#17: The Devil’s in the Trademark Details
Introduced in the 1960s, Devil Shake was Pepsi’s answer to Yoo-hoo, a chocolate drink still enjoyed by many kids and children at heart today. One reason for its failure is that Yoo-hoo owned the right to pasteurize equipment that could make the drink last a long time.
provided by constative.com
Pepsi even tried to negotiate an agreement where Yoo-hoo would produce the drink, and Pepsi would sell it. As you may have guessed, this didn’t work out. Personally, I doubt that bringing this back would ~shake up~ the chocolate drink market too much.