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 & Opportunity: Coca-Cola has always been a symbol of holiday magic. But as Canada grows, so do its traditions. Faced with trying to relate and win-over Filipino Canadians during this time of year, we tapped into the tradition of Balikbayan Boxes - care packages sent home to loved ones in the Philippines. We created free, custom prepaid boxes for Toronto Filipino convenience stores to distribute throughout their communities. To drive awareness, we transformed one of Canada's oldest Filipino stores into a giant Balikbayan Box, turning a trusted community destination into an unmistakable landmark where locals could discover and pick up their own.

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.