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| Type | Soft drink |
|---|---|
| Manufacturer | Coca-Cola Beverages Philippines, Inc. |
| Country of origin | Philippines |
| Introduced | 1922; 103 years ago (1922) |
| Variants | Royal Tru-Orange Royal Tru-Grape Royal Tru-Lemon |
| Related products | Fanta,Mirinda,Sunkist,Crush |
Royal Tru (often referred to simply asRoyal) is acarbonated fruit-flavoredsoft drink brand owned byThe Coca-Cola Company that is exclusive to thePhilippines. The brand was introduced in 1922 by the originalSan Miguel Brewery. After being acquired by Coca-Cola'sPhilippine unit in 2007, the brand has become the Philippine counterpart of Coca-Cola'sFanta brand.
The Royal brand was first introduced in 1922 bythe original San Miguel Brewery as its first non-alcoholic, carbonated beverage. In 1927, San Miguel became the first international bottler ofCoca-Cola. The Royal brand became best associated with its orange-flavored soft drink, Royal Tru-Orange.
In 1981, San Miguel spun off its soft drink business (its Coca-Cola franchise and the manufacture of Royal beverages) to a new company known as Coca-Cola Bottlers Philippines, Inc. (CCBPI), a joint-venture withThe Coca-Cola Company. The brand continued to be owned by San Miguel until 2007 when it sold the rights to the brand along with its entire interest in CCBPI to The Coca-Cola Company.
CCBPI was renamed Coca-Cola FEMSA Philippines, Inc. in January 2013 with the entry of Mexico-based Coca-ColaFEMSA S.A. de C.V. Coca-Cola FEMSA Philippines was renamedCoca-Cola Beverages Philippines, Inc. (CCBPI) in December 2018 after the acquisition of 50% interest in the company by Bottling Investments Group (BIG).
The beverage targets teenagers as its consumers. The product was available during the 1970s in single-serve bottles and containedorange "pulp bits" (pulp) "from California Valencia oranges".[1]
WhenSan Miguel Corporation became one of the founding members of thePhilippine Basketball Association in 1975, itsbasketball franchise played under the name "Royal Tru-Orange" from 1975 to 1980.[2]
Royal Tru-Orange gained much attention in the mid-1980s following the restoration of democracy in the Philippines, after its logo and formulation (now without the orange pulp) were changed, and to promote it, anadvertising campaign was launched that starred teen model RJ Ledesma playing the role of a character named Joey. The firsttelevision 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 directorLino Brocka.[3][4]
In 1992, Royal Tru-Orange released its slogan "Ito Ang Gusto Ko!", derived from the title of a song of the lateFrancis Magalona. Magalona himself would appear on the brand's ads, rapping a modified version of his own song as a jingle. The slogan would later be used again in 2024, but with a new and original jingle sung by model, singer and actressMaymay Entrata.
Royal Tru-Orange was one of 300 products of the Philippines barred by theU.S. Food and Drug Administration in 2004 from entering theUnited States due to "failure to meet its requirements".[6]
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