Insider Spotlight
In partnership with SBS, Australia’s multicultural and multilingual public broadcaster, the initiative transformed Christmas airwaves into a stream of heartfelt carols, karaoke-style performances, and personal messages recorded by families across the Philippines.
The broadcast ran from 6 p.m. on Christmas Eve until 6 p.m. on Christmas Day, reaching Filipinos across Australia during one of the most emotionally charged times of the year.
Why it matters
For millions of OFWs, Christmas is marked by absence. While remittances and sacrifice sustain families back home, the holiday season often amplifies loneliness. Coca-Cola anchored the campaign on its global insight that “the pressures of the holidays steal the Christmas spirit from the true givers,” positioning SoundOfHome.FM as a way to give something back to those working far from home.
How it worked
Weeks ahead of Christmas, Coca-Cola launched a nationwide Caroloke Caravan across key Philippine cities and major Pasko festivals.
Families recorded carols and personal messages for relatives in Australia, while others submitted dedications through a digital platform. A notification system alerted OFWs when their loved ones’ messages were scheduled to air, ensuring they could tune in at the right moment.
The result was a continuous audio stream that blended nostalgia and gratitude, allowing voices from home to travel thousands of miles.
What they’re saying
“This initiative comes from a place of deep respect for the people who give so much of themselves from far away, a recognition of their immense, yet quiet sacrifices,” Francis Izon Reyes, Coca-Cola marketing director for Asean and South Pacific, said in a press release on Dec. 26, 2025.
“We know that during the holidays, the distance and not being with family can feel heavier than ever. With SoundOfHome.FM, we wanted to bring a moment of comfort, a small piece of home to Filipinos overseas.”
Nikhil Panjwani, executive creative director Ogilvy @WPP OpenX, added, “Christmas is about togetherness, but for millions of OFWs, it's defined by distance. SoundOfHome.FM was our way of using something as simple as radio to bring families closer—if only for a moment—on a day when it matters most.”
The bigger picture
Coca-Cola also released a Christmas film, “Sound of Home,” capturing real reactions of OFWs in Australia as they heard their families’ voices mid-shift.
The campaign reinforces the brand’s long-standing focus on human connection, underscoring that even when families are oceans apart, the feeling of home can still be heard. —Vanessa Hidalgo | Ed: Corrie S. Narisma
