In 1992, Pepsi ran a promo.
Sales jumped from $10M to $14M in one day.
But one mistake changed everything.
Riots broke out. People died. Lawsuits followed.
Pepsi’s biggest disaster ever — here’s the full story 🧵👇
1992: Pepsi was in trouble.
Coca-Cola was dominating the global market.
Pepsi needed a bold move to fight back.
So they came up with a plan — one that would change everything.
Pepsi had a viral marketing hit in the U.S.
They decided to roll it out in the Philippines next.
The idea was simple.
And at first, it seemed like a genius move.
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Pepsi launched a promo that felt like winning the lottery 🎯
Each bottle cap had a 3-digit code.
Match the number on TV? You’d win 1 MILLION pesos (~$40K).
In a country where people lived on $100/month,
Pepsi became hope in a bottle.
Pepsi’s promo turned into a full-blown frenzy:
• Parents hoarded caps like gold
• Kids ditched candy for Pepsi bottles
• People were digging through trash for a chance to win
It wasn’t just marketing - it was mania.
Pepsi's promo was unstoppable:
• Half the country was playing
• Bottles flew off the shelves
• Sales jumped from $10M to $14M
It was the perfect campaign...
Until May 25, 1992 —
The day it all went wrong.
May 25, 1992 — Pepsi announced the winning number: 349.
But here’s the twist:
349 was never meant to win.
Over 600,000 bottle caps with that number were already out in the world.
Thousands thought they’d struck gold.
What followed? Pure chaos.
People were cheering, crying, celebrating —
They thought they’d just become millionaires.
Some had 10+ caps with the lucky number 349.
Thousands flooded Pepsi factories to claim their prize.
And in that moment, Pepsi realized…
They’d made a million-dollar mistake.
Celebrations turned into chaos.
Pepsi refused to pay the promised 1 million pesos.
Instead, they offered just 500 pesos as a “sorry.”
To a nation battling poverty, it felt like a cruel betrayal.
And just like that - joy turned to rage.
The streets erupted in fury:
Pepsi factories were stormed, trucks set ablaze, and five innocent lives were lost.
All over a single printing error.
Then came Vicente del Fierro - the man who stepped up when everything fell apart.
Vicente, a simple preacher, became a hero to thousands.
He gathered 800 “winners” and launched a $400 million fight against Pepsi.
Fearless, he traveled to the U.S. to demand justice from Pepsi’s leaders.
The stakes rose high-arrest warrants were issued for 9 top executives.
Pepsi hit back hard:
• Sued del Fierro for defamation, trying to shut him up
• Piled on endless court dates, breaking him down
• But he refused to quit—even after being hospitalized for heart failure
The epic David vs. Goliath fight dragged on for years.
And the final chapter was still ahead...
Pepsi’s big mistake cost them millions and hurt their image.
Sales dropped, Coca-Cola took over again, and many Filipinos stopped buying Pepsi.
Even years later, some still won’t drink it.
A marketing disaster that won’t be forgotten.
Pepsi’s biggest win in the Philippines turned into their worst nightmare.
One simple printing error. One wrong number.
And a storm of consequences that shook the nation.
One of the most devastating marketing failures ever seen.
That's wrap
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