For over a century, Christmas in the Philippines has been painted red, not just by Santa, but by Coca-Cola. And while Nestea owned everyday mealtime moments year-round, it was always absent during the country's longest, most commercially critical season. The challenge: how do you enter a holiday that was never yours?
The answer wasn't to fight Christmas but to redefine it. We leaned into something no international brand could claim: the chaotic, unmistakably Filipino way of celebrating. So, Nestea launched the Nestea Bottomless Karaokathon: an eight-week Saturday livestream variety show with non-stop karaoke, and pitchers flowing freely, turning bottomless refreshment into bottomless entertainment. Families spent five hours a week with us, right as they planned their holiday feasts.
That's how 40 hours of karaoke beat 100 years of Christmas.
I conceptualized and created a key visual that brought together the three key elements of the campaign —
music, food, and Christmas. The goal was to make it feel like a real variety show title card, something Filipinos would instantly recognize. We took it further by animating it as an OBB, giving the Nestea Bottomless Karaokathon the full treatment of an actual show.
The Nestea Bottomless Karaokathon was an eight-week variety show livestreamed every Saturday at the start of the
Ber months: 40 hours of non-stop karaoke, games, and holiday chaos.
128 participants were selected through on-ground auditions, and hundreds more joined via video, making everyone feel like they got a turn at the mic. Every week, we brought in special guests (well-known personalities) to keep things fresh, alongside Filipino hits, classics, and variety show segments that kept the entertainment truly bottomless. Pitchers of Nestea flowed freely throughout. and families spent an average of 5 hours a week watching.
We integrated in-stream ordering so viewers could purchase Nestea directly while tuned in, closing the loop between entertainment and sales.
