The holiday season is often marked with its trademark rush –
people hustling through their shopping lists trying to complete it before
Christmas Eve and passengers crowding bus stations, airports, and other
terminals to get home in time for noche buena. But it’s not
the same for everyone, as every Christmas season, thousands of people work
tirelessly just to make sure that everyone else can celebrate and feel the
yuletide spirit.
This year, Coca-Cola paid tribute to people more popularly known
as “Tagahatid Pasko”, highlighting how their hard work, dedication,
and sacrifice has made it possible for everyone to have the merriest celebrations
this season. All throughout December, the Company gave
gifts and surprises to over 15,000 Tagahatid Pasko around
the country as their way of thanking the various unsung heroes
of Christmas who tirelessly work to bring a merry season for everyone
else.
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Partner
agencies and associates of Coca-Cola Philippines worked overtime to bring
holiday cheer among the unsung heroes of Christmas, otherwise known as Tagahatid
Pasko.
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On Christmas Eve and Christmas Day, several Tagahatid Pasko were
surprised by Christmas carolers and associates with ice-cold bottles
of Coca-Cola at their workplaces. Over 15,000 Santa packs filled with food
items and special gifts greeted the unsung heroes of Christmas who were still
in their workplaces.
“This is our way of expressing our gratitude to the people who
help us make Christmas happen in our own homes – be it the grocery clerk who
makes sure the shelves are well-stocked, or the gift-wrapping teams who work
until midnight at department stores, or the toll booth operator who
works overtime just so everyone can come home in time for Christmas. To all of
you, thank you!” said Stephan Czypionka, Coca-Cola Philippines Vice
President for Marketing.
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Even
on Christmas Eve and at work, a doctor at the hospital finds time to share a
smile with patients and enjoy a bottle of Coca-Cola, too. Like many other
medical practitioners who are on duty during Christmas, they are one of the Tagahatid Pasko.
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One of the Tagahatid Pasko is Carla
Dominique Diego, who works in the gift-wrapping section of a
leading department store. Since the onset of the Christmas
season, she has been working longer hours in order to accommodate all the
customers. “Pag Christmas season, napakarami po talagang nagpapagift-wrap.
Nakakalungkot lang isipin na hindi ko manlang naaasikaso yung mga regalo para
sa family ko dahil busy ako sa pagbabalot ng mga regalo ng ibang tao,” she
said.
Wait staff are also one of those who tirelessly work overtime
during the Christmas season to allow others to celebrate the festivities with
their loved-ones and friends. Jerico Gonzales, who works the
night-shift at a restaurant, says that the holiday rush makes its more challenging
for them. “May mga guests ako na
bumabalik-balik, at naiisip ko, ang saya nila, sana ganyan din nararanasan ko
ngayon. Paskong-pasko, di ko manlang nakakasama ang pamilya ko,” he said.
24-year-old Red Cross volunteer and Tagahatid Pasko Brenda Paule
recalls joining her team in the aftermath of Typhoon Yolanda to bring the
spirit of Christmas to typhoon survivors and other relief workers.
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A
restaurant staff could not hold back his joy when he received a Santa sack of
goodies from Coca-Cola last Christmas Eve.
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“Sharing the joy of Christmas is more than gifts; it’s about
being there for others. There is no joy like seeing the smile on the face of
others because of something that you have done. And that for me is the
priceless reward of what we do,” a misty-eyed Paule said.
For the past four years, Paule has spent her noche
buena in the streets, ready to respond to any untoward incident that
may arise.
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Janine
Gutierrez joined the Coca-Cola float during the Metro Manila Film Fest parade
last December 23.
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The Coca-Cola Christmas campaign did not stop with giving out
Santa sacks, celebrities also joined the celebration by being this year's Tagahatid Pasko during
the Metro Manila Film Festival 2016 Parade by giving out ice-cold bottles of
Coca-Cola. While a Christmas Concert, top-billed by the country’s best
musicians and most popular love-teams, together with Coca-Cola Ambassadors
James Reid, Nadine Lustre, Enchong Dee, Ylona Garcia
and Bailey May, serenaded and performed for over 300 unsung heroes of Christmas
from partner companies earlier this month.
Together with Coca-Cola in thanking all our Tagahatid
Pasko this year are partner organizations Sta. Lucia East Grand Mall,
Rotary Club Philippines, Shakey’s Pizza, McDonald’s, Grab, iFlix,
Robinsons Mall, Jollibee, Zomato, 5by20 Women Artisans of Tondo,
7-Eleven, Shell, Select, Mini Stop, Metro Manila Development
Authority, Djarn Manpower, Sentinel, Tropical Hut Pasay City, the
Philippine National Police, and VXI.
To see how Coca-Cola paid tribute to our
#TagaHatidPasko, check out the video on
their official Facebook page.
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