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RC Cola wants to make a comeback after being out of the spotlight for a few years.
Parent company Keurig Dr Pepper is hoping nostalgia and renewed interest in the taste of cola can breathe new life into the 120-year-old brand. Earlier this year, Keurig Dr. Pepper unveiled its first RC Cola advertising campaign in 40 years.
Founded in 1905, RC Cola may not have been the first cola, but it did. one of the most innovative. The brand was the first to sell soda in aluminum cans, the first to produce low-calorie Diet Coke, and the first to conduct national taste tests.
It achieved cult classic status thanks to its history of John Wayne marketing campaigns in the 1940s, and by the 1960s it was the number three soda brand, but has largely disappeared from the public mind.
Now, at a time when legacy brand nostalgia is trending in the beverage industry, Keurig Dr Pepper believes the time has come for RC Cola to rejoin the conversation and introduce itself to consumers new and old. Soda still has the same packaging it had in the 1970s and 80s.
RC Cola’s advertising campaigns are tied to Chicago, which remains a stronghold for the brand due to its connections to local pizza chains. The campaign’s tagline, “It’s not a soft drink. It’s just a good cola,” speaks to how the brand positions itself as an unfussy, affordable soda in a sea of functional options.
“We think the message of health and happiness and crowd-pleasing — that you want to be good to everyone — can stand out right now because it’s dominating the soda category,” Erica Hollington, director of brand marketing for emerging brands at Keurig Dr. Pepper, said in an interview.
Building RC Cola also gives Keurig Dr Pepper the opportunity to reach a variety of consumer segments. The beverage giant has historically planted its flag in the flavored soda category, most notably making a name for itself in its ginger ale, orange soda, and root beer. But it was under Coke’s radar, Hollington said.
Citing Circana data, Keurig Dr Pepper told Food Dive that colas account for 46% of total soda sales and that there is room for further growth. Cola sales in 2024 increased by 4.6% compared to the previous year.
Although RC Cola is relatively small within the Keurig Dr Pepper portfolio, Hollington said the company sees “big growth potential” for the brand, which still has a high profile among consumers.
Other soda giants are also trying to revive older brands to capitalize on nostalgia. Beverage rival Coca-Cola reissues Mr. Pip The limited-time drink was offered in retro packaging for Diet Coke with an adjusted recipe.
Hollington said this interest in nostalgia stems from consumers being drawn to what they see as authentic brands or brands with a long history. RC Cola benefits from the reliability and longevity of its past innovations, she said.
This commitment to its roots means RC Cola doesn’t want to follow every trend in the soda industry, although it recently launched a sugar-free version of Coke. Keurig Dr Pepper does not plan any further innovations for the brand in the near term and is instead focused on building out its current offerings.
“(We can) be more concerned about being true to ourselves and talking directly to our current loyal fans and others who could be part of that fan club,” Hollington said.
