But It's Just a Can! -- The Sleek, New Look of Diet Pepsi

I chose a post on the blog the Pursuit of Harpyness which discusses the new Diet Pepsi campaign as well as other advertisements created by Big Foods (which created the Skinny Pepsi advertisement).  I chose this blog and this topic because the messages sent to women about what the ideal body should look like are highly problematic.  Even though most of us are (at the very least) aware of this problem, it is still a very important issue to discuss.

In the wake of the controversy created by the Pepsi Max Superbowl commercial, Pepsi has unveiled their next ad campaign: “the taller, sassier new Skinny Can”.  This new can, which is indeed taller and skinner than its predecessor, is meant to celebrate “beautiful, confident women”.  In a press release for PepsiCo, Chief Market Officer Jill Beraud (who, for what it’s worth, also worked for Victoria’s Secret) stated, "Diet Pepsi has a long history of celebrating women through iconic fashion imagery seen in our infamous and historical campaigns, and we're proud to continue that tradition as an official sponsor of Mercedes-Benz Fashion Week. 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."  Basically, the message of this campaign (coupled with Beraud’s comments) is that in order to be beautiful, confident, and fashionable, you must be “tall”, “skinny”, and “new” (so therefore young?).  Although this is hardly a new message, especially for advertising, that does not make the campaign any less ridiculous (how can a soda can be sassy?).

I know some people may be inclined to argue that it’s just a can, and, to be honest, they’re partially right – there is nothing inherently wrong with redesigning a can.  The problem is not with the can, but the advertisements and the decision to unveil this design in conjunction with fashion week.  The fashion industry is notorious for pushing the exact message that the Pursuit of Harpyness (as well as many other feminist blogs) argues that PepsiCo is trying to push with this campaign – that in order to be beautiful and fashionable, you must be thin and tall.  As a final though, I find it very interesting that the new design and campaign is for Diet Pepsi and not regular, full-calorie Pepsi.

-- Stephanie Cristiano