Schoolboy seeks the truth from his mother on his adoption in this wacky RC Cola film created by GIGIL Philippines
Since carbonated softdrinks all belong to a non-benefit category – as all sodas are practically the same – the way GIGIL Philippines differentiated RC Cola in this new campaign was to understand the Gen. Z drinker, and discover an insight about them.
Because of the sugar tax in The Philippines, RC Cola’s biggest advantage is that pricing is now at parity with their competition. Because of this, the brand needed to stand for something stronger in the mind of its target, the Gen. Z drinker.
GIGIL believes Filipino Gen. Zs live in the moment and don’t need a litany of reasons before doing anything. Just as long as they enjoy doing it, whatever! There doesn’t need to be a reason. Whatever…just as long as it tastes good! That’s the thinking behind this very quirky film about a young schoolboy who is convinced he is adopted.
While other brands have chosen music marketing and taste tests, GIGIL chose humor to promote RC Cola.
In just 6 hours, the film chalked up more than 1 million views without being boosted. RC Cola became the No. 1 trending topic on Twitter in the Philippines for 24 hours because of the spot. Days after posting, the film had been shared 219,000 times, and achieved 10.2 million views. Countless memes, pieces of fan art, and even essays have been written dissecting the ad.
Account manager: Bev Lubid
Agency Producer: Sasa Abella
Art Director: Ynna Milambiling
Art Director: Maggie Querido
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Copywriter: Dionie Tañada
Director: Marius Talampas
Executive Producer: Ahnel Gozon
Line Producer: Mara Bernaldo
Managing Partner: Jake Yrastorza
Production Company: Arcade
Social Marketing Manager: Jeano Cruz