In 1992 Pepsi ran a promotion in the Philippines that worked so well it nearly destroyed the company.
Bottle caps had three-digit numbers. Every evening a winning number was announced on TV. Grand prize: about 611 times the average monthly salary.
Monthly sales went from $10M to $14M. Half the country was playing.
On 25 May the number was 349.
Here is what almost nobody knows: a winning cap needed the number AND a security code. Only two caps in the country had both.
But 800,000 caps had been printed with 349 and no code.
By morning, hundreds of thousands of people were standing outside the bottling plants.
What Pepsi decided the next morning cost them an estimated $32 billion.
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