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.

Globe At Home says #SagotKitaMa to all hard-working moms this Mother’s Day weekend

Mother’s Day is just around the corner and while families still can’t celebrate in the grandest ways we’re used to like trips out of town or dining out, Globe At Home helps with fun ideas and activities that the entire family can enjoy this Mother’s Day weekend.

For all the hard-working moms and mother figures in our lives, Globe At Home says #SagotKitaMa and calls on the rest of the family members to band together and give mom the rest and relaxation she deserves this Mother’s Day weekend!

 

Starting May 7, the World At Home portal will open its doors for select Globe At Home customers and reveal different rooms that will house exclusive content and all sorts of fun ideas and activities that the entire family can do together.

 

Give mom a break from the kitchen this weekend and take some tips from Globe At Home as they’ll be providing a variety of restaurant-inspired recipes you can prepare and cook for mom from the Learn Room.

 

Since all moms are lovingly unique, it may be heard to get her a gift that fits her personality best. Is she a certified plantita? Maybe she’s a certified foodie? Or perhaps she’s into crafts? Globe At Home helps you pick out a gift for your mom just by answering a few questions at the Earn Room! Completing the short quiz reveals a selection of gift ideas from local online shops run by mompreneurs selected by Globe At Home as a way to show support, promote, and celebrate today’s wais moms.

 

Register through this link to gain exclusive access to the World At Home platform starting May 7: https://www.globe.com.ph/broadband/world-at-home/register.html

 

More surprises are in store from Globe At Home to the first 200 Globe At Home customers who will stay and participate throughout the 3-day celebration such as vouchers for GInsure and KonsultaMD because the best gift ever that we can give to mom is the security and care she needs. Globe At Home offers 3 months coverage for COVID-19 and Dengue worth up to P140,500 via GInsure, plus access to medical consultations via KonsultaMD when they complete the tasks at the World At Home portal.

 

Stay updated on #SagotKitaMa: A Mother's Day Special At Home by bookmarking this page: https://www.facebook.com/events/905925510186442

 

Head and Shoulders helps to remove barriers so people can put their #HeadsTogether

In a world that was taught to despise crowded spaces, Head and Shoulders encourages people to find the beauty in it.

To know more about Head Shoulders’ #HeadsTogether Campaign watch the video here and join the conversations online how you break barriers like dandruff: https://www.youtube.com/watch?v=Eyjbb3_7lF0

#HeadsTogether made its online debut this month with tug-at-heartstring video content; an eye-opener on what most people fail to see when they’re caught up inside crowded spaces: the birth of beautiful friendships, a helping hand from a complete stranger, the comfort of warm smiles in unexpected situations. This campaign is a reminder to continue to see the good in the bad, and that the only way this can happen, is when we start to remove the barriers between two people.

Head and Shoulders inspires Filipinos to put their #HeadsTogether

As dandruff remains to be a main hair and scalp problem of Filipinos, exposure to crowded spaces with hot, humid weather makes scalp oilier[BR4] and greasy-looking, and oily scalps tend to be more susceptible to dandruff[BR5].

Dandruff prevents people from getting closer together. It’s an unspoken wall coming from personal discomfort, and Head and Shoulders aim to break this barrier to inspire more people to put their #HeadsTogether.

Head and Shoulders believe in a dandruff-free world; a world without the barriers of flakes and scalp odor. The world’s no. 1 shampoo celebrates closeness and inclusivity, as it inspires to build better and stronger relationships with others. So, no matter how crowded the world is – we are not afraid to be a part of it.

Dandruff-free World

About 50% of the population is prone to experience dandruff and over decades, Head and Shoulders are proven to provide cutting-edge technology and innovative products to address the world’s cry against dandruff. Clinically tested over 200 times, Head and Shoulders is the most tested and trusted anti-dandruff shampoo in the market.

Healthy hair starts with a healthy scalp and having a healthy and dandruff-free scalp could go a long way - for it does not only give you self-confidence but that peace of mind wherever you go.

Let Head and Shoulders be your best ally to be more confident to make new friends, ace that first day at your new job or even just hang out with old friends.

With the world’s no. 1 shampoo, it’s time to put our #HeadsTogether towards a dandruff-free world.

Andok’s champions lasting memories this Mother’s Day with #HourMama campaign

MAKATI, Philippines - When was the last time we took some time off to create a lasting memory with our mother? This question and our tendency to be overly connected to technology led to popular Litson Manok chain Andok’s to take a back-to-basics observance of Mother’s Day. This year, Andok’s seeks to inspire families to disconnect from their mobile devices and create lasting memories with their mothers on their special day. Dubbed as #HourMama, Andok’s campaign seeks to encourage people to dedicate at least an hour for some uninterrupted bonding time with their mother. “Over the years, we have seen technology successfully bridge various gaps in human experience. However, we tend to be so excited with the advancements and the connections we can make from afar that we forget to give the gift of being present to our loved ones who are right beside us,” shared Maverick Javier, Executive Vice President of Andok’s Litson Corporation.

“This inspired us to encourage everyone to take an hour of their time to take a step back, look around, and create new core memories with the people around them. And we thought it is best to kick-off this campaign by sharing new memories with our mothers on their special day.”

The campaign kicks off at Andok’s branch in Makati Avenue where customers and guests go offline from 12 noon to an hour and connect with the mothers in the restaurant. The branch’s WiFi will go WaFi (Walang WiFi) as the restaurant’s wireless Internet connection shuts down during this hour. Fueling these personal and live interactions among families is the signature taste of Andok’s offerings, allowing the families to punctuate their connections with Andok’s iconic dishes. “Andok’s has always been about doing things with heart and appreciation. With #HourMama, we aim to not just have a heart-to-heart connection with our valued customers but to build meaningful relationships and memories within families. We are hoping this activity will pave the way to more observances of #HourMama as our fellow Filipinos spend more quality and uninterrupted time with their moms – even beyond Mother’s Day. Of course, this is best done with the offerings of Andok’s that we’ve all come to know and love,” adds Javier. Everyone is also encouraged to join the campaign on Mother’s Day by taking a photo with their mothers after a dedicated offline hour and posting it using in social media using the hashtag #HourMama.