Welcoming the holy month of Ramadan, Coca-Cola® in line with the brand's philosophy of togetherness held a series of activities aimed at attracting consumers' interest, and emphasized the importance of sharing with the waste picker community and underprivileged families in 14 locations in Indonesia. In collaboration with the Mahija Parahita Nusantara Foundation, the Coca-Cola System in Indonesia – consisting of PT Coca-Cola Indonesia and Coca-Cola Europacific Partners Indonesia (CCEP Indonesia) – hopes to realize the meaning of the month of Ramadan by highlighting gratitude, togetherness and share with those in need.
“We are fortunate to be a part of so many precious moments and witness the magic of human relationships, especially in the month of Ramadan where many families across Indonesia gather and share together. We hope that this effort will bring joy to the Indonesian people and help create a better future through the brand philosophy of 'Real Magic' (Feel the Miracle), especially in these challenging times," said Rina Surya, Frontline Marketing Director of Coca-Cola.
Coca-Cola will share magical moments through togetherness with waste picker communities and families in need who live in waste collection areas from Mahija Parahita Nusantara in North Sumatra, Java to South Sulawesi. The Ramadan program, which runs from April 3 to May 1, 2022, will distribute more than 5,000 packages of food and drinks for breaking the fast through the "Wednesday and Friday Blessings". In addition, Coca-Cola will also distribute 600 food packages to people in need.
Lucia Karina, Public Affairs, Communications and Sustainability Director and (Acting) People & Culture Director of CCEP Indonesia, added, "Although the pandemic is still ongoing, we are grateful that this year Coca-Cola Indonesia and Coca-Cola Europacific Partners Indonesia are still able to share joy with others. community through a partnership with the Mahija Foundation. This program allows us to distribute iftar and basic food packages and bring happiness to those in need during this holy month."
Society is an important part of Coca-Cola. Through the brand philosophy, Coca-Cola strives to unite various groups of people and bring magical moments to society during pandemic. “Coca-Cola is delighted to be present and to be a part of Indonesian society. However, the role of actors or workers in the solid waste sector, which has become an important part of our daily lives, often goes unnoticed. In this fasting month filled with prayers and reflections, we want to contribute to the community by distributing iftar packages to those in need, including garbage officers," explained Triyono Prijosoesilo, Public Affairs, Communications, and Sustainability Director of PT Coca-Cola Indonesia.