RC Cola Revival: Nostalgia & New Markets

Keurig Dr Pepper revives RC Cola leveraging nostalgia and its long history. Focusing on authenticity, affordability, and reaching new customers amidst health-focused soda trends. Marketing campaign launched after 40 years.

Other soda giants have actually additionally sought to revive older brand names to take advantage of fond memories. Drink competing Coca-Cola rereleased Mr. Pibb with an adjusted recipe and has provided limited-time drinks with retro-inspired product packaging for Diet plan Coke.

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Building out RC Soda pop additionally supplies Keurig Dr Pepper the chance to get to a various segment of consumers. It has been under the radar in soda pop, Hollington stated.

RC Cola’s Marketing Strategy

“We believe that now [we] can really stand out as the soda classification has become controlled by a number of messaging around health and additionally happiness and crowd pleasing: intending to be great for every person,” Erica Hollington, director of brand advertising and marketing for Keurig Dr Pepper’s arising brands, stated in a meeting.

This dedication to its roots indicates RC Soda pop doesn’t want to comply with every pattern in the soft drink area, though it did lately launch a zero-sugar version of the soda. Keurig Dr Pepper isn’t preparing more advancement for the brand in the close to term, however is rather focused on constructing out its present offerings.

Nostalgia and Authenticity

Moms and dad company Keurig Dr Pepper is hoping fond memories and restored interest in cola flavors can revive the 120-year-old brand name. Earlier this year, Keurig Dr Pepper released the initial marketing campaign for RC Soda pop in 40 years.

Hollington stated this passion in fond memories comes from consumers gravitating toward what they view as authentic brands, or ones with a lengthy history. RC Cola benefits from this because of its long life and trustworthiness with previous development, she stated.

RC Cola’s advertising project was connected to Chicago, which continues to be a garrison for the brand due to its connections to neighborhood pizza chains. Just a damn great cola,”– talks to exactly how the brand name is placing itself as an unfussy, cost effective soda in a sea of practical alternatives.

Innovative History of RC Cola

Building out RC Soda pop additionally provides Keurig Dr Pepper the chance to get to a various sector of consumers. The drink giant has historically grown its flag in the flavorful soft drink category, especially making a name for itself in ginger ale, orange soft drink and origin beer. It has been under the radar in cola, Hollington stated.

Founded in 1905, RC Cola might not have been the first-ever cola, but it is just one of the most cutting-edge. The brand name was the first to offer soda in aluminum containers, the first to generate a low-calorie diet soda and the first to phase nationwide trial run.

RC Soda’s advertising campaign was connected to Chicago, which stays a garrison for the brand because of its connections to regional pizza chains. The campaign’s tagline– “Not a soft drink. Just a damn great soda pop,”– talks with exactly how the brand is positioning itself as an unfussy, economical soda in a sea of functional options.

Currently, at a time when legacy brand fond memories is trending in the drink sector, Keurig Dr Pepper thinks the moment is best for RC Soda pop to reenter the conversation and present itself to customers old and new. The soda still keeps the exact same product packaging it had in the ’80s and 1970s.