Coca-Cola’s newest drink energizes Bacolod with its fearless and fun spirit
The MassKara Festival in Bacolod is known for its colorful masks, non-stop street parties, and contagious energy and this year, Coca-Cola Philippines’ newest drink, LIFT, brought an extra jolt of excitement to the city’s biggest celebration.
For the first time ever, LIFT joined the festivities, lighting up Lacson Street with a three-day activation that dared festival-goers to push their limits and embrace the brand’s bold, challenger mindset through its “Dare to Switch” campaign.
High-Energy Fun: The Dare to Switch Experience
Thousands of festival-goers flocked to the LIFT booth, one of the most talked-about attractions during MassKara weekend. Attendees faced a series of exciting challenges designed to test strength, agility, and focus all while showcasing their fearless side.
Participants navigated their way through the LIFT Maze, showed off their power at the LIFT UpBar, unleashed creativity at the LIFT Art Photo Wall, and tested precision in the LIFT Bottle Up Challenge. Each station encouraged Bacolodnons to step out of their comfort zones, have fun, and celebrate their unstoppable energy, the same traits that define both MassKara and LIFT.
The result? Non-stop laughter, friendly competition, and countless share-worthy moments across social media as attendees documented their victories and snapped selfies with the brand’s signature orange-and-yellow setup.
Celebrating Confidence and the Filipino Spirit
The activation perfectly mirrored the MassKara Festival’s theme of resilience and optimism, values that LIFT proudly champions.
“LIFT’s first-ever MassKara activation was a celebration of the bold spirit that defines both the brand and the festival,” shared Frenissa Mae Lagman, Frontline Marketing Senior Director of Coca-Cola Philippines. “MassKara is all about uplifting the Filipino spirit, and LIFT embodies that same drive to face every challenge with confidence and dare to switch when it’s time to level up.”
As the festival came to a close, LIFT left Bacolod buzzing energizing thousands of attendees and inspiring them to take on life’s challenges with renewed confidence and excitement.
Fueling the Challenger Mindset Nationwide
Following its successful MassKara debut, LIFT is gearing up to bring the Dare to Switch experience to more regions across the Philippines. Bacolod may have been the first to experience the brand’s electric presence, but more Filipinos can look forward to their own taste of LIFT’s bold, refreshing energy soon.
Ready to make the switch? LIFT is now available in sari-sari stores across Western Visayas, perfect for anyone who’s up for a challenge and ready to power up their day.
Stay tuned for upcoming events and nationwide activations by following LIFT Philippines on Facebook and Instagram.