The 349 Disaster: How Pepsi's 'Number Game' Killed 5 In Philippines

Last Updated:November 14, 2025, 15:49 IST

In 1992, Pepsi's Number Fever promo in the Philippines turned chaotic when 349 appeared on over 6 lakh caps, sparking riots, lawsuits, and a lasting blow to Pepsi's reputation

Pepsi's response of 500 pesos compensation ignited nationwide fury in the Phillippines. (AP)

In the early 1990s, the Philippines became the unlikely battleground for a fierce rivalry between global soft drink giants Pepsi and Coca-Cola. Amidst the cutthroat competition, Pepsi introduced a promotional campaign that promised instant fortunes, ‘Number Fever’. Under the scheme, each bottle cap carried a unique number, and anyone holding the cap matching the televised “winning number" could claim a prize of 1 million pesos (roughly Rs 54 lakh at the time).

For millions of impoverished Filipinos, the promotion offered more than soda, it sparked dreams of sudden wealth. Stores across the nation saw unprecedented sales as people bought bottles not for refreshment but for a chance to win. The excitement escalated into a national phenomenon, with communities eagerly following every televised announcement.

But on an evening in May 1992, celebration quickly turned into chaos. The winning number broadcast was 349. Thousands of people erupted in jubilation, convinced they had struck gold. The triumph was short-lived. A catastrophic error emerged; the number 349 had been mistakenly printed on over 6,00,000 bottle caps. The prize was suddenly unattainable for most, leaving millions disillusioned.

Pepsi’s response, to offer 500 pesos (around Rs 1,800) to those affected, ignited fury rather than appeasement. Riots erupted nationwide. Pepsi trucks were attacked, and in the ensuing unrest, at least five people lost their lives.

Amid the turmoil, local preacher Vicente del Fierro mobilised the aggrieved, organising thousands of 349 cap holders to pursue justice. He filed a $400 million lawsuit against the company, a legal struggle that dragged on for nearly two decades. Fierro passed away in 2010 before the matter reached a conclusion, but the legacy of the Number Fever fiasco endured.

Pepsi eventually expressed regret and issued approximately $10 million in goodwill payments, but the damage to its brand reputation in the Philippines was irreversible. Coca-Cola regained market dominance, and the ill-fated number 349 entered local folklore, not as a symbol of fortune, but as a cautionary tale of corporate oversight and public outrage.

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