The Pepsi Contest That Killed 5 People

Summary

In 1992, Pepsi's contest 'number fever' in the Philippines turned disastrous when a computer glitch announced a non-winning number as a winner, resulting in over 600,000 people believing they had won a million pesos. The company's inadequate response to the chaos led to widespread riots and protests, resulting in five deaths. Aggrieved participants formed Coalition 349 to sue Pepsi for $400 million. Despite some legal victories, most cases were dismissed, and Pepsi faced minimal penalties. The event left lasting trauma in the Philippines, and Pepsi later expressed regret, acknowledging the pain caused by their mismanagement.

Takeaways

• 😀 In 1992, Pepsi launched a contest called 'Number Fever' in the Philippines, promising a million pesos for matching winning bottle cap numbers.
• 🎉 The contest gained immense popularity, with many Filipinos actively searching for winning caps, leading to widespread participation.
• 🚨 A glitch in Pepsi's computer program resulted in the announcement of an incorrect winning number, 349, leading to over 600,000 winning caps circulating.
• 🏃‍♂️ Thousands of Filipinos celebrated, believing they had won life-changing amounts of money, which caused chaos and led to a rush at Pepsi factories.
• 🤯 Pepsi realized their error and offered only 500 pesos for each winning cap, a fraction of the promised amount, causing further outrage.
• 😡 Protests and riots erupted, resulting in five deaths and dozens of injuries as disappointed participants felt cheated by Pepsi.
• 👥 Coalition 349, a group of disgruntled winners, formed to legally challenge Pepsi for over $400 million in damages.
• ⚖️ Despite initial successes, most lawsuits against Pepsi were ultimately dismissed, and the company faced minimal financial penalties.
• 💔 The number fever incident left lasting trauma for many involved, with some still reluctant to even mention Pepsi.
• 🗣️ Pepsi has since expressed regret for the incident, emphasizing that none of the executives from that time remain with the company.

Q & A

What was the main purpose of Pepsi's contest in the Philippines in 1992?

The contest, called 'Number Fever,' aimed to encourage people to collect bottle caps with winning numbers for a chance to win one million pesos.

How did the contest affect the Filipino population?

The contest became extremely popular, with families stockpiling bottle caps and many people searching through dumpsters to find winning caps, resulting in widespread participation.

What caused the disaster associated with the contest?

A glitch in the computer program caused the announcement of a non-winning number (349) as a winning number, leading to over 600,000 winning caps being circulated.

What was Pepsi's initial response to the announcement of the winning number?

Pepsi executives held an emergency meeting and decided not to honor the winnings due to the potential financial impact, instead offering only 500 pesos for each winning cap.

What were the consequences of Pepsi's decision regarding the winning caps?

The decision led to widespread outrage, protests, and riots, resulting in five deaths and numerous injuries as people demanded the company honor the full prize amount.

Who was Del Fiero and what role did he play in the aftermath of the contest?

Del Fiero was a local preacher elected as the leader of Coalition 349, a group of winners that organized legal action against Pepsi, seeking over $400 million in damages.

What allegations emerged regarding Pepsi's actions during the protests?

Some newspaper headlines and testimonies suggested that Pepsi might have hired mercenaries to infiltrate protest groups and incite violence, but the company denied these allegations.

What was the outcome of the legal battles faced by Coalition 349?

Although they initially had some success, most civil suits and criminal complaints against Pepsi were eventually dismissed, and the court found that Pepsi had not been negligent.

What was the financial consequence for Pepsi after the number fever incident?

Pepsi was only fined 150,000 pesos, a minimal amount compared to the potential damages claimed by the winners.

How has the number fever incident affected the perception of Pepsi in the Philippines?

The incident left lasting trauma among many Filipinos, and even years later, mentioning Pepsi can provoke strong negative reactions among those affected.