The campaign centres around a 30-second TV spot that tells the story of Dr Virgilio Malang, an award-winning inventor of ‘vitamin beer’.
The spot shows Malang winning an award for his efforts and receiving a standing ovation from the audience. The ad also features the number of awards San Miguel beer has won and how the beer has inspired Malang to invent his ‘healthy beer’. The spot’s tagline Samahang walang katulad (partnership like no other) celebrates the partnership of the two beer icons.
“The objective of the campaign was to pay tribute to people like Billy Malang who embody progressive thinking that is innate in all Filipinos,” said Mitzie Lim Nacianceno, group account director at McCann Erickson, the agency which created the campaign.
According to Nacianceno, the target audience for the campaign was “the core beer drinkers of San Miguel Beer who value friendship, camaraderie and partnership”.
San Miguel Brewery is the leading beer producer in the Philippines with a market share of about 95 per cent and a product portfolio of eight beers, including the top four brands in the country. Pale Pilsen is the company’s oldest beer.
Last year, the company’s domestic beer sales grew eight per cent, driven by healthy consumer spending.
San Miguel innovatively punts "vitamin beer"
MANILA - San Miguel Brewery has launched a new campaign for its flagship Pale Pilsen brand that seeks to celebrate the Filipino passion for innovation.