RC Cola “Whatever” campaign by GIGIL makes international headlines: Fast Company, Contagious, The Ellen Show, and more!
“RC Cola proves that confident creativity needs an industry-wide renaissance,” the headline of Fast Company reads.
The controversial ad titled “Family” not only brought a 67% sales increase for the brand, but also made local and international headlines—showing that it’s more than an issue of a film that went viral.
Fast Company thinks that “This ad proves that commercials need to get weird again.” It also shared what oddvertising looked like before the advances in digital technology.
The publication walked the readers down the memory lane and reminded them of the apex of controversial films in advertising: Burger King’s “Wake up The King” film where the brand reintroduced the King as a creepy mascot; Skittles’ ever-crazy films like the “Piñata Man”; and Snickers’ film where different historical figures were seen having fun on a road trip.
Contagious wanted to understand the method behind the madness by asking two of GIGIL’s partners. Its headline: The strategy behind RC Cola’s surreal “Basta” ads in the Philippines.
In the article, GIGIL co-founder Badong Abesamis pointed out how humor helped the brand reach its target market. “The road to reaching the Gen Z demographic is through humor, it was surprising in a sense that nobody had claimed it in the soda category yet in the Philippines. This didn’t have to make sense, because our creative platform is “whatever.” We have elbow room to become provocative, different and maybe even controversial in engaging Gen Z consumers with the brand. We’re allowed to be a bit crazy because that is, in essence, equity building for the brand, becoming the cool drink of Gen Z.”
While on “The Ellen Show,” Twitch and Ellen herself try to guess how the ad will end. Unfortunately, the two failed to do so.
Watch Ellen’s reaction here: https://www.youtube.com/watch?v=9zrExsQpQhU
Aside from funny ads, GIGIL has also helped its clients launch ads that tackle mental health issues, environmental issues, and more. Check out other GIGIL campaigns on YouTube: https://www.youtube.com/channel/UCrlrKGqQqV4XkzfGiri0_tw/featured