Hynos Toothpaste: A Legendary Brand of the Past

The Golden Era of Hynos Toothpaste

During the 1960s and 1970s, a toothpaste brand dominated the Southern Vietnamese market and even expanded its reputation across Hong Kong and Southeast Asia. That brand was Hynos, founded by businessman Huynh Dao Nghia. Its success was not only due to superior product quality but also an unparalleled marketing strategy that was ahead of its time.

The Birth of Hynos and Its Rise to Fame

Hynos was initially a small manufacturing business owned by a Jewish-American entrepreneur who had married a Vietnamese woman. However, after his wife passed away, he lost interest in running the business in Vietnam and decided to sell it. The company was handed over to his trusted employee, Huynh Dao Nghia, at a very affordable price.

Within just ten years, Nghia transformed Hynos into a market leader, surpassing well-established local brands like Perlon and Leyna and even competing successfully against international brands such as Colgate (USA) and C’est It (France). His business acumen and bold marketing tactics played a crucial role in this remarkable growth.

The Power of Advertising in Hynos’ Success

Huynh Dao Nghia understood the power of advertising better than anyone. Instead of following conventional marketing norms, he introduced a striking and unforgettable brand image. Rather than using a typical Vietnamese or Caucasian model, he chose an image of a Black man with a gleaming white smile.

At the time, dark-skinned individuals of Indian, Malay, or Indonesian descent in Saigon were colloquially referred to as "Anh Bay Cha." This nickname became synonymous with the brand’s mascot, earning Hynos the affectionate name "Anh Bay Cha Toothpaste." The stark contrast between dark skin and bright white teeth made the logo incredibly memorable.

Hynos Advertisements Everywhere

Hynos' advertisements were omnipresent. Billboards covered every available space in major cities, from the tops of buildings to bustling marketplaces and highways. The iconic image of Anh Bay Cha was impossible to miss.

In 1965-1966, when radio was the primary source of entertainment, Nghia struck a deal with Saigon Radio Station to air a catchy jingle:

"Do you love me, or do you love Hynos toothpaste? Do you love me, or do you love Anh Bay Cha with his white teeth?"

Another widely recognized jingle went:

"Cha cha cha, Hynos, cha cha cha.
Cha cha cha, my teeth are dazzling white.
Cha cha cha, cha cha cha.
And a thousand smiles, smiles as bright as flowers."

This song was heard everywhere, embedding the brand into the subconscious minds of consumers.

Pioneering Cinema Advertising

Nghia was also the first businessman in Vietnam to integrate advertising into movies. He hired famous Hong Kong martial arts actors Wang Yu and Lo Lieh to star in a Hynos commercial. The short film featured a dramatic fight scene where Wang Yu, playing a bandit leader, ultimately won the battle and opened a treasure chest—only to reveal a tube of Hynos toothpaste. This creative and action-packed approach made the brand even more unforgettable, as the advertisement was shown before every feature film in Saigon's cinemas.

Dominating the Market

Thanks to these groundbreaking marketing efforts, Hynos evolved from a small production facility into a major industrial enterprise within a decade. It outperformed both domestic and international competitors, achieving dominance in the Vietnamese toothpaste market.

Hynos' influence extended beyond Vietnam. The brand successfully entered the Southeast Asian market, gaining a foothold in Laos, Cambodia, Thailand, Singapore, and even Hong Kong. Consumer enthusiasm for Hynos was unparalleled.

To maintain this massive presence, Nghia reportedly allocated up to 50% of Hynos' profits for advertising—an unheard-of investment in Vietnam's commercial landscape at the time.

Struggles and Attempts at Revival

Following the reunification of Vietnam in 1975, Hynos was nationalized and merged with the Kolperlon Company to form the Phong Lan Toothpaste Enterprise. Later, it became a joint venture with international firms and rebranded as P/S Toothpaste.

From 1988 to 1993, P/S dominated 60% of the toothpaste market. In 1997, multinational giant Unilever partnered with P/S, establishing the Elida P/S company. At this point, P/S stopped producing its own toothpaste and instead outsourced the packaging for the joint venture. The brand was eventually sold for a total of $14 million.

The Attempted Comeback of Hynos

After P/S was privatized in 2007, efforts were made to revive Hynos. Initially, the company attempted to market Hynos in rural areas but faced low sales. They then repositioned it for urban supermarkets, but the product failed to regain significant market share.

By this time, global giants like Colgate and Unilever had secured over 90% of the toothpaste market, leaving little room for Hynos to reclaim its former glory. Although the brand still exists in small-scale production, it primarily supplies mini 5ml tubes to hotels rather than competing in the mainstream market.

Conclusion

Hynos toothpaste was more than just a product; it was a marketing revolution in Vietnam. With an unforgettable brand identity, innovative advertising, and a fearless approach to business, Huynh Dao Nghia built an empire that dominated the Vietnamese and Southeast Asian markets. Unfortunately, despite attempts at revival, Hynos has been unable to reclaim its legendary status. Today, it remains a nostalgic memory for those who once knew its catchy jingles and bold advertisements.

FAQs

1. Why was Hynos so successful in the 1960s and 1970s?
Hynos' success was largely due to its innovative and aggressive marketing strategies, including radio jingles, massive billboard campaigns, and pioneering cinema advertising.

2. What made Hynos' branding unique?
The brand used a Black man's face with dazzling white teeth as its logo, creating a high-contrast visual that was easy to remember and stood out from competitors.

3. Why did Hynos disappear from the market?
After 1975, Hynos was nationalized and merged with other companies. Over time, it lost its market share to global brands like Colgate and Unilever’s P/S.

4. Is Hynos toothpaste still available today?
Yes, but only in limited production, mainly as small-sized toothpaste tubes for hotels.

5. What role did advertising play in Hynos' rise to fame?
Advertising was the key to Hynos' success. The company invested heavily in billboards, radio jingles, and even action-packed movie commercials to ensure strong brand recognition.