CRYSTAL PEPSI Employee Training Video (1992)

After 26 years lingering in obscurity, here it is... the worldwide debut of the employee training tape for the launch of Crystal Pepsi! The video features two distinct sections: a documentary-style product backgrounder, then a series of sales roleplays for overcoming vendor objections.

Our host opens things up by pondering what access to a crystal ball would be like. Curiously, the theme is promptly dropped in favor of examining consumer behavior and an exaggeration of Pepsi's fulfillment of their preferences. Throughout the accompanying video montage, flashes of several related brands' classic packaging (notably All Sport Body Quencher, Slice, Lipton iced tea and Ocean Spray) overshadow whatever message the voiceover is trying to convey. In contrast to earlier assessments, it is soon revealed that soft drink sales growth is, in fact, slipping. Pepsi's foolproof solution to the dilemma is to unveil new products. Suddenly, the crystal ball reemerges, only this time, a glass bottle of Crystal Pepsi appears inside - the future is now and it looks like a transparent cola.

The MC touts the new carbonated beverage as a trailblazer, destined to succeed in the markets of today. Of note, he elects to refer to the product simply as "Crystal" almost exclusively from here on out. The volume of "clear"-oriented wordplay also quickly reaches the point of overkill, with the announcer using the phrase, ad nauseum, to express the new soft drink's unequivocal chances to succeed. Despite only being released in test markets to this point, Crystal is heralded as something that's "sweeping the nation." Supporting evidence only serves to prove that Crystal Pepsi is, get this... a cola, with Pepsi on the label and it's new. In an unexpected twist, we then join cola chemists at Pepsi headquarters, as they aim to discover the perfect pH for the soft drink - an experiment that is purported to have occupied a full year-and-a-half of their time. Testimonials, each from Pepsi employees, echo the drink's positive attributes, as they speculate on key differentiators of their company's newest offering. Further endorsements lead to the entire film's apex, as one of the talking heads, while commenting on the can/bottle design, asserts that "you look at it and you have to look twice and say, 'wow, that's a cola in there - I want to try that!'"

The goal for Crystal is explained to not just be a sales boost for Pepsi, but rather a complete fundamental shift for carbonated soft drinks as a category. Taking that notion a step further, the announcer proclaims that the new beverage will be Pepsi's "flagship product" - bear in mind, this is coming from a company that is literally named after one specific, well-established product. Why such a bold claim? Well, according to three employees, the test markets went nicely, so, obviously, this will be their biggest, most successful brand to date. "Crystal is not a flash in the pan," according to an unnamed staff member, a claim that the host doubles down on, guaranteeing that it will be "around for a long time." Naturally, this sets the stage for a sales-oriented pep talk... after all, the future is CRYSTAL CLEAR!

Now that we're acquainted with the brand, the next section of the video features a series of sales roleplays, designed to help us confidently highlight features & benefits and overcome customer objections. If you're playing along at home, make sure to "STOP TAPE" when instructed to do so and test your aptitude for representing the brand!

For more on Crystal Pepsi, check out this review that I made for the 2018 re-release. The video features a full product history, complete with all the original can designs, plus a blind head-to-head taste test vs. regular Pepsi:    • CTC Review #108 - Crystal Pepsi 2018 ...  

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