DraftFCB will orchestrate Pepsi Raw’s retail launch

DraftFCB is understood to be working on a brief to launch Pepsi Raw, the premium “natural” cola from PepsiCo, into retail outlets.

P11_PepsiRawIt is thought the brief revolves around building buzz and word-of-mouth marketing for the brand, with a heavy retail presence and promotional activity.

The appointment, which was made without a pitch, is not thought to affect Abbott Mead Vickers.BBDO, which handles advertising for the brand. Pepsi Raw launched in the UK in March this year in the on-trade, ahead of an exp-ected international roll-out.

The brand was due to launch in supermarkets and shops later this year, but it is thought activity has been pushed forward. PepsiCo has already begun a soft launch of the cola brand in upmarket chains such as Waitrose, supported by sampling and promotional activity.

Its initial launch in the on-trade market was supported by a £1.5m integrated campaign created by Abbott Mead Vickers.BBDO.

Pepsi Raw, a premium cola that aims to appeal to a more health-conscious consumer, is the third variant in the Pepsi range since the UK launch of Pepsi Max in 1993.

The win comes three months after management changes at the Interpublic-owned agency. DraftFCB London president Nigel Jones was poached to join Publicis as UK chief executive and managing director Enda McCarthy was promoted to replace him.

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