Datu Puti teams up with SB19 to spark Pinoy pride, revolutionize adobo experience
MANILA, Philippines — Datu Puti, the country’s leading vinegar brand and a multi-generational kitchen staple under NutriAsia, maker of the Philippines’ best condiments and sauces, has teamed up with a fellow powerhouse icon of Pinoy identity, SB19, to reignite pride and passion for the ultimate Filipino culinary staple: adobo.
This landmark megabrand collaboration between the P-Pop Kings and the iconic Datu Puti is set to revolutionize how the new generation experiences this beloved dish, rallying true-blooded A’Tins everywhere under the campaign tagline, “Adobo Series Natin ’To!”.
Modern convenience meets traditional taste
For generations, the secret to mastering adobo has been passed down like a delicate art form, requiring the perfect harmony of soy sauce and vinegar.
However, for today’s busy young cooks—who constantly balance careers, family, and personal time—achieving that flawless traditional flavor profile from scratch can be a time-consuming challenge.
To address this modern consumer pain point, Datu Puti introduces the Adobo Series—an innovation engineered specifically for the next generation of cooks.
The ready-to-use meal mix transforms an intricate, traditional cooking process into three foolproof steps: Pour, Cook, and Serve, delivering daily convenience without compromising authentic taste.
"We understand that today’s young cooks are constantly looking for ways to balance the demands of modern life with the desire to provide authentic, home-cooked meals," explained Camille Santos, Consumer Lifestage manager for NutriAsia.
"The Adobo Series is our answer to that—it honors the heritage of adobo while making the cooking process seamless, ensuring that every Filipino family can enjoy that classic, comforting taste regardless of how busy their schedule is,” Santos added.
Celebrating the vibrant diversity of regional Filipino preferences, the Datu Puti Adobo Series highlights five distinct, mouth-watering flavor profiles: Classic Adobo Sauce, Spicy Adobo Sauce, Pininyahang Adobo Sauce, Adobo sa Gata Sauce, and Humba Sauce.
A fusion of cultural icons
Fresh from their massively successful Simula at Wakas (SAW) World Tour, which culminated in the biggest concert event of the year, Wakas at Simula: The Trilogy Concert Finale last April, SB19 members—Pablo, Josh, Stell, Ken, and Justin bring the same energy, excitement, and fierce Pinoy identity that made them a global sensation to this partnership with Datu Puti.
This collaboration with the P-Pop Kings marks a major milestone as Datu Puti continues to expand its market footprint, further strengthening its position as a household name and a kitchen staple.
By combining Datu Puti's decades-long culinary trust with SB19's unparalleled cultural influence, the campaign successfully turns the kitchen into a stage for Pinoy pride.
"This collaboration is a strategic fusion of two icons, but it isn't just about launching a new innovation, a program, a trend, or a recipe," said Joana Lagurin, senior brand manager for Datu Puti. “It’s about passing the torch of tradition to a new generation of home cooks by making the cooking experience effortless, dynamic, and deeply rooted in Pinoy pride.”
"We are extremely grateful to SB19 for this exciting and next-level partnership that promises to energize our love of adobo," added Santos. "Adobo is a timeless symbol of Filipino culinary heritage, but through the unparalleled energy and global influence of SB19, we are reimagining it for the modern kitchen."
A’tins and home cooks can expect an all-out visual and experiential rollout beginning this July, featuring nationwide media seeding, dynamic consumer engagement activations, and exclusive SB19 merchandise and collectibles.
Editor’s Note: This press release from NutriAsia is published by the Advertising Content Team that is independent from our Editorial Newsroom.
