Pepsi will launch a new flavour : Pepsi Raw, made from natural ingredients. On their website, Pepsi says: “no artificial flavourings, colours, preservatives and sweeteners”. This is to compete on the premium cola market, with Coke’s Zero brand, that has no added sugar.
The campaign, set to launch on 3rd of March in the UK, will have print and outdoor billboards. As you can see, they promote a natural look around urban landscapes, sophisticated consumers, turning to their environmental concerns and a global trend of going back to the roots.
Pepsi Raw will only be available in selected pubs and bars. Using a pull strategy, they want to create buzz around the brand when launching the campaign, adding some scarcity to increase demand and hope to be a success when going into the supermarkets and then globally.
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