BAND

Short List
TitleBAND
BrandRC COLA
Product / ServiceRC COLA
CategoryB01. Fast Moving Consumer Goods
EntrantGIGIL Manila, THE PHILIPPINES
Idea Creation GIGIL Manila, THE PHILIPPINES
Production ARCADE FILM FACTORY Makati City, THE PHILIPPINES

Credits

Name Company Position
Badong Abesamis GIGIL Chief Creative Officer
Herbert Hernandez GIGIL Chief Creative Officer
Dionie Tañada GIGIL Copywriter
Ynna Milambiling GIGIL Art Director
Maggie Querido GIGIL Art Director
Jeano Cruz GIGIL Head of Social
Bev Lubid GIGIL Account Supervisor
Jake Yrastorza GIGIL Managing Director
Marius Talampas Arcade Director
Mara Bernaldo Freelance Line Producer
Sasa Abella Freelancer Agency Producer
Ahnel Gozon Arcade Executive Producer

Write a short summary of what happens in the film

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 campaign: To make drinkers of market leader Coke switch to RC Cola.

Cultural / Context information for the jury

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. 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 yet owned by the other soda brands. So while Coke was into music marketing, and Pepsi, into taste tests, RC seized a space that's a surefire hit among the Gen. Z: humor.

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