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.