>"Pepsi executives decided to do a promotional campaign that promised to have lots of payouts. Each Pepsi bottle cap would have a number that correlated to a prize that would be announced. There were be lots of small winners and then two huge winners of $40,000 each.

Pepsi hoped the allure of prize money would convert many of the low-income Coke drinkers. They strategically planned to give out a total of $2M in prizes."

[...]

"This disruptive campaign increased Pepsi’s market share from 4% to 24.9% in just two months."