October 6, 2026, at Shangri-La The Fort, Manila.
Another milestone for a trusted brand.
Coca-Cola Philippines has been named Brand of
the Year at the SMARTIES™ Philippines 2026 Awards and received eight awards across
categories including omnichannel marketing, artificial intelligence (AI), personalization,
commerce and retail media. Organized by MMA Global, SMARTIES™ Philippines recognizes
marketing campaigns that combine creativity, technology, consumer insights and measurable
business results.
The recognition reflects Coca-Cola Philippines’ continued focus on creating more relevant and
personalized experiences for Filipino consumers. Two award-winning campaigns were central to
this achievement: Coca-Cola Festive 2025, which used data-informed audience targeting and
storytelling to make holiday connections more meaningful and Grab’s Year in Cravings, which
transformed consumers’ food-ordering habits into personalized digital experiences.
For Coca-Cola Philippines, the Brand of the Year recognition is not simply an industry accolade.
It reflects the company’s approach to turning consumer understanding into experiences that are
meaningful for people while delivering measurable business impact.
Creating More Meaningful Holiday Connections
Among the recognized work was Coca-Cola Festive 2025, which earned Gold for Omnichannel
Marketing and Silver for Innovative Use of AI in Advertising.
Built around Coca-Cola’s annual Christmas platform, the campaign brought the brand’s festive
story to Filipinos through a connected ecosystem of television, outdoor, digital and retail
experiences. It combined television and outdoor advertising with digital platforms including
Meta, YouTube and TikTok, while Connected TV placements helped extend the campaign into
family mealtime moments at home.
The campaign also brought its festive message to life through activations such as the Emoji Cup
promotion with quick-service restaurant partners and Sound of Home, an initiative that helped
connect Filipinos in the country with loved ones working overseas.
The Innovative Use of AI recognition highlighted Coca-Cola Philippines’ use of data and AI-
enabled audience targeting to deliver more relevant festive communications and identify growth
opportunities across regional markets. By combining audience insights and local market
information, the campaign was able to connect with consumers at more relevant moments
through the holiday season.
Making digital experiences more personal
Together with Grab, Coca-Cola Philippines also earned six awards for its partnership with Grab
through the “Year in Cravings” report.
The campaign received Gold awards for Customer Growth & Conversion Strategy and Instant
Impact/Promotion, Silver awards for Brand Experience and Personalization, and Bronze awards
for Retail Media/O2O Excellence and Customer Growth & Conversion Strategy.
Inspired by year-end recap experiences, Year in Cravings gave users a personalized look at
their food-ordering habits, including customized food personas and insights based on their
favorite meals and cravings.
The experience also introduced personalized food and Coca-Cola beverage pairings within the
Grab app, allowing consumers to revisit and reorder their favorite food-and-drink combinations.
By combining personalization, commerce and consumer insights, the campaign transformed
everyday ordering behavior into a more engaging digital brand experience.
The collaboration brough together Coca-Cola Philippines, Grab, agency partners and teams to
turn consumer insights into experiences that connected digital engagement with commerce.
“These recognitions reinforce the importance of staying close to consumers and understanding
what matters most to them,” said Frenissa Lagman, Marketing Head of Coca-Cola Philippines
“Whether through personalized digital experiences, data-informed marketing or festive
campaigns that celebrate meaningful connections, our goal remains the same; to create
experiences that feel relevant, memorable and rewarding for Filipinos. These awards encourage
us to continue finding new ways to connect with people through creativity, technology and a
deep understanding of what matters most in their everyday lives.”
Together, the awards demonstrate Coca-Cola Philippines‘ success in developing campaigns
that resonate with consumers across different channels and turn creative ideas into engaging
brand experiences.
Learn more about Coca-Cola Philippines and its latest initiatives at www.coca-cola.com/ph.
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