Coca-Cola has circulated 200 boxes filled with treats, snacks and other presents for families in the Philippines.
The Balikbayan box is a tradition for Overseas Filipino Workers (OFWs).
Coca-Cola’s branded boxes, sent with prepaid shipping, were created to alleviate the financial strain on Filipino workers during the holiday season.
The company collaborated with Atin-lto, a Filipino cargo courier and remittance company based in Toronto, to ensure the door-to-door delivery of the boxes. Four Filipino restaurants in Toronto will distribute 150 boxes to staff and regulars. An additional 50 boxes are available to the public.
As part of the campaign, Coca-Cola also released a spot titled Balikbayan Magic, produced by TAXI, part of WPP’s Open X, and directed by Toronto-based Tyler Williams. The ad features Eli, a 30-year-old international student in Toronto.
A portion of the project was filmed on location in the Philippines with Hot & Fresh Production as the Filipino production partner.
“As a company, we strive to deeply understand our consumers and the role we can play to bring a little magic to the holidays through our flagship brand, Coca-Cola,” Stephanie Eaddy, group director, cultural marketing, at The Coca-Cola Company, said in a statement. “This initiative came from understanding the insight into the importance of sharing holidays with your family and friends. For some, this can be challenging when you are separated from your loved ones over great distances. Sending a Balikbayan box and the tradition of sharing with family, even when you are far away, is a deeply important cultural insight we are excited to celebrate."
Watch the ad below: