Crystal Pepsi: Perfectly Imperfect
Crystal Pepsi: The Concept
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Crystal Pepsi: Target & Messaging
Crystal Pepsi: Formula
 The price of Crystal Pepsi will match Coca-Cola Life at $6.99/6-pack. This will maintain competition with long-time rival Coca-Cola, while also preventing Crystal Pepsi from being labeled as a premium soda.   Premium pricing is the practice of encouraging favorable perceptions of a product among buyers, based solely on an artificially higher price. While this may seem beneficial for the new Crystal Pepsi line at first, premium/craft sodas only make up 1% of the U.S. soda market—getting consumers to pay a little more for a soda that looks the same as others is difficult. Therefore, the customer outreach will be the largest by labeling this as a non-premium soda. 
 The Crystal Pepsi line will be introduced one product at a time in Denver, Minneapolis, Washington D.C., and via Amazon. These were chosen based on both Pepsi and Coca-Cola's past distribution tactics.  
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Crystal Pepsi: Print
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Crystal Pepsi: Print
Crystal Pepsi: Experiential
   
  
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   No models will be photo-shopped in our photo-shoots, and we’ll feature articles with the models themselves explaining why they chose to be involved. 
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