MANILA, PHILIPPINES — At the recently concluded Cannes Lions Live, RC Cola’s film entitled ‘Family’ was declared a bronze winner under the Film category. The humorous and viral ad was created by independent ideas agency, GIGIL.
After its release, ‘Family’ quickly gained local and global recognition for its odd and quirky approach, as well as the wide spectrum of comedy the story provides. In GIGIL’s creative process, they came out wanting to “make the brand stand for something cool in the minds of the Gen Z audience, so much so that they’d want to be associated with it.”
When they presented the idea to the powers that will at RC, it was clear to them that they had dissected the drinker (or the bottle?) and unearthed a unique insight that would separate RC from the rest.
“James Loverio, Head of Marketing at ARC Refreshments Corp., loved the idea during the first presentation. He knew that they had to go for something that’s never been done before, in order to create an image for RC Cola that will make it stand out from the rest, and be the preferred one of the youth market.”
The film has been studied in the Asian Institute of Management, and the De La Salle University. More importantly, RC Cola ‘Family’ made sales of RC Cola Mega increase by 67%.
