I’ve been thinking about this for more than a year
November 4, 2023 1:18 PM Subscribe
One of the recurring motifs of Obi Zulol’s brand mythology is that it helped build modern Tajikistan. In the country’s journey from post-Soviet disarray and violence to the ostensible stability of today (NB: it scores poorly on the Democracy Index), this company brought economic might, jobs, and a sense of national pride that you could literally taste in the water. In contrast to Coke’s many efforts to get involved in local economies, RC Cola’s role in Tajikistan this—as an international corporation—appears to be minimal. from Why is RC Cola popular in Tajikistan?
The RC Cola ad from the Philippines linked in the story is ... unreal.
The RC Cola ad from the Philippines linked in the story is ... unreal.
A Success Story: How a Tajikistan Soda Bottling Company, Obi Zulol, Increased Sales & Market Share with RC Cola International
Written by RC Cola Int Team | Dec 23, 2020 12:20:32 PM [+3256] [!x] fantastic
posted by clavdivs at 4:02 PM on November 4, 2023 [4 favorites]
Written by RC Cola Int Team | Dec 23, 2020 12:20:32 PM [+3256] [!x] fantastic
posted by clavdivs at 4:02 PM on November 4, 2023 [4 favorites]
"We have always been at cola war with Eastasia"
posted by KingEdRa at 4:07 PM on November 4, 2023 [7 favorites]
posted by KingEdRa at 4:07 PM on November 4, 2023 [7 favorites]
What in the holy fuck? That ad is one of the weirdest things I’ve seen in quite a while. My mouth literally fell open.
Now I’m going to read TFA
posted by ashbury at 4:51 PM on November 4, 2023 [5 favorites]
Now I’m going to read TFA
posted by ashbury at 4:51 PM on November 4, 2023 [5 favorites]
RC is best. I have no idea why it doesn't dominate the market. I'd buy it over Cork and Popsi any day.
posted by 1adam12 at 5:44 PM on November 4, 2023 [3 favorites]
posted by 1adam12 at 5:44 PM on November 4, 2023 [3 favorites]
RC Cola’s current market share in the USA is so low that I literally can’t find it.
Literally the only times I have bought RC Cola are because of:
- pure curiosity/novelty
- to mix it with Crown Royal
posted by Panjandrum at 5:45 PM on November 4, 2023 [7 favorites]
Literally the only times I have bought RC Cola are because of:
- pure curiosity/novelty
- to mix it with Crown Royal
posted by Panjandrum at 5:45 PM on November 4, 2023 [7 favorites]
If RC ran those Philippine ads here in the US
[insert expletive] I was not prepared for that ad.
If they ran that in the US their marketshare would skyrocket, but then also they'd have Republicans sending them mail bombs on the regular, and I'm sure there'd be at least one guy who'd immolate himself on live TV while shouting about Jesus and Satan and RC.
posted by aramaic at 6:03 PM on November 4, 2023 [4 favorites]
[insert expletive] I was not prepared for that ad.
If they ran that in the US their marketshare would skyrocket, but then also they'd have Republicans sending them mail bombs on the regular, and I'm sure there'd be at least one guy who'd immolate himself on live TV while shouting about Jesus and Satan and RC.
posted by aramaic at 6:03 PM on November 4, 2023 [4 favorites]
My middle school gym (slash cafeteria slash theater) had a scoreboard sponsored by RC Cola. Coincidentally, a local soda distributor's child was in my grade.
posted by Earthtopus at 6:18 PM on November 4, 2023 [2 favorites]
posted by Earthtopus at 6:18 PM on November 4, 2023 [2 favorites]
Cafetorium?
posted by atomicstone at 6:27 PM on November 4, 2023 [4 favorites]
posted by atomicstone at 6:27 PM on November 4, 2023 [4 favorites]
Not thinking very hard, apparently. This bit:
A friend of mine, after a trip to Turkey years ago, observed that in the USA, cigarettes are sometimes advertised as having Turkish blend, while in Turkey, some cigarette brands promoted an American blend. “It’s just whatever means ‘exotic’ to you, that’s what they sell,” my friend said.
Uh, no: this isn't an elaborate mystery perpetuated by advertising and marketing geniuses reading Edward Said. Camels, specifically, were advertised as being made with a blend of Turkish and Virginia Burley tobacco varietals, leading to the American packaging reading "Turkish and Domestic" and the Turkish packaging reading "American and Domestic," for reasons one would imagine are readily apparent.
I'm glad the author has figured out (in the American-centric navel-gaze that seeks itself wherever it looks) that the specific regionalities of regional colas are overdetermined. That video is bonkers wonderful.
posted by vitia at 6:45 PM on November 4, 2023 [3 favorites]
A friend of mine, after a trip to Turkey years ago, observed that in the USA, cigarettes are sometimes advertised as having Turkish blend, while in Turkey, some cigarette brands promoted an American blend. “It’s just whatever means ‘exotic’ to you, that’s what they sell,” my friend said.
