Coca-Cola's Foodmarks finally arrived in the Philippines on May 9, 2024, featuring the world's oldest Chinatown, Binondo, and its vibrant food culture.
This campaign, derived from the words food and landmarks, aims to highlight the locations and their cultural heritage.
Leading the launch of Foodmarks in Binondo was Coca-Cola Brand Manager Patricia Manalaysay, expressing gratitude that the unveiling of Foodmarks in the Philippines is very timely as Coca-Cola just celebrated its 138th year on May 8, 2024.
"For many generations, Coca-Cola has been a companion to every Filipino's aspect of life, from casual hangouts to celebrations of fiestas across our country, creating unique moments resulting in the perfect recipe for magic," she shared.
Cast members of the television series "Can't Buy Me Love,” including Maris Racal and Anthony Jennings, popularly known as "SnoopRene," celebrated with Manalaysay.
According to Manalaysay, Foodmarks will spread all over the country, including UNESCO's first city of gastronomy, Iloilo; Ilocos; and Boracay. She added that this will make “the experience more diversified and equally enjoyed by Filipino lovers of food and Coca-Cola."
The Foodmarks campaign debuted globally on February 16. It is a continuation of last year’s “A Recipe for Magic” campaign, aimed to "celebrate the enchantment found in shared meals and the profound human connections forged when gathered around food."
According to Senior Marketing Director of Coca-Cola Trademark, ASEAN and South Pacific Teejae Sonza, Foodmarks represents the collective joy and exploration of hidden culinary gems within the dynamic, bustling food scenes. "We’re celebrating the humble, unassuming yet iconic eateries with rich histories that remain untold—a deviation from those frequently highlighted in pop culture," ended Sonza.