The skinny on Diet Pepsi’s newer, slimmer can
Recently, we reported on a new back-to-basics approach by Pepsi, which announced the release of Pepsi Throwback, an old-school version of their cola made with real sugar instead of high-fructose corn syrup. We’re frankly not sure what to think about Pepsi’s newest addition to its product line, the Diet Pepsi Skinny Can drink. Debuting at New York Fashion Week, the new can is touted as a slimmer, stylish companion for the modern day fashionista.
In a statement, PepsiCo’s chief marketing officer Jill Beraud says, “Diet Pepsi has a long history of celebrating women through iconic fashion imagery seen in our infamous and historical campaigns.” (Who can forget Cindy Crawford in this pro-woman, fashion-first Pepsi commercial from yesteryear?) Beraud goes on to call the new skinny can the “the perfect complement to today’s most stylish looks,” because, apparently, stylish women are all thin. The design itself is true to its name: the new can is quite literally a thinner, silver version of regular Diet Pepsi, and touts its zero calories, carbs and sugar. No word yet whether drinking it will actually make you thinner (though it may increase your risk of stroke).
The Skinny Can hasn’t made its way to Canada yet, but it will be celebrated with a fashion-inspired window installation at the Diet Pepsi Style Studio (a sort of fashion installation-cum-marketing campaign) in SoHo. Designers Betsey Johnson and Charlotte Ronson are also collaborating on the launch at N.Y.C. Fashion Week. Apparently, nothing says “model” and “skinny” like aspartame and caffeine.
And tall. The only attractive women are tall and skinny. Or something. And the new Pepsi logo still looks like a fat guy: red is the shirt, blue is the pants, and white is the unsightly pot belly from too much sugar.
What a horrible marketing pitch! Not only are they going to alienate a large portion of their demographic, they’re perpetuating the message that “skinny = beautiful and confident”. For sure a healthy weight is a good idea. But, there was no mention of health in their pitch. Only skinny and taller (the can) is the “epitome of beauty”. Jill Beraud, formerly with Victoria’s Secret, needs to change her mindset if she’s going to represent a product that is consumed by a broader demographic than sexy bras and panties. Minus the personal offense, the pitch is poor to say the least.
The skinny can of cola has been in Korea since before I arrived here in 1997. I actually prefer it for the smaller size – I can’t even finish a full size can anymore. less calories is good. Big is definitely not better.