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November 23, 2014

BEAR BRAND Powdered Milk Drink reinforces TIBAY through “Ang Alamat ng Matibay” Children’s Book

BEAR BRAND Powdered Milk Drink, continuing efforts to help nourish generations of Filipino families to good health, has added a new dimension to its TIBAY campaign with the launch of its 1st children’s book entitled Ang Alamat ng Matibay, which highlights the importance of tibay ng kalooban.

Nestle Bear Brand Launch the ALAMAT NG MATIBAY BOOK held at the Museum Pambata, November 19, 2014 with Executives from Nestlé Philippines, partner organizations and celebrity brand ambassador Marvin Agustin.

As the reinforces TIBAY through “Ang Alamat ng Matibay” Children’s Book, a part of BEAR BRAND Powdered Milk Drink’s long-running Tibay campaign, which espouses Tibay ng Katawan, Kalooban, at Isipan.

A simple and beautifully illustrated story that teaches children how tibay ng loob can help them overcome obstacles in order to achieve their goals, Ang Alamat ng Matibay revolves around the kind and loving Mina, a child beset with fears. When her teddy bear, which she regards as her best friend, was stolen, the ever respectful Mina goes on a search mission in an enchanted world where she was forced to conquer all her fears and thus develop tibay ng loob. As she embarks on her adventure, she not only finds her lost best friend, she also develops a friendship with the toy thief Anino.

“Today’s parents regard tibay ng loob as an important factor to help their kids succeed in life. But honing tibay ng loob among children must start when they are still young in order to prepare them for the challenges that life brings,” explained Willy de Ocampo, Nestlé Philippines Team Lead for BEAR BRAND.

BEAR BRAND, in partnership with The Storytelling Project, Klasrum ng Pag-asa, Art Attack, and National Bookstore will donate 10,000 copies of the book to select public schools and partner organizations. The book will also be available in selected branches of National Bookstore starting December 15, 2014. 

“We would like to promote tibay ng loob to as many Filipino school children as possible and our partner-organizations will help us reach out to them,” Jojo dela Cruz, Nestlé Philippines Business Executive Manager for Dairy, Health and Nutrition Solution, explained.

 “By providing schools and communities with copies of the book, we hope to foster among school children the importance of strength of character and strength of will, values that they can bring with them as they journey through life. We hope that through Ang Alamat ng Matibay, we can help mold the future leaders of our country.”


BEAR BRAND continues to strengthen generations of Filipino families with an affordable range of beverage solutions that highlight the resistance building nutrients of Iron, Zinc and Vitamin C.

Nestle Bear Brand Launch the ALAMAT NG MATIBAY BOOK in partnership with DepEd, The Storytelling Project, Klasrum ng Pag-asa, and National Bookstore.

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