Tab Clear

And here's the part people miss.

Coca-Cola launched Tab Clear specifically to kill the category.

A kamikaze product.

Sergio Zayman, Coke's chief marketing officer, said Pepsi spent an enormous amount of money on the brand, and regardless, we killed it.

Both of them were dead within six months.

Coke sacrificed Tab Clear to take Crystal Pepsi down with it.

That's the most expensive act of spite in beverage history.

And the Crystal Pepsi guy, David Novak, has been remarkably honest about it since.