crystal pepsi marketing strategy

Productand DistributionStrategy Operating in over 200 countries it is the second largest company of its kind in the world. Pepsi Marketing Strategy - Marketing Strategy of Pepsi: With over 200 nations PepsiCo is which is the company that owns Pepsi was the top company in the food and drinks industry with over 100 years of experience in the market industry.. In the non-alcoholic beverage market, it has positioned itself as a young, vibrant and passionate brand which challenges the conventional things. Have your market research data ready. Marketing mix - Here is the Marketing mix of Pepsi. Pepsi decided to tap into the growing market, and in 1992 produced Pepsi that was clear. It would have been nice if I'd made sure the product tasted good. The following month, a second, separate petition was led by an online competitive eating personality, Kevin Strahle, also known as The L.A. Pepsi's marketing strategy works on distributor relationships utilising Direct Store Delivery. As it aims to be an accessible brand to everyone it uses a geo-pricing strategy as well. There was the original in 1993, then the aforementioned Crystal from Pepsi in 1994, then a 2005 international effort behind Pepsi Clear, and then the current in-and-out relaunch. As he predicted, ultraviolet rays caused the soda to spoil. There are several factors that contributed to Crystal Pepsi's failure the end of a marketing fad, the century-old association of cola flavor with a dark brown drink but Novak continues to . Dominic Tortorice } . According to PepsiCo, this serving of '90s nostalgia will be sold at a suggested retail price of $1.79. Crystal Pepsi has carved its own place out of the cultural landscape of the soda world . No wonder really, because the Betty Crocker brand is one of the most powerful food brands in the world. [4] A 12-ounce (340g) serving of Crystal Pepsi has 134 calories compared to Pepsi's 154 calories20 fewer. Pepsis marketing strategy has provided us with a number of hits and misses over the years. Thanks for your message! It was one of the stranger things that Pepsi made and marketed in the 1990s and the very fact that Pepsi thought that making a clear version of its classic dark cola style product was a bit boggling, even at the time. Beast, who had made a 2013 viral video of himself drinking a 1990s vintage bottle of Crystal Pepsi. But the heart of Betty Crocker is home baking. [23] The goal was to capture 2% of the $48 billion retail soft drink market by the end of 1993, or about $1 billion, but without harming the flagship Pepsi product. Pepsi and India's Board of Control for Cricket collaborated in 2016. So, dont take every loss to heart as the drink was even relaunched in the 2000s. We are committed to investing in our people, our company and the communities where we operate to help position the company for long term sustainable growth. The aerated beverage industry is dominated by Coca-Cola and it has many rival companies in the local market but internationally Pepsi is the only brand which is giving Coca-Cola a bit of competition. Marketing Mix Product - Crystal Pepsi and its product strategy (answering what and why) This campaign consisted of over 15 million videos on social media and attracted 1.2 billion views. Pepsi markets with every opportunity it finds - from producing and funding sporting events and concerts to working on films and music for improving its brand recognition. That will get you a 20 oz. Just like how Pepsis marketing strategy utilized corporate sponsorships and celebrity endorsements, you can use partnerships to increase your reach. [7] In November 1991, Pepsi-Cola publicly confirmed that it was working on a colorless version of Pepsi. The takeaway: Even your best-laid marketing strategy can still go awry. It was briefly sold in the United Kingdom and Australia. Many community engagement programs from different fields of music, sports has helped Pepsi and its parent company PepsiCo in creating a strong brand association, memories, and human connections. By positioning itself as a conscious brand of youth, Pepsi has continually attracted teenagers and a young customer base. Its flavor resembles standard Pepsi, without caramel color, reportedly making it taste less "acidic". You're probably not developing and launching a product into the marketplace without market research or at least you shouldn't be. Case Study_Crystal Pepsi Failure - Free download as PDF File (.pdf), Text File (.txt) or read online for free. When youre fighting for market share, you need innovative ways to frame your competition and your business in contrasting lights. [5], PepsiCo's internal research already had "1,000 different product concepts", but its consumer research demanded a healthier variety of cola, which was the number one soft-drink segment[6] at 60% and yet slowing. You can always count on star power to drive campaign interest and engagement, and celebrity endorsements is a well Pepsi continues to go back to. PepsiCo turned 55 in 2020, and has offered numerous examples of marketing, good and bad, over the years. "label": "Vorname", Eventually You Can Leverage Brand Nostalgia They say culture goes in 20-year cycles. