The smile that refreshes

Coca-Cola jumpstarts the year by harnessing optimism among the youth. What makes the brand unique is how it brings out a youthful enthusiasm in everyone, making it perfect for any occasion and celebration whether with the barkada or the family.

Coca-Cola, in collaboration with global retail brand Bench, launched the “Drink Coke, Wear a Smile Every Day” promo, a partnership that aims to give every Filipino youth more reasons to smile. Also launched were shirts that reinforce Coca-Cola’s message of refreshing optimism.

The brand, together with Bench, recently kicked off the year by presenting a fashion show. Guests gathered at the B6 on Bonifacio High Street, which was transformed into a hip underground warehouse club. The Coke Smile Ambassadors, role model teens who aim to inspire the youth to “live a life of smiles and optimism,” were formally introduced at the event.

At the runway show, as a gesture of doing away with bad vibes, models tore off their white “negativity” shirts to reveal their Coke Smile Statement Shirts underneath, a collaborative venture with Bench.

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