Client: The Coca-Cola Company
Office: Canada

Coca-Cola celebrated Balikbayan season by supporting Sari-Sari store owners, like Tita Rosita, transforming them into hubs for distributing custom pre-paid Balikbayan boxes, helping Filipino families stay connected, near and far.

The Coca Cola Company Balikbayan Magic Year1and2 Video Feb07

Coca-Cola is synonymous with holiday magic, but in Canada—a diverse country—the holidays mean different things to everyone.

For Filipino communities, Balikbayan boxes are a vital way to stay connected with loved ones in the Philippines. The journey often begins at local Sari-Sari stores, but escalating costs of gifts and shipping have put a financial strain on this cherished tradition, making it increasingly difficult for many to sustain.

We wanted to celebrate this cherished tradition and support a local Filipino-Canadian business, Tita Rosita’s Sari-Sari store. To highlight Tita’s efforts, we transformed her store into a giant Balikbayan box, turning it into a holiday hub for picking up these custom-designed pre-paid boxes. We also featured Tita Rosita in an emotional video, showcasing her dedication to preserving this beloved tradition.
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.

Stephanie Eaddy

Group director, cultural marketing The Coca-Cola Company

Press

Coca-Cola Canada Sends Magic to Overseas Filipino Workers This Christmas

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Coca-Cola brings back Balikbayan boxes for Filipino Canadians

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