Calendar girls in the Philippines are women featured in promotional calendars mainly produced by liquor brands like Ginebra and Tanduay. These calendars typically showcase prominent female celebrities including actresses, beauty queens, and models. They serve as effective marketing tools through the use of glamorous, bold and often sexy images of women to attract consumer attention while promoting their brands.[1]
History
editThe tradition of using calendars as marketing tools began in the late 1960s with local whiskey brand White Castle, owned by Destileria Limtuaco started to tap female ladies to pose in a red bikini while posting beside or riding a white horse.[2] This practice gained traction in the late 1980s when Ginebra San Miguel, Asia Brewery and Tanduay launched their own annual calendars which also feature women. Cigarette company Fortune Tobacco also followed suit and started producing calendars to enhance their marketing efforts, though this has stopped in the 2000s. The women featured are typically celebrated figures who pose in revealing outfits that highlight their physical beauty. The eye-catching imagery is designed to resonate with consumers, promoting the products while creating aspirational brand images.
These calendars are widely displayed in barbershops, sari-sari stores, and other venues frequented by liquor consumers, making them an integral part of local culture.[3]
Brands
editMainly from the liquor industry, these brands feature female celebrities in their annual calendars as promotional tool.
| Brand | Product | Company | Year Established | Inaugural calendar girl |
|---|---|---|---|---|
| Ginebra | Gin | Ginebra San Miguel, Inc. | 1988 | Monina Tan[4] |
| Tanduay | Rum | Tanduay Distillers, Inc. | 1989 | Alma Moreno[5] |
| White Castle | Whiskey | Destileria Limtuaco & Co., Inc. | 1969 | Sylvia Lichauco-de Leon[2] |
| Asia Brewery | Various | Asia Brewery, Inc. | 1984 | Jaclyn Jose[6] |
Calendar girls
editGinebra
editThe tradition started in 1988, which was inspired by the US TV series Charlie's Angels coined the Ginebra San Miguel Super Angels which later became the Ginebra San Miguel calendar girl.[7][8]
| Year | Personality | Profession | Source |
|---|---|---|---|
| 1988 | Monina Tan | Model | [4] |
| 1991 | Vanessa Escano | Actress | |
| 1992 | Monica Herrera | Actress | |
| 1993 | Mia Pratts | Actress | |
| 1994 | Anjanette Abayari | Actress, beauty queen | [8] |
| 1995 | Alma Concepcion | Actress | [8] |
| 1996 | Amanda Page | Actress | |
| 1997 | Rufa Mae Quinto | Actress, comedian | |
| 1998 | Michelle Aldana | Actress, beauty queen | [8] |
| 1999 | Janna Victoria | Actress | [8] |
| 2000 | Patricia Javier | Actress | [8] |
| 2001 | Geneva Cruz | Singer, actress | [8] |
| 2002 | Rica Peralejo | Actress | |
| 2003 | Aubrey Miles | Actress | [8] |
| 2004 | Belinda Bright | Actress | |
| Maricar de Mesa | |||
| 2005 | Maureen Larrazabal | Actress | [8] |
| 2006 | Bruna Abdalah Christofoli | Brazilian actress | |
| Dana Gajtandzievova | Brazilian model | ||
| 2007 | Angelica Panganiban | Actress | [9] |
| 2008 | Iwa Moto | Actress | |
| 2009 | Marian Rivera | Actress | [7] |
| 2010 | Krista Ranillo | Actress | |
| 2011 | Anne Curtis | Actress | [9] |
| 2012 | Solenn Heussaff | Model, actress, singer | [10] |
| 2013 | Georgina Wilson | Model, host, VJ | [9] |
| 2014 | Marian Rivera | Actress | [7] |
| 2015 | Ellen Adarna | Actress | [10] |
| 2016 | Arci Munoz | Actress | [7] |
| 2017 | Kim Domingo | Actress | [10] |
| 2018 | Myrtle Sarrosa | Cosplayer, actress, singer | [11] |
| 2019 | Pia Wurtzbach | Actress, beauty queen | [7] |
| 2020 | Sanya Lopez | Actress | [8] |
| 2021 | Christelle Abello | Beauty queen, model | [7] |
| 2022 | Chie Filomeno | Actress | [10] |
| 2023 | Yassi Pressman | Actress | [4] |
| 2024 | Heaven Peralejo | Actress | [12] |
| 2025 | Julie Anne San Jose | Actress, singer | [13] |
Tanduay
edit
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| Year | Personality | Profession | Source |
|---|---|---|---|
| 1989 | Alma Moreno | Actress | [5] |
| 1991 | Gretchen Barretto | Actress | |
| 1992 | Monica Herrera | Actress | |
| 1993 | Nanette Medved | Actress | |
| 1994 | Jenny Roa | Actress | |
| 1995 | Gretchen Barretto | Actress | |
| 1996 | Dindi Gallardo | Actress | |
| 1997 | Izza Ignacio | Actress | |
| 1998 | Anjanette Abayari | Actress, beauty queen | |
| 1999 | Sunshine Cruz | Actress | |
| 2000 | Ara Mina | Actress | |
| 2001 | Jessa Zaragoza | Singer, actress | |
| 2002 | Isabel Granada | Actress | |
| 2003 | Assunta de Rossi | Actress | |
| 2004 | Katya Santos | Actress | |
| 2005 | Jennifer Lee | Actress, beauty queen | |
| Katrina Gonzales | Actress | ||
| 2006 | Renee Summer | Actress | |
