Coca-Cola: Balikbayan Magic

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.”