Win Nothing Instantly (1998)

In June 1998, many beverage companies launched contests and promotions aimed at building consumer awareness of their brand during the summer months.

Pepsi-Cola Co. developed a game called “Pepsi Pop Culture” that offered consumers prizes such as dinner with Arnold Schwarzenegger at Planet Hollywood or a $25,000 shopping spree at Mall of America with “Melrose Place” star Alyssa Milano. Coca-Cola Co. teamed with MasterCard International to offer consumers the chance to win special cash cards and discounts to move theaters, sporting events, and amusement parks.

Snapple Beverage Co. mocked its competitors’ contests and sweepstakes while offering prizes of their own. The company’s “Win Nothing Instantly!” under-the-cap summer anti-promotion offered “nothing” prizes worthy of a few laughs but without monetary value and “nothing” prizes with actual, and sometimes sizable, perks. Most caps read something along the lines of “No prize money (but at least you won’t have to jump into a higher tax bracket)” while the rare cap offered “No rent”, “No car payments”, or “No Credit Card Debt”.

Winning caps

  1. No Rent ($1,000 a month for a full year)
  2. No Car Payments ($300 a month for a full year)
  3. No Credit Card Debt ($1,000)
  4. No Cheap Seats ($200 for concert tickets)
  5. Nothing But the Best Stuff on Earth (a coupon for free Snapple)

Losing caps

  1. No Need To Save This Cap (But you still have a great tasting Snapple)
  2. No Prize Money (But at least you won’t have to jump into a higher tax bracket)
  3. Nothing To Fear (Fearlessly go buy your next Snapple)
  4. Nothing To Lose (You should try again)
  5. Nothing Ventured, Nothing Gained (Venture again)
  6. Sorry No Check In The Mail (Maybe next time)

References