| 2007 | Katrina Halili | Actress | [10] |
| 2008 | Ehra Madrigal | Actress | [10] |
| 2009 | Bangs Garcia | Actress | [10] |
| 2010 | Nina Jose | Actress | [14] |
| 2011 | Iya Villania | TV presenter, actress, VJ | [10] |
| 2012 | Carla Abellana | Actress | [5] |
| 2013 | KC Concepcion | Actress, singer | [10] |
| 2014 | Heart Evangelista | Actress | [10] |
| 2015 | Jennylyn Mercado | Actress | [10] |
| 2016 | Jessy Mendiola | Actress | [10] |
| 2017 | Ellen Adarna | Actress, model | [15] |
| 2018 | Erich Gonzales | Actress | [10] |
| 2019 | Bela Padilla | Actress | [10] |
| 2020 | Barbie Imperial | Actress | [16] |
| 2021 | Ivana Alawi | Actress, model | [17] |
| 2022 | Bea Alonzo | Actress | [10] |
| 2023 | Kylie Verzosa | Actress, beauty queen | [10] |
| 2024 | Julia Barretto | Actress | [18] |
| 2025 | Kim Chiu | Actress |
Asia Brewery
edit
| Year | Personality | Profession | Source |
|---|---|---|---|
| 1985 | Jaclyn Jose | Actress | |
| 1993 | Ruffa Gutierrez | Actress, host, beauty queen | |
| 1996 | Rosanna Roces | Actress | |
| 1997 | Priscilla Almeda | Actress | |
| 1999 | Joanne Quintas | Actress, beauty queen | |
| 2000 | Joyce Jimenez | Actress | |
| 2001 | Janna Victoria | Actress | |
| 2009 | Precious Adona | Actress | |
| Riza Santos | Beauty queen, model | ||
| 2010 | Paloma Esmeria | Actress, model | |
| 2011 | Cristine Reyes | Actress | |
| 2012 | Ellen Adarna | Actress, model | |
| 2013 | Bela Padilla | Actress | |
| 2014 | Yam Concepcion | Actress | [19] |
| 2015 | Roxanne Barcelo | Actress | [20] |
| Chloe Dauden | Beauty queen, actress | ||
| 2016 | Chloe Dauden | Beauty queen, actress | |
| 2017 | Andrea Torres | Actress | [10] |
| Max Collins | Actress | [a][10] | |
| 2018 | Andrea Torres | Actress | [21] |
| 2024 | Nadine Lustre | Actress | [b][22] |
White Castle Whiskey
edit
| Year | Personality | Profession | Source |
|---|---|---|---|
| 1969 | Sylvia Lichauco-de Leon | Ballet dancer | [2] |
| 1974 | Evangeline Pascual | Beauty queen, actress | [23] |
| 1975 | Agnes Rustria | Beauty queen | |
| 1976 | Carmen Ronda | Actress | |
| 1978 | Peachie Veneracion | Beauty queen | |
| 1979 | Jenny Alba | Model | |
| 1980 | Tetchie Agbayani | Actress | |
| 1982 | Lorna Tolentino | Actress | [24] |
| 1983 | Susan Bautista | Actress | |
| 1984 | Carmi Martin | Actress | [24] |
| 1985 | |||
| 1986 | Lyka Ugarte | Actress | |
| 1987 | |||
| 1990 | Ava Quibranza | Beauty queen | |
| 1992 | Ma. Cristina Gonzales | Actress | |
| 1993 | |||
| 1995 | Cathy Morin | Model | |
| 1996 | Glydel Mercado | Actress | |
| 1997 | |||
| 1998 | |||
| 1999 | Angela Velez | Actress | |
| 2000 | |||
| 2001 | Cathy Mora | Actress | |
| 2005 | Maricar Fernandez | Actress | |
| 2006 | |||
| 2007 | Roxanne Guinoo | Actress | [24] |
| 2008 | Gemma Gatdula | Beauty queen | |
| 2009 | RR Enriquez | Model, dancer | [24] |
| 2010 | |||
| 2011 | |||
| 2012 | Stef Prescott | Actress | |
| 2014 | Aubrey Miles | Actress | [24] |
| 2015 | Meg Imperial | Actress | [24] |
| 2016 | |||
| 2021 | Ninong Ry | Internet personality | [a][24] |
| 2022 | Sassa Gurl | Internet personality | [b][25] |
| 2023 | Ria Atayde | Actress | [25] |
| 2024 | Pench Andanar | Model | [26] |
Notable calendar girls for other brands
edit| Year | Personality | Profession | Brand | Source |
|---|---|---|---|---|
| 1996 | Alma Concepcion | Actress | Fortune Tobacco | |
| 1997 | Ana Capri | Actress | ||
| 1998 | Shirley Fuentes | Actress | ||
| 1999 | Via Veloso | Actress | ||
| 2000 | Glydel Mercado | Actress | ||
| 2003 | Diana Zubiri | Actress | ||
| 2016 | Coleen Garcia | Actress | Petron | [27] |
| 2017 | Janine Gutierrez | Actress | [28] |
Evolution
editIn recent years, the concept of calendar girls has evolved to reflect changing societal attitudes towards beauty and femininity, encouraging women to embrace their sexuality and self-expression. Notably, White Castle has begun featuring men, members of the LGBTQ+ community, and plus-sized women in their calendars which highlights a broader representation of beauty. Once starting the calendar girl tradition, it became a pioneer in breaking stereotypes and embracing inclusivity when it named content creators Ryan Morales Reyes and Felix Petate, known as Ninong Ry and Sassa Gurl as their calendar models in 2021 and 2022, respectively. For their 2023 calendar, actress Ria Atayde was introduced as a White Castle girl who has a plus-sized physique. This choice breaks the mold of the traditional calendar girl, which often adheres to narrow standards of beauty. It challenges societal perceptions of what is considered "pretty," "hot," or "sexy" by promoting a more inclusive representation.[25]
References
edit- ^ "Calendar girl times 5". Business World. Retrieved December 6, 2021.
