Green Marketing 3.0 not that successful case history: Pepsi Raw

In a previous post we talked about Green Marketing 3.0. Here is a very intersting story about a not that successful case.

In 2007, Pepsi launched a great cola called Pepsi Raw in the UK: a fantastic packaging and a great taste,containing no artificial preservatives, colours, flavourings or sweeteners. By replacing corn syrup with cane sugar, Pepsi managed to reduce the calorie content of a 300ml bottle from around 120 calories to around 90 calories. It all came with a great on-line and off-line marketing campaign and in 2009 Pepsi Raw included a Twitter tag on cans and asked consumers to log-on to the microblogging website to share their thoughts on the soda in 140 characters or less. The last Twitter feed dates January 2010 and at that date Pepsi Raw had only 1293 followers. It was not a great success, especially the rollout to grocery, and the product had to be withdrawn from the UK market.

Sad story, but this teaches that marketing to the retail sector can be tricky for big corporations too- we only hope that Pepsi will not give up in their attempt to offer to consumers a healthier and greener cola.

About Norman Cescut

I love my job because I simply believe in what I do and I love to do it. I love traveling, both for business and pleasure. Meeting different people and cultures has always fascinated me, it enriches me. I love laughing, enjoying good food, my BBQ is highly appreciated by all of them. I love dancing and I love taking portraits. I’m in love with life. . - Owner & CEO at DESITA, the International Retail & Foodservice Consultancy Company specialized in shop concept design, franchising and sustainability. - Vice President, National and International Coordinator of IREF Italia, the European Franchise & Partnership Network Organization. - MENAFA Ambassador to Italy (Middle East and North Africa Franchise Association) - International Franchise Academy member and part of its Knowledge Tank. - Creator & founder of ECOFFEE the sustainable coffee shop project & related sustainable entrepreneurship platform. - Representative for the sustainable business in Italy of HH Abdul Aziz bin Ali Al Nuaimi, aka “Green Sheikh”, member of the Ruling Family of the Emirate of Ajman – UAE.

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