Recently named ‘Brand Campaign of the Decade’ at the Asia Pacific Tambuli Awards, NESCAFÉ’s ‘Bangon’ platform has remained rooted in resilience and a deeply human truth rather than a product benefit or moment in time.
NESCAFÉ Philippines
Publicis Manila
For nearly a decade, NESCAFÉ’s Bangon (which means ‘To Rise’ in Tagalog) has remained a unique cultural movement in the Philippines, inspiring millions to rise above life’s challenges.
Built on what the campaign describes as the truth that Filipinos always find a way forward, it has celebrated resilience, hope, and progress through changing social, economic, and cultural times – from uncertainty and recovery to a new generation seeking greater purpose.
Its latest chapter, “Bangon Gisingin Ang Mundo (Rise, Make Your World),” calls on Filipinos not just to rise, but to turn resilience into action and create positive change in their lives and communities. That deep cultural resonance recently earned the campaign recognition as ‘Brand Campaign of the Decade’ at the Asia Pacific Tambuli Awards.
We caught up with Sarinah (‘Star’) Edralin, Nestle VP Marketing for Coffee, and Tin Sanchez, Executive Creative Director, Publicis Manila, to learn more.
Star Edralin: Bangon was born from a simple observation: Filipinos face challenges with an extraordinary ability to persevere. While circumstances may change, that truth continues to endure. Over the years, we have seen economic uncertainty, a global pandemic, and major shifts in culture and consumer behavior, yet Filipinos continue to find a way to move forward. That is why Bangon has remained relevant for so long. It was never built around a product benefit or a moment in time. It was built around a deeply human truth. More recently, we recognized that younger Filipinos were not only looking for reasons to persevere, but they were also looking for ways to create positive change. That insight inspired the latest evolution of the platform through Bangon Gisingin Ang Mundo.
Edralin: Different marketing and agency teams have stewarded and contributed to the ‘Bangon’ movement over the years. At different moments, it has celebrated perseverance, collective resilience, hope and progress. Each chapter reflected what Filipinos needed most during that period while staying true to the same belief.
It was never built around a product benefit or a moment in time. It was built around a deeply human truth.
The latest iteration, ‘Bangon Gisingin Ang Mundo’, encourages people to transform resilience into action. What we are most proud of is that Bangon has remained remarkably consistent through the years. The platform has evolved alongside people’s lives.
Tin Sanchez: The challenge was not creating something entirely new. It was contributing to a platform that already carried years of meaning and relevance to Filipinos. When a brand idea has existed for nearly a decade, people develop a relationship with it. There’s a responsibility to respect that, while still finding ways to keep it fresh.
Sanchez: We’ve always believed NESCAFÉ is more than just coffee. Bangon established the brand as a source of encouragement through life’s everyday struggles and triumphs. What’s changed over the years isn’t the belief, but how we express it. The latest chapter shifts from resilience to purposeful action, encouraging people not just to rise above challenges, but to take meaningful steps toward improving their lives and communities. It’s an evolution of the platform, not a departure from it.
Edralin: Bangon continues to deliver strong business, brand, and engagement results while remaining relevant across generations of Filipinos. It has deepened the brand’s connection with its consumers in a fiercely competitive category. Its latest recognition as ‘Brand Campaign of the Decade’ is especially meaningful because it validates what we always hoped Bangon would become-not simply a campaign, but a platform capable of growing with generations of Filipinos. Images via Publicis Manila and YouTube.
Client: Nescafé Philippines Idea Agency: Publicis Manila Other contributing Agencies: OpenMind Philippines InCircle Philippines Alphabet Soup Inc. Dentsu Creative Philippines Zenith Media Philippines
