| Title | GINEBRA FRONTLINER LABELS |
| Brand | GINEBRA SAN MIGUEL, INC. |
| Product / Service | GINEBRA SAN MIGUEL |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | DENTSU ONE MANILA MANILA, THE PHILIPPINES |
| Idea Creation | DENTSU ONE MANILA MANILA, THE PHILIPPINES |
| Production | DENTSU ONE MANILA MANILA, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Jerry Hizon | Dentsu One Manila | Chief Creative Officer |
| Paolo De Leon | Dentsu One Manila | Creative Director |
| Aries Balderama | Dentsu One Manila | Art Director |
| Jeremy Lopez | Dentsu One Manila | Copywriter |
| Peter Peraren | Dentsu One Manila | Illustrator |
| Rommel Francia | Dentsu One Manila | Final Artists |
| Susan Dimacali | Dentsu One Manila | CEO |
| Abby Espiritu | Dentsu One Manila | Division Head |
| Genie San Juan | Dentsu One Manila | Account Director |
| Colin Badidles | Dentsu One Manila | Account Manager |
| JC Catibog | Dentsu One Manila | Country CEO |
| Ez Abrero | Dentsu One Manila | Chief Strategy Officer |
| Rey Leuterio | Dentsu One Manila | Head of Strategy |
| Fay Ballo | Dentsu One Manila | Planner |
| Jhanelle Vitug | Dentsu One Manila | Researcher |
| Quinlin Roxas | Dentsu One Manila | Community Manager |
| Jan Maming | Dentsu One Manila | Community Manager |
BACKGROUND: Ginebra San Miguel’s classic bottle label depicts St. Michael vanquishing the Devil and has become a symbol of the dutiful Filipino – heeding the call of duty against the odds and embodiment of the brand’s credo of Never Say Die. CHALLENGE The nationwide lockdown included a liquor ban which severely restricted Ginebra San Miguel’s ability to communicate with its target - the Filipino working class, most of them are serving in the frontlines of the pandemic.
Known as the brand that champions the working class, Ginebra San Miguel aims to uplift different Filipino frontliners who kept the country afloat during trying times. The labels were posted on Facebook where the majority of the Ginebra market frequent, at a time where everyone was asked to stay at home. The first post from the series (medical frontliners) was received warmly by everyone which then led to the brand to produce more just in time for Labor Day (May 1, 2020), where other frontliners were given the spotlight. Due to popular demand, Ginebra San Miguel then produced actual bottles bearing the limited edition frontliner labels.
The brand reimagined its iconic artwork to showcase different Filipino frontliners who embodied the Real Courage Within (Tapang Na Tunay) credo of Ginebra San Miguel during the pandemic. The posting of these commemorative labels kicked off on Facebook last April 15, 2020, at the height of the nationwide lockdown in the Philippines. Millions of Filipinos on social media immediately expressed their sentiment and appreciation towards the labels which led to a public clamor of having actual special edition bottles in production. Ginebra produced limited edition bottles bearing the frontliner labels to serve as a memento and a toast to the Never Say Die spirit that the brand has imparted to generations of Filipinos since.
Its success on social media translated to FREE LED billboard placements and actual limited edition bottles. Total Engagement: 169,000 (est.) Total Reach: 2,300,000 (est.) Total Engagement Rate: 17.36% Media Engagement: 12,000 (est.)
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