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    Markman: Saint Paul School of Business and Law

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    Kenneth Bryan Tegerero Tegio
    Pepsi Blue was a berry-flavored soft drink produced by PepsiCo and launched in 2002 to compete with Vanilla Coke. It was the result of taste tests of over 100 flavors over 9 months to find the right berry flavor. The flavor was described as like blueberries or raspberries, or similar to cotton candy with a berry aftertaste. It was tinted blue using a controversial food coloring. However, Pepsi Blue failed because consumers expected it to taste like regular Pepsi since it had the Pepsi name, but it was actually a very sugary berry drink, leading to consumer disappointment.

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    Markman: Saint Paul School of Business and Law

    Uploaded by

    Kenneth Bryan Tegerero Tegio
    8 views3 pages
    Pepsi Blue was a berry-flavored soft drink produced by PepsiCo and launched in 2002 to compete with Vanilla Coke. It was the result of taste tests of over 100 flavors over 9 months to find the right berry flavor. The flavor was described as like blueberries or raspberries, or similar to cotton candy with a berry aftertaste. It was tinted blue using a controversial food coloring. However, Pepsi Blue failed because consumers expected it to taste like regular Pepsi since it had the Pepsi name, but it was actually a very sugary berry drink, leading to consumer disappointment.

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    Pepsi Blue was a berry-flavored soft drink produced by PepsiCo and launched in 2002 to compete with Vanilla Coke. It was the result of taste tests of over 100 flavors over 9 months to find the right berry flavor. The flavor was described as like blueberries or raspberries, or similar to cotton candy with a berry aftertaste. It was tinted blue using a controversial food coloring. However, Pepsi Blue failed because consumers expected it to taste like regular Pepsi since it had the Pepsi name, but it was actually a very sugary berry drink, leading to consumer disappointment.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    8 views3 pages

    Markman: Saint Paul School of Business and Law

    Uploaded by

    Kenneth Bryan Tegerero Tegio
    Pepsi Blue was a berry-flavored soft drink produced by PepsiCo and launched in 2002 to compete with Vanilla Coke. It was the result of taste tests of over 100 flavors over 9 months to find the right berry flavor. The flavor was described as like blueberries or raspberries, or similar to cotton candy with a berry aftertaste. It was tinted blue using a controversial food coloring. However, Pepsi Blue failed because consumers expected it to taste like regular Pepsi since it had the Pepsi name, but it was actually a very sugary berry drink, leading to consumer disappointment.

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    © All Rights Reserved
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    Saint Paul School of Business and Law

    Campetic, Palo, Leyte

    MARKMAN
    (10:00-11:00 MWF)

    Submitted to: Marla Sudario


    Submitted by: Jan Mervic Neil D. Daiz
    Nico Sison

    BRAND: PEPSI BLUE


    Pepsi Blue is a berry-flavored soft drink produced by PepsiCo. Its flavor was the result of tastetesting over 100 flavors over a 9-month period. It was designed to compete with Vanilla Coke,
    which was produced by The Coca-Cola Company. The flavor of Pepsi Blue was described by
    Pepsi only as "berry" and described by drinkers as like blueberries or raspberries, or similar to
    cotton candy with a berry-like after taste and much more sugary and syrupy than regular cola. It
    was tinted using Blue 1,a highly controversial coloring agent banned in numerous countries at
    the time. The move to make a brightly colored version of the flagship Pepsi brand was spurred
    by 2001's introduction of Mountain Dew Code Red, which had bumped PepsiCo's Mountain
    Dew division sales up 6%.

    MAKER: PepsiCo, Inc.


    PepsiCo Inc. is an American multinational food, snack and beverage corporation headquartered
    in Purchase, New York, United States, with interests in the manufacturing, marketing, and
    distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in
    1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since
    expanded from its namesake product Pepsi to a broader range of food and beverage brands, the
    largest of which includes an acquisition of Tropicana in 1998 and of Quaker Oats in 2001, which
    added the Gatorade brand to its portfolio.

    Failure of Pepsi Blue


    I think the reason behind Pepsi blues failure is because of their positioning. Pepsi did not
    understand how to properly name and market their new product. The company released a new
    product under the name of a pre-existing product. The downside of this strategy is that, the
    original product already holds a position in the customers mind. Therefore, when people thought
    of Pepsi Blue, they thought it would taste like Pepsi, not a super-sugary berry drink. As a result
    of this, consumers were disappointed when they bought the product.

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