In November 2020, RC Cola Philippines launched the “Basta” (Whatever) commercial, a surreal and bizarre advertisement that quickly went viral. The ad features unexpected and absurd elements, such as a boy with glasses embedded in his back and a mother with a bottle of RC Cola under her head, creating a narrative that defies traditional advertising norms.
Strategic Approach
The campaign, developed by Manila-based agency Gigil, aimed to differentiate RC Cola in a market where soda brands often rely on music and taste tests. Key strategies included:
- Shock Value and Humor: The ad’s bizarre storyline and visuals generated shock and amusement, prompting viewers to share the content widely on social media.
- Targeting Gen Z: Recognizing that younger audiences appreciate unconventional and meme-worthy content, the ad was tailored to resonate with this demographic’s digital consumption habits.
- Cultural Relevance: By embracing a storytelling style reminiscent of popular Thai advertisements, the campaign connected with regional sensibilities while standing out in the local market.
Outcomes and Impact
The “Basta” commercial garnered mixed reactions due to its unconventional approach but achieved significant engagement, amassing over 51 million views and 366,000 shares across social media platforms by February 2021. RC Cola Philippines reported a 67% increase in sales following the campaign’s release, illustrating how embracing absurdity and humor can effectively capture attention and drive consumer interest.
Conclusion
Both Liquid Death and RC Cola’s “Basta” campaign exemplify how brands can break through the noise by adopting unconventional marketing strategies that resonate with specific audiences. By leveraging edgy branding, humor, and a deep understanding of their target demographics, these brands have successfully created viral content that not only entertains but also drives significant business results.