Pop Art redesign for RC Cola

Pop Art’s influence on the two-piece can has come full circle with a new look for RC Cola cans.

Coke cans were the inspiration for many pop artists in the 1950s and it has come full circle with art work inspired by it used on rebranded Royal Crown Cola International (RCCI) cans.

The campaign will feature on the RC Cola can (pictured), metal caps, bottles and related advertising.

As the company’s flagship soda RC Cola’s new look aims to combine the bold look of American Pop Art with retro imagery in what the related marketing calls a “celebration of the brand’s roots”.

The new designs feature bold typography and illustrations of 1950s icons like the jukebox and a 1959 Cadillac Coup de Ville.

Moshy Cohen, vice president of marketing at RCCI, said: “Styles of the 1950s are seeing an international resurgence in modern fashion and entertainment, meeting consumer cravings for a retro revival.

“RC Cola has a rich history as an American icon, we wanted our latest marketing collateral to reflect that. Mixing American Pop Art and classic 1940s and 1950s imagery evokes the sense that this is a quality product that has stood the test of time.”

Cohen added that this was not the first marketing campaign by RCCI to leverage its flagship brand’s roots as an American original.

The company unveiled a similar theme in marketing materials in 2012 using imagery of 1940s pin-up girls sporting tattoos and piercings, the concept of marrying the traditional with the new is a part of RCCI’s overarching brand strategy.