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DON PAPA: CHANGING THE FACE OF PHILIPPINE RUM

If you look at the Don Papa 10 packaging clearly, the man now has a longer beard—to signify his age over the years. “We actually have less animals this time as the focus now is Don Papa,” explains brand and communications head Monica Llamas. “The inspiration here was ‘What would be he if he got older and perhaps even lost in the wild?” So you’ve got the longer beard and he looks somewhat aged and ‘wilder.’ We kept elements like the slug, gecko, snail and of course, the tarsier. But now you see exotic birds that you would find deep in the heart of a jungle."

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