Why Crystal Pepsi and Others Failed

1413 words 6 pages
Why Crystal Pepsi and Others Failed

We live in a day and age where marketing and advertising is stronger then ever. It is essentially in our face every where we turn, from the clothes we wear to the music we listen to and even the device we use to listen to our music. Marketing and advertising touches our lives everyday without our really ever even noticing it. Marketing professionals have a difficult challenge before them in figuring out a way to create a public interest, and a want for their products if they are to become adopted. Various marketing communications tools provide the means to which they will best reach the public. In the early 1990's marketing professionals for PepsiCo choose to heavily promote and advertise a new
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Though Coke has been No. 1 in soft drinks for decades, analysts have pointed to Pepsi's strong growth in recent years that has helped it gain ground on its larger rival. Dave Burwick, Pepsi's senior marketing vice president, had said in a statement that the company had been considering a ‘cola fusion' for months, and that the majority of teenagers polled said they would like to see a berry-flavored cola with a blue color. Since it is aimed at a youth market, Pepsi planned to sample the cola at teen-oriented places and advertise it on the Internet and through outdoor postings" (CNN Money). While Pepsi Blue showed early promise just like Crystal Pepsi, once again time come to see Pepsi Blue pulled off of shelves and PepsiCo add another failed variation to its history books. Where would Pepsi be if they didn't join the carb craze of the new-millennium? After all how could they resist trying to grab a piece of the niche where sales grew a healthy 42% to $478.3 million for the current 13-week period ended June 12, 2004" (Wilke)? Americans know they are getting fatter and seem that they will try anything and everything possible to try and shed a few pounds with out having to give up there taste buds appetite. Taken from an article published on Forbes.com, "Except for the fact that PepsiCo has triumphed by taking it out of the hides of Americans--or, more accurately, by adding a great deal more to