Dive Brief:
- Using clever marketing techniques, PepsiCo, Inc. is very likely reintroducing Crystal Pepsi, its clear, caffeine-free version of Pepsi Cola, after more than 20 years of being off the market.
- Crystal Pepsi developed a cult following since it was first introduced, and a group of fans led by competitive eater and YouTube personality Kevin "L.A. Beast" Strahle signed a petition for the "Bring Back Crystal Pepsi" campaign, to which PepsiCo responded.
- While nothing is officially confirmed, PepsiCo sent Strahle a letter, which he tweeted, garnering more attention for Crystal Pepsi.
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
Dive Insight:
At the heart of clear sodas is the abandoning of artificial colorings like caramel coloring, a common additive for sodas. Clear sodas were often deemed to be healthier because they lacked caramel coloring, and companies are removing the additive from their product lines. In 1992, Crystal Pepsi launched with a $40 million marketing budget and achieved an entire percentage of soda sales. But that success was short-lived, and PepsiCo yanked the brand in 1993. According to Ad Age in a 1994 article, consumers "had grown disenchanted with clear soda."
The timing is interesting, considering Pepsi also finds itself the target of class action lawsuits that claim its coloring ingredients produces a carcinogenic byproduct.