Find out what PepsiCo wouldn't want you to know about Crystal Pepsi, one of the biggest failures in soft drink history. Let's go!
In 1992, the company launched this unique soft drink with the aim of taking advantage of the growing trend towards clear products.
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Crystal Pepsi was promoted as a caffeine-free “clear alternative” to regular colas, promising a taste never experienced before.
Unfortunately, this innovation turned out to be a fad and was withdrawn from the market in 1993. Imagine if they had given this brilliant idea a second chance?
Former Pepsi chief marketing officer David Novak admits, "It was probably the best idea I've ever had — and the worst executed."
Failed marketing strategy
In 1993, during the Super Bowl, a groundbreaking commercial for a new "clear glue" captured the nation's attention.
Set to the bold Van Halen soundtrack “Right Now,” the ad showed an astronaut, a rhino and a woman pouring the translucent liquid.
The message was clear: we were hungry for something different and exciting. This is how Crystal Pepsi emerged, with its “pure” and “natural” proposal, as a variation of the iconic Pepsi.
Its popularity quickly grew, with appearances on the CBS Evening News and Saturday Night Live, while its Coca-Cola competitors lambasted its novelty.
From school cafeterias to lunches on Wall Street, millions of Americans have enthusiastically tried Crystal Pepsi.
The launch of the new Pepsi had everything to be a billionaire investment
Unfortunately, reality turned out to be different than expected, and the result of the new Crystal Pepsi was a colossal failure. In less than a year after the commercial's release, the soda disappeared from the shelves and became a cultural joke. Time magazine even named the drink one of the biggest product failures of all time.
But, let's go to the reasons: one of the main factors for the failure of Crystal Pepsi was the lack of a well-defined target audience.
PepsiCo's marketing strategy was aimed at attracting consumers who preferred a healthier alternative to soda. traditional drink, but failed to take into account that they may not have been interested in the fizzy, sweet taste of a soda carbonated.
In addition, the brand did not know how to exploit consumers' growing desire for healthier products, as the “clear” appearance of the drink did not convey this message in a specific way.
This may have alienated a large portion of the target audience. Furthermore, the pricing strategy used by PepsiCo failed to price the traditional cola version higher, further scaring off potential consumers.