Colt 45 launches as the “beer brewed for brotherhood” with its Sanib Pwersa campaign, with its newest ambassadors Rapper Abra and Rock Icon Raymund Marasigan
Inspired by Colt 45’s new look, Abra and Raymund take the social media universe by storm by Filipinizing the fist bump by calling it “Sanib Pwersa!” In record time, the two great artists join forces and released a new hit single about Colt 45 and the depthof brotherhood it encourages.
If you listen closely to the words in Sanib Pwersa, you will hear both Raymund and Abra sing familiar phrases like “walang-iwanan” and “kapatiran na tapat” which Filipino’s take really seriously when it comes to friendship. The Sanib Pwersa song describes what it means to be a brother and how each brother has something unique to bring to the table “kanya-kanyang ambag sa mesa” that helps strengthen the entire barkada, the kind of spirit and brotherhood that Colt 45 beer wishes to encourage among Filipinos
“The new Colt 45 was brewed with brotherhood in mind from concept to conception,” shared Asia Brewery Inc. (ABI) Marketing Manager for Alcoholic Beverages Greg Anonas. “Embracing the idea of brotherhood allowed us to revolutionize the brand's flavor to optimize sharing, place the fist bump in our labels to symbolize what we stand for and to work with great artists, Abra and Raymund Marasigan, to the spirit of Sanib Pwersa to life!”
“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.”
A fist bump (Sanib Pwersa) means more to Filipinos than just a simple hand gesture among friends. It represents sincerity and loyalty among the people who deserve to be called their “bros or brads”, a privilege that’s earned and proved over time, and not given automatically.
The brand ambassadors of Colt 45 show how sanib pwersa replaces the traditional handshake when coming together with your bros just as Colt 45 aims to replace the traditional male bonding beverages with cold, delicious bottles of Colt 45.
“The fistbump is significant to every brotherhood as it signifies a deep agreement among friends. It also signals great things to come when bros come together,” shares Abra who admits how inherent the fistbump is to every Filipino barkada.
Filipino bros can now buy the all-new Colt 45 at 711, Padi’s Point, major supermarkets, and sari-sari stories nearest their area at the suggested retail price of Php 21 per 330mL bottle.
Join the Colt 45 Philippines brotherhood today through our Facebook community page, Colt 45 Philippines, and follow us on Twitter at @Colt45PH. Make sure to use the hashtag #sanibpwersa. Subscribe also to our Youtube channel Colt 45 Philippines.