The concept emanated from the rally cry "You LOSE Charities GAIN. This was exploded through the use of various channels: Out of Home, Print, Radio. These materials invited people to join a day long fitness event wherein the Company will donate a peso to charity for every calorie burned by volunteer participants. During this event, there was a calorie meter which tracked the calories burned. At the end of each workout session, a Coca Cola representative handed out a giant cheque to the beneficiary representatives.

Estimated audience at the venue: 50,000Total number of participants: 1,935Total calories burned: 518,666Total amount donated: 1.2 Million Philippine pesos**Coca-Cola gave bonus donations for work-outs which exceeded 50,000 calories burned.Total project budget: 3.2 Million Philippine pesosEstimated free media value: 6.2 Million Philippine pesos