Beyond The Rhythm: How Coca-Cola Reimagined the Dinagyang Experience through Flavor, Music, and Community

Nearly two weeks after the last drumbeats faded, the energy of Dinagyang 2026 is still being felt across Iloilo. For Coca-Cola Philippines, this year was more than a festival appearance; it was a celebration of a deep-rooted connection with the province that dates back to the late 1940s.

By focusing on community and culture, Coca-Cola acted as a true local partner embedded in the streets, celebrating the Ilonggo spirit it has served for nearly 80 years.

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.

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)

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.

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.

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 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.”

As Iloilo returns to its daily routine, the presence of Coca-Cola at Dinagyang 2026 stands as a reminder that brands can be more than just a name on a sign – it can be a local partner and a meaningful part of the city’s story.

To learn the latest about Coca-Cola Philippines, follow the official pages on Facebook and Instagram or visit www.coca-cola.com.