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Ginebra San Miguel Celebrates Frontliners with New Label

By JOHN LEGASPI

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Here’s a conversation starter for your next e-numan. Did you know that your go-to Ginebra gin bottle holds more than just alcohol? It’s full of history. For example, it was the canvas of an icon. In 1971, National Artist Fernando Amorsolo, one of the most important artists in Philippine art and culture, designed the label of the brand’s famous cuatro cantos, known as Marca Demonio.

His work depicted a scene from the Bible’s “Book of Revelations,” featuring Satan and St. Michael the Archangel in a battle where the latter won, his mighty sword raised in the air.

As the Philippines continues the fight against the coronavirus, the brand pays homage to our modern heroes by reimagining the label with brave frontliners.

In commemoration of Labor Day, the reworked labels feature frontliners such as medical workers, security guards, drugstore and grocery personnel, and delivery guys, all wearing protective gear.

Sa paggunita ng Labor Day, ating parangalan
ang lahat ng mga Pilipinong manggagawang
nagsasakripisyo sa krisis na ito…

Posted by Ginebra San Miguel on Saturday, May 2, 2020

Sa paggunita ng Labor Day, ating parangalan
ang lahat ng mga Pilipinong manggagawang
nagsasakripisyo sa krisis na ito…

Posted by Ginebra San Miguel on Friday, May 1, 2020

With a banner “Para sa Tapang na Tunay,” the works of art were created by Paolo de Leon, Aries Balderama, Jeremy Lopez, Jerry Hizon, and Peter Pararen, creatives of ad agency ASPAC.

Ginebra San Miguel believes in the importance of our modern heroes and that their efforts play a huge role in the fight against the coronavirus pandemic.

Sa paggunita ng Labor Day, ating parangalan
ang lahat ng mga Pilipinong manggagawang
nagsasakripisyo sa krisis na ito…

Posted by Ginebra San Miguel on Thursday, April 30, 2020

Sa paggunita ng Labor Day, ating parangalan
ang lahat ng mga Pilipinong manggagawang
nagsasakripisyo sa krisis na ito…

Posted by Ginebra San Miguel on Thursday, April 30, 2020

“Their selfless efforts coupled with their Tunay na Tapang serve as an inspiration to us here at Ginebra San Miguel and to Filipinos all over the world as we continue to serve our fellow countrymen with the brand as a platform,” said the brand’s marketing manager Ron Molina in an interview with Adobo Magazine. “By making them the symbol of resiliency, it’s our way of showing that we believe in these frontliners. We want them to come out triumphant over this widespread disease.”

Here’s to victory!


Source: Manila Bulletin (https://lifestyle.mb.com.ph/2020/05/13/ginebra-san-miguel-celebrates-frontliners-with-new-label/)

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