Yum! Brands Chairman David C. Novak is credited with introducing the Crystal Pepsi concept.
The lemon-lime drink was part of the "clear craze" of the 1990s that produced products such as Crystal Pepsi and Tab Clear.
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In his 2011 book, Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, Stephen Denny published an interview with former Coca-Cola Chief Marketing Officer Sergio Zyman that stated the formation and subsequent failure of Tab Clear was a deliberate move to destroy Crystal Pepsi, capitalizing on the public's lack of understanding of Pepsi's heavily-marketed product.