24. GINEBRA SAN MIGUEL. "Ang Inumin ng Tunay na Lalaki!"

1972 GINEBRA SAN MIGUEL "Inumin ng Tunay na Lalake" Ad

Perhaps, the most successful ad campaign ever launched to promote the highly popular  Ginebra San Miguel gin, was the “Inumin ng Tunay Na Lalaki” (Drink of the Real Man) that ran from the end of the 60s decade and which continued till the early 70s. 

Ginebra San Miguel was a drink full of history, first produced by the Ayala Distillery (Destileria y Licoreria de Ayala y Compañia), which was brought by La Tondeña in 1924. The distillery’s prized product was Ginebra San Miguel.

Its early advertising on print in the 1920s featured basic product information, harping on its customary use during important occasions. In the 50s, it capitalized on its “marka demonyo” monicker (its paper label illustrated by Fernando Amorsolo showed St. Michael with the Devil underfoot) and employed a devilish character to peddle the fun and pleasure the drink promised.

FROM TUNAY NA MAY LIGAYA TO TUNAY NA LALAKE

1968 "TUNAY NA LIGAYA" HEADLINE AD

It was in the 60s that Ginebra San Miguel started harping on values associated with product –the joy of drinking, good camaraderie and macho bonding. An ad series came out in 1968 with the headline “Tunay na May Ligaya”.

"INUMIN NG TUNAY NA LALAKE" Launch Ad, 1969

The next year, the line evolved into a campaign theme for the 1969 campaign—and this “Ang Inumin ng Tunay Na Lalaki” was born.The launch ad was a bit static—just a “cuatro cantos” trademark bottle pouring gin into a glass, with two men drinking in the background.

'TUNAY NA LALAKE", Camping Scene. 1969, B&W version

Subsequent executions were more dynamic—and several versions were made showing manly situations—from camping out to horseback riding,  and carabao racing--all done by an assortment of men--from sea captains to muscular Pagsanjan boat paddlers.

'INUMIN NG TUNAY NA LALAKE", Beach Barbecue, 1970

The television commercial showed vignettes of similar macho activities, overlayed with a catchy, repetitive jingle that became famous nationwide thru radio—“Ang inumin ng tunay na lalaki, ay Ginebra San Miguel, ay Ginebra San Miguel, ay Ginebra San Miguel ang inumin”.

'INUMIN NG TUNAY NA LALAKE", Horseback Riding, 1971

Ginebra San Miguel would have many more great campaigns and promotional gimmicks after that—from the Super Angels to the Barangay Ginebra campaign that also  generated a successful commercial jingle by Gary Granada (Pag Natatalo ang Ginebra), none as enduring and as widely appealing as its 1960s-70s  “Inumin Ng Tunay Na Lalaki”  campaign.

"INUMIN NG TUNAY NA LALAKE", Yacht, 1971

CREDITS:
AGENCY:  Philprom / CLIENT: La Tondena, Inc.