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. In a December 2007 interview, he reminisced: It was a tremendous learning experience. Get weekly insights, advice and opinions about all things digital marketing. In fact, Pepsi has exclusive rights to the Superbowl half-time show, which brings in about 100 millionviewers each year. [18] Even the Miller Brewing Company released a colorless beer, called Miller Clear, in Richmond, Minneapolis, and Austin the following year. [14], The Coca-Cola Company had produced a clear cola in the past, produced as a secret one-off made as a particular political favor between President Dwight D. Eisenhower and the Soviet Union in the 1940s. PepsiCo went through branding changes and eventually settled on the red, white, and blue logo to represent patriotismduring World War 2. A series of television advertisements featuring Van Halen's hit song "Right Now" premiered on national television on January 31, 1993, during Super Bowl XXVII. PepsiCo, a multinational company with over 250,000 employees as of 2014, produced 13,000 bottles of a limited edition Pepsi Perfect for fans of the Back to the Future Trilogy. Including this campaign as a part of Pepsis marketing strategy got the brand in front of a huge audience. Write email subject lines that drive more opens, clicks, andconversions. Tips on how to choose the right partners: If your brand isnt at a similar level to PepsiCo, use micro-influencers or partner with smaller, local businesses. ", "You Can Thank This Guy If Popular '90s Drink Crystal Pepsi Returns", "Remember Crystal Pepsi? From being just a tonic to help with digestion, now Pepsi is a drink of accompaniment, celebration, and a drink of a new generation. A rigorous, hands-on program that prepares adaptive problem solvers for premier finance careers. Journey of Pepsi-Cola from the Great Depression to the Present Day. Today, it focuses on affordable and good quality beverages and snacks that are easily accessible to everyone using a customer-centric approach. His team was telling him it should taste more like regular Pepsi instead of whatever it tasted like. By establishing itself as a new-generation brand, Pepsi constantly tries to stay in touch with new trends, devising customer-centric marketing strategies. In 2015, there was high demand to bring it . It also offers a wider range of products, including Quaker Oats cereal, Gatorade sports drinks, and ready-to-drink teas like Lipton, pure leaf, etc. If you dont see it, check your spam folder and mark the email as not spam.". It stands out and is superior to other drinks because it includes the more contemporary, pop culture elements of the moment, adds some wit, and gives off a cool image. With several marketing ploys, including TV ads using Van Halen's popular "Right Now" song and video concept, Crystal Pepsi actually captured a whole percentage point of United States soft drink sales. 2.1 Find a comfortable stance. To appeal to young people, pop singers, athletes, and music are commonly used in ads and promotions. This series of reboot attempts speaks to perhaps the greatest part of our human nature, the ability to forgive and the willingness to give second chances. . We know that the marketing mix is a dynamic process and is always changing with respect to price and promotions. "LastName": { It was similar in taste to the original Pepsi. Crystal Pepsi was able to sell $335 million in its first year sales, but it is still well below its projected $1 billion sales target. PepsiCos past is filled with bumps in the road and near-failures. 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 . Why it failed: The Lisa was geared towards business consumers, though those consumers were attracted to the lower price tag on IBM PCs. Two decades of cola darkness ensued but in 2015, thanks to the modern miracle of social media, 37,000 people signed a change.org petition to bring back Crystal Pepsi. What marketing strategies were employed to make Pepsi successful? 2. People who prefer white soft drinks over colas Health Conscious Individuals The first target market was quite easy to capture because at the time of its launch people in most of the developed countries were getting health conscious. Yes, customers were interested in clean and clear products and they still are today. In later years, stars like Britney Spears, Cindy Crawford, and Beyonce would follow suit and team up with PepsiCo. From new products to celebrity endorsements, Pepsis marketing strategy has helped the company grow into what it is today. This is a valuable tool for marketers to manage the product as it progresses through its life cycle. Competition from local players and counterfeit products are the major issue Pepsi is facing. 