Because of the sugar tax, RC Cola's biggest advantage which was pricing is now at parity with competition's. Because of this, the brand needed to stand for something stronger in the … read moremind of its target, the Gen. Z drinker. Since carbonated softdrinks belong to a non-benefit category, 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. Filipino Gen. Zs live in the moment. They 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. 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 will 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. The results where that 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 thousand times, and achieved 10.2 million views. Countless memes, pieces of fan art, and even essays have been written dissecting the ad...even if it had no reason at all.
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