Pepsi’s 349 disaster: How a marketing blunder sparked riots and killed five in the Philippines

Pepsi’s “Number Fever” fiasco: How a single error sparked riots in the Philippines

In the 1990s, the Philippines became the battleground for a fierce soft drink rivalry between Pepsi and Coca-Cola. To boost its market share, Pepsi launched a promotional campaign called “Number Fever”, promising a one-million-peso prize (around $68,000 at the time) to customers whose bottle caps matched the winning number announced on television.

For many Filipinos, where the average monthly income was about $100, the prize was life-changing, turning the campaign into a national phenomenon.

Initially, the contest was a huge success. Stores across the country saw unprecedented sales, as millions of Filipinos eagerly bought Pepsi bottles not for refreshment, but for a chance at sudden wealth. The excitement grew with each televised announcement, creating a frenzy that gripped the nation.

Disaster struck in May 1992 when Pepsi announced 349 as the winning number. Due to a human error, over 600,000 bottle caps had been printed with 349, far more than intended. Overnight, hundreds of thousands of Filipinos believed they were millionaires. The next day, crowds flooded Pepsi offices, holding their “winning” caps and demanding their prizes.

Pepsi offered only 500 pesos (around $18) per affected cap, sparking widespread outrage. The public felt cheated, and protests quickly escalated into violent riots. Pepsi trucks were attacked, delivery operations disrupted, and at least five people were killed during the unrest.

Local preacher Vicente del Fierro emerged as a leader for the aggrieved, organizing over 800 holders of the 349 caps to pursue legal action. He filed a $400 million lawsuit against Pepsi, which dragged on for nearly two decades. Del Fierro passed away in 2010 before the matter concluded, leaving a legacy of resistance against corporate negligence.

Pepsi eventually issued approximately $10 million in goodwill payments and expressed regret for the debacle. However, the damage to its brand was irreversible, and Coca-Cola regained its market dominance. Today, the number 349 is remembered in the Philippines not as a symbol of fortune, but as a cautionary tale of corporate oversight and the dangers of mass marketing gone wrong.

The Number Fever fiasco highlights how a single error in a promotional campaign can spiral into chaos, leaving lasting consequences for both consumers and companies alike.