Tatak ng Tapang, Tatak Ginebra’ campaign honors the battle scars of real-life courage
Ginebra San Miguel, the world’s largest-selling gin, once again raises the bar in brand storytelling with its newest campaign, “Tatak ng Tapang, Tatak Ginebra,” a powerful evolution of its long-standing celebration of Filipino courage. This time, the spotlight is onreal people—four personalities whose strength is etched not in fiction, but in the very scars they carry on their bodies. According to Sales and Marketing Manager Allan Mercado, the campaign, which was launched digitally on December 31 to usher in the new year, marks a meaningful shift. “This is different from the past. We are honoring actual people—ordinary individuals whose stories our consumers can truly relate to. Our hope is that they inspire others through their authenticity and relatability to pursue their dreams, no matter how big or ambiguous. From Conceptual Bayani to Real-Life Heroes For years, Ginebra San Miguel has been synonymous with courage, resilience, and the “never-say-die” spirit. In 2025, our campai...
