Royal Tru
Encyclopedia
Royal Tru is a carbonated
fruit drink brand owned by the Coca-Cola Company that is only available in the Philippines
. It also uses the same styling as its Coca-Cola global cousin Fanta
. It was introduced in the 1922 by the San Miguel Brewery as their first non-alcoholic, carbonated beverage and it was primarily called as Royal Tru-Orange due to its original flavor, while other variants like Royal Tru-Dalandan, Royal Tru-Grape, and Royal Tru-Orange Light were introduced in 2003.
Royal Tru-Orange was first introduced in the 1922 by the San Miguel Brewery as their first non-alcoholic, carbonated beverage. However, it became popular since the beverage targeted teenagers as its consumers. It was available in single-serve bottles and contained orange
pulp bits. Royal Tru-Orange was also one of the pioneering teams of Philippine Basketball Association
in 1975. It is the only remaining pioneering franchise in the league, although it is carrying the San Miguel Beer
brand as of 2008.
Royal Tru-Orange has gained much attention in the late 1980s, after its logo and formulation (without the orange pulp bits) were changed, through an advertising campaign
that starred teen model RJ Ledesma playing the role of Joey. The first television advertisement
in the series, wherein Joey was being egged on by friends to introduce himself to a girl named Jenny, was directed by noted film director Lino Brocka
. Its campaign changed in the 1990s, using rapper Francis Magalona
as its endorser. The campaign, using the rap jingle
"Ito ang Gusto Ko" (This is what I want), was conceptualized by Teeny Gonzales of Harrison Communications.
Royal Tru-Orange also became known as a soft drink brand that includes beta carotene and B vitamins
in its formulation.
Carbonation
Carbonation is the process of dissolving carbon dioxide in water. The process usually involves carbon dioxide under high pressure. When the pressure is reduced, the carbon dioxide is released from the solution as small bubbles, which cause the solution to "fizz." This effect is seen in carbonated...
fruit drink brand owned by the Coca-Cola Company that is only available in the Philippines
Philippines
The Philippines , officially known as the Republic of the Philippines , is a country in Southeast Asia in the western Pacific Ocean. To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam...
. It also uses the same styling as its Coca-Cola global cousin Fanta
Fanta
Fanta is a global brand of fruit-flavored carbonated soft drinks from the Coca-Cola Company. There are over 90 flavors worldwide. The drink debuted in Germany in 1941 and originally sold only in Europe.-History:...
. It was introduced in the 1922 by the San Miguel Brewery as their first non-alcoholic, carbonated beverage and it was primarily called as Royal Tru-Orange due to its original flavor, while other variants like Royal Tru-Dalandan, Royal Tru-Grape, and Royal Tru-Orange Light were introduced in 2003.
History
Orange (fruit)
An orange—specifically, the sweet orange—is the citrus Citrus × sinensis and its fruit. It is the most commonly grown tree fruit in the world....
pulp bits. Royal Tru-Orange was also one of the pioneering teams of Philippine Basketball Association
Philippine Basketball Association
The Philippine Basketball Association , is a men's professional basketball league in the Philippines composed of 10 company-branded franchised teams. It is the first and oldest professional basketball league in Asia and the second oldest in the world after the NBA...
in 1975. It is the only remaining pioneering franchise in the league, although it is carrying the San Miguel Beer
San Miguel Beermen
The Petron Blaze Boosters is a professional basketball team in the Philippine Basketball Association. The team has been a member of the league since its inception in 1975 and hold the most PBA titles with 19.The team is owned by the Petron Corporation, a subsidiary of the Philippines' largest food...
brand as of 2008.
Royal Tru-Orange has gained much attention in the late 1980s, after its logo and formulation (without the orange pulp bits) were changed, through an advertising campaign
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
that starred teen model RJ Ledesma playing the role of Joey. The first television advertisement
Television advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
in the series, wherein Joey was being egged on by friends to introduce himself to a girl named Jenny, was directed by noted film director Lino Brocka
Lino Brocka
Catalino Ortiz Brocka is known as one of the greatest film directors of the Philippines. Brocka was openly homosexual and many of his films incorporated LGBT themes into their often dramatic storylines....
. Its campaign changed in the 1990s, using rapper Francis Magalona
Francis Magalona
Francis Michael Durango Magalona , also known as FrancisM, Master Rapper, MC The Mouth and The Man From Manila, was a Filipino rapper, entrepreneur, songwriter, producer, actor, director, and photographer. He was the first Filipino rapper in the Philippines to cross over to the mainstream...
as its endorser. The campaign, using the rap jingle
Jingle
A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television...
"Ito ang Gusto Ko" (This is what I want), was conceptualized by Teeny Gonzales of Harrison Communications.
Royal Tru-Orange also became known as a soft drink brand that includes beta carotene and B vitamins
B vitamins
B vitamins are a group of water-soluble vitamins that play important roles in cell metabolism. The B vitamins were once thought to be a single vitamin, referred to as vitamin B . Later research showed that they are chemically distinct vitamins that often coexist in the same foods...
in its formulation.