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SUB CATEGORY :
VIRAL FILM
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COMPANY ENTERING :
GIGIL, MANILA
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TITLE :
FAMILY
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BRAND :
RC COLA
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ADVERTISER :
ARC REFRESHMENTS CORPORATION
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AGENCY :
GIGIL, MANILA
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MANAGING PARTNER :
JAKE YRASTORZA
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CHIEF CREATIVE OFFICER :
BADONG ABESAMIS/HERBERT HERNANDEZ
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COPYWRITER :
DIONIE TAÑADA
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ART DIRECTOR :
YNNA MILAMBILING/MAGGIE QUERIDO
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ACCOUNT SUPERVISOR :
BEV LUBID
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HEAD OF SOCIAL :
JEANO CRUZ
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FILM PRODUCTION COMPANY :
ARCADE, MANILA
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DIRECTOR :
MARIUS TALAMPAS
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EXECUTIVE PRODUCER :
AHNEL GOZON
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FILM PRODUCER :
SASA ABELLA
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LINE PRODUCER :
MARA BERNALDO
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ENGLISH SYNOPSIS :
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 CAMPAIGN: TO MAKE DRINKERS OF MARKET LEADER COKE SWITCH TO RC COLA.
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ENGLISH CONTEXT EXPLANATION :
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. TOTAL VIEWS: 17,000,000. TOTAL SHARES: 246,000.
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