Tropical Drink's "Mischievous Monkey" Prize Was a Hoax, Ad Exec Reveals

A decades-old mystery surrounding a "mischievous monkey" prize offered by the Israeli drink "Tropit" in 1988 has been solved, with the advertising executive behind the campaign revealing it was a deliberate hoax. The promotion, run by the Tavori company and its advertising agency Reuveni-Fridan, promised children prizes including talking parrots, purebred dogs, Persian cats, goldfish, and the grand prize: a real monkey. Children were encouraged to buy Tropit, drink it, cut out the packaging, and collect letters and illustrations to win. While many children reported winning goldfish, the monkey prize remained unconfirmed, sparking speculation for 40 years.

Udi Fridan, co-owner of Reuveni-Fridan, told mako that the company never intended to give away a monkey or any other live animal, except for goldfish in a few instances. He explained that the "mischievous monkey" campaign was a marketing strategy to create buzz for the Tropit brand, which was then marketed as a "mischievous" drink. "We wanted a campaign that people would talk about," Fridan stated, adding that the strategy was successful as everyone discussed the Tropit monkey.

Fridan further revealed that when children did win the chance to claim a monkey, they were encouraged to exchange it for other prizes, such as flights or other valuable items, as parents were unlikely to want a monkey at home. "As we thought, whoever won the monkey wanted to exchange it for something else. It was a gimmick, and it worked great," he said. The campaign did face criticism at the time for using live animals as lottery prizes, with concerns raised about the welfare of the animals and the suitability of homes receiving them. Tavori had defended the promotion, stating it was developed after consulting with educators and experts, aiming to encourage children's connection with animals over computer games.