. 15, no. 260. The Philippine Daily Inquirer, Inc. August 26, 2000. p. B5. Retrieved June 27, 2025.
  9. ^ Japan International Cooperation Agency (September 2003). "The Study on Environmental Management with Public and Private Sector Ownership (EMPOWER) in the Republic of the Philippines: Final Report" (PDF). JICA Annual Report: 8-23. Retrieved March 9, 2025.
  10. ^ "Eco-labeling program awards green consumerists". Philippine Daily Inquirer. The Philippine Daily Inquirer, Inc. June 23, 2003. p. B13. Retrieved June 27, 2025.
  11. ^ "WITH growing customer awareness[...]". Philippine Daily Inquirer. The Philippine Daily Inquirer, Inc. August 20, 2004. p. G4. Retrieved March 9, 2025.
  12. ^ "RP detergent industry struggles to stay afloat". Philstar.com. Philstar Global Corp. November 8, 2006. Retrieved March 9, 2025.
  13. ^ Domingo, Ronnel W. (July 13, 2006). "DTI slaps duty on detergent ingredient: Gov't move seen protecting local chemical industry". Philippine Daily Inquirer. The Philippine Daily Inquirer, Inc. p. B6. Retrieved March 9, 2025.
  14. ^ Domingo, Ronnel W. (March 29, 2007). "Import lib takes its toll on Chemphil: Firm to shut down soap ingredients factory". Philippine Daily Inquirer. The Philippine Daily Inquirer, Inc. p. B-1. Retrieved March 9, 2025. 'We have been in shutdown mode since 2005 when imports of technical grade STPP [or sodium tripolyphosphates] increased significantly, cutting down prices below our costs,' [Alexandra Garcia-]Verzosa said.
  15. ^ "RP detergent industry struggles to stay afloat [conclusion]". Philstar.com. Philstar Global Corp. November 9, 2006. Retrieved March 9, 2025.
  16. ^ Valdez, Katrina Mennen A. (May 14, 2007). "Trade dept says STPP ruling far from final". The Manila Times. The Manila Times Publishing Company, Inc. p. B2. Retrieved March 9, 2025.
  17. ^ Bautista, Emy Abuan (October 12, 2008). "Batang aktor nagtangkang tumalon sa NLEX". Pilipino Star Ngayon (in Filipino). Philstar Global Corp. Retrieved March 9, 2025.
  18. ^ Roberto, Dr. Ned; Roberto, Ardy (November 1, 2012). "'How should we respond to the growth of private label brands?'". Inquirer Business. INQUIRER.net. Retrieved March 9, 2025.
  19. ^ Roberto, Dr. Ned; Roberto, Ardy (September 27, 2013). "How do competitive attitudes translate to competitive behavior?". Inquirer Business. INQUIRER.net. Retrieved March 9, 2025.
  20. ^ The Procter and Gamble Company versus ACS Manufacturing Corporation, Federis (July 11, 2013).
  21. ^ "Kantar PH: Total 1H Ad spend up 5%". Marketing-Interactive. Lighthouse Independent Media. August 13, 2014. Retrieved March 9, 2025. ACS Manufacturing topped the radio advertisers poll, spending P2.45 million this semester, or a 107% increase from last year's P1.1 million.
  22. ^ Agatep, Charlie C. (March 10, 2018). "What would life be without advertising?". Philippine Daily Inquirer. The Philippine Daily Inquirer, Inc. Retrieved March 9, 2025. Unilever retained its top spender position, followed by Procter and Gamble and Colgate Palmolive. The other multibillion-peso advertisers are[...] ACS Manufacturing[...]
  23. ^ Marañon II, Emil (April 5, 2016). "EXPLAINER: Can Comelec regulate 'Pride' ad that attacks Roxas rivals?". Rappler. Rappler Inc. Retrieved March 9, 2025. Anyone who has been closely watching the presidential race in the past 5 months would know to which candidates these criticisms pertain. And, of course, anyone would quickly notice which lucky guy obviously got excluded from ACS' negative 'reminder' to voters.
  24. ^ "Di lang si Binay, Duterte, Poe: Supetran son claims 'Pride' detergent attack ad also whacks Roxas". Politiko (in English and Filipino). MCD Multimedia Corporation. March 26, 2016. Retrieved March 9, 2025.
  25. ^ Mapúa Univ - Chemical, Biological, and Materials Engineering and Sciences (August 11, 2021). "In memoriam: ALFONSO C. SUPETRAN[,] Mapúa Exemplar". Facebook. Meta Platforms, Inc. Retrieved March 9, 2025.{{cite web}}: CS1 maint: multiple names: authors list (link)
  26. ^ "Fast moving consumer goods, cement firms vow to protect the environment". Manila Standard. October 7, 2023. Retrieved March 9, 2025.
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