WITH the anticipation of better times, Ginebra San Miguel Inc. launched “Iba ang Ngiti sa One Ginebra Nation” last Dec. 31, 2022 on TV, radio, and digital platforms, right before the New Year. The campaign highlights one’s trust tiwala (trust) and how it was strengthened during the challenges of the pandemic. This then helped build the trust one had in others and eventually in the nation leading to the hopeful situation we are currently in.

In this newest Ginebra campaign, depicted are the real-life stories of an airplane crew, a jeepney driver, farmers, and more who had faced the challenges of life during the pandemic. Their lives and livelihood may be affected, but with the trust, courage, and motivation to survive, they are now facing 2023 with much more optimism. Yes, difficult times are inevitable, but with tapang (courage) and tiwala, there will always be a better tomorrow — and sweet smiles ahead.

“As a people, Filipinos have always been strong and resilient,” says Ron Molina, Ginebra San Miguel’s marketing manager. “This was proven during the pandemic. Many Filipinos managed to survive because they could pivot and adapt to the challenging situation. Now, we can see optimism and renewed hope bringing smiles to many. But it is not just any smile because behind it is the confidence that any challenge can be overcome.”

The campaign, Molina added, acts as a reminder that positive things will come the way that will make us smile. “Even when things are not ideal or all hope seems to be gone, you must trust in yourself, in others — imbibe the Ginebra ‘never-say-die’ spirit because you believe that tomorrow will be better than today.”