“Consumers connect Pepsi to blue. That light shade of blue is a Pepsi equity,” so says their Senior VP of Marketing about Diet Pepsi’s new look. Adbusters reported back in 1998 that Pepsi intended to “trademark the particular shade of blue that coats its products around the globe.” That wasn’t the same shade as Diet Pepsi blue, but their marketing project “Project Blue” had a clear goal of distinguishing themselves with a color. Now comes the news that they will be selling an actual blue-colored soft drink with the name Pepsi Blue. The target consumer is 16 year old males. The flavor is like cola mixed with raspberry. The color is reportedly “reminiscent of Windex.” I can tell I’m not in the target market. Meanwhile, Coca-Cola debuted Vanilla Coke in a nice little Connecticut town after finding the local Vanilla Bean Cafe listed on the Internet.