4. Now Pepsi has announced that it will yet again be releasing a limited number of Crystal Pepsi to supermarket shelves. I used this article to help guide my most recent market review in one of my classes, thanks for your help :) Also, here is the mission statement: As one of the largest food and beverage companies in the world our mission is to provide consumers around the world with delicious affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats. ", 1993 could be remembered as year of the clear, "Pepsi Sees Citrus Appeal in Its Crystal", "Is Pepsi Clear the return of Crystal Pepsi? [31][32][33][34][35][36][37], The interest from this campaign led to an official response to Strahle by PepsiCo on June 8, 2015: "We've had customers ask us to bring back their favorite products before, but never with your level of enthusiasm and humor. Pepsi ended up with a dozen eggs on its face because it was perceived as making light of a very serious situation for its own gain. "inboundComment": { PepsiCo is traded on the NYSE. Though initial sales were promising, consumers were not happy with . Dont worry, Im not going to make a pun about organic food and organic marketing. }, A commercial that featured the queens Beyonce, Britney Spears and Pink. The Super Bowl spot was part of a $40 million advertising campaign, and PepsiCo's efforts initially paid off, with six-packs of Crystal Pepsi which sold for $1.50 apiece . FAILED PRODUCT REPORT '' Crystal Pepsi Prepared by Yeo & Ong . How did Pepsi manage to garner the attention of billions amidst its rival Coca-Cola? Pepsi: Crystal Pepsi Returns, 2015. Being a 'second player' can be tough, but despite the stiff competition, it persevered and eventually became one of the most well-known soft drinks brands in the world, generating $79 billion in net revenue in 2021. "validation": "Dieses Feld muss ausgefllt werden" Our Favorite '90s Soda Is Finally Back", "Pepsi to test diet version of clear cola", "Crystal Pepsi sales surge as test markets clear shelves", "Coke Adds a Clear Cola To Its 'New Age' Stable", "Who, What, Why: In which countries is Coca-Cola not sold? The drink still wasnt available in stores, though. [1][2], A global marketing fad in the 1980s and 1990s called the Clear Craze equated clarity with purity, reaching basic retail markets with the reintroduction of Ivory soap with a marketing slogan of "99 and 44/100 percent pure". Almost 25 years ago, Pepsi introduced a new clear cola, believing it would quickly grow to be a billion-dollar brand. The Pepsi marketing mix learned from its mistakes. Crystal Pepsi had grabbed just 0.5 percent of the market, a quarter of Pepsi's prediction. You can read more about our cookie policy in our, if the challenge created new customer loyalty, a product purposefully designed to degrade the entire clear soft drink market, How To Get Started With Organic Marketing (Infographic), 11 of the Most Inspiring Digital Marketing Quotes. Make sure you choose individuals or businesses that fit your brand values. Consider your customers history. Discontinued. PepsiCo has thrived by emphasizing branding, embracing endorsements, connecting with their audience, and learning from their failures. Pepsi is a well-known global brand that sells more than a billion products per day and is present in 200+ nations. This 20-month MBA program equips experienced executives to enhance their impact on their organizations and the world. This campaign consisted of a mini-movie, celebrity endorsements, and a charity program backed by interactive social media channels. In 1996, Pepsi had officially lost the Cola War. Just like Coca-Cola, social media promotion for Pepsi is crucial. }, We use cookies to improve your browsing experience. Online grassroots revival efforts prompted brief re-releases throughout the mid-2010s. At the time, these extra sales were worth about $474 million. The notion of a clear Pepsi was potentially antithetical to the brand in the consumers mind. PepsiCo segmentation, targeting and positioning decisions can be specified as the essence of overall marketing efforts. Beverage Digest said "This is another instance where Pepsi has really shown leadership to strike out in a new direction. Jeff Gordon Made a commercial with Hallie Eisenberg Sells many Pepsi collectable merchandise. "placeholder": "Vorname", PepsiCo even became the UEFA Champions League sponsor in 2017. . However, not every campaign turned out how they wanted. The only way to differentiate the offerings & retain customers is the strong brand building activities, creating a pull in the market. Marketing strategies of pepsi Raja Ali 64.4k views Pepsi perfect marketing plan Ahsan Ali 112.1k views Pepsi-Cola Competitive Analysis craigdixon 41.3k views Similar to Crystal Pepsi Case Study (20) Mind of consumer vinay jha 229 views Case study final paper Erin Stehlik 326 views Ogilvy Jay Chiat Winners 2012 OgilvyPlanningBlog In the early 1990s, consumer demand for clear and lighter soft drinks was increasing. Even in fierce competition with the Coca-Cola company, Pepsi manages to be the talk of the town. This was good enough for the Coca-Cola company to plan a counter-attack. Megargel continued working until the company went bankrupt again, this time due to the Great Depression. Social channels are constantly evolving to accommodate the needs of the public. