Marketing Southeast Asia

Coca-Cola sends ‘balikbayan’ gifts to Filipinos in Christmas initiative

by Aliza Carmona

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December 27, 2024

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Philippines – Coca-Cola is sending ‘balikbayan’ gifts from Canada to the Philippines in its latest Christmas initiative, in partnership with Filipino-owned stores in Toronto.

In its new campaign video with production company Open Swim, Coca-Cola celebrates the tradition of gift-giving from Filipinos overseas to their loved ones in the Philippines, usually wrapped in large balikbayan boxes.

The video features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto. Inside her store, she is preparing boxes for her customers to send to their families in the Philippines, with a complimentary cost of shipping from Coca-Cola.

As part of the campaign, Coca-Cola also designed Tita Rosita’s store as a balikbayan box, letting her customers know where to get the boxes.

To send the gifts, Coca-Cola teamed up with Filipino cargo courier Atin-Ito, based in Toronto, for door-to-door deliveries in a span of 12 to 16 weeks.

The campaign video was directed by Open Swim’s Marc André Debruyne, also a Filipino himself.

“It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” Debruyne said.

“The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special,” Debruyne added.

“Coca‑Cola is committed to supporting the Filipino-Canadian community in celebrating the Balikbayan tradition and what it stands for. Through this initiative, we hope to bring real magic to the holiday season and allow those separated by distance to feel closer to their loved ones,” Stephanie Eddy, cultural marketing lead at The Coca‑Cola Company, said.