MANILA, Philippines - At the recently concluded McCann CEO Conference in Cebu, Coca-Cola Philippines and McCann came together to discuss the ongoing sustainability programs of Coca-Cola that are anchored on women empowerment, well-being, and water stewardship. Coca-Cola has been a long-standing client of the agency, and the session put the spotlight on the agency’s commitment to expand this partnership through active involvement in the initiatives of Coca-Cola.
Guillermo Aponte, president and general manager of Coca-Cola Philippines, stressed the importance of building up on CSR projects and bringing the brand closer to consumers in a meaningful way. “Our CSR projects are more than just doing good; these programs are a socially responsible and sustainable way of doing business, and these are the keys to keep the Filipinos’ trust in Coca-Cola,” he said.
The initiatives of Coca-Cola are linked with one another to create a well-rounded approach that aim to improve the lives of the beneficiaries.
These projects include: The Little Red Schoolhouse, which aims to improve the level of education in the country by building classrooms in remote areas; Nutri-Juice, a fortified orange juice drink that helps elementary school students combat iron-deficiency anemia; Sari-Sari Store Training and Access to Resources (STAR) program, which champions women empowerment; Agos, a project that aims to provide water to upland communities; and #RebuildPH, which effectively and immediately provided relief and committed to rebuild the stricken provinces.
McCann has been instrumental to the efforts of Coca-Cola to bring the brand closer to the Filipinos, and this partnership is something that Aponte is quick to acknowledge.
“Thank you to the McCann Philippines team for a great partnership. Over the years, I’ve witnessed the passion and the professionalism of the McCann Philippines team to support every initiative that Coca-Cola has done for the good of the brand, and the good of the communities where we proudly serve. Thank you, McCann, for being such a great partner for the last 50 years, and for the next 100 and more,” Aponte said.