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MANILA, Philippines – The biggest beverage company in the world, Coca-Cola, will stage a blowout concert on Friday March 23 at the SM Mall of Asia Concert Grounds.
“It’s our thank you to Filipinos for the last 100 years. It’s a free concert. And we are going to have quite a line up of local talent and a special international guest as well,” said Coca-Cola Marketing Director Anubha Sahasrabuddhe.
The 12-hour event kicks off at 3PM.
Aside from a surprise international performer, local talents will include:
- Sarah Geronimo
- Gary Valenciano
- Somedaydream
- Sandwich
- Wolfgang
- Never The Strangers
- Itchyworms
- Spongecola
- 6Cyclemind
@Coke_HappyPrez will be tweeting updates about the concert. He tweeted yesterday that the first 2,500 visitors to the redemption booth at MOA would get free tickets.
Many of Coca-Cola’s Happiness Campaigns have gone viral.
The campaign gained traction in the Philippines in Christmas of 2011 when Coca-Cola flew home 3 overseas foreign workers to celebrate the holiday with family members they desperately missed.
Twitter was abuzz during the February ‘Happiness Strike’ when any Filipino could get a free coke from 2-5pm.
“We have examples of big profound strikes like the one we did for Christmas and then daily moments of strikes, which is get a free coke on us. So we want to keep it mixed up and have a nice combination of that,” said Sahasrabuddhe.
The Happiness Campaign in a global drive. In 2011 the company sent a “Happiness Truck” around Rio de Janeiro dispensing everything from refreshments to soccer balls and surf boards.
Coca-Cola also set up a vending machine that dispensed cokes for free on a college campus in New York.
The Philippines was the first Asian country to sell Coca-Cola. The company has been in the country for exactly a century and continues to be an important market for Coca-Cola. After China with its massive population, Sahasrabuddhe, says the Philippines is the company’s second biggest market in Asia.
She emphasized that Coca-Cola would be staging happiness strikes throughout the year to celebrate the Filipino consumer. – Rappler.com
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