Royal: Scream for a Royal

Drinks brand Royal aimed to build on its reputation as a brand that stands for creativity and fun by carving out a space for itself in moments that matter to its teen target market in the Philippines.

Campaign details

Brand: RoyalBrand owner: Coca-Cola Far East LimitedLead agency: Ogilvy Philippines Inc.Country: PhilippinesIndustries: Carbonated soft drinksMedia channels: Events & experiential, Online video, Social mediaBudget: Up to 500k

Executive summary

Royal, internationally known as Fanta, aimed to carve out a space for itself in moments that matter to Filipino teens – its target market. Being a brand that stands for creativity and having fun with friends, Royal found in Halloween a perfect opportunity to create a unique brand experience during this spooky and festive season.

Royal leveraged...

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