Coca-Cola PH launches new Christmas campaign under ‘Real Magic’ platform

Coca-Cola Philippines is celebrating the joyous season with its holiday campaign for the year. ‘Buksan ang Magic ng Pasko’ highlights the real magic of community and togetherness. The multi-faceted campaign takes at heart the message of festive joy and inclusion—a reminder that real magic is in the moments of connection shared with others.

“This is our first Christmas campaign under the new Real Magic brand philosophy for Coca-Cola,” said Coca-Cola Global Chief Marketing Officer Manolo Arroyo. “Coca-Cola has always believed in the magic of Christmas and this year, our campaign celebrates the real magic of human connections. With a simple and uplifting message of unity, inclusion, and positivity at its heart, it aims to remind us that all we need for a magical Christmas is shared moments with the community and the ones we love.”

Real Magic is the new brand philosophy and belief of Coca-Cola, which is celebrating the real magic of humanity. The brand’s mission has been to spread positivity and optimism for more than 100 years—a promise that is being continued by Real Magic. As a platform, Real Magic will drive and guide marketing and communications across the Coca-Cola trademark.

Christmas with Coca-Cola

With its 100-year-old history with the Filipino community, Coca-Cola signals the start of Christmas festivities with a lineup of experiences that people will enjoy. This includes a display of creative out-of-home images that celebrate people, colorful packs, lights and sound festival, well-decorated bottling facilities nationwide, and the infamous Coca-Cola truck going around to surprise 10 local communities.

“Most of us grew up with Coca-Cola,” said Cesar Gangoso, Coca-Cola Marketing Director for Philippines, Vietnam, and Cambodia. “As a brand, we consider ourselves fortunate to have been given the opportunity to be part of every Filipino table and witness the real magic of human connections, especially during Christmas.”

“From celebrating every occasion to being a source of comfort—Coke serves as that uplifting pause that connects people, in friendship and in community, over a meal or a glass of Coke—and we see this even more pronounced during Christmas,” he added.

Christmas magic

Buksan ang Magic ng Pasko’ is anchored in a short film and backed by a series of activations across digital channels—including influencer partnerships and in-store activations. The new film is directed by Sam Brown (Rogue Films) and created by dentsuMB UK. It embraces and celebrates human kindness with a renewed relevance for the world we live in today. Watch it here:

“Christmas for most Filipinos has been a bit different for the past two years. However, what has always been consistent is the familiar comfort that family and friends bring. This year is no different, and just like in the past, Coca-Cola will continue to be part of everyone’s story,” said Gangoso.

Celebrate #PaskongCocaCola and the people around you who make moments of connection and hope truly magical. Visit Coca-Cola PH’s FB page to learn more.