Coca-Cola joins Naga’s Peñafrancia Festival

Coca-Cola celebrated the Peñafrancia Festival in Naga City with live music, community activities and plastic bottle collection initiatives, continuing its nearly eight-decade presence in the Bicol city.

In a press release dated 13 October, Coca-Cola Europacific Aboitiz Philippines (CCEAP) said its annual participation in the religious and cultural festivities brought together its beverage brands, entertainment activities and sustainability programs.

At the Balatas Development Complex, the Coca-Cola Food Strip offered festivalgoers local food alongside Coca-Cola beverages, while the Sprite Spicy Booth featured products paired with spicy flavors. At Plaza Rizal, the Royal Rambol activation offered interactive games and a space for visitors to gather with family and friends.

The company also brought its Tapon to Ipon bottle collection program to the festival for the fourth consecutive year. Since joining the celebration in 2022, the initiative has encouraged visitors to exchange empty clear polyethylene terephthalate (PET) plastic bottles of any brand for Coca-Cola products or limited-edition merchandise at its collection booth in Plaza Quince Martires.

Coca-Cola also staged its annual Coke Studio concert, featuring hip-hop artist Al James, singer-songwriter Kemrie and reggae-inspired band Olay Yapanit. Festivalgoers who purchased Coca-Cola products at the event were offered front-row access to the Peñafrancia stage through a Coke Studio VIP experience.

“For generations, Coca-Cola has been part of the moments, occasions, and celebrations that matter most to Filipinos. Through Peñafrancia, we are honored to join Nagueños in celebrating a deeply cherished tradition while creating experiences that bring refreshment, enjoyment, and connection to families and friends. We are grateful to be part of the festival and look forward to continuing our shared journey with Naga for years to come,” said Andrea Cheng, Coca-Cola Philippines commercial and franchise senior director.

Nearly 80 years in Naga

CCEAP said its Naga plant, established in 1948 along Concepcion Pequeña, remains the company’s oldest operating manufacturing facility in the Philippines.

Frank Garcia, CCEAP commercial vice president, said the city remains an important part of the company’s history.

“Our roots in Naga extend far beyond the beverages we make, move, and sell. As home to our oldest standing manufacturing plant in the Philippines, Naga City holds a special place in our history and continues to be an important part of our story. The Peñafrancia Festival gives us a meaningful opportunity to celebrate our longstanding presence in the city, support local businesses and partners, and create experiences that bring people together. We are proud to celebrate alongside Nagueños each year as we continue growing with the community,” Garcia said.

Beyond the festival, CCEAP said it has supported Naga City’s solid waste management efforts through Tapon to Ipon. In 2024, the company turned over a baling machine to the city government to help improve PET bottle recovery and waste diversion.

The collected bottles are sent to PETValue Philippines, which the company described as the country’s first bottle-to-bottle recycling facility, where they are processed into new food-grade material.

Coca-Cola Philippines has also partnered with the Technical Education and Skills Development Authority, the Naga City government and the Camarines Sur Institute of Fisheries and Marine Sciences to roll out the Solid Waste Management Operations Level III Training Program under the expanded SIKLO Program.

The initiative provides barangay officials, local government personnel and environmental workers with training in waste management planning, segregation, materials recovery and community education, the company said.