Philippines accidentally distributed 800,000 winning bottle caps for a 1 million peso grand prize, leading to riots and the deaths of five people. In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. "Project Blue" was launched in several international markets outside the United States in April. The launch included extravagant publicity stunts, such as a Concorde airplane painted in blue colors (which was owned by Air France) and a banner on the Mir space station. The Project Blue design was first tested in the United States in June 1997, and was released that December in preparation for Pepsi's 100th anniversary. It was at this point, the logo began to be referred to as the Pepsi Globe. In October 2008, Pepsi announced that it would redesign its logo and re-brand many of its products by early 2009. In 2009, Pepsi, Diet Pepsi, and Pepsi Max began using all lower-case fonts for name brands. The brand's blue and red globe trademark became a series of "smiles," with the central white band arcing at different angles depending on the product until 2010. Pepsi released this logo in U.S. in late 2008. It was released in 2009 in Canada, Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina, Puerto Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines, and Australia. The new logo was released to the rest of the world in 2010. The old logo is still used in several international markets, and has been phased out most recently in France and Mexico. Niche marketing Walter Mack was named the new president of Pepsi-Cola and guided the company through the 1940s. Mack, who supported progressive causes, noticed that the company's strategy of using advertising for a general audience either ignored African Americans or used ethnic stereotypes in portraying Blacks. Up until the 1940s, the full revenue potential of what was called "the Negro market" was largely ignored by white-owned manufacturers in the U.S. Mack realized that Black people were an untapped niche market and that Pepsi stood to gain market share by targeting its advertising directly towards them. To this end, he hired Hennan Smith, an advertising executive "from the Negro newspaper field" to lead an all-black sales team, which had to be cut due to the onset of World War II. In 1947, Walter Mack resumed his efforts, hiring Edward F. Boyd to lead a twelve-man team. They came up