RC Cola returns with a bold comeback after 40 years of absence

After being absent from the soda market for nearly four decades, RC Cola is making a remarkable return. Once a strong contender alongside major cola brands, the beverage has largely stayed out of the public eye since the 1980s. Now, Keurig Dr Pepper is bringing it back with a carefully planned revival.

This year marks the launch of RC Colas first advertising campaign in 40 years. The campaign keeps the nostalgic packaging familiar to fans from the 1970s and 80s, while highlighting its deep connection to Chicago, where the soda has long been a local favorite, especially in pizzerias. The brand is promoting itself with the straightforward tagline: Not a soft drink. Just a damn good cola, emphasizing simplicity in todays market filled with health-oriented and specialty drinks.

Keurig Dr Pepper believes the timing is ideal to reintroduce RC Cola. Erica Hollington, director of brand marketing for emerging brands at Keurig Dr Pepper, explained that the soda market is dominated by wellness and crowd-pleasing messages, leaving room for a no-nonsense, classic cola. Reviving RC Cola also allows the company to enter the cola segment more robustly, complementing its strong presence in flavored sodas like ginger ale, orange soda, and root beer. With cola representing 46% of total soda sales and growing 4.6% in 2024, the company sees significant growth potential.

This comeback is part of a wider trend of soda brands leveraging nostalgia. Coca-Cola, for example, has reintroduced Mr. Pibb and launched retro-themed limited editions. Hollington noted that consumers are drawn to brands perceived as authentic and historically significant, which makes RC Cola an ideal candidate for revival. The brand has introduced a zero-sugar variant but is primarily focused on reconnecting with its loyal audience rather than chasing every trend.

Founded in 1905, RC Cola became known for innovation, introducing soda in aluminum cans, a low-calorie diet cola, and nationwide taste tests. Its marketing campaigns, including collaborations with John Wayne in the 1940s, helped cement its cultural impact. By the 1960s, RC Cola had reached the No. 3 spot in the U.S. soda market. However, growing competition and shifting consumer preferences led to a gradual decline, causing the brand to largely vanish from shelves for nearly 40 years.

Now back in stores, RC Cola aims to capture both nostalgic fans and a new generation of soda drinkers. While it remains to be seen if the brand can reclaim its former prominence, the combination of heritage, straightforward branding, and strategic marketing positions it as a potential challenger to the leading cola giants.

Author: Caleb Jennings