New ads and digital content mark the first global campaign for the brand since 2017
Royal™, one of Coca-Cola Philippines’s biggest brands and the country’s leading fruit-flavored sparkling drink, has announced the launch of a new advertising campaign inviting consumers to combat the ‘gray’ in everyday life by being playful and colorful.
This is the first global campaign for Fanta, the international brand name for Royal™, since 2017. ‘Colorful People’ is given a local flavor to celebrate those exceptional people who are young at heart and do not let the gray or low parts of their life win.
According to Cesar Gangoso, Coca-Cola Philippines Marketing Director, “Royal™ is a colorful, playful and delicious drink that Filipinos love. This new campaign encourages consumers to fight the gray in their lives by being authentic and playful and ultimately, to enjoy life to the fullest, regardless of their age.”
People tend to be overridden by adulthood’s conformity and seriousness as they grow older. RoyalTM seeks to relieve the monotony by urging Filipinos to be ‘colorful’ by infusing joy and humor into their daily lives and offering them a place to let their inner kid out. For decades, RoyalTM has been a favourite drink among teenagers. The beverage company, on the other hand, understands that being playful and childlike never ends at any age. As a result, no matter how the times change, what RoyalTM stands for will remain the same: having fun is something that everybody, regardless of age, can accomplish. Generation Kulit – a playful generation defined by attitude rather than age – is the name given to these “colorful fun-loving people” in the Philippines.
This playful generation is encouraged to share their kulit moments through the hashtag #GenerationKulit on social media and join Royal™ Philippines’ celebrity guests in showing how they fight back the monotony and seriousness of their days through playful fun.
‘Colorful’ recognizes and celebrates a Generation Kulit of Filipinos to keep the good vibes coming. These are your street performers or karaoke singers who work hard to make strangers smile and are not afraid of looking foolish. As a start, Royal™ is partnering with fun and young-at-heart Filipinos like Kim Chiu, Luis Manzano and Alex Gonzaga to talk about how they fight back everyday grays with playful fun, do wacky challenges, and give away prizes and surprises to their fans. A series of livestreams will be scheduled starting October 1, Friday on the Royal™ Philippines Facebook. Kim and Luis will be joined by TikTok sensations Teacher Dan and Berto Berioso, actress and vlogger Alex Gonzaga with her mom, Mommy Pinty, for an afternoon filled with lots of laughter and kulitan.
Meet Royal™ Philippines’ Generation Kulit — a generation of Filipinos defined by their playful and fun attitude and not by age, who brings good vibes to everyone’s daily lives.
In addition, people from different walks of life will be featured in a short film – hoping to inspire others to be part of Generation Kulit. As more people become part of this new generation: “Generation Kulit,” Royal™ will be sharing their fun-filled videos and colorful personalities each week.
To make it even more exciting, Royal™ is also inviting everyone to join their Play On! Promo where consumers can win awesome prizes. To join, consumers need to buy a specially marked Royal™ bottle, look for the 8-digit alphanumeric code underneath the bottle cap or label, and enter the code via the Royal™ Philippines Facebook Messenger any time from August 14 to November 6, 2021.
Royal™ Philippines is sharing the fun through their ongoing Play On! Promo where consumers can win awesome prizes such as a Nintendo Switch, Samsung Galaxy A52 mobile phone, Oishi snacks, mobile load, and up to Php 100,000 weekly. Promo mechanics can be accessed via the Royal™ Philippines Facebook page.
A new television ad named “Colorful” is part of the campaign, as are over 50 pieces of digital content and out-of-home assets. The campaign, which was conceived by SANTO Buenos Aires and modified by Craft Philippines, will launch in 2021 in various countries across the world. Using the hashtag #GenerationKulit on social media, see how Generation Kulit is making daily experiences more entertaining. Visit facebook.com/RoyalPhilippines for more information.
Learn more at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
ABOUT COCA-COLA PHILIPPINES
Coca-Cola has been refreshing Filipinos and making a difference in the Philippines for 109 years. The Philippines was Coca-Cola’s first market in Asia to begin local bottling operations. Today, the Coca-Cola system in the Philippines has evolved into a total beverage company, offering a diverse portfolio of brands in its beverage portfolio and employing over 15,000 Filipinos in over 19 manufacturing facilities and more than 60 distribution centers nationwide. As part of its long-standing commitment to the country, Coca-Cola continues to go beyond good as a business by continuously supporting safe water access programs in over 250 communities, empowering around 250,000 women entrepreneurs through training and peer mentoring, and accelerating packaging collection and recycling under its global World Without Waste initiative.
AGENCY CREDITS
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Lead creative agency: SANTOS Buenos Aires
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Creative agency (PH): Craft Philippines, Visual Latina
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Adaptation agency: Ogilvy Sydney
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Connections agency: UM
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Social agency: Digitas
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