Draft:ACS Manufacturing Corporation

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  • Error creating thumbnail: 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

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ACS Chemical Industries was established by Alfonso C. Supetran 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 sell well upon launch 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 the opponents of candidate Mar Roxas,[23] which Supetran's son Alfonso Jr. argued was not the case, as the ad also had the line "hindi pa handa" (lit. 'not yet ready') that referred to Roxas himself.[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

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