Coca-Cola Philippines: entire advertising budget diverted to emergency relief efforts

The Coca-Cola Company has decided to put its entire advertising campaign in the Philippines on hold and redirect the budget to the communities most affected by COVID-19.

The beverage giant announced that PHP 150 million (about $3 million) will be redirected towards emergency relief, humanitarian support for frontline workers and aid for the neediest sections of the population.

Initiatives include providing personal protective equipment and beverages to health workers, delivering food packs to vulnerable families and supporting small retail partners.

On its Facebook page, Coca-Cola has changed the cover photo to its signature bright red background with a powerful message: “We’ll be off air for a while…”. The message has been well received, with one follower writing: “Thank you, Coca-Cola. This is the best advertisement you’ve ever made.”