Coca-Cola unveils bottle cap billboards in the Philippines

Located at North EDSA, Quezon City; Highway Seno in Cebu; and Ulas Highway in Davao, the entire billboards are made of bottle caps, signifying the start of the biggest, yearlong celebration it has ever had in the country, which go in line with the brand's long-time tagline "happiness".

While bottle caps symbolise the brand’s 100-year presence in the Philippines, they also represent a nation of happy people and generations of the gravest obstacles as well as the most memorable moments of sharing, bonding and coming together.

Guillermo Aponte, president and general manager of Coca-Cola Philippines, noted that the brand hopes the crown billboards would remind the Filipinos of their unbreakable spirit nurtured throughout the remarkable journey they have shared with Coca-Cola over the last 100 years.

“We have created these extraordinary Coca-Cola crown billboards because 2012 is a very special year for the Filipinos. It is the year Coca-Cola gives back and gives thanks for the last 100 years of choosing and believing in happiness. This is the reason why the beloved brand is still here,” said Aponte.

The billboard is part of Coca-Cola's 100th anniversary campaign, whereby it rouses the Filipino spirit as icon of optimism. An anniversary television commercial was unveiled last month, entitled ‘100-year-old man shares secret to happiness’.

It features Lolo (literally means grandfather in Filipino) Mario, who is making a trip to visit his new-born great granddaughter. On his journey, he tells of how fortunate he is to have been born, with friends and family, and having been able to live happily through the years.

Last year, Coca-Cola Philippines also launched a unique billboard. In collaboration with the World Wide Fund for Nature, it unveiled the country's first plant billboard, as part of Coca-Cola's 'Live positively' campaign to tackle the issues of water conservation and climate protection.

Credit
Client The Coca-Cola Export Corporation
Advertising agency McCann Worldgroup
Creatives Peter Acuna, Mervin Ignacio, Che Laureano, JD Villafuerte
Accounts Berns Chincuanco, Judy Buenviaje, Jen Santos, Mutch Wright
Media agency Starlink