Pepsi Blue had been available in stores for 23 months, 1 day, 3 hours, and 2 minutes when it got the phone call. It was head office, they were unusually polite for a monday afternoon, apologetic even. Pepsi Blue instantly turned red upon putting the phone down. After just 23 months,1 day, 3 hours and 3 minutes it was all over. Pepsi Blue was doomed, deemed dangerously unpopular with its customers and detrimental to the brand’s iconic darker coloured predecessor: the original Pepsi Cola. Blue was given the usual 30 days written notice before it would be officially and effectively banished from all shelves, vending machines and Pizza Huts worldwide by 2004.
After allowing itself some time to cool down, Pepsi Blue began to feel even bluer than it appeared. In many ways, it was still trying to figure itself out, let alone its place in the world. For example: Pepsi Blue was still undecided if it wanted to be berry flavoured or cotton candy tasting, or whatever. It questioned why it was even made to begin with; wondering if it was just a lame reaction to a vanilla flavoured opponent.
Since it’s launch in mid-2002 consumers had called it all types of names, rarely complimentary, and certainly not appropriate to repeat in print. Even so, Blue had been oblivious to office chatter that numbers were down; instead, choosing to ignore the rumours and focus group scores indicating that its days were indeed numbered.
Looking back, the origins of Blue were controversial from the get-go. The electric appearance of the soda was a major topic of concern for health authorities, after it was discovered to be tinted with the artificial and highly dangerous colouring agent: Blue 1 (banned in numerous countries at the time).
Blue made some calls, hoping to rally support from eastern markets where sales remained (reasonably) strong. Unfortunately, PepsiCo had been ruthless with its banishment orders; word had spread, fast. Blue’s calls and emails went unanswered, which quickly deteriorated morale. As far as the world was concerned, the name ‘Blue’ was poison. That was until Indonesia called. They were livid. Not only did people living there still enjoy the berry flavoured or cotton candy tasting, or whatever sugary soda—they couldn’t care less about the health repercussions of the colouring agent: Blue 1. In fact, like most of us, they’d never even heard of it.
With the 30 day notice period all but up, Pepsi Blue stock started being flown out to Indonesia in its entirety. Then in 2011, the Philippines threw forward their support, initially agreeing to stock the soda under the pseudonym ‘Pepsi Pinas’. They eventually revealed it’s true identity and name once popularity increased. Momentum appeared to be building, but it was short-lived. The rest of the world had shunned Pepsi Blue, for good. PepsiCo agreed to continue producing the soda in a small room hidden from sight deep within the bowls of their factory, on the grounds that employees kept their mouth shut about its existence in Indonesia and the Philippines.
Pepsi Blue shown here disguised as ‘Pepsi Pinas’
When I visited the Philippines late last year I came across a small vending machine hidden down a dark alley, while attempting to empty my beer weakened bladder without getting arrested. Although the machine was hidden, the contents inside were glowing like a motherfucker. A distinct electric blue, the kind I had not seen since 2004. Yes, it was Pepsi Blue. I searched my pockets for change and purchased two bottles of the rare soda. I downed the first immediately and bagged the second, intending to take it home with me. The taste of the berry flavoured or cotton candy tasting, or whatever hit me hard. I was unable to sleep that night, hopped up on Blue’s sugary after effects and suffering from a volcanic stomach ache.
Unsurprisingly, I was stopped at the airport the next morning. It wasn’t the drugs they wanted, no. Nor was it the fruit or insect ridden wooden artefacts stashed away in tiny compartments of my customised Samsonite suitcase. It wasn’t even the small Filipino man disguised as my son, no. I was searched heavy handedly, harshly questioned, probed and punished. All because I attempted to smuggle home an infamous bottle of Pepsi Blue. For whatever reason, they seemed hellbent on protecting their secret. They still sold Pepsi Blue, and they did not want that embarrassing piece of information to leave the country. In the end, the authorities made me drink the entire second bottle in one sitting, deciding that the consumption of Pepsi Blue was fair punishment in itself.
In 2012, rumours began circulating that Pepsi Blue was preparing a worldwide comeback, even campaigning to attain cult status among its fans. However, these pursuits were put to bed by PepsiCo, and dismissed as fodder.
Ten years on we celebrate the fact that common sense prevailed. The berry flavoured or cotton candy tasting, or whatever it was soda is dead and buried… discontinued, eternally given the boot by the people that brought you Pepsi Max. At least, in most countries. Amen.
RIP Pepsi Blue 2002–2004*
* Note (to be read at a super-fast infomercial pace): Pepsi Cola is still being quietly served in Indonesia and the Philippines. Both continue to deny the existence of the fatal colouring agent Blue 1, not to mention its horrendous taste.
