How Tajikistan Brought RC Cola’s 120th Anniversary to Life

How Obi Zulol, one of Tajikistan’s leading bottling Companies, Brought RC Cola’s 120th Anniversary to Life

2025 marks a remarkable milestone for RC Cola, as we celebrate 120 years of refreshment, innovation, and global connection. From our humble beginnings in Columbus, Georgia, in 1905, to becoming a global brand, this anniversary is about more than history. It’s a celebration of the people, Bottlers, and communities that have made RC Cola what it is today.

To honor this moment, we developed a comprehensive 120th anniversary branding toolkit designed to unify our global story, while giving Bottlers the flexibility to make it their own. Around the world, RC Cola Bottlers  are turning this milestone into powerful local activations, and a truly remarkable  example comes from our Bottlers in Tajikistan, Obi Zulol

From Global Toolkit to Local Activation

Obi Zulol leveraged the 120th anniversary branding toolkit to create a seamless, locally relevant rollout. By localizing the visuals, messaging, and promotional materials, they ensured the campaign felt authentic to their consumers while reinforcing the brand’s global presence. Their execution shows how consistency and flexibility can go hand-in-hand, creating a strong impact across channels.Obi Zulol rolled out the 120th anniversary flavors across core packaging formats, including cans and PET bottles, ensuring that every purchase carried the celebratory design.Beyond packaging, they took the toolkit into the streets with billboards and transport signage, giving the milestone visibility at scale.

Driving Market Engagement

Obi Zulol’s activation demonstrates how Bottlers can use global assets to spark local engagement. Through their adaptation of anniversary packaging, point-of-sale materials, and promotional content, they not only celebrated 120 years of RC Cola, but also strengthened consumer connection with the brand in their market. Inside retail, Obi Zulol  adapted the assets into point-of-sale displays, shelf talkers, and promotional stands, turning everyday shopping into a brand experience. At the same time, they localized the visuals for digital and social platforms, reinforcing the celebration both in-store and online.

Obi Zulol demonstrated the flexibility of the anniversary toolkit, extending it beyond product and retail into merchandise and branded materials like T-shirts, caps, and event banners. This not only kept the look consistent across touchpoints, but also proved how global assets can scale creatively without losing alignment.

A Model for Bottlers Worldwide

This work is a clear example of how Bottlers can maximize value from RC Cola’s global campaigns. By leaning into the anniversary as a storytelling opportunity and tailoring it for their audience, they’ve highlighted what makes RC Cola unique: a brand that is both global in scale and deeply local in execution. A great example of this is the launch of our four limited-edition 120th anniversary flavors, Apple Pie, S’mores, Chocolate, and Peanut Butter & Jelly, which tap into nostalgia and local tastes while bringing fresh excitement to shelves worldwide.

Looking Ahead

RC Cola’s 120th anniversary is more than a celebration, it’s a blueprint for collaboration. Together, we’re showing how a unified brand story can be adapted across markets, building stronger connections and setting the stage for continued growth in the years to come.