VINEGAR brand Datu Puti, a multigenerational kitchen staple under NutriAsia, has teamed up with P-pop icon 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!”

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.

Fresh from their massively successful “Simula at Wakas 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.

The campaign successfully turns the kitchen into a stage for Pinoy pride.

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.