Gabriela declares victory following brandy ad pullout

Women’s organization and party-list group Gabriela yesterday declared victory after liquor manufacturer Destileria Limtuaco finally dismantled out its allegedly "offensive" billboards for its Napoleon Quince Años product.

Liza Largoza-Maza, first nominee of the women’s party, proclaimed "this development as a victory for women, and men who have voiced out their opposition to the advertisement."

It can be recalled that Destileria Limtuaco’s "Nakatikim ka na ba ng kinse anyos?" ads had been the subject of vehement opposition not only from the women’s group, but also from the religious and labor sectors.

"They were forced to take this graceful retreat because of the extent of the negative reaction triggered by the ad," Maza said.

However, she quickly clarified that even with the pullout of the ad, Destileria Limtuaco cannot escape from accountability brought about by the ad. She said the liquor company still has to face the cases filed against them and the decision that would be rendered by the proper courts.

At this point, Gabriela thanked all the groups and individuals who have joined them in their demand for the pullout of the ad and the boycott of Destileria Limtuaco products.

Maza stressed that the efforts of women’s organizations, church groups, and various organizations and individuals, including senatorial candidates Pia Cayetano and Boots Anson Roa, have contributed to the success of the campaign.

"Through our united efforts we gained a tactical victory. Hopefully, we can continue such efforts to gain more victories in our campaigns for women’s issues," Maza noted.

Particularly, Gabriela thanked the Advertising Board of the Philippines (Adboard), which ordered the pullout of the ads; the Philippine Association of National Advertisers (PANA), Outdoor Advertisers Association of the Philippines (OAAP), and the Association of Accredited Advertising Agencies (4A) for supporting the call for the pullout of the brandy’s previous ad.

Among the groups who joined Gabriela in opposing the kinse anyos ads were the Ecumenical Women’s Forum, Association of Major Religious Superiors-Women and Gender Commission and Women’s Desk of the Catholic Bishops’ Conference of the Philippines.