In November 2020, the Philippine media was shocked by a commercial from RC Cola. The first time I watched the short film uploaded on Youtube, I remember having questions. Some people find it weird and absurd, but looking at the views now concluded that it worked.
The short film was about a boy who went home crying. His classmates bullied him by telling him that he might be adopted. First, his mother tried to calm him down and comforted him. In my view, this is the first reaction of a mother who does not want to see her kids hurting and crying. The boy started to ask questions about his appearance and asked his mother why he had four drinking glasses on his back. It was where the bullying started.
I thought it was kind of dramatic and emotional in the first scene, but when the twist came out, I became confused. But, I continued watching it to understand the message of the whole video.
Getting back to the story, the boy pushed his Mom to answer his questions about why he had those drinking glasses on him. His Mom started crying and told him the truth that they kept for years. She moved her head upwards and showed the RC Cola bottle attached to her neck. The head of the boy's mother was an RC Cola bottle. Weird, right?
Upon watching the advertisement, I knew that absurdity has a purpose. It was a marketing strategy that came up after having disadvantages on the market. The telenovela-inspired opening was to catch the attention of everyone. They thought of a starter that would make everyone curious about the ending. I am hooked by how the short film started. That is why I continued watching it.
On the other hand, the twist was bizarre. I started reflecting and thinking about why the company came up with this kind of marketing strategy. Then, I realized that people nowadays are so into social media and the internet. It is now just a fingertip to access everything – from videos, posts, and even commercials. The generation has become more into what they see online. For me, that is one of the motives why the company put up on this.
Learning about different marketing strategies made me understand advertisements. It is the content that most people get hooked up to – the weirder, the better. When people watch videos online, they tend to share or talk about the video all the time, especially when it is funny or somewhat weird. This generation can spread news and trends effortlessly.
According to what I have read, RC Cola's advertisement project was named "Basta," which is about liking something only because they like it, whatever it is. Also, the marketing worked because of how Filipinos quickly repost and share what they think is worth a click.
The short film has millions of views and became trending after uploading it on Youtube. It only means that people started talking about it and telling their opinions about the said commercial. Even if the video was absurd to someone, it made a massive impact on the sales and advertisement of RC Cola. And that is their goal.
For me, it takes a good marketing strategy to start making progress on a business or firm. It was like taking risks, especially when it will be an online advertisement with a broad audience. The courage to drop this kind of commercial is something that needs appreciation.
People under the marketing department must study and learn every aspect and the possible impact of their advertisement. We are in a technologically-advanced world, so commercials are accessible. If you have watched it too, admit it or not, the strategy and the twist are somehow interesting and eye-catchy – plus, it leaves a question mark that will make you want to wait for a sequel.
End of Article
Date Published: November 1, 2021Author's Remarque:
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The social media got wild when the advertisement went out to the public. Natakot din ako. How to unsee and unremember 😆