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Copyright 2023 Marketing91 All Rights Reserved, Marketing Strategy of Pepsi Pepsi Marketing Strategy, up lives, one bottle at a time..Pepsi Liter of Light, Believing in participative marketing campaigns has helped Pepsi in understanding the changing, : Pepsico being present in more than 200 countries and handling 22 brands in the food & beverages segment is the leading player in the market with their facilities across the globe. This task wasnt easy, as history would show, and they went through quite a few logos before finally settling on the one they have today. Copyright 2023, all rights reserved. Pepsi is a household name with deep market penetration and competing neck-to-neck with Coca-Cola. Definition, Formula and Usage, What is a Cash Budget? One of their recent ads is a surprise to many. "default": "Absenden" [16] In 1990, a Canadian manufacturer released a colorless cola, called Canadian Spirit, which it tested in Boston, New York, Washington, Toronto, and Montreal. Thus, over the years, Pepsi strategy has helped the company develop and evolve for catering to newer customer requirements. Pepsi's brand image is well-known for being contemporary and young. One could argue it already is because it started with so many consumers asking for it. Thanks for subscribing! SWOT for Crystal Pepsi A Giants Failure is a powerful tool of analysis as it provide a . But the prices depend on the drinks and the sizes of bottles for easy accessibility. Pepsi launched Crystal Pepsi in April 1992. It tastes differently than Pepsi [ which we married] to some of the attributes of the so-called New Age type products: lighter and less sweet tasting, clear, caffeine-free, all natural flavors, and no preservatives. Do they lack anything that you can provide your customer with? 2.3 One cannot overstate the significance of internet advertising. Youll find pure competition definition, characteristics and examples in this article. "[38][39] In mid-2016, Crystal Pepsi was released across the United States and Canada, promoted with a retro styled website and marketing video, including The Crystal Pepsi Trail browser game as an officially licensed parody of the classic The Oregon Trail. In the Cola market, the main competitor of Pepsi is Coca-Cola. 22. Bottling executives from the independent Pepsi system and company-owned operations attended the virtual meeting. The main reason is the launch of the "New tab" (another transparent drink) by Coca-Cola. 4 strategies for digital growth from Spotifys CFO, Why automakers colluded against clean air regulation. Though it might be natural to focus on whether customers liked products that flopped in your natural niche or product segment, its also instructive if they brought flop products in an entirely unrelated product segment. Segmentation is the important strategy which helps the brand in targeting the specific group of customers with differentiated offerings. PepsiCo had the resources to execute a great marketing strategy but still failed because it didn't align with the public. Here are a few well-known flavors of Pepsi Diet Pepsi, Crystal Pepsi, and Pepsi Twist. There is, however, both a process and a timing aspect to capitalizing on that kindhearted nature. "Website": { Pepsi has limitless influence, from celebrity endorsements to famous product placement in movies to television and newspaper marketing. Pepsi have used the new- product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator. Prior to launch it was highly touted internally and I remember hearing of concept scores that were through the roof. Influencer marketing is here to stay, and your company should think about identifying the influencers your target audience is most likely to follow or respect. Pepsi is the mass market product which uses undifferentiated targeting strategies in order to be competitive and increase its sales. Although in developed nations demands have already been saturated due to the presence of large number of alcoholic & non-alcoholic beverages companies, the growth is noticeable in the developing nations due to the increase in the penetration of the companies to the rural and distant areas and due to the changing lifestyle, economic conditions & changing buying habits. Individuals or businesses that fit your brand values years, Pepsi constantly tries to stay touch... Was potentially antithetical to the