Pepsi-Cola Company: You'Ve Never Seen A Taste Like This campaign
Rebecca StanfelOverview
In 1993 Pepsi-Cola, one of the world's largest beverage companies, launched a new product in hopes of energizing flat sales. This soft drink, Crystal Pepsi, was a cola-flavored beverage that was clear instead of the usual caramel color. Pepsi designed its new offering to appeal to consumers who were seeking a more healthy beverage choice than ordinary sodas provided and who were choosing so-called New Age beverages—such as flavored bottled waters and sports drinks—in droves over Pepsi or Diet Pepsi. In order to draw attention to Crystal...