Pinoys' love for Koreanovelas

MANILA, Philippines - Fans of Koreanovela star Kim Bum (of Boys over Flowers) and Maja Salvador are in for a treat when they tune in to the small screen these days.

Remember that romantic RC Cola commercial last year where the pair starred in a mini-telenovela love story? Who could forget Maja in a dream-like sequence gliding down her apartment building and secretly being led by her barkada to a courtyard where her dreamboy, Kim Bum, stood waiting?

And just as they were about to kiss, Maja’s barkada bursts out from behind the scenes, teasing the pair and thus, ending the memorable sequence.

RC Cola plays out the romance a bit longer with a sequel to that highly-successful TV ad campaign. Just like in the original TV commercial, the idea for the new installment harps on the Filipinos’ love for Koreanovelas — just one among many very distinct and endearing traits that is now part of daily life, much like drinking RC Cola.

“Love ng bayan ang telenovela, love ng bayan ang RC Cola,” says Rizza Alfonso, senior marketing manager of Asiawide Refreshments Corp., the company behind RC Cola in the Philippines.  

The theme of romantic Koreanovelas is relevant and effective in communicating to the millions of Filipino youth hooked on them, which Alfonso identifies as RC Cola’s main target market.

While the top cola brands battle it out in the more upscale and mid-market levels, RC Cola has found its niche in the C to D segments, both in Metro Manila and especially in the provinces.

In the sequel, the storyline picks up from the courtyard scene where Maja and Kim were set up for their date. Leading her away from their teasing friends, Kim takes Maja to the rooftop for a romantic view and surprises her with a heart-shaped necklace.

Their attraction to each other is amplified with dazzling fireworks taking the shape of multi-colored hearts. Then at last, the heart-stopping, much awaited kiss.

Anyone who has watched the commercial can’t help but sigh and be moved by the chemistry between Maja and Kim Bum.

RC Cola has also placed in selected cinemas a special three-minute version much like a featurette or mini-movie that pieces together the original version with the sequel so the audience can enjoy the full story of Maja and Kim’s romantic night together.