Coca-Cola Philippines Puts Filipino Stories at the Heart of “Coke Natin ‘To”

Coca-Cola Philippines has launched “Coke Natin ‘To,” a new campaign celebrating the people, communities and shared experiences that have made Coca-Cola part of Filipino life for generations.

At the center of the campaign is a film that highlights the people connected to Coca-Cola’s value chain across the country – from employees who produce and distribute Coca-Cola beverages, to sari-sari store and carinderia owners who bring these beverages to communities every day.

The campaign reflects the ways CocaCola has become part of everyday moments shared by Filipinos, from meals at home and roadside gatherings to fiestas, celebrations and time spent with family and friends.

“Every bottle that reaches a Filipino home reflects the efforts of many people across our value chain,” said Chris Pesigan, President and Chief Executive Officer Coca-Cola Europacific Aboitiz Philippines. ” This campaign shines a light on their stories and contributions.” 

The brand has also found its place in experiences that bring Filipinos together through music and culture. Coke Studio, for instance, provides Filipino artists with a platform to share their music and reach wider audiences while celebrating Original Pilipino Music. Coca-Cola Philippines is also present at local festivals across the country, reflecting the many ways the brand has become part of how Filipinos celebrate and create lasting memories.

This story also continues through Coca-Cola's work with local partners and communities, including initiatives that support livelihood opportunities, community water access and bottle collection and recycling.

One such example is Tapon to Ipon, Coca-Cola Philippines’ nationwide PET bottle collection program, which encourages consumers to collect and properly segregate used plastic bottles for recycling. Through a growing network of collection hubs and local partnerships, the program helps make bottle recovery more accessible and keeps valuable materials in circulation. 

“Coke Natin ’To celebrates the people who continue to make Coca-Cola part of everyday life in the Philippines,” said Banu Karakullukcu Cetin, president, Coca-Cola Philippines. “Every bottle has a story behind it, and these stories belong to the people who make, move, share, and enjoy Coca-Cola. We are proud to be part of these shared moments and to continue supporting the communities that have welcomed us into their lives.”

Ang kwento mo ay kwento rin namin, Coke Natin ‘To. 

Discover the people and stories behind Coke Natin ‘To. Watch the film on Facebook and learn more at https://cokeurl.com/CokeNatinTo 

Coca-Cola Philippines Named Brand of the Year at SMARTIES™ Philippines 2026

MANILA, PHILIPPINES, 21 October 2026 – Coca-Cola Philippines has been named Brand of the Year at the SMARTIES™ Philippines 2026 Awards and received eight awards across categories including omnichannel marketing, artificial intelligence (AI), personalization, commerce and retail media. Organized by MMA Global, SMARTIES™ Philippines recognizes marketing campaigns that combine creativity, technology, consumer insights and measurable business results. 

The recognition reflects Coca-Cola Philippines’ continued focus on creating more relevant and personalized experiences for Filipino consumers. Two award-winning campaigns were central to this achievement: Coca-Cola Festive 2025, which used data-informed audience targeting and storytelling to make holiday connections more meaningful and Grab’s Year in Cravings, which transformed consumers’ food-ordering habits into personalized digital experiences. 

For Coca-Cola Philippines, the Brand of the Year recognition is not simply an industry accolade. It reflects the company’s approach to turning consumer understanding into experiences that are meaningful for people while delivering measurable business impact.

Creating More Meaningful Holiday Connections

Among the recognized work was Coca-Cola Festive 2025, which earned Gold for Omnichannel Marketing and Silver for Innovative Use of AI in Advertising. 

Built around Coca-Cola's annual Christmas platform, the campaign brought the brand’s festive story to Filipinos through a connected ecosystem of television, outdoor, digital and retail experiences. It combined television and outdoor advertising with digital platforms including Meta, YouTube and TikTok, while Connected TV placements helped extend the campaign into family mealtime moments at home.

