Crystal Pepsi
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 Crystal Pepsi Promotional Print |
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| Type | Clear Cola |
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| 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 soda 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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[edit] 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, the product came 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] In 2005, Crystal Pepsi was sold in Mexico as "PepsiClear" for a limited time.[citation needed]
[edit] See also
[edit] 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, March 2, 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
[edit] External links
- PepsiClear Official Website (Spanish)
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