The holiday season is often marked with its trademark rush – shoppers hustling through their lists trying to get everything done 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. Every holiday season, thousands of people work tirelessly just to make sure everyone else can celebrate and feel the yuletide spirit.

This year, Coca-Cola Philippines paid tribute to people more popularly known as "Tagahatid Pasko," or "Bringers of Christmas. The campaign highlighted how the hard work, dedication and sacrifice of unsung Christmas heroes – transportation workers, grocery clerks, gift-wrappers and many more – made it possible for people to have merry celebrations this season. 

Throughout December, Coca-Cola doled out gifts, food and surprises to more than 15,000 "Tagahatid Pasko" around the Philippines. Christmas carolers and Coca-Cola associates surprised people who had to work on Christmas Eve and Christmas Day with ice-cold bottles of Coca-Cola at their workplaces.

Among 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 worked longer hours to accommodate all the customers.

"During the Christmas season, a lot of people have their gifts wrapped,” she said. “It just makes me sad that I can't even take care of my gifts for my own family because I'm too busy wrapping gifts for other people.”

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. "It's Christmas, but I can't even be with my own family," he said.

Bringing Coca-Cola cheer to people like Diego and Gonzales is the goal of the company’s holiday campaign, said Stephan Czypionka, marketing director, Coca-Cola Philippines.

"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,” said Czypionka. 

Brends Paule, a 24-year-old Red Cross volunteer, recalls joining her team in the aftermath of Typhoon Haiyan to bring the spirit of Christmas to typhoon survivors and other relief workers. For the past four years, Paule has spent her “noche Buena” in the streets, ready to respond to any untoward incident that may arise.


"Sharing the joy of Christmas is more than gifts; it's about being there for others,” Paule said. “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."

To see how Coca-Cola Philippines paid tribute to our #TagaHatidPasko, check out the Facebook video.