Diet RC Cola, a sugar-free and low-calorie alternative to the classic RC Cola, has a rich history intertwined with the evolution of the soft drink industry. From its humble beginnings to its various formulations and marketing campaigns, Diet RC Cola has strived to offer a refreshing option for health-conscious consumers.
The Origins of RC Cola
The story begins with Claud A. Hatcher, a grocery wholesaler in Columbus, Georgia. In 1901, he established the Cole-Hampton-Hatcher Grocery Store. By 1903, the Hatcher family assumed sole ownership, renaming it the Hatcher Grocery Store and locating it at 15 West 10th Street.
As bottled soft drinks gained popularity, Hatcher sought to increase his profits. He purchased large quantities of Coca-Cola syrup from Columbus Roberts, a local salesman. However, Hatcher believed he deserved a special discount due to his high-volume purchases. When Roberts refused to lower the price, a dispute arose, leading Hatcher to vow to create his own soft drink.
In 1905, Hatcher launched the Union Bottling Works within his grocery store. The first product was Royal Crown Ginger Ale, followed by Royal Crown Strawberry and Royal Crown Root Beer. In 1907, the cherry-flavored Chero-Cola was introduced, and in 1910, the company was renamed Chero-Cola.
The Evolution of Diet RC Cola
Over the years, RC Cola has undergone several reformulations and introduced various diet versions to cater to changing consumer preferences. In 1934, following the death of founder Claud A. Hatcher in 1933, Chero-Cola was reformulated by chemist Rufus Kamm.
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A significant milestone was the launch of RC 100 in April 1980, a caffeine- and sugar-free cola. This demonstrated the company's commitment to providing healthier alternatives.
Diet RC cola, akin to Diet Rite, emerged as a key product in the sugar-free category. Originally, it contained NutraSweet as its artificial sweetener.
Other variations included:
A sugarless, caffeine-free variety of RC Cola.
Caffeine-free RC Cola, similar to the reformulated RC 100.
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A no-calorie, no-sugar RC Cola, produced internationally. In some countries, it is also known as RC Cola Free.
Ingredients and Sweeteners
The specific ingredients of Diet RC Cola have likely evolved over time with changing formulations and regulations. The original Diet RC Cola contained NutraSweet, also known as aspartame, as its primary artificial sweetener.
Marketing and Promotion
The RC Cola brand has a history of innovative and memorable marketing campaigns.
- 1940s: A publicity campaign featured Hollywood celebrities alongside the slogan "Best By Taste Test".
- 1966: Royal Crown Cola collaborated with Jim Henson on an ad campaign featuring Sour Bird and Nutty Bird to promote the drinks. Nutty Bird, designed by Henson and built by Don Sahlin, touted the benefits of Royal Crown Cola.
- 1967: Nancy Sinatra appeared in Royal Crown Cola commercials during her TV special, "Movin' With Nancy", singing "It's a mad, mad, mad Cola…RC the one with the mad, mad taste!…RC!".
- 1962-1990s: RC was the official sponsor of the New York Mets.
- Mid-1970s: The "Me & My RC" advertisements featured people in scenic outdoor locations.
More recently, RC Cola has focused on targeted campaigns in specific regions:
- Philippines: RC Cola has released advertisements featuring popular local artists. In 2009, Maja Salvador and Kim Bum were celebrity endorsers. The brand also painted sari-sari stores with slogans like "RC ng (insert municipality/city)". In 2019, Joshua Garcia was the celebrity endorser for the "RC ng Bayan" campaign. In 2020, RC Cola had a "Basta" campaign. In 2022, RC Cola launched its WHY NOT? campaign.
Corporate Ownership and Distribution
Royal Crown Cola Company has experienced several changes in ownership throughout its history.
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- 1993: Triarc Companies, Inc. purchased Royal Crown Cola Company, increasing the marketing budget by approximately $25 million a year.
- 2000: Cadbury Schweppes (owner of Dr Pepper) acquired the company through its acquisition of Triarc's beverages business (which also included Snapple).
- 2008: Cadbury Schweppes' US-based beverage business (including RC) was spun off as Dr Pepper Snapple Group (DPSG).
- 2001: All non-US businesses were sold to Cott Beverages of Canada and operated as Royal Crown Cola International.
- 2021: Cott sold Royal Crown Cola International to Refresco for US$50 million.
In the Philippines, RC Cola was formerly manufactured and distributed by Cosmos Bottling Corporation under a licensing agreement until 2001.
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