‘Gindependence Day’ invites all to join the revolution
to a new Philippine gin culture
Ms. Millet Liberato of DDB, once again, invited me to the launch of Ginebra San Miguel's GINdependence day at URBN Bar Quezon City. GSM has always been known as a leader in the gin industry. For more than 100 years, GSM has provided some of the best tasting gin mixes to the mass market. This success has prompted GSM to continue striving for innovation and cater to more premium markets. In essence, GSM aims to connect with a wider audience and improve the gin experience as a whole. It also calls for a new revolution in the gin market. As they say, the time for gin is now!
This grand celebration of sorts showcased the variety of events hosted by GSM all throughout the summer to signify its break with tradition and thus welcome something new. This time around, GSM has 5 events especially made for its consumers and fans.
1. GANADO SA BUHAY THEMATIC
CAMPAIGN
While Ginebra Gin has always been loved and cherished by older working-class Filipinos, GSM rises up to the challenge in taking on a younger market with its "Ganado" campaign. This will be done through a well-made TVC that shows a young Filipino OFW who has to leave his family in order to provide for them while abroad. The drama that unfolds shows how GSM soothes even the most painful situations in a persons life, especially when it involves "Sepanx" or separation anxiety. This story shows how GSM plays an important role when it comes to handling realities in life.
While Ginebra Gin has always been loved and cherished by older working-class Filipinos, GSM rises up to the challenge in taking on a younger market with its "Ganado" campaign. This will be done through a well-made TVC that shows a young Filipino OFW who has to leave his family in order to provide for them while abroad. The drama that unfolds shows how GSM soothes even the most painful situations in a persons life, especially when it involves "Sepanx" or separation anxiety. This story shows how GSM plays an important role when it comes to handling realities in life.
2. GIN NATION CARAVAN
Apart from the TVC, GSM aims to express the Ganado spirit through the Gin Nation Roving Caravan. This campaign will introduce GSM to more and more Filipinos regardless of age and demographic. A truck will be roving around the metro’s hottest events and destinations like Mercato Centrale,
Maginhawa Food Street, school events and concerts. Together with the truck, Ginebra San Miguel
also formulated five mixes that everyone can enjoy: Manila Sunrise, Blue Fizz,
Mojito Slush, Sweet Lemony Martini and All Nighter. Each mix is tailor-fit for
everyone’s taste.
Apart from the truck and unique mixes, GSM will complete the drinking experience by adding acoustic performers that will give entertainment to the “Ganado” market. Like the “Ginebra San Miguel” Facebook page (www.facebook.com/barangayginebra) for details and schedules.
Apart from the truck and unique mixes, GSM will complete the drinking experience by adding acoustic performers that will give entertainment to the “Ganado” market. Like the “Ginebra San Miguel” Facebook page (www.facebook.com/barangayginebra) for details and schedules.
Through the Ginumanfest Concert Series, GSM aims to bring top bands and performers this summer season to various events and places from Luzon to Mindanao. GSM also plans to show people the new varieties of its drinks to people attending these events. This campaign will be the biggest festival road show in the category covering destinations from
Luzon to Mindanao. This is another festive year for the country and GSM is excited to share the fun with Filipinos everywhere.
4. GINEBRA SAN MIGUEL 3 ON 3
TOURNAMENT
Basketball has been an integral part of the Ginebra brand. Hence, GSM will be going around different barangays to host a three-on-three competition where anyone above the age of 18 can participate. All they need to do is collect GSM Blue caps or Ginebra San Miguel seals to join with three of their friends.
Basketball has been an integral part of the Ginebra brand. Hence, GSM will be going around different barangays to host a three-on-three competition where anyone above the age of 18 can participate. All they need to do is collect GSM Blue caps or Ginebra San Miguel seals to join with three of their friends.
These
Barangay teams will battle it off to be their area’s representative for the
national championships. The top 16 teams from the identified areas will
face-off against one another in a championship tournament that will determine
this year’s three-on-three national champion.
The
inaugural qualifier will happen on March 12 at Santolan, Pasig City. Teams from
Pampanga, Tarlac, Pangasinan Laguna, Quezon Province, Cavite, Bulacan, Quezon
City, Mandaluyong, Paranaque, Rizal, Pasay City, Cebu, Davao and Bacolod will
have their respective qualifiers until May 7. The winning team from each area will
get P3,000 plus GSMI products and a once in a lifetime chance to play for the national
championships. Like the “Ginebra San Miguel” Facebook page, for more exciting
news on this event.
