ABOUT

RC Cola is a minor player in the Philippines' carbonated softdrinks category. UAI studies revealed it did not stand for anything in the minds of the target. To meet the objective of making the Gen. Z drinker of market leader Coke to switch to RC Cola seemed to be an insurmountable challenge. To do this, RC had to show the Gen. Z drinker that the brand understood them, and embodies their attitude. The Gen. Z in the Philippines often decide to do things without any reason at all. Whether to hang out, game online...or choose a soda brand. 'Whatever,' they say. To own this and communicate it distinctly, the brand seized an unoccupied territory. While Coke was into music marketing, and Pepsi was into taste tests, RC Cola pounced on a space that's a best seller among the Gen. Z and that remained available for the seizing: humor.