The Pepsi Promise That Shook the Philippines: A $40K Lesson
In the soft drink arena, Pepsi and Coca-Cola have faced off in fierce competition for ages. Yet, one of Pepsi’s promotional attempts in the early 1990s stands out not just for its ambition, but for the unintended consequences it would bring upon the company. Setting the scene: the early 1990s. Pepsi was jostling for...