Coca-Cola wants courageous Filipino soldiers who are fighting terrorists in Marawi City to taste the feeling of being fully supported and honored for their unwavering commitment to peace.
The Coca-Cola System in the Philippines—comprising of Coca-Cola Philippines, its bottling partner Coca-Cola FEMSA Philippines, and its CSR arm the Coca-Cola Philippines Foundation—has started providing free supplies of its beverage products to all Filipino troops in the entire Mindanao.
The group started providing steady supply of sports drink Powerade, Coca-Cola carbonated drinks, and Wilkins Pure drinking water initially to government troops deployed in Marawi City on August 4, 2017. The effort goes a long way in ensuring that the soldiers are properly hydrated and energized while performing duties in the battlefield.
Extending support to soldiers
In a statement released by the Coca-Cola System, it said this is the company’s way of giving honor and saluting Filipino freedom fighters who are continuously dedicating their lives to reclaim and ensure lasting peace in Mindanao. It also hopes the beverage supplies will help contribute to soldiers’ well-being during the time of their service to the country.
Aside from this, Coca-Cola would also roll out various sustainability programs that will provide assistance to Filipino soldiers and their respective families. The system said it would soon sign a memorandum of agreement with the AFP to formalize this commitment.
“Support given by companies like Coca-Cola and private individuals boosts the morale of our soldiers,” said Northern Mindanao 4th Infantry Division Commander Major General Benjamin Madrigal Jr. “While combat is the expertise of our troops, going to war and putting their lives on the line is the last of the things they hope for.”
Assistance from the private sector
Coca-Cola joins the growing list of major companies in the Philippines that have extended generous support to Filipino soldiers, particularly those fighting insurgents in the besieged city of Marawi. In June, Cebu Pacific Air (followed by other local carriers) pledged to provide free air travel to wounded soldiers as well as additional baggage allowance to troops flying to and from Cagayan de Oro and other air hubs near Marawi.
Coca-Cola Philippines also provides support to the government during times of calamities. In February this year, it immediately sent P100,000 worth of distilled water to Surigao del Norte, which was jolted by a 6.7-magnitude earthquake on February 10. The Coca-Cola System even donated SETA Potable Water Machines in the area to ensure provision of safe potable water in various communities affected by the disaster.