Pepsi's Future Becomes Clearer

For Craig E. Weatherup, CEO of Pepsi-Cola North America, the future of Pepsi-Cola seems perfectly clear. As clear as Crystal Pepsi, that is.

Weatherup, head of PepsiCo Inc.'s $6 billion flagship division since 1991, is overseeing the national rollout of Crystal Pepsi, a clear-as-water, caffeine-free cola. The brand is designed to secure a stronghold in the fast-growing arena of New Age beverages, which now have 2% of the soft-drink market. Backed by a $40 million marketing budget, including a teaser ad during Inauguration coverage and a $7 million dose of Super Bowl ads, Crystal Pepsi will be available everywhere in the U.S. by February. Weatherup's goal for Crystal: 2% of the $48 billion retail U.S. soft-drink market by the end of 1993. That would translate into roughly $1 billion in sales.