ARTICLES | written documents about Pepsi 349

WORLD

bulletPop goes the Cola

bulletASIAWEEK

pop goes the colaIn the Philippines, to be “349ed” has become a generic term for being duped. How this came to be a story of hugely successful soft drink promotion that turned into a unprecedented marketing disaster.

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bulletPepsi Promotion Fizzles

bulletLOS ANGELES TIMES

Pepsi Promotion Fizzles: A mix-up over winning numbers in a Pepsi promotion has left thousands of customers with a bad taste. The flap began last week when Pepsi announced 349 as the winner in its "Number Fever" promotion. Thousands of customers holding bottle caps with the number thought they would share in $38,000 in prize money.

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bulletSupreme Court Upholds Arrest Warrants on Pepsico Executives

bulletLOS ANGELES TIMES

The Philippine Supreme Court last week upheld arrest warrants on nine executives of a Manila subsidiary of Pepsico accused of refusing to pay more than 33,000 holders of winning bottle caps in a Pepsi promotion. 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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bulletPepsi-Cola Uncaps A Lottery Nightmare - Bombings, Threats Follow Contest With Too Many Winners

bulletTHE SEATLE TIMES

MANILA, Philippines - Pepsi's advertisements, splashed for weeks all over Philippine newspapers, radio and TV, were hardly subtle: "Today, you could be a millionaire!". From her tin-roofed shack in one of Manila's more squalid slums, Victoria Angelo couldn't resist. The unemployed mother of five and her husband, Juanito, who pedals people about in his three-wheeled cab for about $4 a day, began drinking Pepsi with every meal and snack.

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bulletPepsi's Philippine fiasco. (Pepsi-Cola Products Philippines Inc.)

bulletWorld Press Review

In late 1991, Luis "Cito" Lorenzo, Jr., was looking for a bright idea. The Wharton--educated vice chairman of Pepsi-Cola Products Philippines, Inc. (PCPPI), the independent local bottler of the multinational soft drink, needed a kind of "Operation Desert Storm" to regain Pepsi's dominance of the Philippine soft-drink market. Savvy marketing by rival Coca-Cola had ended Pepsi's reign in the early 1980s, and by 1991, Pepsi was languishing with only a 17-percent market share.

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bulletPEPSI ACCUSED OF STAGING ATTACKS.(BUSINESS)

bulletAlbany Times Union (Albany, NY)

MANILA, Philippines -- A senior government investigator on Friday accused Pepsi-Cola of staging attacks against its own trucks to discredit consumers seeking compensation in a botched promotion campaign.

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bulletA Pepsi Giveaway, Gone Wrong; Repercussions, Some Deadly, Persist From '92 Promotion `Glitch'

bulletThe Washington Post

A bizarre twist in a Pepsi promotional campaign to make millionaires out of poor Filipinos has turned into a battle between tens of thousands of consumers and the American soft drink giant.

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bulletPepsi claimants asked to pay huge docket fees in RP

bulletFILIPINO REPORTER

MANILA - A Makati Regional Court Judge has ordered 7,444 claimants against Pepsi Cola Philippines to pay P45 million as docket fees for the multibillion-peso claim in connection with Pepsi's "Number Fever" promo two years ago. Judge Manuel Victorio ordered the claimants to pay the fee or their case would be dismissed.

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bulletCourt Upholds Warrants For 9 Pepsi Executives

bulletORLANDO SENTINEL

MANILA — The Philippine Supreme Court Friday upheld arrest warrants on nine executives of a Manila subsidiary of PepsiCo accused of refusing to pay more than 33,000 holders of winning bottle caps in a Pepsi promotion. 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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bulletCOMPANY NEWS: An Unlucky Number; Pepsi Caps the Damages On a Promotion Gone Flat

bulletTHE NEW YORK TIMES

MANILA, Aug. 17— A soft drink sales campaign meant to turn a few lucky Filipinos into peso millionaires has turned into a nightmare for the Pepsi-Cola Company. Eighteen months after beginning a promotional numbers game, Pepsi has spent about $11 million to settle thousands of claims from "winning" consumers and repair its shattered image here.

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bulletPepsi: 1, Activism: 0

bulletZ MAGAZINE ( WASHINGTON FREE PRESS )

Pepsi splashed ads for weeks across the Philippine newspapers, radio and TV: "Today you could be a millionaire." There was to be a specially marked bottle cap. The owner would win a million pesos, about $40,000. Families began drinking Pepsi with every meal and snack, praying for a fated bottle cap. Each night, they would circle the TV to hear what number, etched in the cap, meant freedom from want.

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bulletPepsi foe poises suit in NY court

bulletFILIPINO REPORTER

Consumer advocate Vic Del Fierro Jr., who represents thousands or alleged victims of the Pepsi Number Fever promo fiasco in the Philippines in 1992, is back in New York. The president of Coalition 349 said he is now pursuing a last ditch effort to convince PepsiCo officials in Somers and Purchase, New York to settle the two-year-old controversy out of court before he files a class action suit with the New York State Supreme court.

