Pepsi Number Fever Incident of 1992

Contest Overview

• Name: Number Fever
• Location: Philippines
• Mechanism:
  • Daily winning numbers announced on news
  • Matching bottle cap number wins a million pesos
• Context:
  • A million pesos was life-changing for many Filipinos
  • High participation; half of the population involved

Contest Extension and Error

• Popularity: Led Pepsi to extend the contest by 5 weeks
• Error:
  • Glitch in computer program
  • Winning number 349 was wrongly designated as a non-winning number
  • Resulted in 600,000 caps with number 349 being circulated

Consequences of the Error

• Initial Reaction:
  • Mass celebrations; belief in newfound riches
  • Hundreds rushed to Pepsi factories, which were shut down and guarded by police
• Pepsi’s Response:
  • Blamed computer error
  • Offered 500 pesos per winning cap instead of the full prize

Public Outrage and Riots

• Response to Pepsi's Offer:
  • Majority rejected the offer, leading to increased anger
  • Protests and riots ensued
• Casualties:
  • Resulted in 5 deaths and dozens of injuries

Legal and Social Fallout

• Coalition 349:
  • An organized group formed by winners to take legal action
  • Led by Del Fiero, aimed to sue Pepsi for over $400 million

Allegations Against Pepsi

• Media Suggestions:
  • Claims that Pepsi was responsible for truck bombings to discredit Coalition 349
  • Allegations of hiring mercenaries to incite violence

Legal Outcomes

• Court Actions:
  • 1993: Arrest warrants for nine Pepsi executives
  • Most civil suits and complaints dismissed
  • 2006: Court closed remaining cases; found Pepsi not negligent
• Pepsi’s Penalty:
  • Paid a fine of 150,000 pesos

Legacy

• Impact on Filipinos:
  • Traumatizing event for many participants
  • Mentioning Pepsi is taboo in certain groups

Pepsi's Statement

• Response:
  • Acknowledged events occurred nearly 30 years ago
  • Regret expressed for the pain and suffering caused