The campaign also brought its festive message to life through activations such as the Emoji Cup promotion with quick-service restaurant partners and Sound of Home, an initiative that helped connect Filipinos in the country with loved ones working overseas.

The Innovative Use of AI recognition highlighted Coca-Cola Philippines’ use of data and AI-enabled audience targeting to deliver more relevant festive communications and identify growth opportunities across regional markets. By combining audience insights and local market information, the campaign was able to connect with consumers at more relevant moments through the holiday season.

Making digital experiences more personal

Together with Grab, Coca-Cola Philippines also earned six awards for its partnership with Grab through the “Year in Cravings” report.

The campaign received Gold awards for Customer Growth & Conversion Strategy and Instant Impact/Promotion, Silver awards for Brand Experience and Personalization, and Bronze awards for Retail Media/O2O Excellence and Customer Growth & Conversion Strategy.

Inspired by year-end recap experiences, Year in Cravings gave users a personalized look at their food-ordering habits, including customized food personas and insights based on their favorite meals and cravings.

The experience also introduced personalized food and Coca-Cola beverage pairings within the Grab app, allowing consumers to revisit and reorder their favorite food-and-drink combinations. By combining personalization, commerce and consumer insights, the campaign transformed everyday ordering behavior into a more engaging digital brand experience.

The collaboration brough together Coca-Cola Philippines, Grab, agency partners and teams to turn consumer insights into experiences that connected digital engagement with commerce.

“These recognitions reinforce the importance of staying close to consumers and understanding what matters most to them,” said Frenissa Lagman, Marketing Head of Coca-Cola Philippines. “Whether through personalized digital experiences, data-informed marketing or festive campaigns that celebrate meaningful connections, our goal remains the same; to create experiences that feel relevant, memorable and rewarding for Filipinos. These awards encourage us to continue finding new ways to connect with people through creativity, technology and a deep understanding of what matters most in their everyday lives.”

Together, the awards demonstrate Coca-Cola Philippines‘ success in developing campaigns that resonate with consumers across different channels and turn creative ideas into engaging brand experiences.

Learn more about Coca-Cola Philippines and its latest initiatives at www.coca-cola.com/ph

Every Bottle Tells a Story: How a Shared Love for Coca-Cola Built a Community Across Generations

Quezon City, Philippines— Across the Philippines, independent communities of Coca-Cola collectors continue to connect through shared memorabilia, stories, and friendships built over time. These groups—formed organically by enthusiasts—reflect a broader culture of collecting that brings together people from different backgrounds through a common appreciation for the brand.

Among these communities is the Coca-Cola Collectors Club Philippines, one of several independent collector groups in the country. It has brought together collectors and enthusiasts who share an interest in Coca-Cola memorabilia since 2015.

What began as a space for enthusiasts has grown into a multi-generational network built on shared stories, friendships, and a lasting connection through collecting Coca-Cola items. On June 20, 2026, members gathered to mark the group’s 11th anniversary and celebrate the people who continue to shape their community.

From hobby to community

Founded by collector Jay-Ar Mendoza, the club draws members from different backgrounds and age groups—from Gen Z hobbyists to long-time enthusiasts. Like many collector communities, members trade, exchange, and showcase Coca-Cola memorabilia while organizing meetups, anniversary gatherings, and exhibits. Over the years, many have also connected with fellow collectors overseas, expanding friendships beyond the Philippines.

Today, the club is led by President Edward Secerio, a member since its early days. His journey began with a single Coca-Cola alarm clock, which he picked up after closing his computer shop and looking for a new hobby. What started as a simple interest grew into a long-term passion, driven by the excitement of discovering pieces he did not yet own.

“More than anything, I want to see the club long after my time. Of course, I’ll guide it as long as I can, but what matters is that the community we’ve built remains strong and relevant. My goal is simple, it is to help shape a community that can grow and still be here for a long time, just like Coca-Cola itself,” Edward shared.

