New Ginebra ad campaign highlights Pinoys’ resilience

MANILA, Philippines —  Ginebra San Miguel has unveiled its “Lamang ang May Tapang” ad campaign through popular digital platforms Facebook and YouTube, focusing on Pinoys’ courage to rise above circumstances and strive for a better future.

“On paper, you may be the underdog, the odds may be against you, but it’s what’s inside that determines the true advantage, and that’s what Lamang ang May Tapang is all about,” said Ginebra San Miguel Inc. marketing manager Ron Molina.

In its latest campaign, Ginebra San Miguel inspires Filipinos to capitalize on individual talents and determination, propelling themselves to heights beyond the constraints of the past.

The newly launched advertisement features inspiring stories of Filipinos who dare to emerge from adversities and create a better future for themselves and their families.

One story features the narrative of a fisherman who taught himself how to fish to provide for his family after his father got sick while another story highlights a loving mother who took on multiple jobs as a delivery service provider, regardless of the risks and dangers, to fund her son’s education.

Another inspiring story includes Barangay Ginebra Gin Kings player Scottie Thompson, whose basketball journey proves that hard work pays off. Filipino rapper Nik Makino is also featured in the campaign. He quit his day job as part of the crew of a popular store in the United States to pursue his aspiration of being a rapper in the Philippines in 2020.

Ginebra San Miguel continues to set the standard for resonant advertising campaigns, consistently drawing inspiration from the Filipinos’ sentiments. Recently, at the 45th Catholic Mass Media Awards, “Iba ang Ngiti Ngayon” won the Best Branded TV Ad. Other award-winning campaigns of GSMI include “Tapang na Tunay,” “Bagong Tapang,” and “Hanggang sa Huling Patak ng Bagong Tapang.”

GSMI is the producer of Ginebra San Miguel, the world’s largest-selling gin, according to the leading global drinks journal Drinks International. GSMI’s other quality distilled spirits include GSM Blue Light Gin, GSM Blue Mojito, GSM Blue Margarita, GSM Blue Gin Pomelo, Ginebra San Miguel Premium Gin, 1834 Premium Distilled Gin, Antonov Vodka, Añejo Gold Rum, G & T Ultralight Spirit Drink (Gin & Tea), Primera Light Brandy, and the Philippines’ No. 1 Chinese wine Vino Kulafu.