Ginebra re-introduces Hidilyn Diaz as brand ambassador courtesy of its timely new campaign

Jan 27, 2022

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Ginebra San Miguel honors Filipinos who choose to rise above the challenges of the pandemic, courtesy of its new campaign "Huling Patak ng Bagong Tapang."

The newly launched ad echoes the lives of real modern-day heroes through their stories of sacrifice and never-say-die spirit: A father whose barbershop business was affected by the pandemic, a student who puts himself through online school as a tricycle driver, a balut vendor who needs to work daily to make ends meet, and a medical frontliner who risks her life to save patients. Then, there's the story of weightlifter Hidilyn Diaz, who persevered and won the country its first Olympic gold medal.

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According to Ginebra San Miguel Group Brand manager Paolo Tupaz, "Huling Patak ng Bagong Tapang" showcases the indomitable spirit Filipinos are known for all over the world. "lf you think you've already given it everything you've got, think again. May huling patak ka pa na ibubuga," Tupaz explains. "We hope that these stories will inspire others to do the same, be motivated, and move forward to this new future.

"The advertisement is also accompanied by catchy music and inspiring lyrics that are likely to connect and resonate with listeners and viewers. In line with the launch of the new campaign, Ginebra San Miguel also introduces the Hari special edition commemorative bottle as a tribute to Hidilyn's inspiring success story."

"Napakahalaga na manalo kaming mga atleta ng medal sa Olympics dahil gusto namin na makapagbigay ng pag-asa at inspirasyon sa lahat ng Pilipino, lalong lalo na sa panahon na para bang wala ng katapusan ang pandemic at wala rin good news," says Diaz, a Ginebra brand ambassador since 2019. "Nanood tayo ng laban ng bawat Pilipinong atleta at doon nakita ng lahat 'yung bagong tapang nating mga Pilipino."

Tupaz adds: "Ginebra San Miguel is no longer just a drink. The brand that has been consumed and trusted by many Filipinos since 1834 has, likewise, evolved and become a symbol of courage, hope, resiliency, unity, and malasakit. We hope that through promoting our brand values in our campaigns, we help inspire our nation to rise above the challenges of the pandemic."

"In light of the persistent challenges posed by the pandemic, which has disrupted the lives of all and demanded from each the very last ounce of strength, will, and hope to overcome on a day to day, Ginebra San Miguel echoes the call to stay in the fight and never give up," says Ron Molina, Assistant Vice President and Marketing Manager of Ginebra San Miguel Inc. "Because collectively, that lifts the spirits of families, communities, and the entire nation. 'Ang malasakit na ibinigay kay sarap na parang tagay', as the jingle goes."

Ginebra San Miguel Inc. (GSMI) is the producer of Ginebra San Miguel, the world's largest-selling gin, according to the leading global drinks journal Drinks International. It is also a 15- time Gold Quality Label awardee of the Monde Selection International Quality Institute.



This article was created by Summit Storylabs in partnership with GINEBRA SAN MIGUEL.
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