#SariSaringHappiness: a red and white holiday

MANILA, PHILIPPINES – “Di ba tayo ang may pinakamahabang Pasko sa mundo?” points out Jasmin Vinculado, Marketing Director of Coca-Cola Philippines, to the cheer of the crowd gathered to watch #SariSaringHappiness, the launch of Coca-Cola Philippines’ holiday campaign. 

People dangled from rooftops, and women, men and children crammed along the side alleys to catch a glimpse of the event.  

The entire stretch of Miranda Street in Barangay Central Signal, Taguig was decked out in the brand’s signature red and white, but one new element stood out. Atop poles lining both left and right of the narrow one-car-wide alley, were parols (Christmas lanterns) made of Coca-cola bottles. 

After the success of its Share a Coke campaign, the brand continues its long legacy with the holidays (who doesn’t know the classic “Holidays are coming” Coca-cola jingle and commercial) with this #SariSaringHappiness project. This time, the campaign takes on several layers: women empowerment, the symbol of the parol, Christmas greeting packs, all tied in with the Coke values of sharing, family, and happiness.

The spirit of Christmas

“Christmas is the time when we celebrate the fruits of our labor,” explains Carlos Gonzales, Commercial Unit Associate Director of Coca Cola FEMSA.

But how can one be happy with Christmas without livelihood?

Coca-Cola answered this question with their new STAR program. Short for Sari-sari store Training and Access to Resource, STAR is in partnership with TESDA and targets to develop 200,000 women entrepreneurs by 2020. Joel Villanueva, secretary of TESDA explains, “Coca-Cola believes in women empowerment, in girl power. Tonight, we already have 100 scholars in attendance.” 

Proudly wearing their red and white STAR shirts, the program graduates in attendance included 56-year-old Paula Protacio and 50-year-old Evangelista Moratil. When asked what the program meant to her, one of the scholars exclaimed, “Hindi lamang po para sa bahay ang kababaihan. (Women are not just for the home.)” The program teaches women basic entrepreneurial skills and has done roadshows in Manila, Bacolod, Tacloban, Batangas, Pampanga, and Davao.

From being “ilaw ng tahanan” the women are encouraged to become “ilaw ng komunidad,” in short, productive, income-generating members of their community. 

Greeting packs

Just a few months ago, we looked for our names, the names of our loved ones, and yes, even the names of our crushes on Coca-Cola bottles. That was the power of the “Share a Coke” label. We took photos of them and shared them on social media. We even trekked to the malls to personalize our own Coke bottles. 

Now, leveling up from the success of the Share-a-Coke campaign, the brand continues to use its packaging to bring people closer to each other. This time, instead of names, people can share Christmas greetings.  

With messages like “Happy Christmas” printed on the label, your Coke bottles are not just sources of refreshment but enjoyable ways to tell your mother, your crush, your bestfriend, and your Tita “Happy holidays!” 

“Iba ang Pasko kapag Coca-Cola ang kasama mo,” sums up Roden Cardeno, Region Manager of Coca Cola FEMSA.

Another incentive to greet your friends and loved ones with Coca-Cola, well, you can build your own Christmas lantern or parol. 

Lighting up the season

For the Philippines, there is probably no symbol greater that the Christmas parol. They adorn our streets, our homes and our offices this time of the year. 

The parol is our symbol of hope and happiness and is an iconic piece of the Filipino holidays. Actress Julia Montes, who graced the event, described it as something we all grow up with season to season, “Di ba sa school, eto parati ang project natin? [Remember during school, this was always our project?]” 

Coca-Cola takes this idea but improves it withe the idea of upcycling. Instead of building a parol from scratch, you can re-use, or more aptly, up-cycle your Coke bottles. With every five bottles of Coca-Cola you buy, you get a Coca-cola star that allows you to make your own parol. Each side has a space where you can attach 5 empty bottles of Coca-Cola. The result? A parol you can personalize. 

The night’s festivities ended with the lighting of the parols, led by Taguig mayor Lani Cayetano, actress Julia Montes and the Coca-Cola executives. Taguig is just one of the sites for the parol lighting, as Coca-Cola lit up the nation simultaneously with events in Tacloban, Bacolod, Davao, Pampanga and Batangas. 

In Tacloban, a candlelight vigil was conducted in remembrance of typhoon Haiyan or Yolanda. Coca-Cola FEMSA Philippines has committed to investing $500 million to improve its distribution network in Visayas and Mindanao. 

Back in Barangay Central Signal in Taguig, the program ended with the burst of confetti and was quickly followed by an amazing fireworks show that lit up the sky as the streets were simultaneously lit up by the Coca-Cola parols. 

“We’re calling this the red street, or the Coca-Cola street,” said event hosts Robi Domingo and Joyce Pring. And we have a feeling that there will be more of those red streets this season. -Rappler.com