En esta serie semanal, Andrew Eborn arroja luz sobre los productos y servicios, las extensiones de marca y las campañas que no lograron despegar y, como resultado, obtuvieron la entrada a los Octopus TV Failure Awards y un lugar en The Museum of Failure. La semana pasada miramosGoogle vidrio, un invento adelantado a su tiempo. Hoy le toca el turno a otro producto futurista que aún espera su momento. Conoce a Crystal Pepsi.
Según Mintel, cada mes se introducen aproximadamente 33.000 nuevos bienes de consumo empaquetados (Base de datos global de nuevos productos de Mintel). La mayoría de ellos fallan.
Después de haber sobrevivido con éxito a los años 80 y haber dejado de lado nuestros calentadores de piernas, coleteros, pantalones de paracaídas y hombreras, los años 90 comenzaron con una locura clara. Los especialistas en marketing estaban obsesionados con la pureza, sin colorantes artificiales.
La claridad se asoció con la pureza y dio lugar a una serie de productos desnudos. El color, o la falta de él, se reconoció como una herramienta de persuasión visual.
La moda fue alentada por la continua promoción del jabón Ivory.
"99 y 44/100% puro"
Introducido en 1879, el jabón Ivory de Procter & Gamble era famoso por su supuesta pureza y por flotar en el agua. En 1895, P&G había adoptado el eslogan "99 y 44/100% puro" en referencia a la afirmación de que Ivory era más puro que el jabón de Castilla disponible. Willy Wonka lo utilizó posteriormente al abrir su fábrica. Tengo un boleto dorado etc.

Desde el jabón hasta los refrescos y desde la gasolina hasta las gaseosas, las empresas han clamado por capitalizar la moda clara a lo largo de los años.
Amoco lanzó su gasolina clara, Amoco Ultimate. Coors Brewing Company produjo Zima, comercializada como una clara alternativa alcohólica a la cerveza. Colman Hutchinson, mi colega director en Boxatricks, la empresa de creación de formatos creada con los creadores de Quién quiere ser millonario, ya ha puesto a Zima en el marco de un premio Octopus TV Failure. Zima no le cortó la mostaza a Colman. Sabía "horrible", señala Colman.
¡Estallido!
La historia poptástica de Pepsi ha estado marcada por fracasos mucho antesKendall Jennerincluso trató de traer la paz al mundo a través de Pepsi.
Seamos claros: "Nunca has visto un sabor como este"
En 1992, PepsiCo lanzó Crystal Pepsi como una alternativa clara sin cafeína a las colas normales. Desprovista de ingredientes artificiales, incluido el colorante que le da a Pepsi su tono caramelo, Crystal Pepsi se comercializó como más saludable que la cola regular. De hecho, puede que no haya sido tan saludable como la gente pensaba con 250 calorías y 69 gramos de azúcar en una botella de 20 onzas.
Luego de una prueba exitosa en mercados como Denver y Sacramento, Crystal Pepsi se lanzó en todo EE. UU. con el apoyo de una campaña de marketing masiva. Durante el Super Bowl el 31calleEn enero de 1993 nos dijeron por qué en este momento la elección es clara.
guerras de cola
Inicialmente, Crystal Pepsi disfrutó de un brillante éxito de ventas, ganando un punto porcentual completo de las ventas de refrescos en EE. UU., por un valor aproximado de 470 millones de dólares, en su primer año. Las ventas pronto se desvanecieron debido a una serie de factores, entre ellos las actividades del archirrival de Pepsi.
La batalla en curso entre Pepsi y Coca-Cola es legendaria... cuidado con el juego de computadora que llegará pronto.
El 14 de diciembre de 1992, Coca-Cola lanzó su propio producto transparente, Tab Clear, con un anuncio de televisión deliciosamente extraño.
En el libro de 2011 Killing Giants: 10 Strategies To Topple the Goliath in Your Industry, Sergio Zyman, el director de marketing de Coca-Cola que introdujo Diet Coke en 1982, dice que Tab Clear fue un esfuerzo "kamikaze suicida" para crear un mercado impopular. bebida que se posicionó como contraparte de Crystal Pepsi para "matar a ambos en el proceso".
