Novak and others tell a tale of a rush to launch before the recipe tasted right, along with a never-before-told food science nightmare and a failure by company honchos to listen to criticism. Sales of classic colas from Pepsi and Coke were going nowhere. We tend to think that innovation is driven by new discoveries or advances in technology. There’s a reason why Sprite and 7-Up are sold in green bottles! There have been countless examples of such failures, ranging from Orbitz soda to Ford's Edsel. Photo / Getty. He had to guess and experiment his way into solving the mix. It's really gross!”). Long before the 1990s, clear sodas were associated with something else: dictatorships. For example, Renova sells toilet paper in colours like black, brown and purple, which people tend to find unappealing. Perhaps it had identified and was trying to fill a market gap, which was unnecessary. It's the all-natural stuff of the future, but... what the heck is it? “It was probably the best idea I’ve ever had — and the most poorly executed.”. Kumar’s failure to get Crystal tasting more like Pepsi Cola was the reason. To Kumar, it felt like guarding a castle in a blindfold. Almost 25 years ago, Pepsi introduced a new clear cola, believing it would quickly grow to be a billion-dollar brand. At the risk of oversimplification, we found that consumers tend to be curious when products are different from what they expect. As a result, these offerings often fail to find a foothold with consumers. Whether or not the scheme actually worked, not many people tried Crystal Pepsi twice. Novak called PepsiCo CEO Roger Enrico with the pitch. I was rolling the thing out nationally, and I didn't listen to them.". Almost 25 years ago, Pepsi introduced a new clear cola, believing it would quickly grow to be a billion-dollar brand. Shoppers were confused and both brands suffered losses. He knew he needed a big event to launch Crystal Pepsi. This man knew how to mix. Crystal Pepsi's original shelf life only lasted for a few years in the early '90s, and that was hardly long enough to give it a fighting chance... it seemed. But he made a solid case -- that occasional soda drinkers want a lighter tasting, healthier-seeming alternative. Was it supposed to taste like Pepsi? “Pure and natural,” screamed the Pepsi marketing machine. “One of them told me, ‘Everybody will try this. Novak shrugged. They just didn't know how to react to this strange new product. This is a challenge for innovators and entrepreneurs - one that can be met with a better understanding of the psychology that underlies our natural response to radical novelty. David Novack is credited with creating the Crystal Pepsi flavor.The poor taste of Crystal Pepsi is another reason the brand did not bode well in the soda market.Crystal Pepsi was a caffeine-free product and was clear in color. The previous year had seen cola sales stagnate. Instead, it was a colossal flop. “Cases of Crystal Pepsi were being displayed sitting out in the direct sunlight at gas stations,” Kumar says. Why did Crystal Pepsi fail to fizz? Novak again shrugged. “It’s good to shoot for the moon, and that’s what we did,” he says. Two decades later, in 2014, the soda was named one of the “10 worst Worst Product Fails of All Time” by TIME Magazine, which noted, “Many of the purchases were likely due to curiosity.” Crystal Pepsi relaunched temporarily three years later as a way for the firm to cash in on ‘90s nostalgia. An occasional newsletter highlighting the best stories, tips, and tools to become a better marketer. Created in…, Coca-Cola was introduced in 1886, followed seven years later by Pepsi.

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