Coca-Cola Canada Embraces Filipino Tradition with Third Year of Balikbayan Programme

For the third year in a row, Coca-Cola is celebrating Filipino-Canadian tradition with the return of its Balikbayan box (gift box) programme. Created in partnership with VML and WPP Open X, this iteration will once again offer up 600 custom-designed boxes – complete with complimentary shipping to the Philippines – enabling families to connect with loved ones overseas by sending heartfelt gifts this December.

Available at nine Filipino-owned ‘Sari-Sari' stores across the Greater Toronto Area (GTA), this endeavour is guided by the insight that annually, approximately seven million Balkibayan boxes are shipped from Canada during the holidays alone. An opportunity which bears cultural weight, especially given over 925,000 people of Filipino origin live in the country, the campaign’s continuation reflects the brand’s commitment to showing up in ways that feel authentic and meaningful.

“The Balikbayan tradition holds deep meaning for Filipino families, and the response to the programme over the past two years made it clear how impactful this initiative is,” explains The Coca-Cola Company’s cultural marketing lead, Stephanie Eaddy. “Extending the programme for a third year allows us to continue supporting a cultural practice that brings joy, generosity, and connection across distances.”

While bringing this year’s offering to life required a serious amount of meticulous coordination, the brand also wanted to up the ante, weaving something fresh into the mix and evolving the campaign to better highlight the power of connection. With that in mind, it once again teamed up with Tita Rosita, owner of The Philippine Oriental Market – who saw her store turned into a giant Balikbayan box last year – in order to tell a deeper story.

Specifically, to highlight the resonant power of tradition, Coca-Cola sent Tita Rosita to Manila, reuniting her with family she hadn’t seen in 15 years, and allowing her to deliver a box in person. The theme of this year’s campaign hero spot, for all involved, Stephanie recalls, the experience proved an emotional one.

“The footage was incredibly moving,” she says. “There’s a moment when the door opens and Tita Rosita’s family realises she’s standing there after more than 15 years; it’s completely unscripted and you can feel the emotion instantly. Watching that reminded us why this programme matters: it’s about connection, tradition, and the impact of being able to bring families a little closer, even across long distances.”

Given the historic success of this undertaking, the Coca-Cola team is excited to see the GTA’s Filipino community take full advantage of the programme, and spread a little holiday magic in the process. But, for Stephanie personally, she recognises the Balikbayan box as a “cherished symbol of love and connection”, taking pride in the opportunity to help families share treasured moments this month.

“We’re thrilled to be continuing the programme for the third year in a row,” she concludes. “Being part of something that brings families closer – no matter how far apart they may be – is something we’re incredibly proud of. It really speaks to the heart of what Coca-Cola aims to do: bring people together.”

Shipping is provided by Atin-Ito, with each box delivered within 12 to 16 weeks. Boxes will be available for in-store pick up at the following participating Sari-Sari locations, while supplies last:

• Philippine Oriental Food Market, 1033 Gerrard Street East, Toronto
• KIKO’S Restaurant, 3770 Bathurst Street, North York
• Pinoy Mini Stop, 794 Wilson Avenue, North York
• Ba-on Filipino Store, 549 St. Clair Avenue West, Toronto
• Manila Bakery, 40-C Dundas Street East, Mississauga
• Bernard's Pilipino Store, 1534 Queen Street West, Toronto
• Tagpuan Restaurant, 707 Kennedy Road, Toronto
• Tagpuan Restaurant, 1740 Victoria Park, Toronto
• H’s Beauty Studio, 301 Cook Road, North York