- ^ a b c "Spirits and red bikinis: Inside Destileria Limtuaco's museum". ABS-CBN News. Retrieved February 2, 2018.
- ^ "This Generation's Calendar Girls Are Shaking Up Society's Standards on Beauty, and Rightfully So". Preview. Retrieved 1 November 2024.
- ^ a b c "Yassi Pressman is Ginebra's new calendar girl". Spin.ph. Retrieved November 8, 2022.
- ^ a b c "Carla Abellana does sexy but glamorous pictorial for calendar of liquor brand". GMA News. December 2, 2011.
- ^ "Jaclyn Jose for Beer Hausen". Facebook. Retrieved 1 November 2024.
- ^ a b c d e f "Calendar girl". Business World. Retrieved 1 November 2024.
- ^ a b c d e f g h i j "'Tis the season for Ginebra San Miguel calendar". Sugarsmile.info. Retrieved 1 November 2024.
- ^ a b c "'Dios mio!': Julie Anne San Jose on Maria Clara's reaction to being a calendar girl". Philstar. Retrieved 1 November 2024.
- ^ a b c d e f g h i j k l m n o p q r "Heaven Peralejo joins the list of celebrity calendar girls for liquor brands". GMA News. Retrieved 1 November 2024.
- ^ "Myrtle Sarrosa is Ginebra San Miguel's Calendar Girl 2018". Manila Standard. Retrieved 1 November 2024.
- ^ "WATCH: Heaven Peralejo named Ginebra Calendar Girl 2024". Philstar. December 4, 2023.
- ^ "Julie Anne San Jose shares behind-the-scenes highlights of her calendar girl photoshoot". GMA News.
- ^ "Niña Jose is proud of her natural assets". Pep. Retrieved 1 November 2024.
- ^ "'Tanduay drinker' Ellen Adarna is rum maker's new calendar girl". ABS-CBN News. Retrieved 1 November 2024.
- ^ "LOOK: Barbie Imperial is Tanduay's 2020 calendar girl". ABS-CBN News. Retrieved 1 November 2024.
- ^ "WATCH: Ivana Alawi sizzles as Tanduay calendar girl". ABS-CBN News. Retrieved 1 November 2024.
- ^ "Julia Barretto is Tanduay's 2024 calendar girl". ABS-CBN News. Retrieved 1 November 2024.
- ^ "Yam Concepcion: 2014 Calendar Girl of Asia Brewery (Photos)". Philnews. Retrieved 1 November 2024.
- ^ "LOOK: Roxee B is Asia Brewery's calendar girl". GMA News. Retrieved 1 November 2024.
- ^ "LOOK: Andrea Torres strips down to bikini for calendar". ABS-CBN News. Retrieved 1 November 2024.
- ^ "Nadine Lustre Looks Every Bit Like a Goddess as the First-Ever Paraiso Beer Calendar Girl". Preview. Retrieved 1 November 2024.
- ^ "White Castle". Facebook. Retrieved 1 November 2024.
- ^ a b c d e f g "White Castle Whisky reveals their 2021 calendar... boy". Philstar Life. Retrieved 1 November 2024.
- ^ a b c "A New Generation of Calendar Girls Has Arrived and We're Here for It". Spot.ph. Retrieved January 25, 2023.
- ^ "Breaking the mold: Pench Andanar is 2024's White Castle Whisky 69 Calendar Girl". Manila Bulletin. Retrieved 1 November 2024.
- ^ "Petron Corporation". Facebook. Retrieved 1 November 2024.
- ^ "WATCH: Janine Gutierrez's sexy calendar shoot for a gas company". GMA News. Retrieved 1 November 2024.