Core Viewpoint - The article discusses the recent trend of transparent beverages, particularly focusing on the launch of a transparent cola by Pepsi in Thailand, which has sparked consumer interest despite its higher price point compared to traditional cola products [5][10][33]. Group 1: Product Launch and Consumer Reaction - A transparent cola priced at 11.5 yuan for 550ml has gained attention on social media, with consumers intrigued by its unique appearance and taste, which is reported to be similar to regular sugar-free cola [5][10]. - The marketing campaign for Pepsi Clear emphasizes the concept of "clarity," aiming to convey a sense of freshness and purity through its advertising [11][12][15]. Group 2: Historical Context of Transparent Cola - The history of transparent cola dates back to World War II, with a notable early version being Crystal Pepsi launched in 1992, which aimed to cater to health-conscious consumers by removing caramel coloring [19][20]. - Despite initial sales success, Crystal Pepsi ultimately failed due to consumer dissatisfaction with its taste and the competitive response from Coca-Cola, which launched Tab Clear as a strategic counter [22][24][27]. Group 3: Market Trends and Innovations - The rise of transparent beverages reflects a broader consumer preference for products that appear lighter and less processed, aligning with health trends and the desire for "clean" labels [50][52]. - Other companies, including Suntory and Coca-Cola, have also introduced various transparent products, indicating a growing trend in the beverage industry towards innovation in product appearance and formulation [36][38][39].