Crystal Pepsi To Make A Comeback — Despite Earlier Release Lasting Just A Year, The Clear Variant Will Be Reintroduced
Pepsi appears determined to reintroduce Crystal Pepsi, a clear variant of its iconic sweetened carbonated beverage.
Despite lasting for only a year when it was original introduced in the early 1990s, Pepsi has plans to bring back Crystal Pepsi. Though the product managed just a year on the shelves, the drink apparently gained a string of loyal consumers who have been appealing to Pepsi to bring back the drink. While it’s clear Pepsi wants to bring back Crystal Pepsi, the details about the intended launch continue to remain murky.
Earlier this week, PepsiCo sent the clearest of indicators yet that Crystal might soon be available again. The company that’s unmatched in advertising and brand image development hinted at Crystal Pepsi’s reintroduction by responding to one of its biggest fans, competitive eating star Kevin Strahle. In a personalized note, Pepsi responded to Mr. Strahle, who goes by the name L.A. Beast on Twitter, on the letterhead of Crystal Pepsi. The letter stated,
“We definitely hear you and all your followers and we think you’ll all be happy with what’s in store.”
Just received this from @pepsi on twitter a min agoIt is my duty to share it with all of you. #BringBackCrystalPEPSI pic.twitter.com/hyTbH5spbL
— L.A. Beast (@KevLAbeast) June 8, 2015
When AdAge reached out to Pepsi for confirmation about the tweet, a Pepsi spokesperson ascertained the authenticity of the message. However, she hasn’t been forthcoming with any more details besides saying,
“We think Crystal Pepsi fans are going to be happy with what we have planned.”
What is Crystal Pepsi? It appears Crystal Pepsi is a clear version of the iconic drink. However, unlike today’s recipe which calls for generous amounts of caffeine, way back in 1992, when the drink was introduced, Crystal Pepsi was caffeine-free. The company was trying to exploit the perceived linkage between clarity and purity. The promotions also overtly equated clearness with purity and health.
Though it’s unlike Pepsi products to do very poorly, Crystal Pepsi’s sales dive-bombed and its successor, Crystal From Pepsi, didn’t survive the tough competition as well. Many believe the primary reason Crystal Pepsi didn’t work was because it didn’t taste good.
However, PepsiCo doesn’t think Crystal Pepsi would repeat its painful history, especially when its competitors too are experimenting with revival of yesteryear’s successes as well as clearer versions of their popular products.
When launched, Crystal Pepsi had burned through $40 million ad budget and failed to deliver. However, with today’s direct-to-consumer market, coupled with powerful social media marketing campaigns, Crystal Pepsi just might work.
[Image Credit | Joe Raedle, Getty Images]
