Coca-Cola rechannels P150 million ad budget to COVID-19 efforts

MANILA, Philippines — Beverage firm Coca-Cola Philippines is redirecting P150 million earmarked for advertising to assistance for frontliners and affected communities amid the coronavirus disease 2019 (COVID-19) outbreak.

Coca-Cola Philippines president and general manager Winn Everhart said in a letter to stakeholders the company is concerned about the growing impact of COVID-19 to the country.

“In this light, Coca-Cola Philippines has decided that all commercial advertising of Coca-Cola and all our brands in the country will be put on hold, effective immediately. All our committed advertising space and budgets will be redirected towards supporting COVID-19 relief and response efforts for the most affected communities,” he said.

The move is in line with efforts being undertaken by Coca-Cola in the rest of Southeast Asia.

Everhart said the company has started to re-channel the advertising budget to relief efforts earlier this week.

In particular, the firm has spent the amount for the hydration needs of health workers and frontliners.

“We have started delivering beverages to public and private hospitals and will continue as needed,” Everhart said.

In addition, the firm is donating personal protective equipment or PPEs to health workers in partnership with TOWNS Foundation and UP Medical Foundation.

Coca Cola Philippines is also providing food packs to vulnerable families and communities.

“We are working with our NGO (non-government organization) partners such as Caritas Manila and Rise Against Hunger to make this happen,” Everhart said.

As a form of support to distribution partners serving sari-sari stores and carinderias, he said the company has also expanded credit terms.

“This is just the beginning and we will continue to go beyond good as we mobilize our resources to help in every way we can,” he said.

President Duterte has placed Luzon under enhanced community quarantine to prevent the spread of COVID-19 in the country.