Uh, no: this isn't an elaborate mystery perpetuated by advertising and marketing geniuses reading Edward Said. Camels, specifically, were advertised as being made with a blend of Turkish and Virginia Burley tobacco varietals, leading to the American packaging reading "Turkish and Domestic" and the Turkish packaging reading "American and Domestic," for reasons one would imagine are readily apparent.
I'm glad the author has figured out (in the American-centric navel-gaze that seeks itself wherever it looks) that the specific regionalities of regional colas are overdetermined. That video is bonkers wonderful.
posted by vitia at 6:45 PM on November 4, 2023 [3 favorites]
Recently a sandwich shop opened up in my neighborhood that plays fun 80s pop flicks on the TV-- Ferris Bueller, Short Circuit, Big Trouble in Little China-- and serves cans of RC. I am 100% on board with this particular commodification of my childhood. RC rules.
posted by phooky at 7:56 PM on November 4, 2023 [1 favorite]
posted by phooky at 7:56 PM on November 4, 2023 [1 favorite]
Wow, that ad is bonkers.
It cracks me up that the author's first thought is "wow, RC cola is still around?". I swear I get that reaction from random coworkers on a regular basis. I don't know what to tell you, it's right there at the grocery store! Never had any trouble procuring it...
posted by equalpants at 9:03 PM on November 4, 2023 [2 favorites]
It cracks me up that the author's first thought is "wow, RC cola is still around?". I swear I get that reaction from random coworkers on a regular basis. I don't know what to tell you, it's right there at the grocery store! Never had any trouble procuring it...
posted by equalpants at 9:03 PM on November 4, 2023 [2 favorites]
Is there a version of the ad with English subtitles? I mean, it was wild, but I wanna know what they're saying!
posted by cnidaria at 11:29 PM on November 4, 2023 [2 favorites]
posted by cnidaria at 11:29 PM on November 4, 2023 [2 favorites]
Here in Dushanbe I have not noticed RC Cola (but I am pretty oblivious in general). Plenty of Coke to be had everywhere.
posted by Meatbomb at 12:07 AM on November 5, 2023 [2 favorites]
posted by Meatbomb at 12:07 AM on November 5, 2023 [2 favorites]
Here's an article about the RC Cola ad from the Philippines that includes a subtitled version. I am not sure if this makes it better.
posted by chavenet at 3:19 AM on November 5, 2023 [3 favorites]
posted by chavenet at 3:19 AM on November 5, 2023 [3 favorites]
I have a friend who is a big fan of RC Cola but he glumly accepts the reality that it is never going to be a huge seller: RC Cola Celebrates 10th Purchase
posted by ricochet biscuit at 3:47 AM on November 5, 2023 [2 favorites]
posted by ricochet biscuit at 3:47 AM on November 5, 2023 [2 favorites]
When I was about 6, my Dad and one of his friends bought a piece of property and the two of them set about building houses on it. They were both civil engineering types who loved to build things, so they basically built them from the ground up, bringing in various assistants and specialists to help them with laying brick, roofing, etc etc.
So these were of course multi-year projects and they were completely fueled by bottles of RC Cola.
What I remember most is that you could lift up the rubber seals under the bottle caps for a chance of winning a prize - 10 cents, 25 cents, 50 cents, a dollar, and other similar small amounts for the most part (and mostly good not for cash but for a discount on your next purchase of RC). Also the bottles themselves were worth 5 cents return on deposit.
It was enough to keep us kids busy pretty much full time - first checking for any caps that had somehow been overlooked by the workers, and second collecting bottles for the deposits.
Proceeds from both were mainly spent on sports cards. They were a dime a pack, and we managed to amass pretty large collections of them via activities like this that would net you a nickle or a dime or maybe a quarter.
For the adults, I'm pretty sure the occasional 10 cent winning from the bottle cap was a primary reason they were so in love with RC.
posted by flug at 2:23 PM on November 7, 2023 [1 favorite]
So these were of course multi-year projects and they were completely fueled by bottles of RC Cola.
What I remember most is that you could lift up the rubber seals under the bottle caps for a chance of winning a prize - 10 cents, 25 cents, 50 cents, a dollar, and other similar small amounts for the most part (and mostly good not for cash but for a discount on your next purchase of RC). Also the bottles themselves were worth 5 cents return on deposit.
It was enough to keep us kids busy pretty much full time - first checking for any caps that had somehow been overlooked by the workers, and second collecting bottles for the deposits.
Proceeds from both were mainly spent on sports cards. They were a dime a pack, and we managed to amass pretty large collections of them via activities like this that would net you a nickle or a dime or maybe a quarter.
For the adults, I'm pretty sure the occasional 10 cent winning from the bottle cap was a primary reason they were so in love with RC.
posted by flug at 2:23 PM on November 7, 2023 [1 favorite]
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We still buy RC in our household here in the Midwest (when we can find it). It is usually cheaper than Coke or Pepsi and the flavor is comparable, unlike generic colas that tend to taste thin and sugar-dominant.
Growing up, high school sports concession stands were almost always stocked with RC.
posted by Big Al 8000 at 2:58 PM on November 4, 2023 [3 favorites]