Spirit of Togetherness: Ginebra San Miguel’s World Gin Day Activation

Celebrated every second Saturday of June, World Gin Day is a special occasion for gin enthusiasts and casual drinkers alike.

Who better to spearhead such an event than the maker of the world’s largest-selling gin, Ginebra San Miguel Inc.?

The idea was simple: celebrate with one grand media launch that would cascade into several pocket launches across different regions, further expanding its reach through bar activations.

Simple as it may seem, the biggest challenge was ensuring the simultaneous success of all launches and activations nationwide — remotely.

The Pocket Launch consisted of a streamlined program featuring fun games, raffle stubs, and highlights of GSMI’s different products.

Even simpler were the Bar Activations, which included games, raffles, and product samplings in branded booths.

The team needed a plan that was both cost-effective and feasible, given the number of locations celebrating simultaneously.

First, the agency appointed representatives in each of the four key areas: North Luzon, South Luzon, Visayas, and Mindanao.

These representatives assumed leadership roles in their respective regions and were responsible for reporting real-time updates to the main team.

Working with trusted industry colleagues allowed for a seamless line of communication and efficient problem-solving.

Next, the agency developed a program and activities that were not only enjoyable for guests but also adaptable to multiple locations.

The solution? Digital games that required only a QR code and an internet-connected device

This allowed attendees to participate easily in games, win prizes, and engage more deeply with the event — all while keeping costs manageable.

Of course, no large-scale event comes without challenges.

Each key location presented its own set of pros and cons, which the team had to assess carefully.

The agency also needed to augment equipment at certain venues to ensure successful execution.

Delays in the shipment of materials arose, and the agency, regional representatives, and client had to collaborate quickly to resolve issues in real time to keep the launches on track.

Ultimately, both the Pocket Launch and the Bar Activations were a success, despite the logistical hurdles.

In hindsight, it is this spirit of constant collaboration and effective problem-solving that makes events like this truly special.

Regardless of the hiccups along the way, the team pulled through — celebrating not just World Gin Day, but also the core values of Ginebra San Miguel: the spirit of togetherness in every “tagay.”