The history of products is filled with some bitter brand rivalries. Today we’re going to talk through just one of the many skirmishes that took place during the Cola Wars. It's Diet Tab Clear v Crystal Pepsi.

Sources:  

Denny, Stephen. Killing Giants: 10 Strategies to Kill the Goliath in Your Industry. New York: Portfolio/Penguin, 2011. 

Enrico, Roger. The Other Guy Blinked: How Pepsi Won the Cola Wars. New York: Bantam Books, 1999. P. 247 

Donovan, Tristan. Fizz: How Soda Shook Up the World, Nov 1, 2013

Clear Pepsi Aims to Find Own Place, The Commercial Appeal, 14 Apr 1992, Tue, Page 22 

Pepsi to Test Diet Version of Clear Cola, The Kansas City Star 20 Oct 1992, Tue · Page 38 

White Coke, The Boston Globe, 15 Oct 1990, Mon · Page 14 

https://www.nytimes.com/1992/01/04/business/water-no-new-age-soda-clearly.html 

https://www.vice.com/en/article/ypebpv/why-have-so-many-canadians-never-heard-of-clearly-canadian 

https://www.newspapers.com/image/774030598/ 

https://web.archive.org/web/20200206000250/https://www.nytimes.com/1992/04/13/business/business-digest-848292.html 

https://web.archive.org/web/20170521150545/https://www.bloomberg.com/news/articles/1993-01-31/pepsis-future-becomes-clearer 

https://www.youtube.com/watch?v=JvBtfeUDz_8 

https://ultimateclassicrock.com/van-halen-crystal-pepsi-super-bowl/ 

https://bettermarketing.pub/coca-cola-created-tab-clear-to-destroy-crystal-pepsi-b43602e4e263 

https://innovolo-group.com/misc/coca-cola-created-tab-clear-to-with-the-sole-purpose-of-destroying-crystal-pepsi-using-a-kamikaze-technique/ 

https://www.businessinsider.com/americans-are-drinking-less-soda-2016-3 

https://www.marketingweek.com/patagonia-purpose-of-purpose/ 

https://soundcloud.com/inside-marketing 

https://phvntom.com/mark-rits 

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