ARC Refreshments Corporation

James Loverio - Head of Marketing

GIGIL *Lead Agency

1. Badong Abesamis - Founding Partner 2. Herbert Hernandez - Founding Partner 3. Dionie Tañada - Associate Creative Director 4. Ynna Milambiling - Art Director 5. Maggie Querido - Art Director 6. Bev Lubid - Account Supervisor 7. Jake Yrastorza - Managing Partner 8. Marius Talampas - Director 9. Sasa Abella - Producer

How does a fizzy drink that’s fizzling out, with no positive sentiment among drinkers in a shrinking soft drinks category, go to bat against goliath Coca-Cola during a global pandemic? By embodying the zeitgeist of its Gen. Z drinker: “Whatever.” Results? RC Cola reversed the sales decline caused by the government’s sugar tax, increased sales of flagship RC Cola Mega by 67%, and raised positive sentiment about the brand by 25% during a pandemic—when Filipinos had no reason to be drinking a celebratory soda.