Learning from Failure: The PepsiCo Story

Fortunately, they bounced back and created some unforgettable campaigns. Still, not every campaign went the way they wanted.

In 1992, at the height of the clear-soda phase, Crystal Pepsi made its debut. Unfortunately, by 1994 PepsiCo had pulled the product from store shelves.

Some suggest the cause of the failure was a lack of communication with the public. Consumers did not know the reason behind the change of colour, so they rejected the product.

Others speculate that the failure of Crystal Pepsi was a side effect of Coca-Cola launching its own product, Tab Clear, at the same time. The two products competed head-on, and that was damaging to both.

Even so, in 2022 PepsiCo announced that it would bring Crystal Pepsi back to celebrate its thirtieth anniversary. The drink was not made available in stores.

Instead, the company announced a contest on Twitter, in which customers were asked to share an old photo. They were then encouraged to use the hashtags #ShowUsYour90s and #PepsiSweepstakes for a chance to win one of the prizes.

Pepsi's marketing strategies are unforgettable. They are lessons from which you learn how failure and loss happen, just as you learn success and growth, and what entrepreneurship really is!