For nearly eight decades, Coca-Cola has maintained a longstanding presence in Naga City, supporting the growth of its communities and bringing refreshing beverages to Naga for generations.
Building on its annual participation in the Peñafrancia Festival, Coca-Cola this year brought together its iconic brands, flagship PET bottle collection initiative, and live Coke Studio performances in celebration of the people and traditions that have long been part of its journey in Naga City.
Celebrating Real Magic in Peñafrancia
As part of the Peñafrancia festivities, Coca-Cola brought a range of refreshments and entertainment for festivalgoers to enjoy.
At the Balatas Development Complex, the Coca-Cola Food Strip became part of the festival’s vibrant banchetto-style food market, allowing visitors to enjoy local festival favorites paired with ice-cold Coca-Cola products. The food strip had a Sprite Spicy Booth, which offered a refreshing counterpoint to bold and spicy flavors. At Plaza Rizal, the Royal Rambol activation created a welcoming space where visitors could take a break from the festivities, enjoy interactive games, and share memorable moments with family and friends.
Supporting sustainable festival celebrations, Coca-Cola Europacific Aboitiz Philippines (CCEAP) brought its nationwide bottle collection program, Tapon to Ipon, to Peñafrancia for the fourth consecutive year. Since first joining the festival in 2022, the initiative has encouraged festivalgoers to drop off empty clear PET plastic bottles of any brand at its collection booth in Plaza Quince Martires in exchange for Coca-Cola products or limited-edition merchandise.
Bringing music to the heart of the festivities, Coca-Cola staged its annual Coke Studio Concert, where locals enjoyed live performances by hip-hop icon Al James, singer-songwriter Kemrie, and reggae-inspired band Olay Yapanit. Festivalgoers who purchased Coca-Cola products at the event were treated to a Coke Studio VIP Experience, which gave them front-row access to the Peñafrancia stage.
“For generations, Coca-Cola has been part of the moments, occasions, and celebrations that matter most to Filipinos. Through Peñafrancia, we are honored to join Nagueños in celebrating a deeply cherished tradition while creating experiences that bring refreshment, enjoyment, and connection to families and friends. We are grateful to be part of the festival and look forward to continuing our shared journey with Naga for years to come,” said Andrea Cheng, Commercial & Franchise Senior Director of Coca-Cola Philippines.
Celebrating a shared journey with Naga City
Established in 1948 along Concepcion, Pequeña, Coca-Cola Europacific Aboitiz Philippines’ (CCEAP) Naga Plant remains as Coca-Cola’s oldest-standing manufacturing facility in the country. For nearly 80 years, Coca-Cola has helped bring Filipinos’ favorite Coca-Cola beverages closer to consumers across Naga and neighboring communities while generating local job opportunities and contributing to the region’s economic growth.
“Our roots in Naga extend far beyond the beverages we make, move, and sell. As home to our oldest standing manufacturing plant in the Philippines, Naga City holds a special place in our history and continues to be an important part of our story. The Peñafrancia Festival gives us a meaningful opportunity to celebrate our longstanding presence in the city, support local businesses and partners, and create experiences that bring people together. We are proud to celebrate alongside Nagueños each year as we continue growing with the community,” said Frank Garcia, Commercial Vice President of CCEAP.
Over the years, CCEAP has supported Naga City’s solid waste management efforts through its flagship Tapon to Ipon program. In 2024, the company began working with the City Government of Naga through the turnover of a baling machine to help improve PET bottle recovery and strengthen local waste diversion efforts. Collected bottles are then sent to PETValue Philippines, the country’s first bottle-to-bottle recycling facility, where they are recycled into new food-grade material.
Coca-Cola Philippines has also partnered with the Technical Education and Skills Development Authority (TESDA), the City Government of Naga, and the Camarines Sur Institute of Fisheries and Marine Sciences (CASIFMAS) to support the rollout of the Solid Waste Management Operations (SWMO) Level III Training Program in Naga City under the expanded SIKLO Program. The initiative equips barangay officials, local government personnel, and environmental workers with advanced skills in waste management planning, waste segregation, materials recovery operations, and community education.
By building strong local partnerships, creating meaningful brand experiences, and supporting initiatives that matter to the communities it serves, Coca-Cola in the Philippines remains committed to creating a lasting positive impact in the places it proudly calls home.