Ginebra San Miguel reimagines label to honor frontliners

HSBC Philippines
Ginebra San Miguel label frontliners
Ginebra San Miguel reimagined its iconic label to celebrate and commemorate frontliners for Labor Day. Photo from Ginebra San Miguel Facebook.

Ginebra San Miguel (GSM) has reimagined its iconic label after more than 185 years, to honor and commemorate frontliners in the battle against the coronavirus disease pandemic.

Ginebra’s original artwork on the label features St. Michael defeating Satan in the celestial battle during the War in Heaven described in the Book of Revelations. The label is popularly known as Marca Demonio made by National Artist Fernando Amorsolo in 1917. The iconic label of the good angel triumphant over evil can be seen on the Cuatro Cantos, the four-cornered bottle of gin of Ginebra San Miguel.

The popular local gin drink’s label had a makeover for a social media campaign that replaced the original artwork with images of frontliners wearing face masks particularly doctors, nurses, security guards, grocery workers, couriers, factory workers, and drugstore workers.

The series of designs are titled “Labels for Frontliners” with a banner “Para sa Tapang na Tunay” and were created by Paolo De Leon, Aries Balderama, Jeremy Lopez, Jerry Hizon, and Peter Peraren.

Uploaded on April 15, 2020, Ginebra San Miguel released the first photo on social media with agency ASPAC. The health worker variant was first, followed by the security guard variant two weeks later for Labor Day on May 1.

“Ang tunay na matapang, inuuna ang bayan bago ang sarili.
Tuloy ang pagbibigay-pugay natin sa ating mga frontliners na nilalabanan ng walang takot ang pagsubok na hinaharap di lang ng ating bansa kundi ng buong mundo. #OneGinebraNation tayo sa labang ito. Maraming salamat, mga bayani,” Ginebra San Miguel captioned on their Facebook with the health worker variant.

The other photos were posted separately with the introduction:

“Sa paggunita ng Labor Day, ating parangalan
ang lahat ng mga Pilipinong manggagawang
nagsasakripisyo sa krisis na ito para sa bayan.” followed by different monologues of our frontliners, messages for each variant and the hashtag #OneGinebraNation and #GinebraTayo.

On Ginebra San Miguel’s Facebook page, the photos reached more than 153K reactions. The responses from netizens were very positive. Some suggested that Ginebra San Miguel should produce bottles with the new label as limited edition collectibles to commemorate this significant time in our lives. The designs were in fact released only for its social media campaign. It is still unknown whether these artworks will be labeled in real bottles anytime soon.

Ginebra San Miguel produced disinfectant alcohol for Philippine hospitals and communities during the enhanced community quarantine.

Ginebra’s mother company, San Miguel Corporation, had earlier enhanced its COVID-19 safety measures for all its employees.

SEND CHEERS in the comments below to Ginebra San Miguel for its tribute to frontliners as champions!

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