The Coca-Cola Philippines team garnered eight awards at the MMA SMARTIES™ Philippines 2026 gala night on October 6, 2026, at Shangri-La The Fort, Manila.
Coca-Cola Philippines was awarded Brand of the Year at the SMARTIES™ Philippines 2026 Awards, taking home eight awards in categories such as omnichannel marketing, artificial intelligence (AI), personalization, commerce, and retail media. Organized by MMA Global, the SMARTIES™ Philippines Awards honors marketing campaigns that bring together creativity, technology, consumer insights, and measurable business outcomes.
The achievement highlights Coca-Cola Philippines’ ongoing efforts to deliver more relevant and personalized experiences to Filipino consumers. Two campaigns played a key role in its success: Coca-Cola Festive 2025, which combined data-driven audience targeting with storytelling to create more meaningful holiday connections, and Grab’s Year in Cravings, which turned consumers’ food-ordering preferences 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.”
The awards highlight Coca-Cola Philippines’ ability to create impactful campaigns that connect with consumers across various platforms, transforming creative concepts into engaging and meaningful brand experiences.
For more information about Coca-Cola Philippines and its latest initiatives, visit www.coca-cola.com/ph.
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