CLIENT
ARC Refreshments Corporation
James Loverio - Head of Marketing
AGENCY
1. Badong Abesamis - Founding Partner
2. Herbert Hernandez - Founding Partner
3. Dionie Tañada - Associate Creative Director
4. Ynna Milambiling - Art Director
5. Maggie Querido - Art Director
6. Bev Lubid - Account Supervisor
7. Jake Yrastorza - Managing Partner
8. Marius Talampas - Director
9. Sasa Abella - Producer
SUMMARY
How does a fizzy drink that’s fizzling out, with no positive sentiment among drinkers in a shrinking softdrinks category, go to bat against goliath Coca-Cola during a global pandemic? By throwing the rulebook out the window, and embodying the zeitgeist of its Gen. Z drinker: “Whatever.”
Results? RC Cola reversed the sales decline caused by government’s sugar tax, increased sales of flagship RC Cola Mega by 67%, and raised positive sentiment about the brand by 25% during a pandemic--when Filipinos had no reason to be drinking a celebratory soda.
