Ginebra San Miguel Inc. received the Quill Award for Excellence in Marketing, Advertising and Brand Communication for its “Ginebra Ako” thematic marketing campaign at the 17th International Association of Business Communicators Philippine Quill Awards, the country’s most prestigious awards program in the field of business communication, held recently at Marriot Grand Ballroom in Pasay City.
Ginebra San Miguel’s breakthrough campaign “Ginebra Ako” is a salute to the Filipinos’ everyday heroism, courage, and never say die spirit. The campaign featured the stories of soldiers, farmers, fishermen, workers as well as brand ambassadors Miss Universe 2015 Pia Wurtzbach, Olympic silver medalist Hidilyn Diaz, Barangay Ginebra San Miguel Gin King Scottie Thompson, and singers Quest and KZ Tandingan.
“Stories of courage, perseverance and overcoming the odds are universal, and Ginebra San Miguel hopes to inspire and encourage more Filipinos by the stories we tell—stories of Filipinos who is strong, who will do anything for family, for community, and for country,” says GSMI AVP and Marketing manager Ron Molina.
The “Ginebra Ako” video that was aired as a TV ad and carried the song titled “Tagay” by R&B artist Quest garnered over 2.7 million views online and hundreds of shares in just a few days. Sharing scenes depicting the daily challenges faced by workers, rescuers, and soldiers, viewers said the video sparked in them a sense of pride and patriotism.
Ginebra San Miguel Inc. is the producer of the world’s largest selling gin, Ginebra San Miguel. Ginebra San Miguel is one of the country’s longest-running consumer brands and is celebrating its 185th anniversary this year. GSMI is the hard liquor unit of San Miguel Food and Beverage Inc.