MANILA, PHILIPPINES – It started with Ginebra San Miguel’s Frontliner post on Facebook. From that moment on, fans, frontliners, casual drinkers, and even the average Filipino, urged and asked the brand to put the label art onto actual bottles to commemorate the fierce sacrifices of healthcare workers in their fight against COVID-19. Dentsu One Manila, Ginebra San Miguel’s Ad Agency, created the social media post that inspired what followed after.
Last June 12, in a move unexpected and unprecedented in the company and in the industry, Ginebra San Miguel announced the availability of the limited edition Frasco (popularly known as Cuatro Cantos) bottles bearing the frontliner label art at the back.
“Ever since, Ginebra has made it its goal to salute the Filipino Spirit – matapang, lumalaban, ganado. We believe there is a hero in every Filipino that’s why it has always been the focal point in our campaigns, from Ginebra Ako back in 2017 up to 2020’s One Ginebra Nation,” said Ron Molina, AVP and marketing manager of Ginebra San Miguel, Inc.
“One Ginebra Nation was primarily to celebrate the spirit that unites us all – and that was before COVID-19. Now that we are facing the new normal, that message has become more vital than ever — that in the face of disruption and physical separation, we remain united, our strongest bonds survive and together is the only way we’re really going to make through this difficult time.”
“We hope these limited-edition bottles serve as memorabilia in our fight against COVID-19, fronted by our very brave frontliners who live daily the value of malasakit,” he added.
Apart from this tribute to frontliners, the gin company also donated 1.2 million liters of alcohol to different institutions when it temporarily suspended its operations to meet the growing demand for disinfectant last March.
The Ginebra San Miguel limited edition Frasco/Cuatro Cantos bottles are available in many parts of the country and anyone of legal age can purchase the product. You can also purchase them through LazMart.
