Coca-Cola Philippines goes 'Lift mode' with Ruru Madrid in Bacolod

Coca-Cola Philippines has unveiled Lift, a new citrus-flavoured drink charged with Vitamin B3, Zinc, and Caffeine, designed to energise today’s youth and inspire them to “go Lift mode” and “undo the usual.”

The launch took centre stage on 9 August 2025 at Bacolod City New Government Centre (NGC) with a high-octane event led by Coca-Cola Philippines president Tony Del Rosario, Coca-Cola Europacific Aboitiz Philippines unit director Gus Gatuslao, and Lift ambassador Ruru Madrid.

The campaign kicked off with a series of creative teasers, including giant branded crates displayed in Bacolod Plaza and Iloilo’s CityMall Parola. A Lift Recorrida Caravan followed, building buzz with on-ground sampling, street performances, and online chatter before culminating in the “Epic Unveiling” event in Bacolod.

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The event drew thousands, who were treated to live performances, interactive booths such as the Lift Bar and Crate Maze, and high-energy challenges for exclusive prizes. The highlight was the dramatic Epic Unboxing of Lift, which marked the brand’s official entry into Western Visayas.

Ruru Madrid, the brand’s official endorser, thrilled fans by joining the festivities and engaging with attendees both on-site and online. His presence amplified the campaign’s energy and cemented the star’s role in embodying Lift’s bold and youthful spirit.

“We’re thrilled by the energy and excitement from Bacolod and the entire Western Visayas,” said Del Rosario. “The new Lift we’re introducing today offers that great taste - and more. It’s a bold, citrus-flavoured drink charged with Vitamin B3, Zinc, and Caffeine, made for today’s youth who switch between multiple modes in a day. It carries a powerful message that dares you to switch - to choose something different, break the routine, and power through with confidence.”

The Bacolod activation marks the first phase of Lift’s rollout, with availability now in sari-sari stores and partner retailers across the region. Coca-Cola Philippines has promised more regional pop-ups, promotions, and interactive experiences to extend the campaign’s reach and keep momentum alive.

By pairing a celebrity ambassador with immersive consumer activations, the Lift launch underscores Coca-Cola Philippines’ push to localise its global brand ethos of “Refresh the world and make a difference” - anchoring it in vibrant, community-centred experiences that spark both offline and online conversations.

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