GIGIL Philippines has released a second film in their wacky and humorous RC Cola campaign. The way GIGIL set out to differentiate RC Cola in this campaign was to understand the Gen Z drinker, and discover an insight about them.
Because of the introduced sugar tax in the Philippines, RC Cola’s biggest advantage which was that pricing became parity with the competition’s. This meant the brand needed to stand for something stronger in the mind of its target, the Gen Z drinker.
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 appropriated this attitude, and made RC Cola stand for it. So the Gen. Z would say, ‘This is my drink, because it understands me.’ 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.
Account Manager: Bev Lubid
Agency: GIGIL Philippines
Agency Producer: Sasa Abella
Art Director: Ynna Milambiling
Art Director: Maggie Querido
Chief Creative Officer: Herbert Hernandez
Chief Creative Officer: Badong Abesamis
Copywriter: Dionie Tañada
Director: Marius Talampas
Executive Producer: Ahnel Gozon
Line Producer: Mara Bernaldo
Managing Partner: Jake Yrastorza
Social Marketing Manager: Jeano Cruz