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Ginebra San Miguel Reimagines Its Label with Frontliners On It

Ginebra San Miguel has kept its century-old iconic label unchanged-until now.
IMAGE ASPAC, Ginebra San Miguel
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The iconic label on the Cuatro Cantos—the nickname Filipinos gave the four-cornered bottle of their favorite brand of gin Ginebra San Miguel—was made by National Artist Fernando Amorsolo in 1917 when he was starting out.

The artwork on the label, popularly known as Marca Demonio, features St. Michael, the Archangel, defeating Satan in the celestial battle during the War in Heaven described in the Book of Revelations. For more than 100 years, Ginebra San Miguel has kept this iconic label unchanged—until now.

In honor of the frontliners leading the war against COVID-19, Ginebra San Miguel reimagined the Marca Demonio and replaced St. Michael with frontliners wearing face masks.

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The reimagined labels feature doctors, nurses, security guards, grocery workers, couriers, factory workers, and drugstore workers.

Ginebra San Miguel wanted to convey optimism that we will eventually triumph against the disease.

“Now that the world is at a standstill, our frontliners are the ones who keep things moving,” said Ron Molina, Ginebra San Miguel’s marketing manager in an interview with Adobo Magazine

“Their selfless efforts coupled with their Tunay na Tapang serve as inspiration to us here at Ginebra San Miguel and to Filipinos all over the world as we continue to serve our fellow countrymen with the brand as a platform.

“By making them the symbol of resiliency, it’s our way of showing that we believe in these frontliners; we want them to come out triumphant over this widespread disease.” 

The series of designs are titled Labels for Frontliners and were made by ad agency ASPAC through their creatives Paolo De Leon, Aries Balderama, Jeremy Lopez, Jerry Hizon, and Peter Peraren. 

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Mario Alvaro Limos
Features Editor, Esquire Philippines
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