Yrastorza: RC Cola told us that it needed something bigger, fizzier and more impactful to reverse the decline in sales caused by the sugar tax. We arrived at a space that nobody had tapped into yet — humour and absurdity. Abesamis: The brief also evolved into us navigating the pandemic too. Nobody was going outside, there were no celebrations, family parties or get-togethers with friends — we had no consumptions occasions to focus on.
And if people are consuming cola regularly, they are choosing the market leader Coca-Cola. Yrastorza: A lot of the people in our agency belong to the Gen Z or millennial audience, when we asked around, we observed that this cohort were pretty opinionated about things going on in the world. This unlocked a very powerful insight that resonated with our target audience and we started to explore it further. This word Basta was the key in developing a new brand platform for us to execute on.
Abesamis: The ad was designed to play on the tropes of soap operas here in the Philippines. As we were a Spanish colony, telenovelas are very popular here and there is always an adoption subplot. We thought that there was something rich to subvert here, to make people believe they were watching a soap opera which then unravels into something else entirely.
The road to reaching the Gen Z demographic is through humour, it was surprising in a sense that nobody had claimed it in the soda category yet in the Philippines.
We had the chance to own it for RC Cola and we seized it. We have elbow room to become provocative, different and maybe even controversial in engaging Gen Z consumers with the brand. Jake Yrastorza , Gigil. There has already been a follow-up to the adoption Basta ad, how connected is this to the original? In this latter execution we have a group of friends playing instruments and singing, with the end reveal being that the musicians can produce ice cubes from their eyes, while the lead singer has an RC Cola bottle inside her arm.
Maybe eventually all these people can come together for their own reunion special, just like with Friends. Why did the brand opt for a purely digital launch and which social channels were included in the media plan?
We also purchased YouTube pre-roll ad to increase views and then on Twitter we promoted the original tweet of the ad to encourage engagement and sharing. Yrastorza: This then organically spilled over into TikTok, with KOLs creating make-up tutorials, people also made memes of the advert and one fan even created an Instagram filter which transforms your head into a bottle of RC Cola.
It had a massive impact on short-term pop culture during Q4 of here in the Philippines. Yrastorza: What happened was a couple of people saw it online and started sharing it, that was it. But this ad really resonated with people, achieving 1. How is the brand sure that this sales increase is attributed solely to this work? Best Soda on the market!! Tired of giving money to corporations that could care less about you?
RC Cola tastes better than any soda out there today! But this seller is ripping folks with the price so do what you gotta do. Only registered users can write reviews.
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Best cola made Best cola made. Nice soft drink. Only registered users can write reviews. Please log in or register. YES NO. This product is not Fulfilled by Ubuy and can take minimum 10 days in delivery.
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