RC Cola wanted to promote RC Mega, a variant that serves up to four persons. Its refreshing taste and serving size make it a bang for your buck. For a cola brand to provide those product benefits at such an affordable price seemed like a miracle. So RC took inspiration from pop culture and referenced 1980s Filipino film classic 'Himala' (Miracle). The brand meticulously recreated scenes from the film--from the acting, costume, set, color grading, and even the film's grain. Then, they inserted the brand as the source of the miracles instead. By doing so, RC Cola became part of Filipino pop culture. The film went wildly viral in a country of just 120 million people, garnering 288.2M views and 7.45M engagements. The campaign drew a 4,800% growth in online conversations and 85.8% increase in positive sentiment vs. pre-campaign period. RC Cola's Share-of-Voice surged by 22.9%, vs. Coke's which ebbed by 80.6% The buzz from the film generated USD 3.63M in Earned Media Values.