Dubbed as "Gindependence Day!," the brand is branching out to become more hip, fun, and upscale. GSMI will have different activities to push this new agenda.
With the flagship brand Ginebra San Miguel, they have readjusted it to target the younger market, after having championed the hardworking Filipino working class.
Case in point: they put this ad out last year:
Whilst retaining its "Ganado" concept, the brand this year highlights the young Overseas Filipino Worker and his family, including an upcoming tv commercial.
|Are you part of the Gin Nation?|
To spread the word about the "Ganado" spirit, GSMI will have the Gin Nation Roving Caravan among the different university events and food festivals, aiming to change how people to drink Ginebra San Miguel one location at the time. (Details and schedules of the Roving Caravan can be seen on their Facebook page)
|The Gin Truck in the middle|
One can taste five different mixes (Manila Sunrise, Blue Fizz, Mojito Slush, Sweet Lemony Martini, All Nighter) at the truck.
GSMI will also continue with their nationwide Ginumanfest concert series, which is going on for the past four summers. Top bands and performers will share their passion and the "Ganado sa Buhay" spirit.
With their involvement in the PBA, it is not surprising that they will also incorporate basketball in the campaign.
In this case, they are slated to conduct a 3-on-3 basketball competition across the different barangays for those over the age of 18. Qualifiers will take place starting on March 12. Details on this tournament will be on Facebook page.