Consumers: Killer Critics

The advertising for new products can make or break the consumers impression on the new product, which leads to its susses of failure. A product can give off a wrong impression, lie about its self, or over all fail to hit the target audience; many things can go wrong for advertising agency's with the task to provide a new product for a company. One example of a failed project from a very large and powerful corporation is Clear Cola Crystal Pepsi.

This product was launched by Pepsi in the early 90's as a healthier cola with less caffeine. This product was quickly questioned by the consumers: Pepsi? Healthy cola? how? and just why? This sort of doubt flooded the minds of consumers due to the background knowledge of the company and the nostalgia of a traditional Cola. Who would ever want to drink a clear cola? Pepsi's idea behind their clear cola was a lighter healthier form of cola to appear lighter and more pure than regular cola's. While this is what Crystal Pepsi claimed to be a "Healthy cola"  it had only 20 less calories than a regular cola. And soon consumers came to realize this product isn't something anyone needs or appeals to. For most health conscious people soda isn't close to their diet and for the normal cola drinker it was just an image or a trend for Pepsi. Along with the failure of reaching the target audience Pepsi also changed the name for their Clear Cola several times which always draws the attention of the consumer to be more judgmental. Luckily Pepsi is multimillion dollar corporation that is able to take set backs like this, but other companies don't always have this luxury.

This one product from Pepsi isn't their only failed one they have seen products both succeed and fail miserably. The final decision if a product will survive or not comes down to the consumers no matter the advertising approach.