A boy confronts his mother and asks if he's adopted. His mother confesses more than what she's asked.

RC Cola is a minor player in the carbonated softdrinks category in the Philippines.

Its competitive advantage was its price, but since the sugar tax was enforced in the Philippines, this has been eroded.

UAI studies also indicate that the brand doesn't stand for anything in the minds of its target, the Gen. Z drinker.

Objective of the campaign: To make drinkers of market leader Coke switch to RC Cola.

To differentiate RC Cola and make it meaningful to the Gen. Z drinker, the brand had to understand them.

The Gen. Z in the Philippines often decide to do things without any reason at all. Whether hang out, game online...or choose a soda brand. They do what they just feel like doing. 'Whatever,' they say. There really is no reason at all. Just as long as they feel like doing it, they will.