Coca-Cola addresses prevailing gender norms regarding women in their short film advertisement entitled “#KababaeMongTao Kaya Kahit Ano Kaya Mo.”
Released March 1, 2021, in line with the celebration of Women’s month, Coca-Cola unveiled their film advertisement to rebrand the meaning of the phrase “kababae mong tao”.
Coca-Cola featured 5 women representing 5 of the common gender norms women are being told to not be: the loud, the rough, the one who sits ‘improperly,’ the defiant, and the one who goes home late.
These mirrors the unfair standards women are being forced to follow throughout their lives.
Coca-Cola defies this standard by ending the video with the quote “Kababae mong tao, kaya kahit ano kaya mo,” which translates to “You’re a woman, so you can do everything” reshaping the meaning of the phrase.
The brand has been consistent in empowering women. In 2010, the brand started a movement to enable the economic empowerment of 5 million women by the year 2020 by launching the 5by20 goal.
“In 2010, we set a goal to enable the economic empowerment of 5 million women by 2020. Since then, we have worked with countless partners to provide business skills training, mentoring networks, financial services, and other assets to help women entrepreneurs improve their livelihoods, families, and communities,” Coca-Cola wrote on their official site.
“The Coca-Cola Company and its partners are proud to have exceeded our 5by20 goal by enabling the economic empowerment of more than 6 million women across 100 countries around the world. The women that participated in the 5by20 program work in roles, including retailers, suppliers, producers, artisans, and more,” they added.
As of writing, their “Kababae Mong Tao” film advertisement has accumulated over 7 million views with over 600 likes on Youtube.