Pepsi s philippine fiasco

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Buying a specially marked Pepsi product allowed consumers to match the number underneath the bottle cap to the announcements. How this came to be a story of hugely successful soft drink promotion that turned into a unprecedented marketing disaster. The tumult stretched well into , at which point a sensational new twist captured local headlines. Cola-maker to pay P6. Gravely disappointed, the crowd went berserk and set the streets of Manila on fire. Below is the promotional video of the Number Fever. Well, this is what happened.. Other Pepsi drinks such as Mirinda, Mountain Dew and 7 Up were also part of the promotional activity. People went crazy for Number Fever. Riots, boycotts, and picketing ensued.

He liked Coke. That detail was irrelevant to consumers, who saw that they had the number and proceeded to demand the prize they felt was owed to them—a number that eventually grew topeople.

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The numbers were generated via computer, then secured in a safe deposit box in Manila. November 24 — Subic Bay Naval Base closes as it is turned over to the local government, with a last batch of American soldiers finally leaving Naval Air Station Cubi Point and returning to the USending its military presence in the country.

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A grenade was thrown into their Davao warehouse, 3 employees died in the incident. It was assumed that it was the Mexican consulting firm, D. Homemade bombs were launched at bottling factories.

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Each night, they would circle the TV to hear what number, etched in the cap, meant freedom from want. It had 28 percent more caffeine than regular Pepsi. Savvy marketing by rival Coca-Cola had ended Pepsi's reign in the early s, and by , Pepsi was languishing with only a percent market share. They also told them that a computer glitch picked the number by mistake. Pepsi had only a budget of P million for the Number Fever promo. Riots, boycotts, and picketing ensued. Gravely disappointed, the crowd went berserk and set the streets of Manila on fire. How this came to be a story of hugely successful soft drink promotion that turned into a unprecedented marketing disaster. Consultores, that Pepsi hired to randomly pre-select the winning numbers from a list of 60 combinations. Revenue losses for sure and a tainted image. About , were eligible for the prize instead of an intended single winner. Protests and bombings followed and about 22, people filed at least civil suits and 5, criminal complaints for fraud and deception against Pepsi outnumbering suits filed against Ferdinand Marcos and Imelda Marcos. May 25 — As part of PepsiCo 's local promotion titled Number Fever, it was announced that the person who possessed the Pepsi bottle cap with the Number is eligible to claim the 1 million peso prize. I like Pepsi. Basically, the promo works like a lotto.

Pepsi found itself in deep shit now. What could have caused such madness, you ask?

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Pepsi got more than what they bargained for in a negative way. I always thought he followed the crowd while I went for the under-dog. Paciencia Salem, a thenyear-old protestor whose husband died of heart failure while marching in opposition, declared that the company would never see relief. Pepsi lawyer Alexander Poblador said their company spent more than P million to pay close to , non-winning claimants as a goodwill gesture, but still suffered loses when the angry claimants burned 37 company trucks. But for them, one can be sure enough damage had already been done. The company would announce a number, and if the number in the bottom of the caps matches the drawn number, the cap holder wins. Buying a specially marked Pepsi product allowed consumers to match the number underneath the bottle cap to the announcements. Not our mistake. The tumult stretched well into , at which point a sensational new twist captured local headlines.

May 25 — As part of PepsiCo 's local promotion titled Number Fever, it was announced that the person who possessed the Pepsi bottle cap with the Number is eligible to claim the 1 million peso prize.

Events[ edit ] January 2 — The tailings dam breaks at Number Two tailings storage facility of Philex Mining Corporation's Padcal mine in Benguet Province, releasing 80 million cubic metres of effluent, probably the largest tailings spill in history.

Pepsi s philippine fiasco

A grenade was thrown into their Davao warehouse, 3 employees died in the incident. Instead, Pepsi executives were not only bleeding market share—they were suddenly in fear for their lives. Sensing that the company had more determination to remain in the country than protestors had the time or energy to continue marching, the anti-Pepsi sentiment began to dim. The lower courts are bound by this ruling. Add to it, the company paid up to million pesos to nearly , non-winning claimants as a good-will gesture. The highest amount to win was P1 million. May 25 — As part of PepsiCo 's local promotion titled Number Fever, it was announced that the person who possessed the Pepsi bottle cap with the Number is eligible to claim the 1 million peso prize. Winning 3 digit numbers were announced daily. It was a prolonged, if satisfactory, conclusion to the controversy. To determine winning numbers, Pepsi recruited D. How this came to be a story of hugely successful soft drink promotion that turned into a unprecedented marketing disaster. And they did but when they did, this is what happened.. A court agreed, granting summary judgment to the soda company. Pepsi officials claimed that a computer glitch picked the number by mistake, but those who got the bottle caps with the winning number combinations argued that it was not their mistake and the soft drinks company should be ordered to pay them. A Pepsi lawyer refuted the allegation; Senator Macapagal Arroyo floated a slightly more plausible theory.

The nine executives of Pepsi Cola Products Philippines face arrest on swindling charges after the Supreme Court denied their petition to reverse a lower court's order issued in May last year for their detention.

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Pepsi's "Number Fever" in the Philippines caused street riots, deaths, and 14 years of lawsuit