PepsiCo commissions Ziggurat to launch RAW cola

A Ziggurat Brands product story

Edited by the Marketingweek Marketplace editorial team Feb 8, 2008

Ziggurat Brands has created an instantly iconic identity for Pepsi RAW, the latest addition to the Pepsi cola portfolio.

The new cola, and its packaging, are designed to resonate with a sophisticated, urban market, and appeal to those who are interested in a premium, more natural cola.

Working with fixed elements - bottle shape, closure and name - Ziggurat Brands undertook extensive consumer research for the new cola, which showed that consumers responded to a pared back, elemental identity, which is pure and simple.

The RAW identity appears as a single, vertical logotype along the neck of the flint bottle, with Pepsi's brand identity integrated above.

The china white logotype stands out against the soft brown contents.

The drink is the hero, and information is presented clearly and confidently on the transparent glass.

A coppery-finish crown top features a simplified Pepsi Globe logo stamped in silver on the lid to complete the sophisticated presentation with an air of confident authority.

Ziggurat Brands also considered the RAW brand world - the trade and consumer environments in which the drink will appear when the launch campaign commences in February 2008.

The RAW identity will be applied to a range of support materials from cars to aprons.

For the on-trade campaign, specially trained Mixologists will be making appearances in bars and clubs, promoting 'Rum and Raw' as the coolest cocktail combination.

Pepsi RAW will also be available, at a later stage, via off-trade outlets.

Here too the branding will emphasise Pepsi Raw's premium positioning and the fact that it is a more natural cola.

These elements also reflect the target consumer's style conscious, lifestyle aspirations.

"We have created a brand identity that is enticing and reflects the premium nature and stripped back idea of the brand's positioning - it has all the authority of a beverage associated with PepsiCo, but is clearly differentiated from the rest of the Pepsi range", said Kellie Chapple at Ziggurat.

"This was a challenging brief, and Ziggurat Brands believes that the design fits perfectly (and independently) within the Pepsi range.