Ginebra San Miguel: One Ginebra Nation

Ginebra San Miguel, the Philippines' leading gin brand, crafted a five-phase multi-platform campaign to boost engagement and strengthen consumer awareness despite the pandemic.

Campaign details

Brand: Ginebra San MiguelBrand owner: San Miguel CorporationAgency: Dentsu One ManilaMarket: PhilippinesSector: Spirits & liquorsMedia channels: Online video, Packaging & design, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Ginebra San Miguel (GSM), the Philippines' leading gin brand catering to the working-class Filipino, launched its One Ginebra Nation campaign in late 2019. The strategy hinged on the brand's central and unifying role in Filipinos' lives, no matter their differences and distances across islands and political points of view.

Unfortunately, soon after, the pandemic...

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