La marca Tab en lugar de Coca-Cola se utilizó para esta estrategia de "nacido para morir". Tab Clear se etiquetó como "sin azúcar" para confundir a los consumidores haciéndoles pensar que Crystal Pepsi no tenía azúcar y Tab Clear se comercializó como si fuera "medicinal". Sergio Zyman señaló que "Pepsi gastó una enorme cantidad de dinero en la marca y, sin embargo, la matamos".
Zyman continuó explicando: “Esto es como una cola, pero no tiene ningún color. Tiene todo este gran sabor. Y dijimos: 'No, Crystal Pepsi es en realidad una bebida dietética'.Aunque no lo fue.Porque Tab tenía los atributos de la dieta, que fue su desaparición. Ese era su problema. Se percibía como una bebida medicinal. Dentro de tres o cinco meses, Tab Clear estaba muerto. Y también Crystal Pepsi”.
no tan delicioso
David Novak, director ejecutivo de Yum Brands (KFC, Taco Bell, Pizza Hut), a menudo se cita como el "genio detrás del famoso fracaso de Crystal Pepsi".
Novak tuvo una carrera fenomenal, dejando un legado de 41,000 restaurantes en 125 países y una capitalización de mercado de aproximadamente$ 33 mil millonescuando se retiró como presidente.
en unentrevistaen 2007, Novak dijo que Crystal Pepsi era “la mejor idea que he tenido y la peor ejecutada. Muchas veces, como líder, piensas: 'No lo entienden; ellos no ven mi visión.' La gente decía que deberíamos detenernos y abordar algunos problemas en el camino, y tenían razón. Hubiera sido bueno si me hubiera asegurado de que el producto supiera bien. Una vez que tienes una gran idea y la arruinas, no tienes la oportunidad de resucitarla”.
Novak reconoció que fue “una tremenda experiencia de aprendizaje”.
"Los embotelladores me dijeron: 'David, es una gran idea, y creemos que podemos hacerlo genial, pero debe saber más como Pepsi'", dijo Novak. "Y no quería escucharlo. Estaba lanzando la cosa a nivel nacional y no los escuché".
A medida que la locura de la novedad se desvanecía, Pepsi Crystal dejó de distribuirse.
Laberinto de locura de cristal
La moda de los cristales dio lugar a algunas parodias magníficas.
Desde Crystal Gravy de Saturday Night Live hasta el producto que nunca fue de Octopus TV Failure Awards, otro nominado, Crystalguinness.
Poco después de que Crystal Pepsi desapareciera, Pepsi llenó los estantes con un refresco de cítricos llamado Crystal y en 1995, 7 Up, también propiedad de PepsiCo, presentó 7 Up Ice Cola. Sin embargo, al igual que Crystal Pepsi, ambas bebidas fallaron y se retiraron rápida y silenciosamente.
La nostalgia no es lo que solía ser
Crystal Pepsi ha realizado una serie de devoluciones, incluidos relanzamientos limitados en EE. UU. en 2016 y 2017.
“Tenemos muchos fanáticos y están muy entusiasmados y han estado pidiendo que Crystal regrese durante mucho tiempo”, dijo Linda Lagos, directora de marketing de la marca Pepsi.le dijo a CNN.
ComoModaseñaló: “Un fracaso monumental de relaciones públicas, Crystal Pepsi fue ampliamente ridiculizado en ese momento. (¿Qué estaba tan mal con la Pepsi normal y no transparente en primer lugar?).“
Sin embargo, la ausencia hace que el corazón crezca más, como reconoce Vogue:“En estos días, la bebida se considera una especie de ícono de los 90, un símbolo por excelencia de la década. Los corazones se han suavizado con Crystal Pepsi con el paso del tiempo".
Con un precio de venta minorista de $ 1.79, el breve relanzamiento fue el "sabor a nostalgia más barato que probablemente obtendrá".
Este recuerdo se celebró en el verano de 2017 con conciertos gratuitos en estadios de béisbol de todo EE. UU. con artistas como Busta Rhymes en el Yankee Stadium de Nueva York, Mark McGrath de Sugar Ray en el Chase Field de Phoenix, AZ y Salt-N-Pepa en Marlins Park. en Miami.
