Background

RC Cola is a minor player in the carbonated softdrinks category in the Philippines. Its competitive advantage was its price, but since the sugar tax was enforced in the Philippines, this has been eroded. UAI studies also indicate that the brand doesn't stand for anything in the minds of its target, the Gen. Z drinker. Objective of the film: To make drinkers of market leader Coke switch to RC Cola.

Describe the strategy

To differentiate RC Cola and make it meaningful to the Gen. Z drinker, the brand had to understand them. The Gen. Z in the Philippines often decide to do things without any reason at all. Whether hang out, game online...or choose a soda brand. They do what they just feel like doing. 'Whatever,' they say. There really is no reason at all. Just as long as they feel like doing it, they will do it. To make the Gen. Z drinker identify with RC Cola, the brand appropriated this attitude: 'Whatever.' To communicate this distinctly, the brand had to own a territory not owned by the other soda brands. While Coke was into music marketing, and Pepsi was into taste tests, a space that's a best seller among the Gen. Z remained available for the seizing: humor.

Describe the execution

A film was produced to relaunch the brand that started like a Filipino soap opera, but ended up like something else...without any reason at all. Whatever.

List the results

In just 6 hours, RC Cola's film chalked up more than 1 million views without being boosted. In two weeks, the film has chalked up 10.2 million views, and 219 thousand shares. The brand was the No. 1 trending topic on Twitter for 24 hours because of the spot. All major news websites have covered the film. Countless memes, pieces of fan art, and even essays have been written dissecting the ad...even if it had no reason at all. Whatever.