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.

Introduced in the Philippines in 1912 when it was still an American colony, the country has been so Coca-Colonized that nocelebration would be complete without it. Across the 7,641 Philippine islands, Coca-Cola has become the generic name forsoda. You don’t go to your neighborhood convenience store and ask for “soft drink.” You ask for a “Coke.”

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