Con lentes coloreados de Pepsi, Chad Stubbs, vicepresidente de marketing de Pepsi Trademark, sugiere: "Crystal Pepsi siempre ha sido una de las favoritas de los fanáticos y los fanáticos continúan pidiéndola una y otra vez. Desde la década de 1990 hasta hoy, Pepsi ha sido una marca muy conectado con la música y el béisbol. Estamos emocionados de ver que esta gira especial cobra vida y de celebrar el último regreso de Crystal Pepsi".
ebay
Crystal Pepsi todavía se vende en eBay, donde puede pagar más de $ 8 por refresco o $ 20 con una riñonera. Un vendedor incluso ofrece una botella original a $8,000.
La Bestia - retroceso vomitar
Si tiene la tentación de comprar una botella de Crystal Pepsi original de 1992, ¡no la beba! L.A. Beast lo hizo con resultados predecibles….
Poniendo "u" en sabor
Crystal Pepsi continúa disfrutando de su clara presencia en la historia de Pepsi y, a menudo, se la cita como un recordatorio cada vez que las marcasignorar la historiae incursionar en la introducción de nuevos y extraños sabores. Como señala Lauren Cohen, directora de marketing de Pepsi: "Tenemos un rico historial de introducción de sabores en nuestro negocio de colas".
¡Estás despedido!
El 22 de mayo de 2017, Pepsi presentó una cola con sabor a canela llamada Pepsi Fire. Incluso antes de su lanzamiento, la Twitteresfera explotó con burlas, generando comparaciones con Crystal Pepsi.
¿Por qué Crystal Pepsi no efervescente?
Como señalé al mirar a otro nominado a los Octopus TV Failure Awards,Lasaña Colgate, los nuevos productos deben ser coherentes con los valores fundamentales de la marca y las percepciones y expectativas de los clientes.
A los consumidores no les gusta que los confundan.
La botella de Crystal Pepsi decía cola pero no parecía una cola. Los consumidores estaban confundidos y sin una explicación clara de la desviación de las expectativas rechazaron el nuevo producto. Tab Clear ayudó a alimentar la confusión haciendo que todo estuviera lejos de estar claro.
Mal sabor
Cuando el propio creador admite que el producto no sabe bien, ¡sabes que estás en problemas!
Los premios Octopus TV Failure Awards/TOFA
Las tendencias pueden ser engañosas. La curiosidad puede conducir a un pico de ventas a corto plazo, especialmente si está respaldada por una campaña masiva. Si ese producto no solo no cumple con las expectativas, sino que también sabe mal, ¡el fracaso es 99 4/100 % seguro!
Por todas estas razones, Crystal Pepsi es la clara nominación de esta semana para The Octopus TV Failure Awards.
Sigue a Andrés en Twitter@AndrewEborny@OctopusTV.
Únase a Andrew la próxima semana para conocer los resultados de The Octopus TV Failure Awards 2017. Además del reconocimiento internacional, los ganadores recibirán un lugar en el Museo del Fracaso y el preciado TOFA.
FAQs
What was the reason for the failure of Crystal Pepsi? ›
Despite being marketed as a healthier, less sweet alternative to traditional colas, many people found its flavor to be too bland and lacking in depth. Crystal Pepsi also lacked the caramel color and other ingredients that give regular colas their signature taste, which may have contributed to its lack of popularity.
What was Coke's answer to Crystal Pepsi? ›Crystal Pepsi was launched nationwide in the US on December 14, 1992. In its first year, it captured one full percentage point of U.S. soft drink sales, or approximately US$474 million (equivalent to $960 million in 2022). Coca-Cola followed by launching Tab Clear on December 14, 1992.
What was the conclusion of Crystal Pepsi? ›In conclusion, the launch of Crystal Pepsi was based on the assumption that consumers would prefer a “clear” beverage over a traditional cola. However, this assumption was wrong, and the drink was a flop.
Is Crystal Pepsi still available 2023? ›Crystal Pepsi launched at the end of 1992. Within a year, it was discontinued, and our long, national Pepsi nightmare ended (until they released Pepsi Blue ten years later).
What was the result of the Pepsi lawsuit? ›The court found that no reasonable person could have believed that the company seriously intended to convey a jet worth roughly $37.4 million for $700,000, i.e., that it was mere puffery.
