The film RC Cola 'Family' is content that became part of pop culture: Filipinos created memes, fan art, and analyses of the video offering various conspiracy theories. Other brands spoofed the spot for their own purposes. It became a topic in the MBA classes of the De La Salle University and the Asian Institute of Management, among the top business schools in the Philippines.

The film is unskippable. It has been viewed 24,000,000 times, and has chalked up 242,200 shares.

RC Cola is a minor player in the carbonated softdrinks category in the Philippines.

Its competitive advantage was its price, but since the sugar tax was enforced in the Philippines, this has been eroded.

UAI studies also indicate that the brand doesn't stand for anything in the minds of its target, the Gen. Z drinker.

Objective of the campaign: To make drinkers of market leader Coke switch to RC Cola.

To differentiate RC Cola and make it meaningful to the Gen. Z drinker, the brand had to understand them.

The Gen. Z in the Philippines often decide to do things without any reason at all. Whether hang out, game online...or choose a soda brand. They do what they just feel like doing. 'Whatever,' they say. There really is no reason at all. Just as long as they feel like doing it, they will.

To make the Gen. Z drinker identify with RC Cola, the brand appropriated this attitude: 'Whatever.'

To communicate this distinctly, the brand had to take a territory not yet owned by the other soda brands. So while Coke was into music marketing, and Pepsi, into taste tests, RC seized a space that's a surefire hit among the Gen. Z: humor.

The film was published on Facebook and YouTube, and went viral from there.

Major news websites have covered the film, including FAST COMPANY, AD AGE and DESIGN TAXI. Former Burger King Chief Marketing Officer Fernando Machado tweeted about the idea. The film was shown by Ellen DeGeneres on 'The Ellen Show.'

After posting the spot 'Family,' sales of RC Cola Mega shot up by 67%.