FAMILY

Short List
TitleFAMILY
BrandRC COLA
Product / ServiceRC COLA
CategoryF02. Challenger Brand
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

The film was created to relaunch RC Cola.

Please tell us about how the work challenged / was different from the brands competitors

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.

Links
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