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Read my latest for @Bloomberg @BW: Pepsi’s “#NumberFever” was the biggest advertising promotion in history. It turned customers into millionaires and gave Pepsi the upper hand in their billion-dollar cola war with Coke. Then it went wrong. VERY WRONG. Thread: 1/6
Here’s how it went down: In 1992, Pepsi printed three-digit numbers under the bottle caps of their top-selling soft drinks. Every week Pepsi announced the winning #NumberFever number. Whoever found the winning cap was a millionaire.
It was a worldwide hit. 2/6
It was a worldwide hit. 2/6
In the Philippines, on May 25, 1992, a TV newsreader announced the winning number: 349. There was just one problem. After an error in a bottling plant, Pepsi had released not one lucky 349 bottle cap, but 600,000.
Yes, SIX HUNDRED THOUSAND. 3/6
Yes, SIX HUNDRED THOUSAND. 3/6
