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Crystal pepsi

In the early 90s consumers used to think that white drinks are healthy as it
doesnt contain caffeine so people think that its healthy.
Lasted from 1992-1993, succeeded initially, but quickly fail and was pulled
out of the shelves.
Marketing was done through ads and free sampling of bottle with Sunday
paper.
It targeted healthy consumers that dont want to drink heavy soda
It failed because there was nothing unique. Consumers never believe that its
healthy.
Pepsi consumers didnt think it was worth it
There was no caffeine, no caramel color and less calories than regular pepsi.
but it doesnt work
It was a great idea but was executed badly.
There are rumors from Pepsi officials on the Bring Back Crystal Pepsi Facebook page that
Crystal Pepsi will be out in early summer 2016.
The drink was re-released in late 2015 as a promotion to go along with the launch of Pepsi's
new signature smartphone app Pepsi Pass.but they have no plans to sell it again.

Yum! Brands Chairman David C. Novak is credited with introducing the Crystal Pepsi
concept. In a December 2007 interview,[11] he stated:
It was a tremendous learning experience. I still think it's the best idea I ever had, and the worst
executed. A lot of times as a leader you think, "They don't get it; they don't see my vision." People
were saying we should stop and address some issues along the way, and they were right. It would
have been nice if I'd made sure the product tasted good. Once you have a great idea and you blow
it, you don't get a chance to resurrect it.

In the early 1990s, a marketing fad equating clarity with purity began with the remake of Ivory
soap from its classic milky solution;[1] the idea spread to many companies, including PepsiCo. Crystal
Pepsi was marketed as a caffeine-free "clear alternative" to normal colas, equating clarity with purity
and health.[2] Its marketing slogan was "You've never seen a taste like this".[1]
In 1992, PepsiCo introduced Crystal Pepsi to test markets in Denver, Sacramento, Dallas,
and Providence,[3] and the product generated a positive response.[2] Pleased with the results,
PepsiCo launched the cola on April 12, 1992,[4] and began to sell it nationwide in 1993. A
large marketing campaign was launched, for which the company invented the world's first photorealistic, computer-generated bus wrap printing. A series of television advertisements featuring Van
Halen's hit song "Right Now" premiered on national television on January 31, 1993, during Super
Bowl XXVII.[2] Another marketing ploy was to give out full sized sample bottles with the Sunday paper
deliveries such as the Boston Globe in Massachusetts. In its first year, Crystal Pepsi captured a full
percentage point of U.S. soft drink sales, approximately $474 million. [5] Coca-Cola followed suit by
launchingTab Clear on December 14, 1992.[6]
Initial sales were good but quickly fell.[citation needed] By fall 1993, Pepsi pulled the drink off the market, and
the final batches were delivered to retailers during the first few months of 1994. Pepsi returned
several months later with a reformulated citrus drink titled Crystal From Pepsi, but that was shortlived as well.[7]
According to Coca-Cola Chief Marketing Officer Sergio Zyman, Tab Clear was an intentionally
"suicidal", "kamikaze" effort to create an unpopular beverage that was positioned as an analogue of
Crystal Pepsi in order to "kill both in the process". The "born to die" strategy included using the poorperforming Tab brand rather than Coke, labeling the product as a "sugar free" diet drink to confuse
consumers into thinking Crystal Pepsi had no sugar, and marketing the product as if it were
"medicinal". Zyman said "Pepsi spent an enormous amount of money on the brand and, regardless,
we killed it. Both of them were dead within six months."

Tag line: You have never seen a taste like this