The Jet That Never Was: The Bizarre Story of John Leonard's Quest for a Pepsi Prize

Pepsi's "Drink Pepsi Get Stuff" marketing campaign was launched in 1996 that aimed to increase sales of Pepsi products by offering consumers the chance to redeem Pepsi points for various prizes. These prizes included t-shirts, sunglasses, and other branded merchandise, as well as more valuable items such as electronics and vacations. However, the most high-profile prize advertised was a $23 million Harrier jet, which could be redeemed for 7 million Pepsi points.

The ad featuring the jet prize was aired widely and depicted a young boy landing the jet in his schoolyard, implying that anyone who collected enough Pepsi points could win a jet of their own. However, the ad did not include any disclaimers or terms and conditions indicating that the jet prize was a joke, and it was not clearly stated that the jet was not a real prize that could be won.

John Leonard, a 21-year-old man, saw the ad and believed that he could legitimately redeem the jet by either collecting 7 million Pepsi points or by paying $0.10 per point, totaling approximately $700,000. Along with his business partner Todd Hoffman, Leonard approached the Pentagon to confirm the legality of purchasing the jet and was told that it was allowed as long as it did not have any weapons on it. Believing that they had a legitimate chance to win the jet, Leonard and Hoffman sent a $700,000 check to Pepsi to redeem the prize.

Upon receiving the check, Pepsi realized its mistake in not clearly indicating that the jet was a joke and initially considered ignoring the situation. However, they ultimately decided to send Leonard a letter thanking him for his efforts and offering him a consolation prize of $10,000 and a lifetime supply of Pepsi products. Leonard and Hoffman did not accept the offer and instead filed a lawsuit against Pepsi, claiming that they were entitled to the jet as advertised.

The case went to court and received significant media attention. The judge ultimately ruled in favor of Pepsi, stating that the ad was indeed a joke and that Leonard should have realized this. The case was appealed, but the ruling was upheld. The story of Leonard's pursuit of the jet and the legal battle with Pepsi has since been adapted into a documentary series on Netflix, titled "Pepsi, Where's My Jet?" which explores the details of the case and its impact on the parties involved.

There are several key learnings that can be drawn from the story of John Leonard's pursuit of the jet prize advertised in Pepsi's "Drink Pepsi Get Stuff" campaign:

1. Clearly communicate terms and conditions: It is important for companies to clearly communicate the terms and conditions of any promotions or contests they run, including any disclaimers or exclusions. In this case, Pepsi's failure to clearly indicate that the jet prize was a joke led to confusion and a legal dispute.
2. Be aware of consumer expectations: Companies should be aware of the expectations that their advertising creates for consumers and take steps to manage those expectations. If a promotion or contest is intended to be humorous or unrealistic, it should be clearly indicated as such.
3. Understand the legal implications of promotions: Companies should be aware of the legal implications of any promotions or contests they run, including any applicable laws and regulations. In this case, Pepsi's lack of clarity regarding the jet prize led to a legal dispute that could have been avoided with more careful planning.
4. The power of advertising: Advertising can have a significant impact on consumer behavior and can create strong desires or expectations. Companies should be mindful of the messages they are communicating through their advertising and the potential consequences of those messages.