Pepsi draws up expansion plans for Raw brand - Brand Republic News - Brand Republic

Pepsi draws up expansion plans for Raw brand - Brand Republic News - Brand Republic: "Pepsi draws up expansion plans for Raw brand

by Jemima Bokaie Marketing 26-Feb-08, 06:30

LONDON - Pepsi has revealed it plans to expand Pepsi Raw, its nascent premium cola brand made from natural ingredients.

Bruno Gruwez, marketing director at Pepsi, confirmed that the company is developing additional flavour variants and pack formats to broaden the offering.

Meanwhile, Pepsi is preparing to launch a £1.5m integrated campaign to support Pepsi Raw's UK launch (Marketing, 21 November).

The campaign, created by Abbott Mead Vickers BBDO, breaks on 3 March. It will encompass print and outdoor advertising and is aimed at 'sophisticated and urban' consumers.

The creative is designed to convey Pepsi Raw's 'youthful and cutting-edge' brand and features half-naked figures against a New York cityscape. 'It is different from previous Pepsi ads,' said Gruwez. 'We want to create a buzz around the product.'

Pepsi Raw has been developed by PepsiCo UK. It is being rolled out in selected pubs and bars from this Friday before being introduced in stores, then launched globally."