Coke unveils world's first 'tansan' billboards

MANILA, Philippines - Remember when a plant billboard mysteriously grew out of nowhere along EDSA last year?

This time, an entire billboard made out of Coca-Cola crowns or tansan has risen along the highway.

Last Jan. 17, in line with its 100th anniversary in the Philippines, Coca-Cola unveiled simultaneously in key locations across the country – North EDSA in Quezon City, Highway Seno in Cebu and Ulas Highway in Davao – three bottle crown billboard structures, the first in the world.

All bearing the special insignia of Coke’s 100th year celebration and headlined with a “thank you” message, the road ads were erected to officially open Coca-Cola’s “year of happiness” in the Philippines.

“We have created these extraordinary Coca-Cola crown billboards because 2012 is a very special year for the Filipinos. It is the year Coca-Cola gives back and gives thanks for the last 100 years of choosing and believing in happiness. This is the reason why the beloved brand is still here today. The billboards are a signal of the start of the biggest, year-long celebration we’ve ever had in the Philippines yet and the whole nation is invited,” said Guillermo Aponte, president and general manager of Coca-Cola Philippines.

There couldn’t be a more meaningful way to kick off such a once-in-a-lifetime milestone than with an iconic showcase befitting of a truly iconic brand.

Even greater is the truth they stand for. More than merely symbolizing the brand’s 100-year presence in the Philippines, they represent a nation of happy people.

With every crown comes generations of stories of unrelenting optimism in the face of the gravest obstacles as well as the most memorable moments of sharing, bonding and coming together.