Download or read book Should Crystal Pepsi be re-launched? written by and published by GRIN Verlag. This book was released on 2020-04-14 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, , language: English, abstract: Crystal Pepsi was a clear Cola launched by PepsiCo in the early 1990s, following a marketing trend for clear and pure products. However, after an initial success, sales dropped drastically and the product was pulled off the market. Since then, a lot of factors like consumer preferences and the market environment have changed. The case focuses on the decision of whether Crystal Pepsi should be re-launched today or not. David Novak became CEO of PepsiCo North America in 1992 after a successful career in the marketing world. When he detected the development of pure and clear products' fad, ranging from soap to gasoline, he saw an opportunity to tap into for Pepsi. Thus, he decided to develop his idea and launch Crystal Pepsi, a colorless and caffeine-free cola that would appear more refreshing. By 1994, the trend was largely over and many of the products, including Crystal Pepsi, disappeared from the market due to poor sales. Only years later, precisely in 2007, during an interview, Novak admitted to Fast Company that while it was the “best idea” he ever had, it was also the “worst executed”. If this buzz is true and is really happening, why Crystal Pepsi failed in the first place?