BACOLOD CITY, PHILIPPINES – Coca-Cola Philippines has officially launched Lift, its newest citrus-flavored beverage infused with Vitamin B3, Zinc and Caffeine, designed to energize a new generation of go getters. With its bold taste profile and rallying call to “Go Lift Mode,” the beverage is now available across Western Visayas, empowering consumers to break free from routine and embrace everyday life with renewed vitality.
The high energy launch was spearheaded by Coca-Cola Philippines President Tony Del Rosario, Coca-Cola Europacific Aboitiz Philippines Unit Director Gus Gatuslao, and Lift ambassador Ruru Madrid, who collectively ushered in the brand’s arrival in Bacolod City.
To mark the debut, Coca-Cola staged an immersive consumer event titled “UNDO THE USUAL, LIFT MODE NA ‘YAN: Epic Unveiling” at the Bacolod City New Government Center (NGC) on August 9, 2025. Thousands gathered to witness the unveiling of Lift through dynamic performances, interactive brand installations and the highly anticipated Epic Unboxing.
The event’s centerpiece transformed the NGC into an energy filled festival, featuring experiential booths such as the Lift Bar, a Crate Maze and a Trick Art Coca-ColaWall, which encouraged attendees to engage with the product and amplify their experience across social media. Fans also took part in high energy challenges, winning exclusive prizes that fueled further excitement.
Lift’s official endorser Ruru Madrid heightened the momentum, electrifying the crowd as he joined fans in celebrating the brand’s bold new chapter.
Ahead of the main launch, the brand sparked curiosity with strategically placed Lift crates in public spaces such as Bacolod Plaza and CityMall Parola in Iloilo, building anticipation across the region. These installations paved the way for the Lift Recorida Caravan (August 7-9), which energized communities with on-ground sampling, street performances and digital activations – culminating in the dramatic crate delivery to the NGC.
The multi-day campaign not only engaged on the ground audiences but also generated significant online buzz, with conversations highlighting Lift’s bold flavor and vibrant brand personality.
Reflecting on the launch, Tony Del Rosario, President of Coca-Cola Philippines, underscored Lift’s purpose driven positioning. “We’re thrilled by the energy and excitement from Bacolod and the entire Western Visayas. The new Lift we’re introducing today offers that great taste — and more. It’s a bold, citrus-flavored drink charged with Vitamin B3, Zinc, and Caffeine, made for today’s youth who switch between multiple modes in a day. It carries a powerful message that dares you to switch — to choose something different, break the routine, and power through with confidence.”
The event drew thousands of consumers from Bacolod and neighboring provinces, a testament to Coca-Cola’s ability to connect with audiences through both product innovation and experiential storytelling. With Lift now available in sari-sari stores and partner retailers across Western Visayas, the brand is set to expand its footprint through regional rollouts, pop-up activations, and consumer promotions.
In line with Coca-Cola’s mission to Refresh the World and Make a Difference, Lift represents more than just a new beverage – it is a vibrant call for consumers to embrace confidence, energy, and boldness in their everyday lives.
