Diet Pepsi 'Skinny' Can Stirs Up Big Controversy

Diet Pepsi has introduced a new "skinny" can for Fashion Week, but some critics are giving it a big, fat "no."

The can is a "taller, sassier" version of the traditional can that the company says was made in "celebration of beautiful, confident women." Some say Pepsi's approach only reinforces dangerous stereotypes about women and body image.

PepsiCo Inc. presented the new can at New York's Fashion Week, which began Thursday. It will be available to consumers nationwide in March.

The company, a Fashion Week sponsor, is hosting a series of events to launch the new can, include collaborations with popular designers such as Charlotte Ronson and Betsey Johnson.

"Our slim, attractive new can is the perfect complement to today's most stylish looks, and we're excited to throw its coming-out party during the biggest celebration of innovative design in the world," Jill Beraud, chief marketing officer for PepsiCo said in a statement.

Critics say it is nothing to celebrate.

Brand experts praised the new design but say the company may be a bit off on its sales pitch that skinny is better. The National Eating Disorders Association said it takes offense to the can and said the company's comments are both "thoughtless and irresponsible."

Libby Copeland summed up many of the criticisms in an article for Slate.

"Same old story - aspirational, looks-oriented advertising with a thin layer of faux-empowerment on top," Copeland wrote. "If you're confident on the inside, you'll be skinny on the outside, or something. Huh?"

Pepsi said that can and its campaign are focused on design.

"We are sensitive to this interpretation, and that is definitely not our intent," the company said in an e-mailed statement. "We intend to highlight the innovative look for Diet Pepsi and provide our fans with an "inside look" at events that celebrate innovation and style."

The company will take its campaign one step further on Feb. 28 when it launches a print advertisement for the new can featuring the buxom actress Sofia Vergara.

Pepsi says it will continue to sell its traditional-sized can.

Comments

[Finnegans Wake]

03:56 PM on 03/15/2011

Drink water.

[Candide33]

03:50 PM on 03/15/2011

Um..... there is only one real question here.... does it stay upright in a cup holder? If the answer is no then all bets are off.

[SoylentGreenIsPeople]

08:54 PM on 02/17/2011

Needs a skull and crossbones.

[HighDesertBob]

07:18 PM on 02/17/2011

From a purely retail marketing point of view these cans will be a problem for stores. They won't fit in the standard shelves, they won't fit in the vending machines, they will be out of place on the shelf in the refrigerator and they will be hard to hold onto for many.
It appears the marketing department only looked at the fashion aspect and not the retail side. People will buy them and many will like them, but the retail outlets will eschew them for the short fat ones that will fit into their displays better.

[Leadsled]

06:10 PM on 02/17/2011

Wait, there is controversy over the premise that "skinny is better"? Given our obesity epidemic in this country I think it is criminal to imply anything other than skinny is better and if you aren't skinny you have work to do (presuming that your obesity isnt caused by environmental factors like the ease of access to healthy food).

[2crudedudes]

05:52 PM on 02/16/2011

So wait, the peddlers of a disease-inducing product are being attacked for being insensitive to people with diseases but not for causing diseases?

[Leadsled]

06:11 PM on 02/17/2011

Disease inducing product? Please. For one thing, do you ignore personal choice/decision making in your formulation entirely or are you merely discounting it?

No product is "disease inducing" products can only be "likely to induce a disease if used in a particular way by people making specific decisions regarding its use"

[HerrMonk]

12:49 PM on 02/16/2011

The fatties are really complaining about a tall skinny soda can? Really?

[Phlan]

02:07 AM on 02/16/2011

The majority of consumer like tall and skinny. Not short or fat.
The bottom line shows it and the corporation was bound by thier agreement with the shareholders to follow that lead.

Corporations aren't allowed to consider a persons feelings or health. Only "does it make us money" or "does it lose us money."


A corporation might need to consider legality of decisions only if the potential fine in more than the profit made from such move.

There is NO citizenry to corporations conscience.

[NatiArt]

11:12 AM on 03/08/2011

"The majority of consumers like tall and skinny. Not short or fat"

Yet knowing this and taking the risk to lose money, Dove still chose to launch it's Campaign for Real Beauty - using plus sized "average"-looking models in their ads and commercials. In the first six months of the campaign, sales of Dove's firming products increased 700% in Europe and the US, and in the first year global sales surpassed $1 billion.

So maybe corporate "consideration" of people's feelings or health actually does pay off.

[chaapai]

01:09 AM on 02/16/2011

new can, same toxin inside…

and I should know, I drink 6 of 'em a day. terrible stuff but I am so addicted to the artificial sweetener...

[prettybutterflies]

11:34 PM on 02/15/2011

I personally am OUTRAGED!!! I used to think I was beautiful, I used to have high self-esteem, that was until I saw this "skinny" can. ; (

[ccastillo]

03:30 PM on 02/15/2011

People over analyze and take the fun out of everything!!! As a woman, who does not stand 6'1" and does not have super model proportions, I find this article laughable. This is what is stirring controversy at Fashion Week... A soda can. How can a woman's self esteem be shattered over a soda can during a week that is all about aesthetics! (Beautiful artful aesthetics, I wish i could be there myself : p). If you wanna have a moment of insecurity,self doubt; feel bad about the fact that there are hundreds of 'Skinny' beautiful models surrounding you! Woman up have some confidence and stop this pity party! In fact, I cannot wait for the 'Skinny" can to come to local retailers! (and please don't misconstrue this as mean or nasty, I mean no disrespect to anyone with eating disorders, frivolous marketing ploys shouldn't be taken to heart...)

[prettybutterflies]

11:15 PM on 02/15/2011

Very well put!

[MissMel10]

02:44 PM on 02/15/2011

I'm not much of a soda drinker, but I like the can. *shrug*

[Anarchy4hire]

02:42 PM on 02/15/2011

If people cared about their bodies..they wouldn't drink that processed poison

[Exene]

10:25 AM on 02/15/2011

The fact of diet soda is a bigger issue to me than the shape of the can. If you're worried about body image and health, don't drink diet soda (or any soda) regardless of what shape the can is.

[BlueZoo]

12:19 AM on 02/15/2011

Forget the can controversy! Take that damned ad off the television that has the guy saying he wants to go to bed with a girl! It is playing at all hours of the day and night and kids are seeing it!

[Exene]

10:21 AM on 02/15/2011

Thank you!! I saw that during the Superbowl, which is rated "TVG" . I don't have kids, but if I did, I would like to feel confident that a G rated show would have G rated commercials!