There’s resistance in the Philippines to zero sugar products. They’re associated with less – less taste, less satisfaction, less value.

That was a problem for RC Cola Philippines when launching its RC Cola Zero Sugar. Rather than making taste and satisfaction promisers, creative agency, GIGIL, created a surreal story, in which a man picks up a zero coin and  everything becomes “zero”. Finally the zero coin inserted in a vending gives the man a RC Cola Zero Sugar, that he finds to be “so good”.

The campaign is running on digital platforms and RC Cola Philippines’ social channels.

Credits
Client: RC Cola
EVP-COO: Gerry Garcia
Senior Brand Manager: Reneada Young
Brand Assistant: Gertrude Tan

Agency: GIGIL
Creative Partners: Badong Abesamis & Herbert Hernandez
Head of Art: Ronchris Cosme
Associate Creative Director: Greggy Gregorio
Art Directors: Rain Landingin, Rizia Guico, Ynna Milambiling
Art Interns: Ally De Castro, Ally Diaz, Denise Andrade
Copywriters: Dave Agbuya, Raphe Ramirez, Joaquin Acosta, Aaron Gabao,  Mark Bayani
Copy Interns: Aldreich Pascual, Abigail Estacio
Strategy Team: Nanais Hernandez, Joaquin Mercado, Assumpta Gonzales, Kimichiro Yagi
Managing Partner: Jake Yrastorza
Group Account Director & Partner: Beverly Lubid
Account Team: Yosh Kikkawa, Sean Cu, Regina Pagtalunan, Ralph Samson, Marcus Gonzales
Media Team Margie Husmalaga, Patricia Sy, Maureen Tan
Social Team: Al Gentrix Escasinas, Fritz Dalawampu, Dan Ruado, Sophia Mañalac
Broadcast Producers: Sasa Abella, Denise Elizon

Production Company: Arcade Film Factory
Director: Marius Talampas
Line Producer: Mara Bernaldo
Assistant Director: James Sales
Executive Producers: Paula Collado, Marielle Liban
Production Manager: Dave Lacap
Grade: Barebones
Sound & Music: Hit Productions