Bold local flavors across Iloilo’s streets lead festivalgoers to reach for an ice-cold Coke, completing every delicious food find at the festival. Photo credit: Maiko Bryan Diesto (Drinking Nose on Facebook)
Almost two weeks after the final drum beats subsided, Iloilo is still buzzing with the excitement of Dinagyang 2026. This year was more than just a festival appearance for Coca-Cola Philippines; it was a celebration of the company’s long-standing ties to the province, which go back to the late 1940s.
Coca-Cola celebrated the Ilonggo spirit it has been serving for almost 80 years by putting a strong emphasis on community and culture, acting as a true local partner rooted in the streets.
A Legacy of ‘Lasang Lokal’
At the heart of Dinagyang is the food. The Coca-Cola Food Fest at Delgado Street and Megaworld Mandurriao turned street-side dining into a cultural highlight. By pairing ice-cold Coca-Cola™ with local favorites, the brand celebrated the ‘Lasang Lokal’ (local taste) that defines the city’s famous food scene.
This connection is long-standing. Since the company established its Iloilo operations in the 1940s, Coca-Cola has been a staple at family mealtimes and in the sari-sari stores found in every corner of the community.
A Stage for Local Pride
Since the Dinagyang Festival officially began in 1968, Coca-Cola has been an active participant in this 50-year-old tradition. This year, Coke Studio™ honored this shared history by spotlighting homegrown talent. Iloilo’s very own Mary Anjolie and Your X Boyfriends shared the stage with popular national acts like Ena Mori and Over October – a high-energy celebration of Filipino music, and a quiet nod to the Ilonggo soul.
Local and rising OPM artists lit up the Coke Studio concert, bringing high-energy performances and collaborations to the streets of Iloilo. Relive the moments here.
Fun Live Experiences for the Next Generation
To match the festival’s high energy, Coca-Cola created interactive spaces for Gen Zs, the country’s new culture creators.
Festivalgoers savor the delicious taste of Royal at the Royal Booth through playful games and shared moments.
The Royal™ Booth at Megaworld Boulevard offered ‘Mwah-sarap’ fun moments where festivalgoers engaged in Snap N’ Slay photo challenges. Meanwhile, the Lift® Zone, dedicated to the new drink that fits your every mode, hosted fast-paced games for those with a competitive streak.
LIFT brings its challenger spirit to Dinagyang as participants take on fast-paced challenges and push their limits.
A Cleaner Way to Celebrate
True partnership means taking a fair share in keeping communities clean. Through the Coca-Cola Tapon to Ipon program – a nationwide collection initiative for PET bottles – Coca-Cola set up collection points across Iloilo City to ensure recyclable plastic (PET) bottles were recovered instead of becoming litter.
Festivalgoers take part in Coca-Cola Philippines’ Tapon to Ipon initiative, encouraging proper PET bottle disposal and promoting responsible celebration during Dinagyang.
Festivalgoers were encouraged to exchange empty plastic bottles for Coca-Cola products. The goal is to divert these collected PET bottles to PETValue Philippines*, the country’s first food-grade bottle-to-bottle recycling facility. PETValue then turns post-consumer PET bottles into new food-grade recycled PET (rPET) packaging. The initiative proves that Filipinos can – and should – enjoy grand traditions while actively participating in keeping their communities clean.
Rooted Locally
“Dinagyang is all about people coming together, and that’s what makes it special,” said Frenissa Lagman, Frontline Sr. Marketing Director of Coca-Cola Philippines. “Our history with Iloilo goes back to the late 1940s. Being part of the local celebrations for over 50 years means adding real value to the experience, whether through music, food, or supporting the community’s goals of keeping festivals clean.”
Coca-Cola’s involvement at Dinagyang 2026 serves as a reminder that brands can be more than simply a name on a sign; they can be a local partner and an important part of the city’s story as Iloilo resumes its everyday routine.
Visit www.coca-cola.com or follow the official Coca-Cola Philippines sites on Facebook and Instagram to stay up to date.
NOTE:
*PETValue Philippines, a joint venture between Coca-Cola Europacific Aboitiz Philippines (CCEAP) and Indorama Ventures, turns post-consumer PET bottles into new food-grade recycled PET (rPET) packaging. It is located at General Trias, Cavite.
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