Embracing a Global Legacy of Refreshment

Two months ago, we unveiled a new campaign that set the tone for the remainder of 2024. This creative campaign is designed to bridge RC Cola's storied past with its vibrant future, celebrating the brand’s timeless refreshment and global legacy. As a campaign that reflects the spirit of RC Cola’s presence around the world, it offers a fresh narrative that resonates across diverse markets.

In this blog, we explore how the campaign was born and how it uniquely honors RC Cola’s legacy, all while looking forward to the future.

A Story of evolution and global presence

Our new campaign is rooted in our core values: honoring the brand’s rich heritage and showcasing its global reach. The creative idea is to position RC Cola as both a timeless classic and a modern choice, with visuals and messaging that connect the brand’s history with its exciting journey ahead.

The concept aims to engage both loyal fans and new consumers through compelling stories and visuals that evoke nostalgia while staying refreshingly relevant. By incorporating locations where RC Cola has a strong presence, the campaign reflects the brand’s worldwide footprint and celebrates the diverse communities that make up its loyal consumer base.

design that blends legacy and refreshment

The visual language of the campaign is inspired by RC Cola's unique blend of tradition and innovation. Each design element represents a contrast: black and white tones evoke a sense of timelessness and pay homage to the brand’s legacy, while bold, energetic cyan injects a modern, refreshing vibe.

The color palette also includes the iconic RC Red and RC Blue, emphasizing the brand’s identity and creating a dynamic contrast between historical authenticity and contemporary appeal.

Typography follows suit, using the brand’s existing Anton Regular font for its strong character and incorporating Courier New Bold to echo the essence of a typewriter—a subtle nod to the brand’s history.

Imagery that tells a global story

Imagery is at the heart of this creative campaign, capturing RC Cola’s global presence by featuring specific locations where the brand is enjoyed. Each visual showcases a “then and now” perspective, contrasting black-and-white historical photos of RC Cola in different countries with their vibrant, present-day counterparts. This creative treatment emphasizes the continuity of refreshment across generations and highlights how RC Cola remains a beloved choice worldwide.

To add energy and flow to the visuals, a distinctive frame made up of dynamic rectangles is used. This framing technique adds movement and depth, allowing both the historical and modern elements to connect seamlessly, creating a feeling of evolution and ongoing refreshment.

Bringing the campaign to life: applications across touch points

The campaign comes alive through multiple applications, each tailored to enhance brand visibility and deepen consumer engagement:

• Giveaways: From postcards that celebrate global landmarks to branded towels and tote bags, these items are not just giveaways but visual representations of the RC Cola experience, sparking connections and loyalty.
• Billboards & POSM: The campaign extends to high-impact spaces such as billboards, bus stops, and point-of-sale materials. Wobblers, display stands, and fridge stickers transform retail spaces, ensuring RC Cola stands out wherever consumers encounter it.
• Social Media & AR Filter: The theme's vibrant visuals are carried through social media posts, stories, and digital stickers, creating an interactive space for fans to celebrate and share their love for RC Cola. A special highlight is the AR filter, designed to provide an immersive and playful experience. The filter keeps the user in focus while transforming the background into various locations, culminating in a refreshing RC Cola visual. It’s a fun way to engage consumers, encouraging them to interact and share their moments online.

an invitation to celebrate

The new RC Cola Campaign is a celebration of where we've been and where we are going. It's about capturing the brand's legacy and infusing it with a refreshing twist that resonates across cultures and generations. As the campaign continues to unfold across markets worldwide, every image, story and touchpoint - is designed to reflect RC Cola's enduring appeal and the excitement of discovering something unexpectedly wonderful.