How did the Pepsi lawsuit end? ›As long it was not weaponized, or the radar was disabled. However, the court ruled it would have to be stripped of its ability to take off. The final judgment by the honorable Kimba Wood ruled in favor of Pepsi.
Will Crystal Pepsi ever come back? ›Crystal Pepsi is making a comeback for 2022. The clear-coloured cola drink was originally launched in 1992 – and Pepsi is bringing it back for a limited time in honour of its 30th anniversary. However, the drink isn't available for purchase.
Did Crystal Pepsi come back? ›Crystal Pepsi 2022: '90s soda makes comeback with 30th-anniversary contest. Crystal Pepsi, an iconic clear soda from the early 1990s, is making a comeback — sort of. The caffeine-free drink originally hit U.S. store shelves in 1992 and was discontinued in 1994.
When did Pepsi stop selling Crystal Pepsi? ›Crystal Pepsi debuted in 1992 but was pulled off the market in early 1994. David Novak, the former CEO of Yum! Brands (YUM), is credited with dreaming up the idea when he was an executive at Pepsi. He told Fast Company in 2007 that it was the “best idea” he ever had, but it was also the “worst executed.”
What is the main message of Pepsi? ›Our mission: Create more smiles with every sip and every bite. By creating joyful moments through our delicious and nourishing products and unique brand experiences.
What was the conclusion of the salt crystal experiment? ›
Conclusions. This experiment concludes with the knowledge of crystal formation. After the salt dissolved in water, the molecules were able to reattach during the evaporation process. When the molecules reattached, they solidified again, but into the new form – a crystal.
What is Pepsi accused of? ›Pepsi Accused of Copying an AAPI Brand and Launching It on Heritage Month. A Filipino American entrepreneur has accused Pepsi of forcing her company to change its name and plagiarizing their product while claiming to support women-led small businesses.
What drinks is Pepsi discontinuing? ›PepsiCo is discontinuing Sierra Mist and rolling out a new lemon-lime soda. According to CNN Business, the 24-year-old brand failed to live up to its rival, pushing the company to drop it altogether. In its place, Pepsi is introducing regular and sugar-free versions of its new beverage, Starry.
What is the new Pepsi flavor 2023? ›Peep-flavored Pepsi returns, see new marshmallow flavors for 2023 | Food & Dining | wvgazettemail.com.
Is Crystal Pepsi Limited Edition? ›Crystal Pepsi Cristal Clear Cola 591mL Limited Edition NEW 2022 Release.
Did Leonard get a settlement from Pepsi? ›John Leonard sued Pepsi, but the company won the case.
Of course, Leonard never got a Harrier jet from Pepsi. Instead, Pepsi returned the check and gave him coupons for more Pepsi, the New York Post reports. “Hundreds of millions of people saw the ad, and there's one guy who says this was a serious offer?
Some even had dozens of 349 bottle caps in their possession. When they showed up at Pepsi's bottling plants the next day to claim their prizes, they were stopped at the gates and told the company had made an error - and that no prize money would be given out. Mass outrage and riots erupted.
Did John win the lawsuit against Pepsi? ›In the end, Leonard did not win the case as the judge presiding over it found that no reasonable person could see the offer as genuine, and that the advert did not constitute as a real offer.
Why is Pepsi being sued? ›PepsiCo is being sued in three states by workers charging that they were shorted on wages following a cyberattack against a payroll service used by the company. The situation came about because of a ransomware attack on Kronos, one of the world's biggest third-party payroll and human-resources services.
What happened to the Pepsi girl? ›Eisenberg made her Broadway debut in Roundabout Theatre's production of Clare Boothe Luce's play The Women. In 2010, she halted her film career to attend college. She has not been active in the industry since then.
Does Crystal Pepsi taste like Pepsi? ›
Crystal Pepsi had a flavor similar to regular Pepsi, only it was made with the absence of caramel color which some said made the drink less "acidic" tasting. "You've never seen a taste like this," Pepsi boasted at the time.
Does Crystal Pepsi taste like regular Pepsi? ›The lack of brown sugar and caffeine also gives Crystal Pepsi a distinct taste over the regular version. This makes the drink less sweet than the regular Pepsi cola.
Why was Crystal Clear Pepsi discontinued? ›In early 1994, PepsiCo discontinued Crystal Pepsi due to low sales, these low sales likely from Coca Cola's kamikaze efforts.
