Coca-Cola: Balikbayan magic

Business Ask: Increase local consumption amongst one of the country's fastest-growing communities, Filipino Canadians, during the winter holiday season. 

Marketing Challenge, Insight & Idea: Coca-Cola has always been a symbol of holiday magic. But as Canada grows, so do its traditions. To become part of Christmas for Filipino Canadians, we tapped into the tradition of Balikbayan Boxes - care packages sent home to loved ones in the Philippines. Behind this cherished ritual are neighbourhood sari-sari stores, the unsung custodians who keep the tradition alive thousands of miles from home. In year two of the program, Coca-Cola once again offered free, custom prepaid Balikbayan Boxes through Toronto Filipino convenience stores. To announce their return, we transformed one of Canada's oldest Filipino stores into a giant Balikbayan Box, turning a trusted community landmark into an unmistakable celebration of the tradition.

Results: +33% lift in YoY retail consumption in the Toronto Filipino community, supported by +257% lift in brand interest, and 139 earned-PR placements. That's real magic.