…can it

...redefining a crushing blow

New York Fashion Week.  It’s an exciting time, I assume.  Honestly, I know nothing about it other than what I saw on Ugly Betty and Project Runway.

But I would imagine it’s a blur of new designs, designers, products, and enough size zero’s to make your head spin.

And if that doesn’t do it, the uproar about Diet Pepsi’s new can design might just do the trick.

Amidst all of this fashionable fare Pepsi decided to unveil their own recent design choice.

Unfortunately the launch of their new “taller, sassier” can design has created quite a negative stir beyond the runway.

What could possibly be controversial about a soda can?  You might ask.

My guess was outrage  from the tin man and woman community.  They have plenty of issues already (rust, lightning attraction, lack there of heart).  We don’t need to add body issues to the list.

I was wrong.

Clearly you (like myself) didn’t pick up on the implications that enraged women everywhere did (or so they would have us believe).

The implication of course being that Pepsi’s choice to go with a thinner can clearly reinforces stereotypes and promotes unhealthy choices.

Pepsi, Pepsi, Pepsi don’t take this personally…and this has nothing to do with the fact that I prefer Coca Cola, but put down the shovel and stop digging your own PR grave.

You are completely misreading your opponents here.

There’s a disconnect in the communication process.  Let me explain:

The Complaint:

Your new slimmer can makes us feel demoralized and as though we don’t meet the criteria for some unattainable standard of perfection.  Why are you calling us fat?

What you said:

Our new Diet Pepsi can is a “celebration of beautiful confident women.”

What they heard:

Our thinner can means only thin women are “beautiful confident women” worth celebrating.

What you should have said after any offense was taken concerning the new can design:

We thought it looked cool.


“Diet Pepsi ‘Skinny’ Can Stirs Up Big Controversy”: MSNBC

“Hey Ladies, Is Pepsi Trying to Tell You Something…”: TIME

…bi-daily smile…

2 Comments Add yours

  1. Jessica says:

    How inconvenient! Would it still fit in our soda drink sleeves? Probably not. Which means another product would need to be marketed to diet soda divas world-wide. Honestly, if it ain’t broke, don’t fix it. The original can was just fine and fits neatly in the fridge. Taller thinner cans just make me think of power-drinks – yuck.


    1. Zer says:

      And just think about all the cup holder crises. I foresee many spilled beverages 🙂


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