Mordern Filipino’s replace the traditional high-five with the fist bump when they greet their close friends. This is why Colt 45 has introduced this new trend and Filipinizes it by calling it “Sanib Pwersa” as it re-introduces itself to the country in its latest “brewed for brotherhood” campaign.
To Colt 45, Sanib Pwersa means more to Filipinos than just a simple hand gesture among friends. Itrepresents sincerity and loyalty among the people who deserve to be called their “bros” or “brads”, a privilege that is earned and proved over time, and not given automatically. It also represents the kind of relationship the brand wishes to foster with its drinkers.
“The new Colt 45 was brewed with brotherhood in mind from concept to conception,” says Greg Anonas, Asia Brewery Inc. (ABI) Marketing Manager for Alcoholic Beverages. “Embracing the idea of celebrating brotherhood allowed us to revolutionize the brand’s flavor to optimize sharing, place the fist-bump on our labels to symbolize brotherhood and work with great brand ambassadors to help make the spirit of Sanib Pwersa come to life!”
Abra and Filipino rock icon Raymund Marasigan are the new Colt 45’s latest brand ambassadors, they joined forces to write a song about “Sanib Pwersa” in record time, celebrating the depth of friendship and brotherhood the new Colt 45 encourages.
“It is always a delight to sing songs that celebrate the Filipino, and in the case of Sanib Pwersa, we celebrate the brotherhood that is uniquely ours,” shares Raymund. “Sanib Pwersa is about the story of Filipino brotherhood. How each and everyone contributes something to the table and how great things happen when you and your bros come together.”
“Well, I guess people have heard me do a lot of collaborations with other artists but it is the first time for me to do a collaboration that mixes rap and rock, and with none other than the Raymund Marasigan,” adds Abra.
The all-new Colt 45 is now available in 7-11, Padi’s Point, major supermarkets, and sari-sari stories across the country for a suggested retail price of Php 21 per bottle.