MANILA – Publicis Manila, Inc. (PMI) and Asia Brewery, Inc. (ABI) have joined forces to re-launch the new Colt 45 through its multimedia campaign dubbed ‘Sanib Pwersa’.
The relaunch features a reformulated product – a more flavorful beer thanks to more aromatic hops and reduced bitterness. “We’ve improved the overall beer experience by using more aromatic hops, reducing bitterness, and bringing out its roasted malt flavor using our signature triple-hopping process. The result is a more flavorful beer that has more character and is closer to the ideal,” Asia Brewery Inc. (ABI) Brewmaster Dr. Alberto Rivera is quoted on WhereIsEdUy.com.
Aiming to bring forth a new era in beer-drinking, the campaign includes the ‘Sanib Pwersa’ anthem composed by Colt 45 ambassadors, Filipino artists Abra and Raymund Marasigan.
COLT 45 “Sanib Pwersa” (Music Video BRANDED feat: ABRA RAIMUND MARASIGAN) from L. JOEL BOHOL JR. on Vimeo.
Departing from its old macho approach, the new Colt 45 centers on brotherhood and friendship, themes reflected in the anthem. The theme is also reflected in the new logo, which features a fistbump, replacing the horse and horseshoe.
Given the task to relaunch Colt 45 as “the beer that is brewed for authentic brotherhood”, Publicis came up with the idea for rock icon Raimund Marasigan to launch his new single “Sanib-Pwersa”. On the same day, rising rap artist Abra also launched his new single, also entitled “Sanib-Pwersa.”
‘Sanib Pwersa’ –Abra
‘Sanib Pwersa’ –Raimund Marasigan
“After causing conversations in the music scene, the two artists then release a mash-up of their individual songs. This includes an unbranded music video breaking through the airwaves,” the agency explained.
Colt 45 then brands all the songs, launching a TVC to tell the story of the two artists coming together. The final step comes as Colt 45 released a branded music video of the mash-up song showing a three-minute version of the TVC.
“Sanib Pwersa means more to Filipinos than just a simple hand gesture among friends. It represents sincerity and loyalty among the people who deserve to be called their ‘bros’ or ‘brads’, a privilege that is earned and proved over time, and not given automatically. It also represents the kind of relationship the brand wishes to foster with its drinkers,” the music video description reads.
In photo (L-R): Kerim Kiziler, PMI Account Manager; Verns Feleo, PMI Account Manager; Tristan Nacino, PMI Bus. Unit Director; Greg Anonas ABI Marketing Manager and Jenny Wieneke, PMI Division Head
Credits
Creative Director – Sonny Bautista
Associate Creative Director – Gail Riofrio
Senior Art Director – Ome Martizon
Art Director – JR Zarzoso
Division Head – Jenny Wieneke
Business Unit Director – Tristan Nacino
Account Managers – Kerim Kiziler and Veronica Feleo

