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.

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.'

The team had to create a film to reach millions of Gen Z Filipinos.

Bad news: The brand's budget was only USD 106K.

Good news: The Philippines is the social media capital of the world, where Filipinos spend an average of 4 hours on Facebook.

Armed with this insight, the team was convinced that if it could produce an engaging film, Filipinos would share it--it could travel, go viral, and reach the multitude the brand wished it could.

But it had to have a narrative so engaging that the Gen Z would proudly share it with their friends. It had to be so provocative that the press and media would cover it, amplifying the film and RC Cola's message beyond the confines of what its limited budget could reach.

The film itself could be the distribution strategy.

The film was published on Facebook and YouTube, and went viral from there.

RC Cola 'Family' was so engaging, it earned:

*USD 1.7M PR Values

*USD 400K Ad Values

*USD 2.1M Media

The film earned a total of USD 4.2M...all on a budget of only USD 106K.

Earned free values outperformed paid media by 3,862%.

The film has chalked up 24M views and 242K shares.

It made RC Cola No. 1 on Twitter Philippines for 2 days.

It created 20,869% more conversations on social media vs. 2019.

It increased positive chatter about RC Cola by 25%.

It was covered by over 60 global and local publications, including Fast Company, Esquire, Design Taxi, and Ad Age.

It was tweeted by Burger King Global CMO Fernando Machado.

It was showcased by Ellen DeGeneres on 'The Ellen Show.'

It moved pop culture, inspiring hundreds of memes, fan art, and analyses.

It was spoofed by other brands to ride on the film's popularity.

It was studied in top Philippine business schools.

But most important of all, RC Cola 'Family' made sales of RC Cola Mega surge by 67%.