On Wednesday, PepsiCo said it was bringing back the clear cola for a limited time. Canadian consumers can buy a bottle on July 11, and it will be available in United States on Aug. 8.
To make fans of the 1990s even more excited, Pepsi is bringing the bottles back via virtual “Oregon Trail” wagons. From its company blog :
To kick-off the Summer of Crystal Pepsi, the brand will release "The Crystal Pepsi Trail" online, a take on the popular 90s computer game "The Oregon Trail." Can your wooden station wagon make the journey? Log on to www.crystalpepsi.net starting July 7 to play The Crystal Pepsi Trail.
"We've always had a special place in our heart for Crystal Pepsi, and there has been a huge groundswell of support to bring it back," said Stacy Taffet, Senior Director, Marketing, Pepsi. "What better way to celebrate this iconic 90s cola than to introduce a new take on one of the most beloved games of the decade. Totally rad!
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Crystal Pepsi was brought back in December, but only for a limited time. Consumers had to enter a sweepstakes in order to win the beverage.
The Wall Street Journal reported that the drink’s more-permanent return is an attempt to boost falling profits:
It is the latest bid by the No. 2 soda player behind Coca-Cola Co. to win back consumers. PepsiCo’s U.S. soda sales fell 2% in the 52 weeks ended June 18, worse than the 0.6% decline industrywide, according to Wells Fargo, citing Nielsen store-scanner data.
Declining sales aren’t just affecting Pepsi’s products, WSJ Journal reported:
Per-capita soda consumption in the U.S. is at a three-decade low as more consumers switch to bottled water and other beverages, including energy drinks and teas.
Though Pepsi hopes nostalgia will boost revenue, not everyone is excited about Crystal Pepsi’s return. Many Twitter users reminded their followers why the cola originally only lasted from 1992-1994:
Look, if you want to bring back something from the '90s, bring back Kurt Cobain, not Crystal Pepsi.
— (((Mark Campbell))) (@MrWordsWorth) June 29, 2016
"Crystal Pepsi" sounds like the name of a troubled teen-turned-anti-vax activist mom
— Erin Gloria Ryan (@morninggloria) June 29, 2016
Crystal Pepsi was disgusting in 1992 & I don't expect it to be any better when they bring it back next month..
— Ryan Linville (@Linville34) June 30, 2016
Can we all just agree that Crystal Pepsi was terrible? And yet, here we are. https://t.co/pbotGXNtms #badnostalgia http://pic.twitter.com/2c3xNDW739
— Jackson Murphy (@jacksonian) June 30, 2016
The announcement follows another by Pepsi: The company is bringing back its aspartame-filled diet drink. In a statement, it said:
Consumers want choice in diet colas, so we're refreshing our U.S. lineup to provide three options that meet differing needs and taste preferences. The third option is Pepsi Zero Sugar, formerly known as Pepsi Max.
Pepsi isn’t the only cola company to recently embrace the past. Coca-Cola’s reintroduction of Surge was met with much excitement, urging the company to also bring back Hi-C’s “Ecto Cooler” drink.
As more food and drink companies look to revive sales that are in the doldrums, we might continue to see more products from the past reappear on store shelves.
What do you think about Pepsi’s decision to bring back the iconic cola, PR Daily readers?
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