PepsiCo has designed a new tall and slender package for Diet Pepsi that the company is calling its “Skinny Can.” The new cans hit store shelves this month.
The Dallas-based beverage giant calls the new “taller, sassier” design “a celebration of beautiful, confident women.” The skinny can was unveiled in New York last month during fashion seek.
Some might say the can bears a resemblance to those tall, skinny supermodels that strut down the fashion show catwalks.
“Diet Pepsi has a long history of celebrating women through iconic fashion imagery seen in our infamous and historical campaigns,” said Jill Beraud, Chief Marketing Officer, PepsiCo. “Our slim, attractive new can is the perfect complement to today’s most stylish looks.”
As part of the festivities, fashion commentator, Simon Doonan, famous for his store window displays, unveiled a special collaboration at the Diet Pepsi Style Studio located at 362 West Broadway in New York’s fashionable Soho neighborhood.
Doonan said he was “thrilled to be working with Diet Pepsi in creating a truly one-of a kind window installation – one of my boldest creations yet – that fashion insiders, tastemakers and the public at large can all enjoy.”
Diet Pepsi Skinny Can is collaborating with 10 fashion boutiques in New York, Los Angeles, San Francisco and Miami, providing them with a custom “Skinny Can Fridge.” Thirsty fashionistas will get a complimentary Diet Pepsi Skinny Can while they shop in stores including Jeffrey, Intermix, Fred Segal, and Dash.
Some criticism, however, has bubbled up over the new can design.
The National Eating Disorders Association said it takes offense to the can and said the company’s fashion-related 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?”
We also wonder if the intent of the design was to attract a younger demographic by creating a can that resembles those used for those energy drinks that are so popular with under-30 crowd.
Then again, as Freud might say, sometimes a can is just a can.
PepsiCo also notes that the shorter, fatter standard cans are still very much available.
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