CRYSTAL PEPSI HITS NORTHEAST OHIO; UNIQUE CLEAR COLA BEATS OUT 16,000 ITEMS TO WIN "BEST NEW PRODUCT OF YEAR"
CLEVELAND, Jan. 7 /PRNewswire/ -- Driven by an impressive test market performance over the past six months, Crystal Pepsi and Diet Crystal Pepsi will roll out in Cleveland and all across the nation. Test market results for Crystal Pepsi, a unique-tasting clear cola that's 100 percent naturally flavored, with no preservatives or caffeine, revealed that: -- It posted one of the highest trial rates for a new soft drink; -- Repeat purchase was strong. In an independent nationwide consumer survey of grocery products released Dec. 9, Crystal Pepsi was named "Best New Product of the Year." The clear cola beat out more than 16,000 new products for the top spot, achieving the highest score for any beverage in the poll's history. "Our goal was to create a completely different tasting cola, not just a clear version of Pepsi," said Craig E. Weatherup, president and CEO, Pepsi-Cola North America. "Crystal Pepsi is not a 'new age' product but brings 'new age' appeal -- natural flavors and lighter taste -- into the much larger carbonated soft drink marketplace." The rollout of Crystal Pepsi will be supported with a marketing and advertising campaign that includes tie-ins with key retailers, merchandising programs, sampling, national couponing and a unique promotion with "USA Today" that links with high profile media events throughout the year. The advertising will air on the Grammy Awards and NCAA basketball championships. Crystal Pepsi advertising will debut on network TV during professional football's championship game in January and feature the theme, "You've never seen a taste like this," with music from the vanguard of rock and roll, Van Halen. Creative details will be announced at a later date. Crystal Pepsi was originally introduced in Rhode Island, Colorado and Dallas in April. The diet version was introduced four months ago and has a core of loyal users that have especially high repeat purchase patterns. Based on its impressive test market results, Crystal Pepsi is expected to capture more than two percent of the carbonated soft drink business within the first year of its national distribution. Projected nationwide, a two percent market share represents about $1 billion in retail sales in the $48 billion soft drink industry. Crystal Pepsi and Diet Crystal Pepsi have crossover appeal with both traditional cola and non-cola drinkers. Consumers say they like Crystal Pepsi because of its unique, smooth cola taste, which was unlike any soft drink
they've ever had, according to test market research. Based on its high trial rates, it is projected that 14.8 million Americans will try the new clear cola within three months of the national launch.
"Creating powerful new brands provides adrenaline to the industry," said Brian Swette Sr., senior vice president and general manager, new beverage ventures, Pepsi-Cola Company. "Winners like Crystal Pepsi build trademark equity and invigorate the business. Crystal Pepsi is to cola what the introduction of white chocolate is to the chocolate industry." The "Best New Product of the Year" poll was conducted by the nation's leading new products tester, Doug Hall, developer of AcuPOLL and president of Richard Saunders International. Each year, Hall selects a sampling of consumers from across the country to cast their vote for grocery products that are new and different, represent a good value and generate a desire to try the product. "Crystal Pepsi sets a new standard for creativity and invention excellence," said Hall. Laboratory research and development on Crystal Pepsi was conducted at the company's Valhalla, N.Y.-based facility, and took 15 months to complete. Prior to the test market, more than 5,000 consumers participated in testing the formulation. The product will be available in clear 16-oz., 20-oz. and 2-liter bottles with a distinctive blue and red graphic design, and in 12-oz. cans. It will be distributed in grocery, convenience and retail stores throughout the country. The Northeast Ohio introduction is scheduled to roll out in royal style at an event called WinterScape where the Crystal Pepsi Ice Castle will be built to help commemorate the arrival of this truly unique product. The Crystal Pepsi Ice Castle will be on display now through Jan. 10 at Cleveland Public Square located in downtown Cleveland. Curious Northeast Ohioans can try Crystal Pepsi by purchasing a can from the Crystal Pepsi vending machine at the WinterScape event on Jan. 9 and 10. A portion of the proceeds will be donated to the Sharing Caring Corner Charity. The product is available in single serve 16-oz. bottles and 12-oz. cans in local stores and vending machines throughout the area. Crystal Pepsi and Diet Crystal Pepsi are products of the Pepsi-Cola Company, headquartered in Somers, N.Y. Pepsi-Cola is a division of PepsiCo, Inc. -0- 1/7/93 /CONTACT: Tim O'Neill of Pepsi Cola, 216-963-5532; or Mike Yunis of Tracy-Locke, 216-861-3883, for Pepsi Cola/
CO: Pepsi Cola ST: Ohio IN: FOD SU: PDT
KK -- CL009 -- 2602 01/07/93 11:07 EST
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|Date:||Jan 7, 1993|
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