Coca-Cola Philippines has earned eight awards at the SMARTIES Philippines 2026 Awards, with its campaigns highlighting how data, AI and personalized digital experiences can support consumer engagement and marketing performance.
Coca-Cola Philippines has been named Brand of the Year at the SMARTIES™ Philippines 2026 Awards, taking home eight awards for campaigns that combined consumer insights, technology and brand storytelling.
Organized by MMA Global, the SMARTIES awards recognize marketing initiatives that demonstrate innovation and business impact. The 2026 awards recognized campaigns across areas including omnichannel marketing, artificial intelligence (AI), personalization, commerce and retail media.
Two campaigns contributed to Coca-Cola Philippines’ recognition: Coca-Cola Festive 2025, which used multiple media channels and data-informed audience targeting to connect with consumers during the holiday season, and Year in Cravings, developed with Grab to turn users’ food-ordering habits into personalized digital experiences.
Together, the campaigns illustrate how consumer data and technology can be applied to different stages of the customer journey, from building brand awareness to encouraging engagement and repeat purchases.
Coca-Cola Festive 2025 connects holiday storytelling across channels
Coca-Cola Festive 2025 received Gold for Omnichannel Marketing and Silver for Innovative Use of AI in Advertising.
The campaign extended Coca-Cola’s annual Christmas messaging across television, outdoor advertising, digital platforms and retail touchpoints. Its digital placements included Meta, YouTube and TikTok, while Connected TV helped bring the campaign into home viewing and family mealtime settings.
The approach gave the brand multiple opportunities to reach Filipino consumers throughout the holiday period rather than relying on a single advertising channel.
Campaign activations also brought the Christmas message into consumer experiences. These included the Emoji Cup promotion with quick-service restaurant partners and Sound of Home, an initiative focused on connecting Filipinos in the country with loved ones working overseas.
The campaign’s AI-related recognition highlighted the use of audience data and AI-enabled targeting to make festive communications more relevant. Regional and local market insights also helped the brand identify opportunities to connect with consumers at appropriate moments during the season.
For marketers, the campaign demonstrates how an established seasonal platform can be extended across media and consumer touchpoints while using data to refine audience engagement.
Grab partnership turns food-ordering habits into personalized experiences
Coca-Cola Philippines also received six awards for its collaboration with Grab through the Year in Cravings campaign.
The initiative drew inspiration from year-end recap formats, giving users a personalized look at their food-ordering behavior. The experience included customized food personas and insights based on favorite meals and cravings.
It also featured food and Coca-Cola beverage pairings within the Grab app, enabling users to revisit and reorder combinations that matched their preferences.
The campaign earned two Gold awards, two Silver awards and two Bronze awards across customer growth and conversion, instant promotions, brand experience, personalization, and retail media or online-to-offline (O2O) marketing.
Rather than treating personalization as a messaging exercise alone, the campaign connected it to the purchasing journey. Personalized insights encouraged users to engage with their own ordering patterns, while in-app pairings provided a direct path to relevant products and potential repeat orders.
The partnership brought together Coca-Cola Philippines, Grab, agency partners and their respective teams to connect consumer insights with digital engagement and commerce.
What the recognition means for modern marketing
The two campaigns approached consumer engagement differently. Coca-Cola Festive 2025 used an integrated media strategy and AI-enabled targeting to support seasonal storytelling, while Year in Cravings applied personalization within a digital commerce platform.
Both relied on understanding consumer behavior and using that information to shape how people encountered the brand.
This is increasingly relevant to marketers working across channels. Reaching consumers on multiple platforms is only one part of the challenge; campaigns also need to give people a reason to interact, remember the brand or take an action. Personalization and data-informed planning can help marketers make those interactions more relevant, although their actual business impact depends on campaign performance and measurable results.
According to Frenissa Lagman, Marketing Head of Coca-Cola Philippines, the recognition reinforces the importance of understanding what matters to consumers and creating experiences that feel relevant, memorable and rewarding.
The Brand of the Year award and eight campaign honors place Coca-Cola Philippines among the recognized brands at this year's SMARTIES awards. The company said it intends to continue exploring ways to connect with consumers through creativity, technology and consumer understanding.
For more information about Coca-Cola Philippines and its initiatives, visit the company's official Philippine website.