Diet Pepsi 'skinny' can causes stir

2011-02-12 15:35

New York - 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 presented the new can at New York's Fashion Week, which began on 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 offence to the can and said the company's comments are both "thoughtless and irresponsible".

Innovative

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 February 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.

- AP
Read more on:    pepsi  |  us  |  design
NEXT ON NEWS24X
SHARE:

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
5 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
/Sport
 

BMW drift battle: M235i vs. speedway bike

Watch this insane drift contest with four-times dirt-track World champion Karl Maier riding a speedway bike against a BMW M235i.

 
 

Men24.com

Want to start talking dirty?
Everyday struggles of naturally skinny guys
And this year's Miss Bumbum title goes to...
How to maintain your mo, bro

Jobs in Cape Town [change area]

Jobs in Western Cape region

Auto Body Estimator

Cape Town Southern Suburbs
GAP Consulting
R15 000 - R25 000 Per Month

Courier Sales Executive

Western Cape
Cozens Recruitment Group ( Western Cape)
R20 000 - R25 000 Per Month

Chef

Cape Winelands
People Partners

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now!

Kalahari.com - shop online today

20% off ALL TV Series

Choose from 1000’s of the hottest TV Series . While stocks last. Shop now!

Festive gifts!

Check out our awesome range of festive gifts to make everyone’s wishes come true. Shop now!

Seen something you like in our catalogue?

Find the perfect gift and save up to R5000 – As seen on the catalogue. Hurry and shop now!

Save up to R2200 on electronics! – As seen in the catalogue

Wishing for tech gadgets this festive? Save up to R2100 on hot tech products at kalahari.com. While stocks last. Shop now!

Up to 35% off books

Save up to 35% on the latest page-turners. While stocks last. Shop now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

Horoscopes
Aquarius
Aquarius

There is a strong focus on social interaction and connecting with your friends. You may have the need to expand and connect with a...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.