Coca-Cola’s recently unveiled an uplifting short film called “The OFW Project.”
It’s about OFWs or Overseas Filipino Workers reunited with their families in the Philippines. It’s a homerun idea that any FORTUNE 500 company targeting the Filipino market could have done, but is just too costly to produce. So why did Coke do it? The Philippines is one of the top markets of Coca Cola worldwide. Last we checked, the Philippines is its no. 5 market worldwide.
It was even reported that the company is pouring in $1 billion in five years to strengthen its operations there. With those numbers, it’s not unusual to see the company paying tribute to a country that has been in the Philippines since the beginning of the 20th century. Coke has been in the Philippines since 1912.
The film is based on the beverage company’s long-running PR campaign, “Where Will Happiness Strike Next,” and the OFW Project is clearly meant to tug at our heart strings.
Coke did OFWs proud–nearly 3 million in the States and 10 million worldwide.