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