Coca-Cola’s latest campaign helps alleviate the financial strain for Overseas Filipino Workers (OFWs) sending gifts back home to their families in the Philippines.
“Balikbayan Magic,” by WPP’s Open X, led by Taxi, is based on the tradition of the Balikbayan box – ‘Balik’ means returning and ‘bayan’ means nation – which more than two million Filipinos use to send treats, snacks and presents to loved ones overseas. More than seven million boxes are sent home every year, with a significant uptick during the holidays.
Coca-Cola circulated 200 branded Balikbayan boxes with pre-paid shipping, and collaborated with Atin-Ito, a Filipino cargo courier and remittance company based in Toronto, for delivery of the boxes. Four Filipino restaurants in Toronto were invited to give away 150 boxes to staff and regulars, and 50 boxes are available to the public upon request via a custom email address.
“Through this initiative, we aim to help Filipino families feel more connected than ever, bringing real magic this holiday season,” says Sasha Ortega, associate creative director at Taxi, who cites the campaign as part of Coca-Cola’s “Real Magic” brand platform.
The “Balikbayan Magic” documentary features Eli, a 30-year-old international student in Toronto, who shares the poignant story of her family, separated by distance. The film, shot in Toronto and the Philippines, reflects the generational and global language of love represented by the Balikbayan tradition.
“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,” says Stephanie Eaddy, group director of cultural marketing at The Coca-Cola Company. “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.”
The boxes will be advertised to the Filipino community through PR, and the documentary will live on Coca-Cola Canada’s social media.
Weber Shandwick managed PR and EssenceMediacom handled media.