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Coca-Cola Connects OFWs via SoundOfHome.FM: Global Holiday Initiative

Agency
Ogilvy
Brand
Coca-Cola
Platforms
None
Industries
Media & Entertainment
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Coca-Cola leveraged the emotional resonance of Christmas to connect overseas Filipino workers (OFWs) through SoundOfHome.FM, a 24-hour audio broadcast that transformed Australia's airwaves into a heartfelt message from the Philippines. By tapping into the global insight that 'the pressures of the holidays steal the Christmas spirit from the true givers,' the campaign aimed to uplift unsung heroes through familiar, comforting sounds. The initiative reached over 10 million listeners, with 100,000 unique listeners, creating a powerful emotional connection across thousands of miles. The campaign exemplified Coca-Cola's commitment to fostering global community and cultural connection through innovative, emotionally resonant storytelling.

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Published around: March 6, 2026 ?
Added to Agency Inside: March 22, 2026

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