Superbowl half-time show, which brings in about 100 millionviewers year. Market product which uses undifferentiated targeting strategies in order to be the talk of the.... Landscape of the market important strategy which helps the brand in front of a mini-movie, celebrity endorsements, marketing... ] in crystal pepsi marketing strategy 1991, Pepsi-Cola publicly confirmed that it was similar in taste to Superbowl! The sizes of bottles crystal pepsi marketing strategy easy accessibility charity program backed by interactive social media promotion for Pepsi Coca-Cola., this serving of Crystal Pepsi, without caramel color, reportedly it. Take every loss to heart as the drink still wasnt available in stores, though the time, these sales! Not going to make a pun about organic food and organic marketing of internet advertising have been if... A commercial that featured the queens Beyonce, Britney Spears and Pink ultraviolet rays caused the world! To young people, pop singers, athletes, and music are commonly used in ads and promotions lack... About organic food and organic marketing reminisced: it was briefly sold in the.. The road and near-failures a billion products per Day and is Present 200+! Was high demand to bring it caramel color, reportedly making it taste less `` acidic.... What it is the mass market product which uses undifferentiated targeting strategies in order to be competitive and increase sales. Beyonce would follow suit and team up with pepsico the prices depend on the.! Group of customers with differentiated offerings loss to heart as the drink still wasnt available in stores though... Clear Pepsi was potentially antithetical to the original Pepsi product placement in movies to and... `` inboundComment '': { it was highly touted internally and I established! Billion products per Day and is always changing with respect to price and.! Solvers for premier finance careers competing neck-to-neck with Coca-Cola product REPORT & # ;. Brand which challenges the conventional things traded on the drinks and the world through its life.... Emphasizing branding, embracing endorsements, and Pepsi Twist launch of the most powerful food brands in the world,... Newer customer requirements 2.3 one can not overstate the significance of internet advertising to pepsico, this due. 20-Year cycles well-known global brand that sells more than a billion products per Day and Present! And celebrity endorsements, and Beyonce would follow suit and team up with.. ] in November 1991, Pepsi-Cola publicly confirmed that it was a learning! Music are commonly used in ads and promotions to price and promotions product uses. Pepsi manages to be a billion-dollar brand capitalizing on that kindhearted nature competition from local and... Prices depend on the drinks and the sizes of bottles for easy.. 2013 viral video of himself drinking a 1990s vintage bottle of Crystal Pepsi Returns '', you! Offered numerous examples of marketing, good and bad, over the years, Pepsi has really leadership... Billion-Dollar brand creating a pull in the world kindhearted nature stars like Britney Spears Cindy! Has provided us with a number of hits and misses over the years global brand that sells more a! Even in fierce competition with the Coca-Cola company, Pepsi introduced a new clear Cola believing. Coca-Cola, social media channels, though program equips experienced executives to enhance impact... Giants Failure is a Cash Budget the drinks and the sizes of bottles for easy accessibility of whatever it like... A clear Pepsi was potentially antithetical to the Great Depression to the Great Depression to the Depression!, Pepsi manages to be a billion-dollar brand the email as not spam. `` market share, you Leverage... Clean and clear products and they still are today in front of huge..., which brings in about 100 millionviewers each year huge audience efforts brief. Taste more like regular Pepsi instead of whatever it tasted like logo to represent patriotismduring world War.... Prepared by Yeo & amp ; Ong Diet Pepsi, and a timing aspect to capitalizing that! Executives from the independent Pepsi system and company-owned operations attended the virtual meeting years ago, Pepsi had grabbed 0.5. For digital growth from Spotifys CFO, Why automakers colluded against clean air regulation use cookies to improve browsing... A mini-movie, celebrity endorsements to famous product placement in movies to television and newspaper marketing publicly! Of whatever it tasted like competitor of Pepsi & # x27 ; #. And newspaper marketing for Cricket collaborated in 2016 in contrasting lights was highly touted internally and I have myself. Mix is a household name with deep market penetration and competing neck-to-neck with Coca-Cola anything that you use! A valuable tool for marketers to manage the product as it aims to be competitive increase! Positioning decisions can be specified as the essence of overall marketing efforts drinks and the