A connection beyond collecting

For some members, the connection to Coca-Cola is both professional and personal. Norman Lontoc, also a member of the Coca-Cola Collectors Club since 2015, first encountered the brand in his career as a Materials and Control Planning Analyst at Coca-Cola from 1992 to 1998. His exposure to promotional items, including miniature bottles, sparked his interest in collecting in the mid-1990s.

Over time, this interest deepened into an appreciation for Coca-Cola’s art and design—something shared by many collectors, including artists and creatives drawn to the brand’s visual identity.

For Norman, each collectible carries a story. “Every bottle has a story,” he said, reflecting on the memories tied to each piece he has acquired over the years.

On what the club means to him after more than a decade, he added: “It means a lot, because this is where you meet new people and bring them into something shared. You build friendships, then you become part of a community grounded in a common interest. You start to value these kinds of connections and the memories you make with it more as you grow older.”

Connecting generations through collecting

One of the things that makes collecting unique is how it connects generations. Across different communities, longtime collectors share stories and experiences alongside younger enthusiasts who are discovering the hobby for themselves.

Within the Coca-Cola Collectors Club Philippines, pioneer members Tatay Dong and Nanay Tess have turned collecting into a shared family activity, even involving their youngest daughter in fairs and exhibits. Their collection includes vintage Coca-Cola items dating back to the 1940s, which they regularly showcase in mall displays and collector events.

Ms. Angie, now 77 years old, represents another layer of the collecting community. Although she only recently joined the club, her collecting journey began in the 1970s. She has welcomed fellow collectors into her home to view her collection—a practice common across collector circles, where enthusiasts visit one another, exchange items, and learn from shared experiences.

At the same time, a new generation is finding its place in the community. Among them is Papi Louie, a toy collector and content creator who documents his collecting journey online. Like many younger collectors today, Louie first entered the hobby through  “anik-anik” culture and online collector communities before expanding into Coca-Cola memorabilia.

“As a new member, I'm excited to learn more about Coca-Cola memorabilia, discover new pieces, and build friendships with fellow collectors. As a content creator, I'm also looking forward to sharing these experiences with a wider audience and hopefully inspiring more people to appreciate the stories, history, and community behind collecting,” Louie shared.

A shared culture of collecting

The Coca-Cola Collectors Club 11th anniversary was a celebration of the broader collecting culture—where enthusiasts come together to celebrate a shared interest and the connections that come with it. Representatives from Coca-Cola Philippines also attended the event as guests, including Sr. Director of Public Affairs, Sustainability & Communications Christine Ponce-Garcia, who met with attendees and recognized the passion shared across the collecting community.

"It's meaningful to see how collecting continues to bring people together across generations. Behind every bottle, every collection are personal stories, friendships and memories that reflect the many ways Coca-Cola has been present of their everyday life over time," said Ponce-Garcia.

Across the country, independent Coca-Cola collector communities continue to bring together people from different walks of life. More than collections of items, they reflect how shared interests can create meaningful connections—linking generations through stories, experiences, and a collective appreciation that continues to evolve over time.

To learn more about Coca-Cola Philippines and its community, visit www.coca-cola.com/ph/en.

The Coca-Cola Collectors Club Philippines is an independent fan community. It is not owned, operated, or officially endorsed by Coca-Cola Philippines.

SCORE EXCLUSIVE REWARDS WITH SM FOODCOURT’S EAT & STAMP

Every meal becomes more rewarding as SM Foodcourt launches its Eat & Stamp promo at SM City Grand Central and SM City Valenzuela.

Dining at SM Foodcourt is now even more rewarding, giving customers the chance to enjoy their favorite meals while collecting exclusive merchandise rewards.

Running from June 1 to August 31, 2026, the promo invites diners to collect stamps with every qualifying purchase at participating SM Foodcourt branches, including SM City Grand Central and SM City Valenzuela. Customers will receive one stamp for every minimum single-receipt food purchase of ₱299, inclusive of any Coca-Cola product.

As stamps accumulate, customers move closer to redeeming exclusive SM Foodcourt merchandise, turning every dining experience into a rewarding one.

