Because of the sugar tax, RC Cola's biggest advantage which was pricing became parity with competition's. And so the brand needed to stand for something stronger in the mind of its … read moretarget, the Gen Z drinker. The way GIGIL Philippines differentiated RC Cola in this new campaign was to understand the Gen Z drinker, and discover an insight about them. Filipino Gen. Zs live in the moment. They don't need a litany of reasons before doing something. Just as long as they enjoy doing it, whatever! There doesn't need to be a reason. And so even RC's films don't need to mean anything deep, as the Gen. Z don't have many reasons for choosing a brand of soda. Whatever, just as long as it tastes good! GIGIL Philippines appropriated this attitude, and made RC Cola stand for it. So the Gen. Z would say, 'This is my drink, because it understands me.' But how do we communicate this? While other brands have chosen music marketing and taste tests, GIGIL Philippines made RC Cola seize for itself an unclaimed territory that is a sure hit among the young: humor. Results: 8,500,000 views and 139,000 shares. Named by AD AGE as No. 3 among the Top 5 global creative ideas 'people need to know about now' (Dec. 18, 2020). RC Cola became the No. 1 topic on Twitter just hours after publishing the film.
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