The internal communications campaign engaged Ginebra San Miguel Inc. employees and partners to show ‘malasakit,’ and ensure timely and factual COVID-19 information is disseminated
When the pandemic hit the country hard in March 2020, for many companies, the traditional model for communication and marketing must change. More than just to sell products, campaigns should have substance and purpose that mirrors the needs of today’s time and people. It became clear that there needed to be a platform where important messages are communicated on how to prevent the spread of the disease.
One of the companies that is quick to adapt to the change is Ginebra San Miguel Inc. (GSMI). With its “Gin Responsibly” internal communications campaign, the beverage company ensured that in addition to company news and updates, timely and factual information on COVID-19 is shared with its employees and partners to prevent and mitigate its impacts on the organization and the business.
For this work, GSMI received the Excellence Award for its COVID-19 related communications campaign at the recent 18th Philippine Quill Awards of the International Association of Business Communicators (IABC)-Philippines. The campaign was recognized under the Communication Management for Marketing, Advertising, and Brand Communication category.
With the enhanced community quarantine (ECQ), the “Gin Responsibly” campaign shifted its focus to COVID-19 related communication and information drive via multiple platforms including social media and messaging apps. Information campaigns on critical messages on prevention behaviors such as handwashing, mask-wearing, and physical distancing, as well as facts about testing, travel, and even on mental wellness, were produced and disseminated. This was reinforced by advocacy videos of GSMI’s brand ambassadors Sanya Lopez, Sue Ramirez, Matteo Guidicelli, and Barangay Ginebra San Miguel PBA players who reminded employees of the need to comply with health and safety protocols.
“Communicating reliable information is vital to a successful COVID-19 response and this is what we provided our employees and partners at a time when they needed guidance,” says GSMI general manager Emmanuel Macalalag.
“We wanted to keep our employees safe and equipped with useful information to cope better with this pandemic.”
In addition, the “Ginebra Ako Tagay 2.0” marketing campaign received a Merit Award under the Marketing, Advertising, and Brand Communication category. The campaign that featured Olympic silver medalist Hidylin Diaz and Miss Universe 2015 Pia Wurtzbach, among others, paid tribute to the hero in every Filipino who is “ganado sa buhay” (or has the passion to serve) and who embody the never-say-die spirit. The award from Quill comes on the heels of the recognition by the Catholic Mass Media Awards (CMMA) for “Tapang Na Tunay,” Ginebra San Miguel’s tribute video to the heroes of the COVID-19 pandemic, as the Best Branded Digital Ad for 2020.
GSMI is the producer of Ginebra San Miguel, the world’s largest-selling gin according to leading global drinks journal Drinks International. It is also a 16-time Gold Quality Label awardee of the Monde Selection International Quality Institute.