Coca-Cola and Pepsi are two of the largest beverage companies and have been competing against each other since the 1890s to this day. 

Crystal Pepsi, a novel beverage introduced by David Novak in 1992, was an immediate success. In the 1990s, products that were marketed as "clear" or "pure" were popular, and Crystal Pepsi was able to capitalize on this trend by adhering to it. In addition, they pushed the notion that "clear" is healthier, making fun of how brown Coca-Cola was. Then, Sergio Zyman steps in at this point to rescue Coca-Cola. 

As a marketing executive at Coca-Cola, he viewed Cyrstal Clear as a chance to completely defeat Pepsi. From 1963 to 2020, Coca-Cola had a subsidiary brand named "Tab" that was marketed as a diet drink for women. The Coca-Cola marketing team decided to sacrifice Tab in favor of Pepsi because it wasn't doing so well. As a direct rival to "Crystal Clear," they unveiled the product "Tab-clear." 

Because sugar is one of its ingredients, Coca-Cola's "Tab" has been depicted as an extremely unhealthy beverage. As a result, consumers immediately started to dislike "Tab." Customers began to associate "Crystal Clear" with "Tab," which distorted their perception of the beverage. As a result, Crystal Clear was discontinued to its low sales, and Crystal Pepsi was discontinued.

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