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((Short description|Philippine soft drink))
((Refimprove|date=May 2018))
((Use mdy dates|date=November 2022))
((Use Philippine English|date=November 2022))
((Infobox Beverage
|name= Royal Tru
|image= Royal Tru-Orange logo.jpg
|manufacturer= [[Coca-Cola Beverages Philippines|Coca-Cola Beverages Philippines, Inc.]]
|type= [[Soft drink]]
|origin= [[Philippines]]
|introduced= ((Start date and age|1922))
|variants= Royal Tru-Orange<br>Royal Tru-Grape<br>Royal Tru-Lemon
|related= [[Fanta]], [[Mirinda]], [[Sunkist (soft drink)|Sunkist]], [[Crush (soft drink)|Crush]]

))

'''Royal Tru''' (often referred to simply as '''Royal''') is a [[carbonation|carbonated]] fruit-flavored [[soft drink]] brand owned by [[The Coca-Cola Company]] that is exclusive to the [[Philippines]]. The brand was introduced in 1922 by [[San Miguel Corporation|the original San Miguel Brewery]]. Since being acquired by Coca-Cola's [[Coca-Cola Beverages Philippines|Philippines unit]] in 2007, the brand has become the Philippine counterpart of Coca-Cola's [[Fanta]] brand.

==History==
[[Image:San miguel advertisement.jpg|right|300px|thumb|A Spanish-language poster advertising beverages produced by the original San Miguel Brewery, including Royal fruit-flavored soft drinks (right), circa 1924.]]
The Royal brand was first introduced in 1922 by [[San Miguel Corporation|the original San Miguel Brewery]] as its first non-alcoholic, carbonated beverage. In 1927, San Miguel became the first international bottler of [[Coca-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 with [[The 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-Cola [[FEMSA]] S.A. de C.V. Coca-Cola FEMSA Philippines was renamed [[Coca-Cola Beverages Philippines|Coca-Cola Beverages Philippines, Inc.]] (CCBPI) in December 2018 after the acquisition of 50% interest in the company by Bottling Investments Group (BIG).

==Products==
===Current===
* Royal Tru-Orange
* Royal Tru-Grape
* Royal Tru-Lemon
* Royal Tru-Orange Zero Sugar (formerly Royal Tru-Orange Light)

===Discontinued===
* Royal Lem-O-Lime
* Royal Root Beer
* Royal Soda Water
* Royal Tonic Water
* Royal Ginger Ale
* Royal Tru-[[Dalandan]]
* Royal Tru-Strawberry (available in some Philippine [[7-Eleven]] stores)
* Royal Wattamelon

==Marketing==
[[Image:RoyalTru1976.JPG|thumb|left|200px|A Filipino language advertisement of Royal Tru-Orange dating 1976]]
The beverage targets teenagers as its consumers. The product was available during the 1970s in single-serve bottles and contained [[Orange (fruit)|orange]] "pulp bits" (pulp) "from California Valencia oranges".<ref name=Ad1970>((cite web| title=Royal Tru-Orange advertisement, 1976| publisher=YouTube.com| url=https://www.youtube.com/watch?v=syQ-dTJsYFY |archive-url=https://ghostarchive.org/varchive/youtube/20211221/syQ-dTJsYFY |archive-date=December 21, 2021 |url-status=live))((cbignore))</ref>

When [[San Miguel Corporation]] became one of the founding members of the [[Philippine Basketball Association]] in 1975, its [[San Miguel Beermen|basketball franchise]] played under the name "Royal Tru-Orange" from 1975 to 1980.<ref name=San>((cite news| title=Express battle Magnolia in PBA opener today| publisher=The Daily Tribune| date=October 14, 2007))</ref>

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 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]].<ref name="RJ">((cite news |last=Mata |first=Paul |date=October 31, 2007 |title=Royal Tru Orange model RJ Ledesma comes full circle |publisher=Philippine Entertainment Portal |url=http://www.pep.ph/articles/14293/Royal-Tru-Orange-model-RJ-Ledesma-comes-full-circle |access-date=June 30, 2008 |archive-url=https://web.archive.org/web/20080922191032/http://www.pep.ph/articles/14293/Royal-Tru-Orange-model-RJ-Ledesma-comes-full-circle |archive-date=2008-09-22))</ref><ref>((cite news| first=Rome| last=Jorge| url=http://www.manilatimes.net/national/2008/apr/03/yehey/life/mainlif.html| title=RJ Ledesma tells all about his yaya| date=April 3, 2008| publisher=The Manila Times| access-date=June 27, 2008 |archive-url = https://web.archive.org/web/20080406034021/http://www.manilatimes.net/national/2008/apr/03/yehey/life/mainlif.html <!-- Bot retrieved archive --> |archive-date = April 6, 2008))</ref>

In 1992, Royal Tru-Orange released its slogan "Ito Ang Gusto Ko!" which is also a song of the late [[Francis Magalona]].

===Slogans===
* "''Pag-ibig kong Tunay!''" ("My Tru Love!") (1973–1982)
* "''Royal, natural!''" ("Royal, naturally!") (1982–1987)
* "''Ako at Royal, natural!''" ("Royal and I, naturally!") (1987–1992)
* "''Ito ang gusto ko!''" ("This is my choice!") (1992–1998)
* "''Yan ang tru!''" ("That is tru!") (2003–2007)
* "''Ilabas ang kulit!''" ("Bring out the crazy!") (2009–2019)
* "''Generation Kulit''" ("Crazy Generation") (2021–present)<ref>((cite web|url=http://cornermagazineph.com/2021/09/29/royal-introduces-generation-kulit-in-its-new-colorful-campaign/|title=Royal introduces Generation Kulit in its new "colorful" campaign|first=Allan|last=Balmaceda|work=Corner Magazine PH|date=September 29, 2021|access-date=November 4, 2021))</ref>

==Controversy==
Royal Tru-Orange was one of 300 products of the Philippines barred by the [[U.S. Food and Drug Administration]] in 2004 from entering the [[United States of America|United States]] due to "failure to meet its requirements".<ref name=Global>((cite news|first=Michael L |last=Tan |title=Read those labels |publisher=Philippine Daily Inquirer |url=http://www.inquirer.net/globalnation/col_pik/2004/feb20.htm |date=February 20, 2004 |access-date=June 30, 2008 |url-status=dead |archive-url=https://web.archive.org/web/20081206172755/http://www.inquirer.net/globalnation/col_pik/2004/feb20.htm |archive-date=December 6, 2008 ))</ref>

==References==
((Reflist))

((Coca-Cola brands))

[[Category:Coca-Cola brands]]
[[Category:Philippine drinks]]
[[Category:Orange sodas]]
[[Category:Food and drink in the Philippines]]
[[Category:Products introduced in 1922]]
[[Category:Soft drinks]]

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