GANADO SA BUHAY THEMATIC CAMPAIGN #GINDEPENDENCEDAY #GINEBRASANMIGUEL #GANADOSABUHAY
Our flagship brand Ginebra San Miguel is going through some interesting changes. After years of championing the hardworking Filipino working class, our brand of gin, which stands for The Filipino Fighting Spirit or “Ganado” will be talking to a younger market with its activations. This is to solidify our positioning for our future “Ganado” Filipinos.
In the past year, we created ads that showed a father passing the baton to his son who was looking for a job and keeping his spirits high amidst the disappointing reality of rejection. This year, we take on another journey with our market as we highlight a special segment in society, the Young Filipino OFW and his family. Our next TVC will showcase a story of a son and his father as they go through the real life drama that families encounter when someone is leaving. No matter how good the opportunity is, family members will still be affected when someone leaves. This became our inspiration in kicking off our advertising campaign for 2016. Our TVC called “Sepanx” or Separation Anxiety will surely melt your hearts and spark the flame of being “Ganado sa Buhay” anywhere you may be in the world. Ginebra San Miguel plays an integral role in the “Ganado” life of our core market.
Editor’s Note: this is a series blog post for Gindependence Day. Enjoy!