Was Crystal Pepsi a success? ›Crystal Pepsi was poised to become a billion-dollar idea. Instead, it was a colossal flop. Less than a year after the commercial hit the airwaves, the soda was yanked from the shelves. It became a cultural laughingstock and was later dubbed one of the biggest product failures of all time by TIME Magazine.
Why does Pepsi taste different now? ›The sugar-free soda unveiled a new recipe that uses a “new sweetener system” that gives it a more “refreshing and bolder taste profile” compared to its previous iteration, Pepsi announced Friday.
How much did Crystal Pepsi make? ›Sales (about $470 million in the first year) were probably more out of curiosity than anything else. It tasted similar to the original Pepsi. Other colorless soft drinks like 7UP and Sprite had a citrus or lemon flavor, but consumers were not sure what Crystal Pepsi should taste like.
What year did Pepsi stop using glass bottles? ›Glass soda bottles continued to be used for bottling soda until 1970, when plastic bottles for soft drinks started coming into use. The first Polyethylene Terephthalate (PET) plastic bottle was made in 1973.
When did Pepsi stop using glass? ›Pepsi began using plastic containers in the 1970s, knelling the beginning of the end of an era – glass bottles began to be replaced.
Was there ever a clear Coke? ›Coca-Cola Clear is a colorless variant of the soft drink Coca-Cola. Without the normal caramel ingredient, Coca-Cola Clear has none of the typical dark Coke color. The drink is lemon-flavored to compensate for the removed caramel.
What are the 4 P's of Pepsi? ›PepsiCo's marketing mix has evolved over time, especially because of the effects of mergers and acquisitions. The marketing mix or 4P (Product, Place, Promotion & Price) is the combination of strategies and tactics that the firm uses to implement its marketing plan.
How much did Pepsi pay Kendall Jenner? ›
“At least $2 million, but probably more like $5 million, including Kendall's fee,” the official says, adding the the media buy would be “roughly $100 million for a campaign like this.” A longtime production coordinator notes: “Kendall was likely paid a one-time fee for the ad.
What is Pepsi one slogan? ›2007–2008: " More Happy "/"Taste the one that's forever young" 2008: "Pepsi is #1" 2008–present: "Something For Everyone" 2009–present: "Refresh Everything"/"Every Generation Refreshes the World"
What is the hypothesis of the crystallization experiment? ›The purpose of this experiment was to find out the effect of different temperatures of solution on mineral growth. The experiment's hypothesis was lower temperatures produce smaller alum crystals while warmer temperatures produce larger crystals.
What is the hypothesis of crystallization? ›The principle of crystallization is based on the limited solubility of a compound in a solvent at a certain temperature, pressure, etc. A change of these conditions to a state where the solu- bility is lower will lead to the formation of a crystalline solid.
What is the hypothesis for growing crystals? ›Crystals grow when the solution becomes supersaturated, meaning that there is too much salt dissolved in the water. The extra salt (or other material) takes the form of crystals. To get a supersaturated solution you can either cool down the solution or let some of the water evaporate.
Why not to drink Pepsi? ›It contains no essential nutrients — no vitamins, minerals or fiber — and regular soda is full of calories. Drinking sugary soft drinks has been linked to obesity, type 2 diabetes, weight gain, fatty liver disease and an increased risk of heart disease and cancer.
What is the new soda in 2023? ›Released at the start of 2023, Starry is Pepsi's replacement for Sierra Mist, as well as fresh competition for Coca-Cola's beloved Sprite.
Is Pepsi more available than Coke? ›Which brand currently dominates the market share worldwide, Coke or Pepsi? As of 2021, Coke dominates the market share worldwide with a share of around 48%, while Pepsi has a share of approximately 20.5%.
What is the newest flavor of Pepsi? ›In the spring of 2021, Pepsi x Peeps was presented as cola with the "pillowy-soft and sweet" taste of marshmallow.
What flavor is Pepsi popcorn? ›“As our latest innovation, Smart50 extends our brand mission to provide simple and transparent ingredients and is designed to make consumers feel good about their snacking choices.” The Smartfood popcorn brand currently offers flavours such as Caramel and Cheddar, Sour Cream and Onion, and Hot Buffalo.
