In addition, they had many special products, some of which are still sold today. Among these are sugar or caffeine free Pepsi Colas but also some with slightly different taste such as Pepsi Wild Cherry. Crystal Pepsi was a clear, caffeine-free cola with similar taste to the original Pepsi, lacking in preservatives and artificial colors. Crystal Pepsi wanted to attract and target the healthyconscious consumers and tap into the 90s trend of clarity and pureness, by removing the typical caramel color of colas although the drink was still loaded with high fructose corn syrup.
PepsiCo invested millions of dollars and spent 15 months in finding the right formula to produce this whole new product. It was tested with a limited run, in a limited market and performed quite well. Then in April was launched. The reality, though, was different. Pepsi pulled the drink off the market by fall and the final batches were delivered to retailers during the first few months of Pepsi believed to have created a new niche for the cola market by simply creating a colorless cola with a different taste.
While other colorless sodas like 7UP and Sprite had a citrus or lemon flavor, Crystal Pepsi was similar in taste to the original Pepsi and customers were not sure how Crystal Pepsi was supposed to taste. By removing the caramel color Crystal Pepsi was aiming to target those consumers who wanted to avoid the additives in dark soda and to be considered an healthier version of the dark colas. Probably the colorless drink would have been taken into consideration by the healthy-conscious segment if there was the addition of proteins and vitamins.
Choosing a color for a product, logo or brand is not something random or based on preferences and trends. For instance, when we think of a cola, we tend to think of a caramel color drink. Doug Ivester, president of Coca-Cola's North American soft drink business, declared that attaching the Coke name to a clear beverage was never a possibility.
This means that the color, indeed, can play an integral part in the success of a product 25 and shows why consumers showed little interest for clear beverages in general. On the other hand, a report from from Consumer Reports found how some caramel colors used in many soft drinks e. Coca Cola, Dr. It was a reflection of changing taste of the soft drinks business. Flavored, sparkling water with names like Clearly Canadian, Canadian Arctic and Quibell was introduced as well as new category in the soft drinks market of the 90s.
Only few years before, New York Seltzer, a non-caffeinated line of sodas featuring natural flavors with no preservatives or artificial colors, was just about the only flavored water on the market, while in the beginning of the 90s the category took up already 8 feet shelf space at the supermarket, reducing the space of the colas The idea of a clear soda was nothing new.
At the time of the launch of Crystal Pepsi there were already colorless drinks, like 7-Up, Sprite and Slice, on the soda market. About half a year after Crystal Pepsi debuted, Coca Cola released TaB Clear, a clear cola, which only years later was revealed to has been specifically designed to fail in order to harm PepsiCo and its new, game-changer invention, Crystal Pepsi.
When it was placed on store shelves in close proximity to Crystal Pepsi, consumers would be confused into thinking Crystal Pepsi was also a sugar free diet drink. By launching a terrible tasting clear cola, named similar to an 80s Coca Cola product failure, TaB, executives at Coca Cola were creating confusion around clear colas with the intention of killing both brands.
Eventually both Crystal Pepsi and Tab Clear spring of disappeared from the market around the same time. They've been falling consistently since For the curious, here's that Super Bowl ad:. It's quite possibly the most perplexing advertisement of all time.
Who else wants to see it face off with Brad Pitt's Chanel No. Anyway, Pepsi remained undeterred and actually tried to launch the clear cola concept not once, but twice more. Shortly after Crystal Pepsi vanished, a citrus soda called Crystal from Pepsi hit shelves, and in , 7 Up — which is owned by PepsiCo — introduced 7 Up Ice Cola to the international market.
Like their predecessor, though, both of these drinks failed to catch the interest of consumers and were quickly and quietly disposed of. I do , however, vividly remember Tab Clear. Even though recollections from others who remember drinking Tab Clear maintain that it was absolutely disgusting, I remember rather liking it. Crystal Pepsi was a caffeine-free soft drink made by PepsiCo from to in Canada and the United States , and for a short time in Australia.
Crystal Pepsi was sold for a longer time in Europe. Crystal Pepsi is a soft drink made by PepsiCo. It was first sold in Europe in the early s. The United States and Canada received it from to , with brief rereleases in , , and It was briefly sold in the UK and Australia. The product's original market life was sabotaged by competitor Coca-Cola, in a "suicidal kamikaze" plan which sacrificed its Tab Clear product in order to end them both.
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