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

The Balikbayan box is a cherished tradition for over two million Overseas Filipino Workers (OFWs). It serves as a vessel of love, carrying treats, snacks, and other presents to families in the Philippines. 

Over seven million boxes are sent home annually, with a significant surge during the holidays. 

In an effort to bring joy to the hearts of Overseas Filipino Workers (OFWs) and their families this holiday season, Coca-Cola circulated 200 branded Balikbayan boxes with prepaid shipping. 

The initiative was launched to alleviate the financial strain on Filipino workers, foster a sense of true togetherness during the holiday season, and allow families, such as Eli's (featured in the ‘Balikbayan Magic’ documentary), to infuse the boxes with their own special touch of holiday magic.

Sasha Ortega, associate creative director at TAXI, expressed the agency's commitment to amplifying Coca-Cola's 'Real Magic' platform and becoming an integral part of the Balikbayan tradition. Sasha states, "Through this initiative, we aim to help Filipino families feel more connected than ever, bringing real magic this holiday season.”

The campaign consists of two key components:

Gift of 200 Boxes with Prepaid Shipping: Collaborating with Atin-Ito, a well-established Filipino cargo courier and remittance company based in Toronto, ensures the door-to-door delivery of 200 custom-made Coca-Cola Balikbayan boxes. 150 boxes will be distributed by four Filipino restaurants in Toronto, Canada, inviting them to give away these special Balikbayan boxes to their staff and regulars. An additional 50 boxes are available to the public. Interested individuals can secure their exclusive Coca-Cola Balikbayan box by reaching out to balikbayan@coca-cola.com.

‘Balikbayan Magic’ Documentary: Captures the emotional journey of Eli, a 30-year-old international student in Toronto. Eli's story epitomizes the generational and global language of love represented by the Balikbayan tradition. The film is a poignant portrayal of the shifting roles within a family separated by distance but united by love. Produced by TAXI, a part of WPP’s Open X. 

Stephanie Eaddy, group director, cultural marketing at The Coca-Cola Company, added, "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, Coca-Cola. 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 campaign is brought to life through the collaboration of local talent with Tyler Williams directing, Untitled Films handling production, and School Post and Fort York managing post-production. Audio by TA2 Sound & Music. A portion of the project was filmed on location in the Philippines, capturing first hand the real impact of Balikbayan boxes on the lives of their recipients. Notably, we are proud to work with Hot & Fresh Production as our Filipino production partner.

Media was handled by EssenceMediacom, while TAXI took the lead in creative execution. Weber Shandwick managed public relations efforts.

The Balikbayan boxes will be advertised to the Filipino community through PR and the documentary will live on Coca-Cola Canada social media.

As the Balikbayan boxes make their way from Canada to the Philippines, WPP’s Open X led by TAXI, and Coca-Cola hope to create lasting memories and strengthen the bonds of families separated by distance but united by the magic of the holiday season.