In a landscape dominated by rising costs and traditional advertising, ARC Refreshments and creative agency GIGIL pulled off something truly unexpected: a campaign that didn’t just sell soda, but made it feel sacred.
Inspired by the iconic 1982 Filipino film Himala, the "Miracle (Himala)" campaign reimagined what a value product can mean in the face of inflation. And in doing so, it earned a whopping 288 million views, 7.45 million engagements, and a Gold Clio Award, one of the most prestigious honors in the global creative industry.
So how did a soda commercial become a cultural moment? Here’s the story behind the miracle.
The Spark Behind the Idea
As inflation drove up sugar prices, many beverage brands struggled to communicate value. But for ARC Refreshments Corporation, this challenge became the perfect opportunity. RC Cola is reintroducing its Mega variant, offering 4 servings for only PHP 24. This re-launch strengthens the brand’s promise of delivering “Great Taste, Great Value” making quality refreshment even more affordable for everyone.
“That kind of value in this economy? It’s basically a miracle,” shared Reneada Young, Brand Manager at ARC Refreshments Corporation. And with that spark, the team turned to Himala, Nora Aunor’s cinematic masterpiece that defined a generation flipping the script to position RC Cola as the miraculous answer to rising prices, all while paying homage to a cultural treasure.
From Classic Film to Viral Ad
GIGIL’s approach was bold: take one of the most sacred films in Philippine cinema and retell it with reverence and wit.
“We didn’t mock it. We mirrored it. We treated it with cinematic respect,” said Badong Abesamis, Founding Partner at GIGIL. From the framing to the line delivery, every element was crafted as an affectionate nod to the original. The punchline? This time, the miracle wasn’t divine, it was delicious, shareable, and affordable.
A Cross-Platform Campaign with Cultural Punch
The campaign rolled out across Facebook, TikTok, YouTube, and TV with a 15-second cut. But the real magic happened on TikTok, where well-known creators and comedians created parodies and reenactments. Even Bubble Gang, the Philippines’ longest-running gag show, spoofed the ad on their May 5 episode completely organically. Across Facebook and Instagram, meme-style posts extended the humor, reinforcing the idea that value, flavor, and nostalgia could all fit in a single bottle.
Why RC Cola Mega Was the Perfect Fit
The campaign centered on RC Cola Mega in glass bottles, a product with staying power. In a market where glass packaging is making a comeback for its sustainability and cost-effectiveness, this variant felt both fresh and familiar. The brand tapped into its heritage while appealing to modern consumers looking for more value with less waste.
Objectives, Outcomes, and That Viral Spark
The team set out with a clear mission: break away from traditional advertising and capture Gen Z and Millennial hearts with humor, honesty, and a bit of pop culture magic. While they hoped it would take off, even they didn’t expect the kind of buzz it created.
Sales surged not just for RC Cola Mega, but across the brand. The ad became a “talk of the town” moment that sparked memes, spoofs, and nostalgic conversations online.
“The product didn’t just appear in a classic film. It was a miracle,” said Abesamis.
A Win That Goes Beyond Awards
Winning Gold at the Clio Awards was more than a creative milestone. For ARC Refreshments Corporation, it was proof that their storytelling resonated on a deep emotional level. For GIGIL, it marked their first Gold for ARC Refreshments, a major win on one of the world’s toughest creative stages.
“It showed we know how to speak to our audience,” said Young. “We’re proud, we’re fulfilled, but we’re not complacent.”
What’s Next?
The Miracle campaign changed the game. It proved you don’t need a massive budget or celebrity endorsements to make an impact, just the right blend of cultural relevance, bold storytelling, and a deep understanding of your audience.
“It gave us more motivation to go further,” the team shared. “Filipinos are still deeply tied to culture, and that’s where the heart of brand storytelling lies.”
For us at RC Cola, it’s a proud moment to see ARC Refreshments Corporation take the legacy of our brand and bring it to life in such a powerful, culture-shaping way. From the Philippines to countries around the world, RC Cola has always stood for bold ideas that connect with people in meaningful ways. This campaign is proof that our shared spirit of creativity and connection can transcend borders and that the RC story is still being written in exciting new ways.
Watch the commercial here:
