Food & drink
Clear was the flavor of 1992–1994. These products launched with national campaigns, sold on curiosity, and lost repeat buyers within a year or two. Nostalgia keeps bringing them back for a few weeks at a time.
Post-mortems in Food & drink
Zima
1992 – 2008
Ghost
A fad that faded
−49% volume in 1995, the year after the national launch
Coors filtered the colour and the taste out of a beer, added citrus and spent tens of millions telling America it was zomething different. Most drinkers tried it once.
Crystal Pepsi
1992 – 1994
Ghost
A fad that faded
$40M estimated launch advertising, for a drink reworked within a year
Pepsi took the color out of cola, put about $40 million of advertising behind it and projected $1 billion in sales. Within a year the product was being reworked. The name now comes back for a few weeks at a time.