RC GUY

RC COLA

RC Cola hadn’t made an ad in 40 years.

So when they finally came back with their “NOT A SOFT DRINK” campaign, they made sure it was nothing like the soft-ass cola ads you're used to.

But they still needed someone to actually bring that NOT SOFT energy to life.

So we tapped into how completely cuckoo bananas RC Cola fans are about their favorite drink and created the most unhinged one of them all.

Then we gave him the password to the RC Cola social accounts.

RC Guy isn’t a social media guru. Strategy? Trends? He doesn’t care. He only cares about RC Cola.

So when it came time to build hype for the brand’s upcoming TV spot, he just followed his heart.

Which naturally led him straight to a cooler full of RC… sitting on a commercial set. An RC commercial set.

Without hesitation, he snuck on, took photos, and posted them.

RC Guy uses social like a 63-year-old dad. He makes boomer TikToks because he wants to, not because they're trending.

His captions are unfiltered thoughts with a concerning amount of typos, usually ending in an unnecessary but passionate RC Cola plug.

(Typing’s hard in a full-body suit.)

He doesn’t get cultural timing, but he’s always online. Holidays? He does them his way.

Nothing hits like an RC-stuffed turkey on Thanksgiving. 27K+ people agreed.

Stunts mean nothing to him.

He just drinks RC in very not-soft ways and it just so happens to get attention.

When RC Cola took over Chicago with OOH and kicked off the 2025 NFL season with a Monday Night Football tailgate, RC Guy had to pull up.

Not for brand awareness. But because RC Cola is the official cola of the Chicago Bears stadium.

RC Guy follows the RC.

RC Guy at Soldier Field in Chicago, rooting for his favorite team: Team RC.

Kids want to be just like him when they grow up.

Grown men wish they could be him, even when they already are all grown up.

And to ensure RC Guy never dies, we made a badass brand book. Legal said I can’t share it… smh.

LONG LIVE RC GUY ❤️

COPYWRITER: JORDAN WISSLER

ART DIRECTOR: LEILANI MITCHELL

ACD: SAM GELOSO + JOSE CONTRERAS

AGENCY: LE TRUC

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