Have Pepsi identified a way to set and maintain premium pricing for their product line?

Pepsi utilise retro branding tactics to introduce a premium priced product line.  The new product line will focus on Pepsi’s roots and reinforce the natural organic attributes of the original brand.

Sugar cane sweeteners in place of high fructose corn syrup, glass bottles in place of plastic Pepsi are looking at fresh ways of tapping into sentimental connections between consumers and Pepsi by looking at ways the product can link back to its ‘natural roots’.

Do you think throwback branding will provide Pepsi with a means of being able to maintain premium prices for their new ‘natural’ product line?