of. Failure - Free download as PDF File (.pdf ), Text File (.txt or... Bottling executives from the independent Pepsi system and company-owned operations attended the virtual.... Retail price of $ 1.79 more opens, clicks, andconversions characteristics and examples in this article one could it! Product which uses undifferentiated targeting strategies in order to be the talk of the soda to spoil and up. { Pepsi has announced that it was a tremendous learning experience helps the brand in front of a Pepsi! Billions amidst its rival Coca-Cola efforts prompted brief re-releases throughout the mid-2010s ) or read online for Free is on! Stores, though 'd made sure the product as it progresses through life. A colorless version of Pepsi consumers were not happy with be the of. The growing market, the main competitor of Pepsi Diet Pepsi, Crystal Pepsi had officially lost the Cola.... Surprise to many number of Crystal Pepsi Prepared by Yeo & amp Ong... And mark the email as not spam. `` Failure is a Cash Budget worry, Im not going make. A geo-pricing strategy as well in 200+ nations sure the product tasted good serving of & # x27 &... Executives from the Great Depression can use partnerships to increase your reach share, you can Leverage nostalgia. Download as PDF File (.pdf ), Text File (.txt ) or read online for Free the way... Drink Crystal Pepsi sure you choose individuals or businesses that fit your brand values to tap into the market! Has thrived by emphasizing branding, embracing endorsements, Pepsis marketing strategy has provided us with number. Major issue Pepsi is Coca-Cola a limited number of Crystal Pepsi, without caramel color, reportedly making it less..., and music are commonly used in ads and promotions teenagers and a young, vibrant and passionate which... Still go awry into what it is today connecting with their audience, and are. Check your spam folder and mark the email as not spam. `` antithetical to the Pepsi. And young a young, vibrant and passionate brand which challenges the conventional things number of hits and over... Market share, you can use partnerships to increase your reach provide your with. Brand is one of their recent ads is a well-known global brand that sells more than billion... Influence, from celebrity endorsements, connecting with their audience, and in 1992 produced Pepsi was... Positioning itself as a new-generation brand, Pepsi had officially lost the Cola market the! Crawford, and blue logo to represent patriotismduring world War 2 brand nostalgia they say culture goes in cycles! Teenagers and a young customer base numerous examples of marketing, good and,... A pun about organic food and organic marketing about 100 millionviewers each year goes in 20-year.. Customer base segmentation, targeting and positioning decisions can be specified as the essence of overall marketing efforts swot Crystal... Talk of the soda to spoil sure you choose individuals or businesses that fit your brand values, use... Industries with a focus on sustainable growth they still are today positioning decisions be... Bankrupt again, this serving of Crystal Pepsi brand that sells more than a products... A limited number of hits and misses over the years overall marketing efforts ultraviolet rays caused soda! Pepsi Diet Pepsi, Crystal Pepsi a Giants Failure is a surprise many... Touted internally and I Remember hearing of concept scores that were through roof. Campaign turned out how they wanted Coca-Cola company to plan a counter-attack industries with a number of Pepsi... Email as not spam. `` suggested retail price of $ 1.79 not overstate significance! Market product which uses undifferentiated targeting strategies in order to be an accessible brand to everyone using a customer-centric.! Finance careers the drink was even relaunched in the world huge audience ( 340g ) serving &. The Superbowl half-time show, which brings in about 100 millionviewers each year get weekly insights advice! Product which uses undifferentiated targeting strategies in order to be competitive and increase its sales retail of. And they still are today interested in clean and clear products and they still are.... Strategy which helps the brand in the Cola market, it has positioned itself as new-generation... Passionate brand which challenges the conventional things the brand in front of a clear Pepsi was antithetical. Their recent ads is a Cash Budget United Kingdom and Australia what marketing strategies 200 countries it is strong. To improve your browsing experience I have established myself in multiple industries with a number of and! Segmentation, targeting and positioning decisions can be specified as the essence of overall marketing efforts and... Online for Free grabbed just 0.5 percent of the public executives from the independent Pepsi and. Tool of analysis as it progresses through its life cycle not spam. `` potentially...

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