Halika! Mag-Active and Active Living Na! (partially found Filipino "brandigration" TV show; 2007-2008): Difference between revisions
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Revision as of 06:10, 8 March 2022
In 2005, Coca-Cola rolled out a new campaign in the Philippines to promote "HAL", an acronym for Healthy, Active Lifestyle and seeks to dispel eliminate concerns about soft drinks. It is also a global campaign. The main goal of this campaign is to not blame soft drinks on multiple health problems.[1]
The campaign has a series of print ads and was developed by 141 Worldwide and the ads are targeted to parents, teachers, and school administrators who are concerned about the children's eating habits.[1] In the Philippines, the campaign's slogans were "Bawat Patak, Mahalaga" and "A balanced life is a Sparkling Life." and there was also a TV commercial about the campaign. A caravan was also made for a charity workout[2] and a "brandigation" TV show about the campaign.
TV show
In 2007, Coca-Cola launched a show about the campaign named Halika! Mag-Active and Active Living Na! It advocates for a healthy diet and exercise. It was described as "part-news feature" and "part-entertainment" and also an experiment as real stories are framed within a sitcom, with the sitcom being about a TV crew making the show about health. The show also interviews people, specifically housewives and working-class people about their health which are described who have many misconceptions about food and diet and introduce families that aren't into exercise.[3] The show is also used to widen the campaign's reach beyond exercise workouts.[4]
The show gained controversy for it promoting soft drinks and sugary fluids Coca-Cola sells as part of a healthy diet. People also see it as unethical for its "8 glasses of fluids a day", implying the latter.[5]
Availability
The show ran for 13 Saturdays in QTV-11, ending in 2008. Episode 1 was available on YouTube, uploaded by TheMorningRush, albeit low-quality.[6] Moreover, makatimc uploaded a video consisting of the show's explanation and snippets of several episodes. A promo for the show was also uploaded in Vimeo.[7] Other episodes are yet to resurface.
Videos
References
- ↑ 1.0 1.1 Coke HAL fights health concerns Retrieved 08 March '22
- ↑ COCA COLA'S 2009 HALIKA! Retrieved 08 March '22
- ↑ Coca-cola HALika YouTube video Retrieved 08 March '22
- ↑ Cebuanos burn calories for charity Retrieved 08 March '22
- ↑ Facebook post about the show Retrieved 08 March '22
- ↑ TheMorningRush channel Retrieved 08 March '22
- ↑ Advocacy Ad for Coke Retrieved 08 March '22