1998 – 2001murdered
Dreamcast
“First console online, first console off our shelves too soon.”
“Guarana-fueled and gone too soon — even its fans filed a formal protest.”
Josta arrived in 1995 as PepsiCo's first energy drink — the first ever launched by a major US beverage company. It was marketed as a high-energy drink built on guarana and caffeine, years before the energy drink shelf became crowded.
In 1999, PepsiCo pulled it from the lineup, citing a change in corporate strategy. Fans fought back: an Association for Josta Saving formed shortly before the end, and a Save Josta campaign launched its own website. That site went dark for years, though fans reactivated it in 2011 — and in March 2023 an Ireland-based Pepsi affiliate even registered the Josta trademark in the US, so hope, like caffeine, lingers.
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“First console online, first console off our shelves too soon.”
“Half the bus, twice the legacy: the little chip that booted the PC age.”
“Warm cookies, warm bikes, cold math — gone in under an hour, just like the deliveries.”