Failed Product Report: Crystal Pepsi In the early 1990s there was a marketing craze that equated clarity with purity. Just to name a few, Miller Brewing Co. invented Miller Clear (March 1993), Coors Brewing Co. invented Zima Clearmalt (1992), Procter & Gamble invented Ivory clear liquid hand cleaner, and Colgate-Palmolive invented Con Clear Sparkling fresh dish soap. Last but not least, PepsiCo invented Crystal Pepsi in April 1992. Company BriefPepsi Company (PepsiCo) owns many brands of beverages, snacks, and other foods. Its main product, Pepsi Cola, is one of the most popular carbonated drinks. In addition to this, PepsiCo owns the Quaker Oats, Gatorade, Frito-Lay, Tropicana, Mountain Dew, Naked, Mirinda, and SoBe brands. In order to maintain, or preferably expand, its market share, PepsiCo has constantly introduced new products under its brands. This is a marketing strategy known as product development. By changing formulas and ingredients, PepsiCo had invented and marketed more than 50 types of carbonated drinks under the Pepsi brand. To name a few, Pepsi Free introduced in 1982, Pepsi AM introduced in 1989, Pepsi Tropical introduced in 1994, Pepsi Blue introduced in 2003, Pepsi Edge introduced in 2004, Pepsi Lime introduced in 2005 and Pepsi Ice introduced in 2007. the products survive and are accepted by consumers, however a large number of the new Pepsi formula failed and was removed from the market shelves in a short time 6 months.Product, price, distribution, promotionProduct (a good, service or idea to meet the needs consumer):Crystal Pepsi was introduced on the market from April 1992 to 1993 in the United States and Canada. It was formulated differently from the original brown cola, and the new colorless cola had a 100% natural flavor, no preservatives, and no caffeine. It had a lighter taste than the original Pepsi. According to Tom Pirko, who runs a beverage consulting firm in Los Angeles called Bev Mark, he thought there were two reasons why Pepsi decided to launch this Crystal Pepsi product (Pepsi Product 'Crystal Pepsi' is Clear, 1992). The first reason was due to the competition with Coca-Cola so this new idea was destined to gain a lot of attention from the market. PepsiCo has had a head-to-head positioning with Coca-Cola for many years and therefore they were considering a differentiation positioning to expand their business.