Royal Crown Cola: Whatever

Royal Crown Cola, a soft drinks manufacturer, worked with agency Gigil to release a film about a boy confronting his mother about being adopted in the Philippines to penetrate pop culture, engage with the Gen Z audience and reverse the decline in sales.

Case summary

Soft drinks are integral to Filipino life--from Sunday family lunches, to gatherings during national holidays--and competition among at least 12 soft drink brands in the Philippines is fierce.

But the truth is, it’s barely a competition.


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