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by Joey Chemis category: Cause
In the early 1990s, a marketing fad equating clarity with purity began with the remake of Ivory soap from its classic milky solution; 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. Its marketing slogan was "You've never seen a taste like this".
In 1992, PepsiCo introduced Crystal Pepsi to test markets in Denver, Sacramento, Dallas, and Providence, and the product generated a positive response. Pleased with the results, PepsiCo launched the cola on April 12, 1992, 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. 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.
Initial sales were good but quickly fell. 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 this was short-lived as well.
Reminiscing about the drink, some fans started a Facebook page to bring the drink back: www.facebook.com/BringbackCrystalClearPepsi. With the support of the L.A Beast, the Movement has grown to over 11,000 members and continues to grow daily. A go Fundme campaign was started by the L.A Beast to purchase billboards to raise awareness for the movement: www.gofundme.com/CrystalPepsi.
Please Join our Thunderclap and help spread awareness for the return of this delicious beverage.
I am an individual who has great respect for the L.A Beast and is passionate about the return of Crystal Pepsi.