Pepsi Raw has been positioned as a 'natural cola', apparently because it contains raw cane sugar, and with its 'no artificial sweeteners, flavourings, colours and preservatives' mantra, is presumably aimed at the more health-conscious among us.
The designers have chosen not to go down the 'Frootopia-Earth-Mother' route. And a good thing too. This product is designed for clubland and, while this is not a market that has traditionally been squeamish about putting artificial substances into their systems, the design aesthetic works. The name even sounds like a raunchy club. This is sexy health, not hippy health - health reborn for the noughties nightbirds.
The stripped-bare image will, no doubt, appeal to young urban consumers. The simple bottle shape also works strongly in its favour and the branding seems more powerful for its restraint. So good luck to it - with a name like Raw, the comms opportunities are awesome. I look forward to seeing what becomes of it.