RC Cola Israel introduced a new branding campaign to reinforce its heritage as one of America’s original colas.
Jaforo Tabori, RC Cola’s exclusive bottler in Israel, has launched the “I Drink RC” campaign, highlighting real RC cola drinkers from all over the United States. Their communication strategy uses people with vibrant personalities who encapsulate the American ideals and values associated with RC Cola.
The new look is carried through an integrated marketing campaign using television spots and special edition slim cans. The aluminum cans feature graphics of RC Cola drinkers from different cities across the United States, like Chicago, combined with pop art graphics. By merging the I Drink RC campaign with the existing pop art campaign, Jafora was able to build upon existing marketing materials, leveraging the recognition and market share already established with consumers in the region.