After a three-way pitch, ARC Refreshments Corp. has appointed MullenLowe Philippines as advertising and digital marketing agency for its non-cola brands: Juicy Lemon, Seetrus, Fruit Soda Orange, Arcy’s Rootbeer, Rite ‘n Lite, as well as other brands in development. The assignment also includes digital media placement and social media management for non-cola brands, in addition to RC Cola and its brand extensions.
Rinaldi Aves, EVP and COO of ARC Refreshments, commends the agency’s irreverent approach to the brief. “Our recent product introductions have been successful in a highly competitive market. We believe it’s because we’re driven by a strong challenger culture. We’re glad to have an agency partner with the same mindset, and standout ideas. We look forward to more successful campaigns,” Aves says.
For Deeda Pama, ARC’s Head of Marketing, the agency’s social and digital experience showed in how they expanded on the campaign ideas. “Our target market is already mobile-first. Gen Z expects their brands to be in the same space they’re in, and to speak their language. We think MullenLowe gets it,” she said.
“ARC Refreshments have created drinks brands which have become household names across the Philippines, and have always had an innovative and creatively-minded approach to campaigns, which is exactly how we love to approach our work. I’m very much looking forward to working with ARC Refreshments and our team to kick off this exciting partnership,” said Leigh Reyes, President and Chief Creative Officer, MullenLowe Philippines.
The appointment began April 1, 2018.