RC Cola turns 'zero' into a full-blown surreal world in GIGIL-led campaign

RC Cola Philippines has launched its RC Cola Zero Sugar variant with a surreal, digitally amplified campaign that has already surpassed 37 million views, reimagining the concept of “zero” as something far from empty.

Created with creative agency GIGIL, the film challenges the conventional association of zero sugar products with reduction – less taste, less satisfaction, less value.

Instead, it builds an escalating visual universe where “zero” begins to overwrite reality.

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The story follows a man who discovers a coin marked “zero”. From that moment, everyday objects and interactions begin transforming: elevator buttons, keyboard keys, machine interfaces, and even office dialogue gradually shift into repetitions of the number zero.

The world becomes increasingly saturated with “zero” until the narrative reaches a turning point at a vending machine. The coin is inserted, dispensing a can of RC Cola Zero Sugar.

Upon drinking it, the surreal distortion resolves, landing on the campaign’s central idea: that “zero” does not necessarily equate to absence or compromise.

Rather, it positions RC Cola Zero Sugar as a product that retains enjoyment and impact despite containing zero sugar.

The campaign has been rolled out across digital platforms and RC Cola Philippines’ social channels.

The campaign was led by GIGIL’s creative partners Badong Abesamis and Herbert Hernandez, head of art Ronchris Cosme, associate creative director Greggy Gregorio, and a wider creative team, while the film was directed by Marius Talampas of Arcade Film Factory.

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