 Crystal Pepsi Promotional Print |
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| Type | Clear Cola |
|---|---|
| Manufacturer | PepsiCo, Inc. |
| Country of origin | United States |
| Introduced | 1992 |
| Discontinued | 1993 |
| Variants | Diet Crystal Pepsi, PepsiClear |
| Related products | Pepsi Blue, New Coke, Tab Clear, Pepsi |
Crystal Pepsi was a caffeine-free soft drink made by PepsiCo from 1992 to 1993 in the United States, Canada, and for a short time in Australia. Crystal Pepsi was sold for a longer time in Europe.
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History
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 clearness with purity and health.[2] Its marketing tagline was "You've never seen a taste like this". However, the taste was not significantly different from other colas; unlike other colorless soft drinks, which usually have a lemon-lime flavor, Crystal Pepsi tasted much like the original Pepsi.[1]
In 1992 PepsiCo introduced Crystal Pepsi to test markets in Denver, Colorado; Sacramento, California; Dallas, Texas; and Providence, Rhode Island[3] and had a positive response.[2] Pleased with the results, PepsiCo launched the cola on April 13, 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 photo-realistic, 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] 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 launching Tab Clear on December 14, 1992.[6]
Initial sales were good but quickly fell.[7] Pepsi pulled the drink off the market and returned several months later with a reformulated citrus drink titled "Crystal From Pepsi", but this was short-lived as well.[8]
Pepsi Clear
In 2005 a new clear Pepsi was sold in Mexico as "Pepsi Clear" for a limited time. On August 22, 2008, PepsiCo filed for trademarks on the product names "Pepsi Clear" and "Diet Pepsi Clear".[9]
Marketing
Yum! Brands Chairman David C. Novak is credited with introducing the Crystal Pepsi concept. In a December 2007 interview,[10] 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. | ” |
See also
References
- ^ a b Garber Jr, Lawrence L. Color as a Tool for Visual Persuasion, p313. Essay included in Persuasive Imagery ed. by Linda M Scott. Lawrence Erlbaum Associates, 2003. ISBN 0805842020
- ^ a b c Zyman, Sergio. The End of Marketing as We Know It. Harper-Collins, 1999. ISBN 0887309836
- ^ Business Digest. The Washington Post, April 14, 1992
- ^ "Business Digest". New York Times, April 13, 1992
- ^ Janofsky, Michael. "Pepsi Tries New Diet Cola Abroad". New York Times, 2 March 1993.
- ^ Bryant, Adam. "Coke Adds a Clear Cola To Its New Age Stable". New York Times, December 15, 1992
- ^ Simonson, Itamar. Will I Like a Medium Pillow? Another Look at Constructed and Inherent Preferences,p18 (Research Paper 1977-R1). Stanford University Graduate School of Business, 2007
- ^ Brody, Aaron L and John B Lord. Developing New Foods for a Changing Marketplace,p62. CRC Press, 2000. ISBN 1566767784
- ^ "Is Pepsi Clear the return of Crystal Pepsi?". BevReview.com. http://www.bevreview.com/2009/08/11/pepsi-clear-crystal-pepsi/. Retrieved 8-11-09.
- ^ Kate Bonamici Flaim, Winging It, 19 Dec. 2007, Fast Company (magazine) at http://www.fastcompany.com/magazine/119/winging-it.html accessed 29 Sept. 2009
External links
- PepsiClear Official Website (Spanish)
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