Short and stubby no more, the can, which is meant to be a "celebration of beautiful and confident women" was debuted during fashion week. In a press release, Jill Beraud, Chief Marketing Officer of PepsiCo in a press release said "Diet Pepsi has a long history of celebrating women through iconic fashion imagery seen in our infamous and historical campaigns," . She went on to add "Our slim, attractive new can is the perfect complement to today's most stylish looks." Oh boy, "slim, attractive, perfect"...that's treading some dangerous territory.
While it's true that the can is indeed sleek and attractive, reminiscent of a Red Bull can, it is also associating being skinny with confidence, attractiveness and perfection, just as the fashion industry does. You could say that this new can is the Barbie doll of beverages. I'm not totally sure how I feel about this; I'll admit that I do like the can, but not so much the message. Now, just in case you think that perhaps this wasn't Pepsi's intention, check out this other ad for 'Pepsi Light' that you wont see in North America. Uh...Yeah.
You can rest assured that if you're feeling uneasy as well, the regular can will still be available on the shelves for purchase.