GSM BLUE: Embrace the new
GSM recognizes the need to adapt to the changing times by embracing the tastes of the youth. These days, the latter wants more and more adventure and YOLO. Ginebra San Miguel aims to be part of this market, hence, it changed the look and formula of GSM Blue. The contemporary look has been updated to capture the curiosity of the young. Its fresh citrus aroma invigorates the sense of smell and a sip of the enhanced GSM Blue will leave you speechless because of its distinct smoothness and light taste. Straight up or mixed, the new GSM Blue is the ideal drink to bring life to all your explorations wherever you are and whoever you are with.
GSM
Blue will be invading the
favorite destinations of our millennial target market. From La Union, Baler,
Zambales, Laguna and all the way to Boracay, expect to find GSM Blue’s unique concoctions.
From sampling booths, special lounges where you can hang with your friends
under the sun, to being creative
with our Ink for Drinks activity where you get free drinks for every henna
tattoo, GSM Blue will give you an experience worth sharing on your
social media feed. #YOLO #GSMBlue and #Adventure are the few themes you will
see this summer from our brand. It's time to go on an adventure with GSM Blue,
the spirit that is easy to drink and easy to mix.
To further hype up #YOLO and #Adventure, GSM
Blue will fly 5 friends for free to the hottest summer destination, Boracay.
Participants should post a photo of your tropa adventures with the new GSM Blue
on Facebook and Instagram. Use the hashtag #GSMBlueSummerAdventure. The post
with the most number of likes wins a 3D&2N Boracay Trip for 5. Winners will
get to experience exhilarating activities such as zorb, ATV, cliff diving,
parasailing, helmet diving and party all night on the labor day weekend.
GSMI will also be holding its annual Blueniversity Bar Mixing event where Hotel and Restaurant Management
students from different universities can participate to show off their mixing
and bartending skills. Students from different schools will face off on March 7,
2016 and the winner will be given a chance to represent the country in an international competition.
This is another activity that proves the brand’s close ties with the younger
market. GSM Blue can truly take you places.
GINEBRA
SAN MIGUEL PREMIUM GIN: Elevate your taste
Our
strategy for Ginebra San Miguel Premium Gin is to position it in a space that
is inherently premium and upscale in itself—the Arts and Culture space. By taking from the rich history and culture of
the Ginebra San Miguel brand and mixing it with modern, contemporary design, we
are able to bring relevance and uniqueness to Ginebra San Miguel Premium Gin,
which we strongly believe would have a natural appeal to our new target market.
We
envisioned the Black Fleet as being
the exclusive vehicle of Ginebra San Miguel Premium Gin drinkers. Going from
one partner bar establishment to another, our Black Fleet passengers will be
given the opportunity to sample different ways to enjoy Premium Gin in
different settings. In designing the Black Fleet, we made sure that all aspects
of it would mirror what we see Ginebra San Miguel Premium Gin to be—a sleek,
premium experience. Headed straight for all the best bars in the metro, we
guarantee that a ride in the Black Fleet is a ride to a great night.
The
Gin Cart is Ginebra San Miguel Premium
Gin’s take on Ginebra San Miguel’s Gin Nation Roving Caravan. We believe that
the premium drinks vehicle showcases our brand’s elevated design aesthetic and
readiness for a new, upscale market.
Much
thought and consideration were put into designing the Premium Gin cart. For
materials, we chose wood and black metal in order to give the cart a rustic,
local feel. In terms of the actual wood design, it was crucial for us to
showcase the iconic Ginebra San Miguel logo, which is actually one of Fernando
Amorsolo’s earliest recognized works.
The Premium Gin cart offers a mix of both artisanal and experimental cocktails. To keep things fresh and innovative, unexpected ingredients will be part and parcel of the cocktail recipes, including items like bacon and tomato juice.
The
Premium Gin Cart will make its public debut in the 2016 edition of Art Fair Philippines
on February 19 and 20 at The Link, Makati City.
WORLD GIN DAY ACTIVITY: END OF
SUMMER
IN CONCLUSION: The new flavor of
GSMI
GSMI has started to open up new horizons with its newest variants and its freshest activities. In the near future, GSMI will surely become a well-loved drink along the youth and the upper classes of society.
The story in pictures:
Calalily performed that night!
Some of Ginebra's top executives.
The party getting started.
The bar mixing challenge
The Ginebra Premium display.
The stage!
A sip from a good concoction of GSM.
The party!
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