THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

Embark on an unparalleled journey of flavor exploration with the Ginebra San Miguel

Blue Flavors Mojito, a signature creation by the renowned Filipino brand. This distinctive

cocktail promises a harmonious fusion of tropical fruits intertwined with the invigorating essence

of lime and mint. Its vivid blue hue and tantalizing blend of coconut, pineapple, and exotic

flavors transport drinkers to a luxurious oasis with every sip.

Despite the drink's undeniable charm, the brand's current advertising strategy presents a

significant challenge. Advertisements predominantly feature exclusive beach locales and upscale

gatherings, neglecting to showcase the diverse settings where the Ginebra San Miguel Blue

Flavors Mojito could be enjoyed. This limitation in marketing approach potentially alienates a

broader audience, hindering the drink's full potential.

This case study aims to examine the effectiveness of Ginebra San Miguel's advertising

strategy and devise innovative solutions. Through expanding advertising efforts to include social

media platforms and fostering collaborations with compatible brands, the study endeavors to

amplify consumer engagement and widen the appeal of the Ginebra San Miguel Blue Flavors

Mojito. Additionally, inventive marketing campaigns, such as do-it-yourself mixology tutorials,

present opportunities to highlight the beverage's adaptability and entice both loyal enthusiasts

and new consumers. By empowering individuals to become their own bartender and create their

unique cocktails, this approach enhances the beverage's allure and accessibility.
STATEMENT OF THE PROBLEM

The researchers sought out ways of promoting GSM Blue Mojito in ways that varies from

its traditional advertisements:

1. Advertisement Settings:

1.1 Most of the brand’s existing advertisements are already set in beaches and parties

with seemingly wealthy and well-off people, withholding diversity to where and whom

the beverage can be enjoyed by.

2. Scope of Advertisements:

2.1 While our target audience is most active on social media platforms, the brand’s

advertisements are shown sparingly on television, where viewership in 2024 is

increasingly scarce.

2.2 Alongside this, most of the advertisements only showcase the product as is, making it

seem “bland” or “boring”, and doesn’t offer any twist or uniqueness compared to other

light gin brands.

SIGNIFICANCE OF THE STUDY

The result of this study will be beneficial to the following:

Targeted Marketing Approach:

The study acknowledges the significance of comprehending the interests and behavior of

the target market by concentrating on beaches and parties as locations for advertising GSM Blue

Mojito. Customized advertising methods that are more likely to connect with customers in these

contexts are made possible by this targeted approach.

Lifestyle Branding:

By connecting GSM Blue Mojito to beach and party environments, the brand is

positioned as a way of life rather than just a beverage. The product is associated with socializing,

leisure, and relaxation, which helps the research effectively convey the brand's image and values

to its intended audience.

Emotional Connection:

Parties and beaches inspire feelings of enjoyment, joy, and festivity. The study suggests

that by placing the advertising strategy in these kinds of environments, it can elicit an emotional

response from customers, increasing the likelihood that they will identify GSM Blue Mojito with

good vibes and give it some thought for their own get-togethers.
SOLUTIONS

1. Variety of Settings

1.1 Introduce the idea that the product can be enjoyed in various occasions and places,

while also portraying the versatility of the product itself, being compatible with other

beverages and the like.

2. Expanding Advertisement Grounds

2.1 By expanding from television and taking social media into account, we will be able to

gain further traction and reach more potential consumers, all the while joining the hype

and fluctuating trends on the internet.

2.2 We can also advertise our product in means of collaborations with other brands that

pair well with it and introducing a twist on your regular run-of-the-mill drinking by

allowing consumers to become their own bartenders, encouraging both old and new

flavors to new and longtime consumers alike.

RESULTS

As the researchers addressed the challenge faced by the brand, which is the limited scope

and appeal of its current advertising strategy focused on beach locales and upscale gatherings,

this approach potentially hindered the drink’s full potential by failing to highlight its adaptability

and various settings where GSM Blue Mojito could be enjoyed.

To address this issue, researchers stated strategies that aimed to broaden the brand's

advertising image of GSM Blue Mojito as a versatile beverage appropriate for a variety of events

and settings. This strategy sought to appeal to a wider range of consumers and assure

compatibility with various social circumstances.

This also involved broadening advertising opportunities to include social media platforms

where the target audience is most active. By utilizing social media, the brand could increase its

visibility, communicate with customers in real time, and tap into current trends and online

communities. Furthermore, collaborating with compatible brands and offering unique twists,

such as DIY mixology instructions, aimed to provide fresh experiences for customers while also

increasing the beverage's appeal.

The significance of these solutions stems from their ability to increase user engagement,

broaden GSM Blue Mojito's appeal, and, ultimately, unlock its full business potential. By

implementing innovative advertising and marketing tactics, it can establish meaningful

relationships with customers, inspire creativity and customization, and stand out in a competitive

market.
CONCLUSION

In conclusion, the researchers analyzed the issues Ginebra San Miguel experienced with

their GSM Blue Mojito advertising plan, as well as the necessity for a more inclusive and

creative approach. The solution given in this study included ways to address the difficulties,

presenting a captivating narrative that highlighted the product's unique quality. The campaign

successfully repositioned GSM Blue Mojito as a refreshing and ideal beverage choice by

adopting creativity, using diverse marketing options, and leveraging social media platforms,

resonating with a broader range of consumers and improving brand perception in a competitive

market.