Pepsi (NYSE: PEP) has launched a unique brand extension in the United Kingdom called Pepsi Raw. It's made with natural ingredients including apple extract, coffee leaf, cane sugar, and sparkling water. I don't know about you, but that combination has me curious.
Pepsi Raw will roll out in select bars and clubs in the United Kingdom before launching globally. The purpose of the brand extension appears to be to meet the demands of health-conscious consumers who want to avoid artificial ingredients. By replacing those unhealthy fake ingredients found in traditional sodas with all-natural ingredients, Pepsi Raw will also lose about 10-30 calories per serving.
The print ad campaign for Pepsi Raw also focuses on being all-natural making it a bit revealing. The ads use naked models and taglines such as, "Do what comes naturally," and "Go raw as nature intended," which are painted on the models' backs. You can check out the ads after the jump.
What do you think? I like the concept of the Pepsi Raw product. I'm not sure if I'm sold on the product name though. "Raw" doesn't sound very appealing to me. I do like the Pepsi Raw package design - very cool.
Leave a comment and let MarketingBlurb readers know what you think of Pepsi Raw, and if you live in the U.K. and you've tried Pepsi Raw, leave a comment and let me know how it tastes. I'm so curious.
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