Coca-Cola: Balikbayan magic

Coca-Cola has always been a symbol of holiday magic. But as Canada grows, so do its traditions. Filipinos, now the second-largest immigrant group, celebrate with Balikbayan Boxes—sending love home to the Philippines in oversized packages. To bring Coca-Cola magic to Balikbayan season, we created free, custom pre-paid boxes for Filipino convenience stores to share with their communities. To make it impossible to miss, we transformed one of Canada’s oldest Filipino stores into a giant Balikbayan Box itself—a beacon for locals to find theirs. The result? 11M impressions, 139 PR placements, and a 4000% YoY search spike around the tradition in Ontario (with Coke cemented in the top 3 related topics). That's real magic.

Why I liked this project: Unlike reaching the general population, resonating with a niche community requires a more thoughtful approach from inspiration to execution. This challenged the team to really think critically around its connections plan to earn PR impact.