‘Balikbayan Magic’ sends parcels of love from Canada to the Philippines

Still from Coca-Cola Canada/YouTube

What better way to put the widest of smiles and send holiday vibes to your families back home in the Philippines than a balikbayan box filled with canned goods, lotions and boxes of soaps? Or should we say, size 8 please?

This time, you can send out already-filled balikbayan boxes from Canada to the Philippines. Thanks to Coca-Cola’s initiative: “Balikbayan Magic.”

With 200 balikbayan boxes of holiday cheer, the beverage giant is turning this holiday season festive for Overseas Filipino Workers (OFW). The company had spread out 200 boxes filled with snacks, treats and other goodies for our kababayans back home.

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In collaboration with Filipino cargo courier and Toronto-based remittance company Atin-Ito, Coca-Cola had arranged for prepaid shipping blurring the financial woes of OFWs in Canada during this holiday hustle. All boxes will be delivered door-to-door to the families back home.

Four Filipino restaurants in Toronto will distribute 150 balikbayan boxes to staff and regulars while an additional 50 boxes are up for grabs for the public.

If you want to get one of the 50 balikbayan boxes, just send an email to [email protected].

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“Sending a Balikbayan box and the tradition of sharing with family, even when you are far away, is a deeply important cultural insight we are excited to celebrate,” says Stephanie Eaddy, the group director of cultural marketing at The Coca-Cola Company.

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‘Balikbayan Magic’ unleashed

Placing the campaign in the spotlight, Coca-Cola has released an advertisement as part of WPP’s Open X, produced by TAXI and directed by Toronto-based Tyler Williams.

In the ad, you’ll meet Eli, a 30-year-old international student in Toronto taking the viewers on a journey that tugs at the OFW’s heartstrings.

It’s not just the treats and snacks filling the balikbayan boxes but the joy of connection across borders that make this campaign valuable for the OFWs.