Coca-Cola Philippines Named Brand of the Year, Takes Eight SMARTIES Philippines 2026 Awards

Coca-Cola Philippines was named Brand of the Year at the SMARTIES Philippines 2026 Awards and received eight awards across categories including omnichannel marketing, artificial intelligence, personalization, commerce and retail media, EIN Presswire reported on October 21, 2026. The awards are organized by MMA Global. Coca-Cola Philippines is the local business of The Coca-Cola Company, which makes and sells beverages in the Philippines.

Coca-Cola Philippines' Eight SMARTIES Philippines 2026 Awards

Two campaigns drove the recognition. Coca-Cola Festive 2025 earned Gold for Omnichannel Marketing and Silver for Innovative Use of AI in Advertising. The campaign ran across television, outdoor, digital and retail, with placements on Meta, YouTube and TikTok, and Connected TV spots aimed at family mealtime. It also included the Emoji Cup promotion with quick-service restaurant partners and Sound of Home, which connected Filipinos in the country with loved ones working overseas. The AI recognition cited data and AI-enabled audience targeting used to tailor festive communications and spot growth opportunities across regional markets.

The Year in Cravings campaign with Grab earned six awards: Gold for Customer Growth & Conversion Strategy and Instant Impact/Promotion, Silver for Brand Experience and Personalization, and Bronze for Retail Media/O2O Excellence and Customer Growth & Conversion Strategy. The campaign gave users a personalized look at their food-ordering habits, including customized food personas and insights based on favorite meals and cravings, and introduced personalized food and Coca-Cola beverage pairings inside the Grab app so consumers could revisit and reorder combinations. Grab is a Southeast Asian superapp offering ride-hailing, deliveries and financial services. Reuters reported on October 21, 2026 that Taiwan's Fair Trade Commission blocked Grab's $600 million cash purchase of Foodpanda's delivery business in Taiwan, citing competition concerns.

"These recognitions reinforce the importance of staying close to consumers and understanding what matters most to them," said Frenissa Lagman, Marketing Head of Coca-Cola Philippines. "Whether through personalized digital experiences, data-informed marketing or festive campaigns that celebrate meaningful connections, our goal remains the same; to create experiences that feel relevant, memorable and rewarding for Filipinos."

Coca-Cola Philippines' Next Steps After the Awards

Coca-Cola Philippines pointed readers to its website, coca-cola.com/ph, for more on its initiatives. The company did not state further dated steps in the announcement.