RC Cola is staging a high-profile comeback after decades of silence, with parent company Keurig Dr Pepper rolling out the cola’s first major advertising campaign in 40 years. The beverage giant is banking on nostalgia and renewed consumer interest in classic cola flavours to revive the 120-year-old brand.
Founded in 1905, RC Cola built a reputation as a category innovator — from pioneering aluminum cans to launching the first low-calorie diet cola and popularizing nationwide taste tests. The brand enjoyed cult status in mid-20th-century America, bolstered by iconic John Wayne campaigns, and ranked as the No. 3 soda brand in the 1960s before fading from mainstream visibility.
Keurig Dr Pepper believes conditions are right for a resurgence as legacy labels gain favour among younger consumers seeking authenticity. RC Cola continues to sport its classic ’70s and ’80s packaging, a deliberate nod to its heritage.
The new campaign is anchored in Chicago, a long-standing stronghold for the brand thanks to its presence in local pizza outlets. With the bold tagline, “Not a soft drink. Just a damn good cola,” the company is positioning RC as a straightforward, affordable alternative in a market crowded with wellness-focused and functional beverages.
Erica Hollington, director of brand marketing for emerging brands at Keurig Dr Pepper, said cola remains an underdeveloped opportunity for the company, which is better known for its flavoured sodas. Cola accounts for 46% of overall soda sales, and category sales rose 4.6% in 2024, according to Circana data.
Despite its reduced footprint, RC Cola still enjoys high consumer awareness, and Keurig Dr Pepper sees “huge growth potential” as it seeks to broaden its cola portfolio. Rival brands are also revisiting nostalgia-led strategies — Coca-Cola recently revived Mr. Pibb and introduced retro-inspired Diet Coke packaging.
Hollington added that today’s nostalgia wave is fuelled by consumers searching for long-standing, credible brands. While RC Cola recently launched a zero-sugar variant, the company plans to focus primarily on strengthening its core products rather than chasing new trends.
“We’re staying true to who we are and speaking to loyal fans — and those who may soon join them,” Hollington said.