Botched Extension Turns 349 into Hundreds of Thousands of 'Winners' In 1992, Pepsi’s Number Fever in the Philippines promised 1 million pesos to bottle-cap holders matching a nightly TV number, drawing participation from half the country. After a five-week extension, a control program meant to seed only two winning caps glitched, and on May 25 the broadcast number 349 had already been mass-printed as a non-winner. More than 600,000 caps bore 349, many people held multiple caps, and jubilant crowds swarmed factories, forcing shutdowns under police guard.
Backlash, Lawsuits, and a Ruling That Cleared Pepsi of Negligence Pepsi blamed a computer error and offered 500 pesos per 349 cap instead of the 1 million prize, which most refused as anger grew. Riots and attacks on plants and trucks erupted, leaving five dead and dozens injured. Claimants organized as Coalition 349 under preacher Del Fiero, gathering over 8,349 winners to sue for more than $400 million, while allegations surfaced that Pepsi hired provocateurs to inflame unrest—claims the company denied. In 1993 courts issued arrest warrants for nine executives, but most civil and criminal cases were later dismissed, and in 2006 judges found Pepsi not negligent and levied a 150,000‑peso fine. Many Filipinos remain scarred by Number Fever, and Pepsi later expressed regret, saying those involved were no longer at the company.