The legacy soda brand, founded in 1905 and ranked third in American cola sales as recently as the 1960s (that's not recent, I guess), is still alive and kicking. And its parent company, Keurig Dr Pepper (recognize those products? Did you realize they are in one company? Did you realize Dr doesn't have a period after it? Should I stop asking parenthetical questions?) is looking to bring the brand back to significance.
Sort of.
Really, what they're doing is offering RC Cola as an alternative to the "healthy," trendy drinks that are increasingly filling the soda aisle at your grocery store. They're pitching RC Cola as a cola. Cheaper than the others and not as fancy. It's a cola you can drink.
I endorse this move, if for no other reason than I'm tired of a dozen variations of products that should be simple. Just sell me toilet paper, don't make me pick between soft and strong and three-ply and whatever else you can do. Just sell me Prego, don't make me pick between mushroom and meat and Italian sausage and garlic and chunky.
When it comes to soda, just sell me cola. I mean I want sugar-free colas, but I don't need any with a hint of lime or ginger or leather chunks.
Is it possible that a new emphasis on RC Cola is part of an overall return to simplicity? Probably not, but it is a brand with a proud history. RC Cola was a groundbreaker. It was the first soda in an aluminum can (check the history, but I believe sodas were sold in wooden thimbles until then). It was the first diet cola. It had John Wayne as its pitchman in the 1940s (Presumably saying, "I am the model of the powerful American man who goes to war, but I won't go to war because I'm an actor who drinks RC Cola.").
The legacy of RC Cola is strong. The fact that it's being pushed (lightly) so long after its peak suggests that this isn't a nostalgic move to lure back people who grew up drinking it (because those people are in their 60s or older and are not the prime market for the product). It suggests that Keurig Dr Pepper sees a path forward with something that worked before.
This isn't the only soda company going retro. Coca-Cola re-released Mr. Pibb, its version of Dr Pepper (again, no period!). What's next? The return of Fresca? Coke changing the name of Diet Coke to Tab? The rebound of Hires Root Beer? Barq's Grape Soda?
All would be fine, but I'm still holding out hope for the revival of Diet Rite, which I bought regularly when I was in my early 20s and fit a key demographic for Diet Rite: Cheap diabetics.
Diet Rite had a variety of flavors (for this portion, please ignore my earlier complaints about too many choices with products. Diet Rite was the exception that proved the rule): Regular cola, of course, and also cherry cola. But also red raspberry and tangerine and white grape. Diet Rite gave me a chance to try new flavors at 99 cents per six-pack.
Unfortunately, Diet Rite was discontinued in 2024. It was a subsidiary of . . . wait a minute, am I reading this right? Diet Rite was a subsidiary of the Royal Crown Company, makers of RC Cola!
Now I'm conflicted. I want RC Cola to survive, but I resent them for killing off a brand I hadn't purchased in 35 years!
Well, there is this. If the strategy to emphasize RC Cola succeeds, what's next? A return to AM radio stations playing top-40 music? Variety shows on network television? School teachers filling their break room with cigarette smoke?
In a world where we can go into a restaurant and purchase something that brands itself simply as a cola, will we buy a hamburger and fries and not have to decide if we want avocado on the burger and sweet potato fries? If so, sign me up. I'm tired of choices, except that Diet Rite White Grape soda.
Reach Brad Stanhope at bradstanhope@outlook.com.







