Halika! Mag-Active and Active Living Na! (partially found Filipino "brandigration" TV show; 2007-2008)

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Halikalogo.png

Logo.

Status: Partially Found

In 2005, Coca-Cola rolled out a new campaign in the Philippines as part of a global campaign to promote "HAL", an acronym for Healthy, Active Lifestyle in an effort to allay health concerns about soft drinks.[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 "brandigration" TV show about the campaign.

TV show[edit | edit source]

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[edit | edit source]

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[edit | edit source]

Video that explains the plot and has some snippets of the episodes.
Part 1 of the low-quality full episode.
Promo for the show.


References[edit | edit source]

  1. 1.0 1.1 Coke HAL fights health concerns Retrieved 08 March '22
  2. COCA COLA'S 2009 HALIKA! Retrieved 08 March '22
  3. Coca-cola HALika YouTube video Retrieved 08 March '22
  4. Cebuanos burn calories for charity Retrieved 08 March '22
  5. Facebook post about the show Retrieved 08 March '22
  6. TheMorningRush channel Retrieved 08 March '22
  7. Advocacy Ad for Coke Retrieved 08 March '22