Pepsi Raw?!
The Sensation of a New Category
You know that feeling of a fresh, cold draft beer? Pepsi is trying to evoke that same sensation with soda. In a move that's part branding genius, part cultural trend-jacking, Pepsi has launched Pepsi Nama (“Raw Pepsi”) in Japan.
The concept of “nama” (生), meaning “raw” or “draft,” holds deep roots in Japanese drinking culture—especially tied to fresh, unpasteurized beer. This cultural cue gave rise to Japan’s growing “craft cola” movement, led by a small local brand called Iyoshi Cola, which created its own herbal, hand-crafted version of “raw cola.” The success of Iyoshi proved something simple yet profound: consumers crave freshness not just in taste, but in philosophy.
Jumping on the trend, Pepsi introduced its own “raw” variant, promising a fresher, crisper flavor profile, especially through Pepsi Zero Nama. It’s a brilliant example of a global powerhouse learning from a local innovator—borrowing authenticity, then amplifying it. Suddenly, a massive multinational brand feels as nimble and relevant as a neighborhood favorite.
Why this strategy?
From Niche to Mainstream
Pepsi didn’t invent the idea of “raw.” They recognized a cultural undercurrent and scaled it. By amplifying a grassroots movement instead of forcing a top-down campaign, Pepsi tapped into local pride while expanding its reach.The Sensation of Freshness
The “nama” label carries psychological weight—it implies purity, immediacy, and craftsmanship. That sense of “just-poured freshness” transforms an everyday soda into an elevated, almost artisanal experience.Cultural Relevance
By embracing a concept deeply rooted in Japanese sensibility, Pepsi shows humility and adaptability. It becomes not the foreign giant, but a guest fluent in local language and taste.
My Comment
This idea fascinates me—why has “raw” always belonged to beer, but never to soda? What if we extended that purity mindset beyond alcohol? Imagine a “Raw Sprite,” distilled to the essence of fresh citrus. Or “Raw Sparkling Water,” naturally carbonated straight from a mountain spring.
It’s a reminder that innovation doesn’t always come from creating something new—it often comes from reframing what already exists, through a more sensory, human lens.
