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Coca-Cola Philippines re-channels P150M advertising budget for COVID-19 response

Beverage giant Coca-Cola Philippines is diverting around P150 million worth of advertising budget to efforts in support of the coronavirus disease 2019 (COVID-19) response and relief work.

“Coca-Cola Philippines has decided that all commercial advertising of Coca-Cola and all our brands in the country will be put on hold, effective immediately,” Coca-Cola Philippines president and general manager Winn Everhart said in a letter.

“All our committed advertising space and budgets will be redirected towards supporting COVID-19 relief and response efforts for the most affected communities,” Everhart said.

The P150-million advertising budget was re-channeled to the following efforts:

  •     Providing hydration needs for health workers and front liners every day. Delivery of beverages to public and private hospitals have started and will continue as need.
  •     Providing personal protective equipment to health workers in partnership with TOWNS Foundation and UP Medical Foundation.
  •     Delivering food packs to the most vulnerable families and communities in partnership with non-government organizations such as Caritas Manila and Against Hunger.
  •     Supporting distribution partners who serve small sari-sari stores and carinderias, through expanded credit terms.

“We are deeply concerned about the growing impact of COVID-19 in the Philippines, especially in the most vulnerable parts of our communities,” Everhart said.

“These are challenging times for all of us, and we are fully committed to doing everything we can to help,” he said.

The entire Luzon was placed under enhanced community quarantine at 12 a.m. on Tuesday, March 17, as ordered by President Rodrigo Duterte on Monday night.

Under this condition, strict home quarantine will be implemented in all households, transportation will be suspended, provision for food and essential health services will be regulated and the presence of uniformed personnel to enforce quarantine procedures will be heightened.—AOL, GMA News