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bulletPepsi attacks own trucks: NBI: Goons 'employed' to dissuade

bulletFILIPINO REPORTER

MANILA - A senior official in the National Bureau of Investigation said last week that Pepsi Cola may have staged attacks against its own trucks by hiring goons to discredit thousands of consumers seeking compensation in last year's Pepsi Number Fever promo fiasco.

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bulletNumbers Nightmare

bulletTIME MAGAZINE

For months Gina Cruz, a Manila grandmother, played Pepsi-Cola's Numbers Fever promotion lottery, buying several bottles a day and saving the caps, in the hope that one of the numbers printed inside would win her a 1 million peso ($40,000) prize. When the magic number, 349, was announced in May 1992, Cruz was overjoyed to find she had not one but two caps bearing the winning digits. She promptly fainted.

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bulletPhilippine Supreme Court clears Pepsi of liability

bulletTHE CHINA POST

The Philippine Supreme Court has cleared Pepsi-Cola of any liability in a promotional flap that sparked lawsuits and riots 14 years ago, a court spokesman said Tuesday. The June 15 decision, made public Tuesday, found “no proof of negligence” by Pepsi and said the company should not be held liable for damages.

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bulletPepsiCo urged to pay court winners

bulletFILIPINO REPORTER

The president of a consumer coalition that sued PepsiCo over the "349" Pepsi Number Fever Promotion fiasco in 1992 has urged the top officials of the Purchase, N.Y.-based soft drink giant to honor a court ruling and settle the 12-year-old corporate liability to thousands of Filipino consumers who won in the promo.

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bulletCola-maker to pay P6.2mn to promo winners

bulletGULF TIMES

THE Court of Appeals (CA) has ordered Pepsi Cola Products Philippines Inc to pay P6.2mn to two claimants in the ‘349’ Pepsi Number Fever Promotion fiasco in 1992. In a ruling that junked a motion for reconsideration filed by Pepsi, the CA’s 16th Division yesterday gave due course to the claim of Pepe Pagdanganan and Pepito Lumahan.

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bulletPhilippines Court Clears PepsiCo in Promotion Fiasco

bulletTHE IRRAWADDY

The Philippines Supreme Court has cleared PepsiCo Inc in a case that sparked widespread rioting in the early 1990s directed at the US soft drinks giant when it refused to pay people who claimed they were owed thousands of US dollars as part of a promotion. Associated Press reported that the June 15 verdict found “no proof of negligence” and said the company should not be held liable for damages.

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bulletCourt clears Pepsi on promo fiasco

bulletJUST DRINKS ( ENGLAND )

The Philippine Supreme Court has cleared PepsiCo of any liability in a promotional fiasco that led to lawsuits and even riots 14 years ago. In the 1992 "Number Fever" sales campaign, local bottler Pepsi Cola Philippines offered prizes of up to PHP1m (US$18,800) for holders of bottle caps with winning numbers.

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bulletPoor David: No match against giant Goliath, Pepsi

bulletTHE FILIPINO EXPRESS

the filipino expressMy younger brother and I always had a sibling rivalry. We quarelled about everything. I always thought he followed the crowd while I went for the under-dog. He liked Coke. I like Pepsi. Not anymore.

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bulletPepsi NY execs meet with 349 head on settlement

bulletTHE FILIPINO EXPRESS

Making no progress with their demands for payment of claims in Manila, the president of Coalition 349.Inc., a group of claimants in the controversial Pepsi Cola "instant millionaire" promotions, has flown to New York, where he was received twice this week by Pepsi executives at their headquarters in Purchase New York.

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bulletPepsiCo urged to pay court winners

bulletTHE FILIPINO REPORTER

the filipino expressThe president of a consumer coalition that sued PepsiCo over the "349" Pepsi Number Fever Promotion fiasco in 1992 has urged the top officials of the Purchase. NY based soft drink giant to honor a court ruling and settle the 12 year old corporate liability to thousands of Filipino consumers who won in the promo.

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bulletFilipino 349 class suit vs. PepsiCo to be filed this month

bulletASIAN JOURNAL

the filipino expressThe prospects are bright for an early strategic filing of a class suit against PepsiCo, the world's 50th largest corporation this month in New York.

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bullet$400-M class suit vs. PepsiCo filed here

bulletTHE FILIPINO REPORTER

the filipino expressA $400 million class action suit againt PepsiCo New Yorl was filed last week with the United States District Court of Brooklyn, New York on behalf Pepsi Number Fever promo fiasco in the Philippines in 1992.

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bulletFilipinos file class suit vs Pepsi in NY, seek $400-M

bulletPHILIPPINE MABUHAY NEWS

the filipino expressAbout 10,000 filipinos consumers accused the softdrink giant Pepsico of "breach of contract" and moved to boycott its products here and in the US West Coast.

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