Pepsi Blue

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Pepsi Blue
A plastic bottle of Pepsi Blue.
TypeFlavored soda
ManufacturerPepsiCo
Country of originUnited States
IntroducedAugust 2002; 18 years ago (2002-08) [1] May 2021 (2021-05) (2nd Run)
DiscontinuedMay 2004; 17 years ago (2004-05)[2] (North American markets)
Related productsCrystal Pepsi
Websitewww.pepsiblue.com/index.htm Edit this on Wikidata

Pepsi Blue is a berry-flavored soft drink produced by PepsiCo. Marketed as a “Berry Cola Fusion”, it was sold from 2002 to 2004 in the United States and Canada. The drink remained available in international markets since being discontinued in the United States. Pepsi Blue was reintroduced in the United States for a limited time beginning in May 2021.

History[edit]

Pepsi Blue next to a contemporary can
A can next to a glass of Pepsi Blue.

Pepsi Blue was launched in mid-2002 and discontinued in Canada and the United States in 2004, although it remains available in the Philippines. Its flavor is the result of taste-testing over 100 flavors over a 9-month period.[3][1] It was designed to attract teenage consumers with its bright blue color and unique flavor. [4] 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,[5] 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%.[4] PepsiCo recently filled an intent to use application for the U.S. trademark on Pepsi blue.

In April 2021, Pepsi announced that Pepsi Blue would be reintroduced for a limited time in May 2021.[6]

Promotion[edit]

Although heavily promoted by PepsiCo, including advertisements by pop singer Britney Spears and the bands Sev and Papa Roach, as well as in the movies The Italian Job and Garfield: The Movie, it is widely seen as a commercial flop as sales remained low. Even with the failure of Pepsi Blue, PepsiCo still managed to post double-digit growth.[3]

Pepsi Blue was promoted after New York Mets games during the summer of 2002, where the color blue was one of the symbolic colors of the ball club. Other promotions included handing out free bottles from a Pepsi Blue-themed VW New Beetle at popular shopping centers around the country. Jolt Cola makes a similar beverage called Jolt Blue CX2; a blue raspberry soda in a battery-shaped metal can with a flavor often described as like that of cotton candy. Pepsi Blue was also endorsed by Adam Vinatieri, the then New England Patriots kicker, who helped the Patriots win the Super Bowl in 2002.

In Manila, Philippines, Pepsi Blue was sold for a limited time in late 2002 to commemorate the championship of the Ateneo Blue Eagles in the UAAP. In 2011, Pepsi released Pepsi Blue in Metro Manila, Philippines as Pepsi Pinas.[7] After the Pepsi Pinas was successful, it became a permanent product and renamed as Pepsi Blue. It is rare in bottles and cans but common as a fountain drink at Philippine 7-Eleven outlets. In India, Pepsi Blue was launched during the 2003 Cricket World Cup as a gesture of support to the Indian cricket team, the cricketers of which wear blue jerseys.[8]

See also[edit]

References[edit]

  1. ^ a b CNN Money staff. May 7, 2002 "Pepsi Blue is Coming".
  2. ^ Tanner, Steve. "Discontinued: Pepsi Blue". BevReview.com. Archived from the original on 29 December 2011. Retrieved 4 September 2016.
  3. ^ a b Rick Aristotle Munarriz, for Fool.com. September 5, 2002"Swallowing Pepsi Blue" Archived 2008-02-06 at the Wayback Machine.
  4. ^ a b Theresa Howard, for USA Today. May 8, 2002. "Marketers of colorful drinks dye for big sales".
  5. ^ "Pepsi Blue". www.bevnet.com. Archived from the original on June 20, 2003.
  6. ^ Kelly Tyko, for USA Today. April 22, 2021. "Pepsi Blue is coming back in May for the first time since 2004".
  7. ^ "Pepsi Pinas Goes Global". BBDO Guerrero Philippines.
  8. ^ "Pepsi - Superbrand 2003 - 2005". www.superbrandsindia.com. Archived from the original on March 20, 2011.

External links[edit]