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Updated: Apr 22

Marketing is an essential part of the business, but some miss management marketing tactics hurt the brand value, This blog gives you why a should brand does not need aggressive marketing. Due to a wrong decision, this becomes too dangerous for a country or also for the brand, Let's see some case studies-


Pepsi Dedly

In 1992, Pepsi Philippines launched what would become one of the deadliest marketing campaigns in history. The campaign, dubbed "Number Fever," promised a chance to win cash prizes by matching the three-digit number found on the inside of Pepsi bottle caps with the winning numbers announced on TV.

The campaign was an immediate hit, with consumers buying more than 51 million bottles in the first two months alone. However, the promotion quickly spiraled out of control, leading to riots, deaths, and accusations of fraud.

winning number of philipines pepsi

One of the major issues with the campaign was the difficulty in claiming prizes. Pepsi announced the winning numbers on TV, but it could take weeks for the winning bottle caps to be collected, verified, and awarded. This caused frustration and anger among consumers who had spent significant amounts of money buying Pepsi products in hopes of winning a prize.

Another issue was the perceived unfairness of the promotion. While Pepsi claimed that the winning numbers were randomly generated, many consumers believed that the company was manipulating the results to avoid awarding the top prizes.

These frustrations reached a boiling point on May 25, 1992, when a false rumor circulated that the winning number was "349." Thousands of Filipinos took to the streets, causing riots and looting in major cities. In the chaos, five people were killed, and dozens more were injured.

Pepsi Philippines eventually canceled the campaign and offered a consolation prize to consumers who had collected the "349" bottle caps. However, this did little to quell the public outrage and lawsuits against the company followed.