Coming Home to Masskara with Coke Studio
This year’s
Masskara Festival in Negros Occidental celebrated more color and more music as
Coke Studio brought together the Negrenses and the artists of this year’s Coke
Studio in one special stage, hyping up the volume and heat along Lacson Street.
The Coke Studio
stage was headlined by singer and heartthrob Sam Concepcion, and local bands
Cali Island and Aire Band. But more than the music festival, Coca-Cola
Philippines also brought to the city of smiles its World Without Waste campaign
which seeks to collect every bottle and can that it will produce by 2030, while
also including recycled materials into its packaging.
Specially
designed trash bins were distributed around key festival areas to help the
public segregate recyclables from other wastes, and in the process, help
partners Philippine Reef and Rainforest Conservation Foundation, Inc., Masskara
Foundation, IPM-Construction and Development Corporation Waste Management, and
the Department of Public Service Local Waste Management in keeping the streets
clean and litter-free despite the large volume of people. Throughout the five
days of festivities, almost 80 kilograms of PET bottles were collected for
recycling.
“There is so
much to be done in order to effectively reduce the waste that we produce, and
every small action makes a difference. By helping the public in segregating
recyclables from trash, we are slowly making them see that recyclables like PET
bottles are readily accessible resources that can and should be given second
life and not just end up in our landfills and oceans after one use,” said Jonah
de Lumen-Pernia, Coca-Cola Philippines Director for Public Affairs and Communications.
The main streets
of Bacolod City were painted with the ubiquitous red banners bearing the iconic
Spencerian script font that spells out the well-loved beverage. The heart of
Lacson Street was cordoned off Friday afternoon as the huge Coke Studio stage
took shape for the night’s festivities.
“The Masskara
Festival is an important occasion for us at Coca-Cola Philippines as it is an
opportunity to strengthen our partnerships with various stakeholders in Negros
as well as give back to our consumers by joining the festivities,” de
Lumen-Pernia said.
The beverage
brand, through its social responsibility arm, Coca-Cola Foundation Philippines,
inked several partnerships with government and non-government organizations to
help improve the sugar production of small sugar farmers. The partnerships
include providing irrigation, high-yielding variety, and technical training for
the farmer beneficiaries.
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