Inside the 1992 Pepsi competition which cost the company $32 billion

In 1992, Pepsi ran a contest in the Philippines called 'Number Fever'. It ended up killing five people.

The idea behind it was simple - numbers would be printed on the soft drinks' bottle caps, and each evening, local news would announce winners.

But things quickly went wrong - so wrong that many Filipinos who experienced 'Number Fever' are still traumatized by it to this day. A mere mention of the weekslong contest these days may elicit a negative response.

Load More