Absurd By The Word
June 17, 2014
Pepsi Blues 2002-2004*
2002-2004*
Pepsi Blue had been available in stores for 23 months, 1 day, 3 hours, and 2 minutes when it got the phone call. It was head office, they were unusually polite for a monday afternoon, apologetic even. Pepsi Blue instantly turned red upon putting the phone down. After just 23 months,1 day, 3 hours and 3 minutes it was all over. Pepsi Blue was doomed, deemed dangerously unpopular with its customers and detrimental to the brand’s iconic darker coloured predecessor: the original Pepsi Cola. Blue was given the usual 30 days written notice before it would be officially and effectively banished from all shelves, vending machines and Pizza Huts worldwide by 2004.
After allowing itself some time to cool down, Pepsi Blue began to feel even bluer than it appeared. In many ways, it was still trying to figure itself out, let alone its place in the world. For example: Pepsi Blue was still undecided if it wanted to be berry flavoured or cotton candy tasting, or whatever. It questioned why it was even made to begin with; wondering if it was just a lame reaction to a vanilla flavoured opponent.
Since it’s launch in mid-2002 consumers had called it all types of names, rarely complimentary, and certainly not appropriate to repeat in print. Even so, Blue had been oblivious to office chatter that numbers were down; instead, choosing to ignore the rumours and focus group scores indicating that its days were indeed numbered.
Looking back, the origins of Blue were controversial from the get-go. The electric appearance of the soda was a major topic of concern for health authorities, after it was discovered to be tinted with the artificial and highly dangerous colouring agent: Blue 1 (banned in numerous countries at the time).
Blue made some calls, hoping to rally support from eastern markets where sales remained (reasonably) strong. Unfortunately, PepsiCo had been ruthless with its banishment orders; word had spread, fast. Blue’s calls and emails went unanswered, which quickly deteriorated morale. As far as the world was concerned, the name ‘Blue’ was poison. That was until Indonesia called. They were livid. Not only did people living there still enjoy the berry flavoured or cotton candy tasting, or whatever sugary soda—they couldn’t care less about the health repercussions of the colouring agent: Blue 1. In fact, like most of us, they’d never even heard of it.
With the 30 day notice period all but up, Pepsi Blue stock started being flown out to Indonesia in its entirety. Then in 2011, the Philippines threw forward their support, initially agreeing to stock the soda under the pseudonym ‘Pepsi Pinas’. They eventually revealed it’s true identity and name once popularity increased. Momentum appeared to be building, but it was short-lived. The rest of the world had shunned Pepsi Blue, for good. PepsiCo agreed to continue producing the soda in a small room hidden from sight deep within the bowls of their factory, on the grounds that employees kept their mouth shut about its existence in Indonesia and the Philippines.
Pepsi Blue shown here disguised as ‘Pepsi Pinas’
When I visited the Philippines late last year I came across a small vending machine hidden down a dark alley, while attempting to empty my beer weakened bladder without getting arrested. Although the machine was hidden, the contents inside were glowing like a motherfucker. A distinct electric blue, the kind I had not seen since 2004. Yes, it was Pepsi Blue. I searched my pockets for change and purchased two bottles of the rare soda. I downed the first immediately and bagged the second, intending to take it home with me. The taste of the berry flavoured or cotton candy tasting, or whatever hit me hard. I was unable to sleep that night, hopped up on Blue’s sugary after effects and suffering from a volcanic stomach ache.
Unsurprisingly, I was stopped at the airport the next morning. It wasn’t the drugs they wanted, no. Nor was it the fruit or insect ridden wooden artefacts stashed away in tiny compartments of my customised Samsonite suitcase. It wasn’t even the small Filipino man disguised as my son, no. I was searched heavy handedly, harshly questioned, probed and punished. All because I attempted to smuggle home an infamous bottle of Pepsi Blue. For whatever reason, they seemed hellbent on protecting their secret. They still sold Pepsi Blue, and they did not want that embarrassing piece of information to leave the country. In the end, the authorities made me drink the entire second bottle in one sitting, deciding that the consumption of Pepsi Blue was fair punishment in itself.
In 2012, rumours began circulating that Pepsi Blue was preparing a worldwide comeback, even campaigning to attain cult status among its fans. However, these pursuits were put to bed by PepsiCo, and dismissed as fodder.
Ten years on we celebrate the fact that common sense prevailed. The berry flavoured or cotton candy tasting, or whatever it was soda is dead and buried… discontinued, eternally given the boot by the people that brought you Pepsi Max. At least, in most countries. Amen.
RIP Pepsi Blue 2002–2004*
* Note (to be read at a super-fast infomercial pace): Pepsi Cola is still being quietly served in Indonesia and the Philippines. Both continue to deny the existence of the fatal colouring agent Blue 1, not to mention its horrendous taste.
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