Courage doesn’t always roar. Sometimes, it leaves a scar.
This is the powerful idea behind Ginebra San Miguel’s newest campaign, “Tatak ng Tapang, Tatak Ginebra,” launched digitally on December 31 to welcome the New Year.
Known for celebrating Filipino grit and the never-say-die spirit, the brand now takes a bold turn—shining the spotlight not on fictional heroes, but on real people whose courage is etched on their skin.
Leading the charge are four remarkable Filipinos.
Mountaineer Miguel Mapalad, who conquered Mount Everest, carries scars from frost, fatigue, and relentless climbs. Every step toward the world’s highest peak was a test of will—and a stamp of courage.
Visual artist Auggie Fontanilla wears his tatak ng tapang on the streets of Manila. Leaving a stable publishing job, he chased his passion as a graffiti artist, painting walls by night and hustling by day. His murals now speak loudly of perseverance and purpose.
PBA rookie Sonny Estil’s scars come from years of hardship—playing basketball in borrowed, ill-fitting shoes while working as a farmer and carpenter. Today, as a first-round draft pick for Barangay Ginebra, every stride on the court tells a story of endurance.
And then there’s Chezka Centeno, the WPA Women’s World 10-Ball Champion. Once the lone female player in humble billiard halls in Zamboanga, she turned countless defeats into fuel for victory, lifting her family out of poverty one shot at a time.
“This is different,” says Sales and Marketing Manager Allan Mercado. “We are honoring ordinary individuals whose stories our consumers can truly relate to. These are people who inspire through authenticity—proof that courage lives in everyday life.”
From the pandemic-born concept of the kabayani—teachers, drivers, nurses, and workers—to today’s real-life warriors, the campaign elevates heroism to something deeply personal.
“These are everyday heroes with real battle scars,” adds Marketing Manager Ron Molina. “Their grit and discipline define what true tapang looks like.”
Through real faces, real scars, and real stories, Ginebra San Miguel proves once more that courage isn’t imagined—it’s lived.
“Lahat tayo may tatak ng tapang,” the campaign reminds us. Whether visible or not, everyone carries marks of battles fought and dreams pursued.
