As if to pay tribute to one of the oldest and most hardworking members of the family, White Westinghouse launched The Great White-Westinghouse Quest: The Hunt for the Oldest White-Westinghouse Refrigerator in November last year. The White-Westinghouse’s team campaigned far and wide, from Batanes to Jolo, to invite people to join this hot quest for the oldest (but certainly still working) White-Westinghouse refrigerator in the Philippines. During the next six months, over 1,500 entries came in, 73 percent of them from as far as Kalinga Apayao in Luzon and Cotabato in Mindanao. Sifting through the entries and taking a look-see at them, the quest team narrowed down their choices to 12 finalists.
A few months ago, we were asked to sit on the board of judges. We must confess that we’d never been a judge in a ref "beauty contest" – or any beauty contest for that matter – until White-Westinghouse invited us. But Roe Quiambao, advertising and PR manager of Electrolux Philippines, assured us it would be as easy as pie. At least, we knew for sure there would be no question-and-answer portion here. We accepted the challenge and were given the score sheets with the accompanying photos of the 12 finalists. We were to judge both the exterior (the logo, the door handle, the body, etc.) and the interior (the freezer door, wire racks, vegetable crisper, trays, etc.) of the refrigerator. Well, you can call them the long gown (exterior) and the swimsuit (interior) competitions.
The scores were tallied and garnering the highest points was Eusebio de Ramos of Lucena City with his RVL-90 1975 White-Westinghouse refrigerator. "I bought it 28 years ago, when I was still single, for only P3,500," says De Ramos, beaming proudly beside his winning ref at the awards rites. "And it’s as good as new – we’ve never had it repaired and its freon has never been replaced. It’s in good running condition. We just keep it clean."
"The winning refrigerator is 28 years old and the unit is still in good working condition," attests Vichai Lorattawoult, president of Electrolux Philippines, Inc.
This 28-year-old, 9 cu. ft. beauty, along with the second and third prize winners, will be housed in the White-Westinghouse Museum.
The De Ramos couple didn’t really mind losing their old ref, which was a part of their lives these past 28 years, because it’s been replaced by White-Westinghouse with a new, much bigger ref (13.5 cu. ft.) that they’re almost sure would last them another 28 years (or more).
Second placer was the ref of Melvin Ilagan of Caloocan City, an RVL-70 1975 model. "It was my parents’ first appliance when they got married," says Melvin, who was only two years old when this ref joined the Ilagan household in 1975. "When he learned about the contest, my father told me to join, saying, ‘Siguradong panalo ’yan.’ He was so sure our ref would win. My father died of stroke last July; it’s too bad he didn’t see his dream fulfilled."
Modesto Ilagan bought a new ref, also a White-Westing-house, and gave his son Melvin the old ref, which the latter now uses in his sari-sari store in Novaliches. As part of his prize, Melvin now has a new, much bigger ref that will certainly come in handy when he decides to expand his business.
All together, the top three winners went home with showcases worth a cool P350,000.
And the nine consolation prize winners were: Benigno Garcia, Novaliches (RVL-70, 1975); Modesto Tomeldan, Binalonan, Pangasinan (WERV-195, 1976); Jaime del Pilar, Malolos, Bulacan (RVL-70, 1975; Arlene Pula, San Isidro, Antipolo (RVL-90, 1978); Elisabeth Hauser, Talamban, Cebu (WERV-255, 1978); Conrado Trinidad, Minglanilla, Cebu (RVL-90, 1978); Alma Henson, Pangasinan (RVL-46, 1977); Dolores Casi, Novaliches, Caloocan City (WERV-170, 1978); Dely Flores, San Jose del Monte, Bulacan (WERV-195, 1976).
"Through this nationwide search, we have again confirmed not only the lasting durability of White-Westinghouse products but also the unwavering support of Filipinos to the brand," notes Fredrik Ramen, president of Electrolux East Asia, who flew in from Singapore to personally hand out the awards to the top three winners. "What we have witnessed is a testimony to the durability of White-Westinghouse, the premier product of the Electrolux Group. And this tradition of durability continues with the new phase that Electrolux is moving into. Today, a new chapter in the Electrolux history is unfolding here in the Philippines and we are proud to introduce our new branding concept. The Electrolux name will join the White-Westinghouse logo on selected major appliance categories."
Of course, who doesn’t (still) remember that clean-cut Electrolux guy who used to come knocking on people’s door singing, "I’m gonna knock on your door ..."
Well, a lot more doors have opened for Electrolux since then.
It’s a marriage made in heaven. Adds Ramen, "Electrolux is the world’s largest manufacturer of consumer durable appliances and professional products for kitchen, cleaning and outdoor use combined while White-Westinghouse is a household name in the Philippines and other countries, being one of the most recognized and respected brands on the market."
White-Westinghouse and Electrolux products are available at Abenson, SM Appliancees Center, Automatic Center and leading dealer stores nationwide.
There was something old as well as something new at this awarding. While the award-winning oldest refs took centerstage, there stood outside the ballroom of Makati Shangri-La, the new White-Westinghouse and Electrolux Jewelry Series. "The Jewelry Series features the same quality and functionality true to the White-Westinghouse/Electrolux tradition but the superior design has been notched up another standard with a Stainless Steel, Jasmine White and Metallic Gold finish that catches the eye as it makes an elegant statement in the modern kitchen," says Ramen with a hint of pride. "The Jewelry Series attests to our commitment to give you, our consumers, innovative products that are, as always, superior in durability, reliability, design and function. We are certain that they can also stand the test of time and will again end up as winners if we do another quest in 30 years."
Cool, isn’t it?