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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. == History == In the early 1990s, a marketing fad equating clarity with purity began with the remake of Ivory soap from its classic milky solution;〔Garber Jr, Lawrence L. (Color as a Tool for Visual Persuasion ), p313. Essay included in ''Persuasive Imagery'' ed. by Linda M Scott. Lawrence Erlbaum Associates, 2003. ISBN 0-8058-4202-0〕 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.〔Zyman, Sergio. (The End of Marketing as We Know It ). Harper-Collins, 1999. ISBN 0-88730-983-6〕 Its marketing slogan was "You've never seen a taste like this".〔 In 1992, PepsiCo introduced Crystal Pepsi to test markets in Denver, Sacramento, Dallas, and Providence,〔(Business Digest ) and Bloomington, Illinois. The Washington Post, April 14, 1992〕 and the product generated a positive response.〔 Pleased with the results, PepsiCo launched the cola on April 12, 1992,〔("Business Digest" ). New York Times, April 13, 1992〕 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.〔 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.〔Janofsky, Michael. ("Pepsi Tries New Diet Cola Abroad" ). New York Times, 2 March 1993.〕 Coca-Cola followed suit by launching Tab Clear on December 14, 1992.〔Bryant, Adam. ("Coke Adds a Clear Cola To Its New Age Stable" ). New York Times, December 15, 1992〕 Initial sales were good but quickly fell. By fall 1993, Pepsi pulled the drink off the market, and the final batches were delivered to retailers during the first few months of 1994. Pepsi returned several months later with a reformulated citrus drink titled Crystal From Pepsi, but this was short-lived as well.〔Brody, Aaron L and John B Lord. (Developing New Foods for a Changing Marketplace ), p62. CRC Press, 2000. ISBN 1-56676-778-4〕 According to Coca-Cola Chief Marketing Officer Sergio Zyman, Tab Clear was an intentionally "suicidal", "kamikaze" effort to create an unpopular beverage that was positioned as an analogue of Crystal Pepsi in order to "kill both in the process". The "born to die" strategy included using the poor-performing Tab brand rather than Coke, labeling the product as a "sugar free" diet drink to confuse consumers into thinking Crystal Pepsi had no sugar, and marketing the product as if it were "medicinal". Zyman said "Pepsi spent an enormous amount of money on the brand and, regardless, we killed it. Both of them were dead within six months." 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Crystal Pepsi」の詳細全文を読む スポンサード リンク
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