SMB took icons to the streets. The company’s flagship brand San Miguel Pale Pilsen hit the road with its newest brand ambassador, actor, director, and film producer Coco Martin.

As part of San Miguel Pale Pilsen’s “Pilsen Idol Sari-Sari Store Tour," Coco went out to meet his fellow “Batang San Miguel” as he visited sari-sari stores in Barangay Vasra, Quezon City.

Coco handed out San Miguel Pale Pilsen giveaways and valuable merchandise to select sari-sari store owners. The campaign is the brand’s way to reward areas that have achieved high Pale Pilsen patronage nationwide.

More than the campaign, Coco was excited to connect with the fanbase that he has gained through his works on and off camera. “Napakasarap sa pakiramdam na mabigyan ng importansya at panahon. Yung personal kang pupuntahan para makamusta, mabisita at mapasalamatan. Ang pinaka importante dun ‘yung maramdaman nila na nandoon ka at kaisa ka nila,” Coco shares. “Ngayon na kababalik lang natin from pandemic, ipapadama natin ang pasasalamat dahil sa kabila ng nangyari andito parin ang San Miguel Pale Pilsen para makasama nila sa bawat parte ng kanilang buhay.”

Then and now, San Miguel Pale Pilsen has played a significant role in shaping Filipino culture by bringing trends and talents together. Expect the iconic beer to mount similar projects as a way of giving back to customers and sari-sari stores, which are among the brand’s strongest sales channels.