Designed for students, families, office workers, and mallgoers alike, Eat & Stamp adds excitement to everyday meals. Whether enjoying comfort food favorites or exploring a diverse selection of food stalls, diners can look forward to more reasons to visit SM Foodcourt.

Gather your family and friends, discover a variety of delicious food choices, and Eat & Stamp to the Max. Because great food becomes even better when paired with exciting rewards.

Visit SM Foodcourt at SM City Grand Central and SM City Valenzuela today and start collecting stamps. For complete promo mechanics, simply scan the official QR code found on promotional materials.

Beyond The Rhythm: How Coca-Cola Reimagined the Dinagyang Experience through Flavor, Music, and Community

Nearly two weeks after the last drumbeats faded, the energy of Dinagyang 2026 is still being felt across Iloilo. For Coca-Cola Philippines, this year was more than a festival appearance; it was a celebration of deep-rooted connection with the province that dates back to the late 1940s.

By focusing on community and culture, Coca-Cola acted as a true local partner embedded in the streets, celebrating the Ilonggo spirit it has served for nearly 80 years.

A Legacy of ‘Lasang Lokal’

At the heart of Dinagyang is the food. The Coca-Cola Food Fest at Delgado Street and Megaworld Mandurriao turned street-side dining into a cultural highlight. By pairing ice-cold Coca-Cola™ with local favorites, the brand celebrated the ‘Lasang Lokal’ (local taste) that defines the city’s famous food scene.

This connection is long-standing. Since the company established its Iloilo operations in the 1940s, Coca-Cola has been a staple at family mealtimes and in the sari-sari stores found in every corner of the community.

A Stage for Local Pride

Since the Dinagyang Festival officially began in 1968, Coca-Cola has been an active participant in this 50-year-old tradition. This year, Coke Studio™ honored this shared history by spotlighting homegrown talent. Iloilo’s very own Mary Anjolie and Your X Boyfriends shared the stage with popular national acts like Ena Mori and Over October – a high-energy celebration of Filipino music, 

Fun Live Experiences for the Next Generation

To match the festival’s high energy, Coca-Cola created interactive spaces for Gen Zs, the country’s new culture creators.

The Royal™ Booth at Megaworld Boulevard offered ‘Mwah-sarap’ fun moments where festivalgoers engaged in Snap N’ Slay photo challenges. Meanwhile, the Lift® Zone, dedicated to the new drink that fits your every mode, hosted fast-paced games for those with a competitive streak.

A Cleaner Way to Celebrate

True partnership means taking a fair share in keeping communities clean. Through the Coca-Cola Tapon to Ipon program – a nationwide collection initiative for PET bottles – Coca-Cola set up collection points across Iloilo City to ensure recyclable plastic (PET) bottles were recovered instead of becoming litter.

Festivalgoers were encouraged to exchange empty plastic bottles for Coca-Cola products. The goal is to divert these collected PET bottles to PETValue Philippines*, the country’s first food-grade bottle-to-bottle recycling facility. PETValue then turns post-consumer PET bottles into new food-grade recycled PET (rPET) packaging. The initiative proves that Filipinos can – and should – enjoy grand traditions while actively participating in keeping their communities clean.

Rooted Locally

“Dinagyang is all about people coming together, and that’s what makes it special,” said Frenissa Lagman, Frontline Sr. Marketing Director of Coca-Cola Philippines. “Our history with Iloilo goes back to the late 1940s. Being part of the local celebrations for over 50 years means adding real value to the experience, whether through music, food, or supporting the community’s goals of keeping festivals clean.”

As Iloilo returns to its daily routine, the presence of Coca-Cola at Dinagyang 2026 stands as a reminder that brands can be more than just a name on a sign – it can be a local partner and a meaningful part of the city’s story.

To learn the latest about Coca-Cola Philippines, follow the official pages on Facebook and Instagram or visit www.coca-cola.com.