Wazzup Pilipinas!
As a company, Coca-Cola has been committed to supporting women micro-entrepreneurs in the country. Through their 5by20 program, they aim to empower five million Filipinas by 2020 by providing them the means and skills to sustain a small business of their own. Now they want to take it further to the grassroots by making people realize the role of women entrepreneurs in their communities – and how they actually bring happiness to the whole neighborhood.
The campaign aims to empower female sari-sari store owners and highlight their role as the pillars of the Coca-Cola business. This reminded me of the times when I would drink my soft drinks through a straw placed inside a plastic. I often frequent the neighborhood sari-sari stores to buy almost anything from gums to crackers. Not to be left out in almost every transaction is the "panulak" that is usually the "gulaman" or soft-drinks - the two most affordable drinks even before the iced tea became a popular alternative.
We all know it is alright to indulge on soft-drinks once in a while just to please the craving for a carbonated drink. What is notable is the fact that the campaigns the Coca-Cola company leads are truly admirable and with an authentic Pinoy-touch that's both inspiring and sometimes nostalgic for many. They bring out the sincere and deep emotions that is necessary to engage customers through their advertisements, corporate social responsibility programs and campaign initiatives.
The Filipina women are tough and resourceful individuals that set up mini business ventures as small as "sari-sari" stores so they could help out in the financial needs of their family. The sales may not be big enough, but the many lives they encounter are endless. Almost everyone in the neighborhood would know them by name and it usually doesn't end there as they share more intimate and personal moments together.
So regardless if its a variety store we meet-up with friends to celebrate a win, a salon where we could easily confide our secrets with the hairdresser, an Internet Cafe that allows us to video chat with our family working abroad, a carinderia where we can eat budget meals while singing in their videoke system, there would always be Coca-Cola as a never-ceasing part of our lives.
At the end of the day, Coca-Cola wants people to have a brand new appreciation of Filipinas owning small businesses and how they've been a significant part of our lives.
The above photos are actually screen caps of the video commercial that they launched just before the end of 2014. Please watch it here: https://www.facebook.com/video.php?v=811831445529562&pnref=story
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