Ginebra San Miguel’s ‘Huling patak ng Bagong Tapang’ campaign honors Hidilyn Diaz & the Filipino workforce

The proletariat.  They are the ordinary Filipino working class who survives through daily profit as ambulant vendors, drivers, or skilled workers and who were greatly impacted by the pandemic. The same men and women who have, like us, faced the challenges this global health crisis has brought, but carried on for daily sustenance and survival. Despite being given the new clean slate that is unraveling before us, times remains uncertain; but somehow these people have developed this resolve and willingness to not only survive but thrive, for the next 365 days.

Ginebra San Miguel’s newest “Huling Patak ng Bagong Tapang” campaign honors these brave working heroes, side by side with the Olympic Gold medalist Hidilyn Diaz, as they are all courageous Filipinos who chose to rise above the challenges of the pandemic—knowing that they have one more step, one more mile, and one more energy to give to make their lives and the lives of those they love and serve, become better.

The recently launched advertisement depicts the lives of real-life, modern-day heroes through their stories of sacrifice and never-say-die spirit. There’s a father whose barbershop business had to shut down due to the pandemic, a student who puts himself through online school as a tricycle driver, a balut vendor who needs to work daily to make ends meet, and a medical frontliner who risks her life to save COVID-19 patients. Then, there’s Olympic Gold medalist and weightlifter Hidilyn Diaz, the living, breathing testimony of hope and ultimate victory.  Together, they represent the faces and stories behind every Filipino struggle, and ever desire to come out as champions in their own individual calling, by always giving the last drop of effort to overcome.

Ginebra San Miguel’s “Huling patak ng Bagong Tapang” showcases that indomitable spirit Filipinos are known for all over the world. “Olympic Gold medalist Hidilyn Diaz embodies that. If you think you have already given it everything you’ve got, think again. May huling patak ka pa na ibubuga. This is how she won the Olympic gold medal. We hope that these ‘Huling patak’ stories will inspire others to do the same, to be motivated, and to move forward to this new future” Ginebra San Miguel Group Brand manager Paolo Tupaz said.

In line with the launch of the new campaign, Ginebra San Miguel also introduces the Hari special edition commemorative bottle as a tribute to the country’s first Olympic Gold medalist Hidilyn Diaz, a Ginebra San Miguel brand ambassador since 2019, being part of the award-winning campaign “Ginebra Ako” along with Barangay Ginebra basketball superstar Scottie Thompson and former Miss Universe Pia Wurtzbach.

“Napakahalaga na manalo kaming mga atleta ng medal sa Olympics dahil gusto namin na makapagbigay ng pag-asa at inspirasyon sa lahat ng Pilipino, lalong lalo na sa panahon na para bang wala ng katapusan ang pandemic at wala ring good news. Nanood tayo ng laban ng bawat Pilipinong atleta at doon nakita ng lahat ‘yung Bagong Tapang nating mga Pilipino,” says Diaz. (It is very important that we, athletes, could win medals at the Olympics because we want to give hope and inspiration to all Filipinos, especially during these times when there has seemingly no end to this pandemic, and we barely hear good news now.  But we have seen how all athletes fought and we have witnessed the new sense of strength of all Filipinos.)

“Ginebra San Miguel is no longer just a drink. The brand that has been consumed and trusted by many Filipinos since 1834 has, likewise, evolved and become a symbol of courage, hope, resiliency, unity, and malasakit. We hope that through promoting our brand values in our campaigns, we help inspire our nation to rise above the challenges of the pandemic,” Tupaz concluded.

https://www.facebook.com/BarangayGinebra/videos/926828687939017/?_rdc=1&_rdr

The catchy music and lyrics of Ginebra San Miguel’s “Huling Patak ng Bagong Tapang” illustrates how all of us have been crushed by this global health scare, but we can rise above the challenges.  And when we help each other out, our barber shops will open again, a student-tricycle driver can do well in online classes, the balut vendor can make ends meet, and every medical frontliner will always be happy to relay every clean bill of health to their patients.

Like Diaz, despite the pain, there’s always a promise of victory. If we collectively give that one last drop of hope and strength, our lives will be better again. This is what “huling patak” (the last drop) of “bagong tapang” (new sense of courage) is all about.

Ginebra San Miguel Inc. (GSMI) is the producer of Ginebra San Miguel, the world’s largest-selling gin, according to the leading global drinks journal Drinks International. It is also a 15-time Gold Quality Label awardee of the Monde Selection International Quality Institute.

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