Diet Pepsi has introduced its new "skinny can,” which was first presented at New York's Fashion Week and will be released to consumers nationwide in March.
Nothing has changed about the diet drink itself; it just sports a “taller, sassier” new can exterior. The spark of controversy ignited after the company announced the can was made in “celebration of beautiful, confident women.” Of course, its premier being at one of the world’s biggest fashion events didn’t help too much either.
"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 are arguing, however, that it’s hardly something to celebrate. Woman’s body types are undeniably a touchy subject. Pepsi arguably crossed into a dangerous territory of body image stereotypes. As with most controversies today, society took the inconsiderate slip up and ran with it.
The National Eating Disorders Association, for example, said it takes offense to the can and said the company's comments are both "thoughtless and irresponsible."
Suzanne Labarre at design blog Co.Design wrote, “Now even a soda can tell women that their butts will always be too big.”
Even brand experts who praised the new design noted that the brand is slightly off with its sales pitch. Pepsi has responded to these criticisms by replying in an e-mailed statement, "We are sensitive to this interpretation, and that is definitely not our intent.
"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."
If nothing else, Pepsi has definitely gotten the amount of advertising they were wishing for, just not in the intended form.
By Ellie Fink
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