America, what’s all the skinny about being skinny?
As a proud sponsor of Mercedes Benz Fashion Week, which kicks off this week in New York, Pepsi is promoting its new signature can design for Diet Pepsi. The slimmer, taller can is what the soda brand is calling a celebration of women. In an official announcement, Pepsi says “In celebration of beautiful, confident women, Diet Pepsi presents the taller, sassier new Skinny Can …”
Trying tell us something Pepsi?
No, we don’t think the brand is outwardly being sizest (or discriminatory to the skinny can’s more robust counterpart), but the public relations campaign does seem a bit ironic. In a day when such great emphasis is placed on appearance, the convergence of stick thin models, high fashion, dieting obsessions and now the diet Pepsi skinny can all together take the “skinny” craze to a new level.
True, Pepsi might just be following the trends (the skinny can looks like the cousin to Red bull’s shape) but the alignment with fashion week and its publicity campaign itself give off a bit of an unsettling message.
We’ll have to wait until March, when it hits retail shelves, to see who’ll be ditching the classic can and toting this new one around town.
What do you think of the new can design?