Why is Pepsi getting rid of Sierra Mist? ›
PepsiCo says there's an increased demand for lemon-lime sodas, and their solution is to scrap their existing Sierra Mist soda and replace it with a new variant called Starry. Sierra Mist sales have historically lagged far behind lemon-lime leader Sprite (owned by Coca-Cola), so PepsiCo went back to the drawing board.
What is the difference between Pepsi Crystal and Pepsi? ›Regular Pepsi is a sweet and brown color with a fizzy caramel taste, but Crystal Pepsi has a citrus note touch. It gives you the image of something 'pure' because of its transparency.
How much caffeine is in Crystal Pepsi? ›Is Crystal Pepsi high in caffeine? Crystal Pepsi contains 3.15 mg of caffeine per fl oz (10.65 mg per 100 ml). A 20 fl oz bottle has a total of 63 mg of caffeine.
What did Pepsi Blue taste like? ›It was designed to attract teenage consumers with its bright blue color and unique flavor. The flavor was described by Pepsi only as "berry" and described by customers as similar to blueberries or raspberries, or similar to cotton candy with a berry-like aftertaste and much more sugary and syrupy than regular cola.
What was the prime marketing failure of Crystal Pepsi? ›The marketing slogan for Crystal Pepsi was "You have never seen a taste like this." But they didn't realize that its colorless look would be the main problem. Although initial sales were promising, consumers were not satisfied with the taste.
When did Crystal Pepsi fail? ›By 1994, less than a year after Crystal Pepsi's big launch, it was discontinued. “I was disappointed that it wasn't more enduring,” Novak says. “If we had gotten the flavor notes to taste more like [original] Pepsi Cola, it could have been more than just a novelty.”
When did Crystal Pepsi stop selling? ›Crystal Pepsi debuted in 1992 but was pulled off the market in early 1994. David Novak, the former CEO of Yum! Brands (YUM), is credited with dreaming up the idea when he was an executive at Pepsi. He told Fast Company in 2007 that it was the “best idea” he ever had, but it was also the “worst executed.”
How was Crystal Pepsi different from regular Pepsi? ›Crystal Pepsi had a flavor similar to regular Pepsi, only it was made with the absence of caramel color which some said made the drink less "acidic" tasting. "You've never seen a taste like this," Pepsi boasted at the time.
What was Pepsi mistake in China? ›In China, the slogan was mistranslated to mean 'Pepsi brings your ancestors back from the grave', and in a culture where they worship their ancestors, people thought that if you drank Pepsi it could bring back the dead.
What was the goal of Crystal Pepsi? ›This unique soft drink was aimed to capitalize on a growing trend towards novelty clear products, such as clear soap and clear deodorant. Crystal Pepsi was marketed as a caffeine-free “clear alternative” to normal colas. Its official slogan was “You've never seen a taste like this”.
Why did 7 Up Gold fail? ›
7 Up Gold was first introduced in 1988 in many markets across the United States. Not long after its release, it was discontinued after a short time due to poor sales capturing 0.1% of the U.S. market.
How good was Crystal Pepsi? ›Crystal Pepsi is a lot of things – it's refreshing, it's sweet, it's interesting, and it is available for consumption. What is this? More importantly, it can serve as an excellent alternative for people that prefer light and fresh soda in contrast to strong, raw ones.
Who was the target market for Crystal Pepsi? ›Through its colorless formula, Crystal Pepsi wanted to target the health-conscious consumers but with its 130 calories in a 12-ounce serving, it couldn't provide the image of a healthier and distinctive soft-drink and failed to meet consumers' needs and wants.
What makes Pepsi better than Coke? ›As Gladwell also found in his research about taste, people tended to prefer Pepsi in a single sip test because naturally, we're drawn to sweeter sips. It's proven by Pepsi's nutritional content that it has slightly more sugar than Coke, and therefore Pepsi tends to take home a sip test easily with a big advantage.
Why does Pepsi taste different than Coke? ›Coca-Cola contains no citric acid compared to Pepsi, which gives it a smoother, more mellow flavor. This is due to the fact that Coca-Cola uses phosphoric acid instead of citric acid to provide acidity to the drink. Phosphoric acid is less tart and acidic than citric acid, which gives Coca-Cola a less sharp taste.