San Mig Coffee scrubbed its own campaign rather than pick a side in a breakup

Filipino actress Maris Racal and her on-screen partner Anthony Jennings had been fronting a run of endorsements together, including a San Mig Coffee campaign, when a relationship controversy involving the two broke in early December 2024. No court, regulator or official statement established what had happened between them — only a public dispute that split their fanbase and their sponsors.

San Mig Coffee did not issue a statement. Instead it quietly removed most of the campaign photos featuring both actors from its Instagram, leaving a single image of Racal, and disabled comments on the posts that remained — a visible edit with no explanation attached.

Cosmetics brand Dazzle Me PH went further and ended its deal outright, its first celebrity endorsement, saying it needed to 'remain consistent with the principles that guide their brand.' Other sponsors split the other way: Belo Medical Group and Snail White Philippines publicly kept Racal on, while Mang Inasal, Sting, Lay's Philippines and Vitress left their existing campaigns running unchanged.