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Crystal Pepsi was a caffeine-free soft drink made by PepsiCo from 1992 to 1993 in Canada and the United States, and for a short time in Australia. Crystal Pepsi was sold for a longer time in Europe.

In the early 1990s, a marketing fad equating clarity with purity began with the remake of Ivory soap from its classic milky solution;[1] 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.[2] Its marketing slogan was "You've never seen a taste like this".[1]

In 1992, PepsiCo introduced Crystal Pepsi to test markets in Denver, Sacramento, Dallas, and Providence,[3] and the product generated a positive response.[2] Pleased with the results, PepsiCo launched the cola on April 12, 1992,[4] 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.[2] 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.[5] Coca-Cola followed suit by launching Tab Clear on December 14, 1992.[6]




Crystal Pepsi launch ad - 1-minute version - 199301:00

Crystal Pepsi launch ad - 1-minute version - 1993

Initial sales were good but quickly fell.[7][better source needed] Pepsi pulled the drink off the market and returned several months later with a reformulated citrus drink titled "Crystal From Pepsi", but this was short-lived as well.[8]

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