Pepsi debuts skinny can

The taller, thinner Diet Pepsi is aimed at women.

By Kim Peterson Feb 9, 2011 1:46PM
redit: (© PepsiCo)
Caption: New Diet Pepsi canPepsico (PEP) is debuting a can of Diet Pepsi that it says is a "celebration of beautiful, confident women." The so-called skinny can is taller and thinner -- just what we expect in a beautiful, confident woman, I guess.

The can debuts at Fashion Week, which starts Thursday in New York, and will be available nationwide starting next month.

"Our slim, attractive new can is the perfect complement to today's most stylish looks," said the chief marketing officer of PepsiCo. I don't know about you, but aluminum can falls even below small Chihuahua on my list of important fashion accessories -- and that's pretty low.

The short, fat Diet Pepsi can will still be around. But if you stand any chance at being fabulous, you will not buy it. And for the following week, Pepsi will refuse to acknowledge that it owns Frito-Lay.

Post continues after this Fashion Week video:
Pepsi will also give a custom skinny-can fridge to 10 fashion boutiques in New York, Los Angeles, San Francisco and Miami. A whopping 30 fashionistas will get a free can while they shop, the company says.

"Now even a soda can tells women that their butts will always be too big," writes Suzanne Labarre at design blog Co.Design.

Fashionista says Diet Coke has long been the fashion industry's drink of choice. Karl Lagerfeld even has a Diet Coke butler. Victoria Beckham reportedly drinks only Diet Coke because she hates the taste of water.

Can Pepsi compete in the Coke-dominated fashion world? Hey, in a culture in which outfits like these are celebrated, even Pepsi has a shot.
Feb 9, 2011 8:10PM
We live in a society where magazines, billboards, clothing stores and now even our soda cans tell us we can only be acceptable if we are tall and skinny.  I find this an insult to the average woman who spends her life working for a living and doesn't have the ability to starve herself half to death because she needs to care for her family.  This new can is the most ridiculous thing that pepsi has come out with yet. 
Feb 9, 2011 8:39PM
Oh, come on!  Who really cares what shape your soda can is???  I'm so sick of hearing about how things are being redesigned and improved, when all that's being done is visually reinforcing the message that only tall, skinny women are beautiful.  Next they're going to tell us the whole point of the can is so that women can feel more confident about their ability to hold onto it because our hands are naturally smaller than a man's.  This is absolutely disgusting and is nothing but a ploy to further undermine the self-confidence of girls and women everywhere. 
Feb 9, 2011 7:02PM

Really Pepsi? Wow...


I would think this was a joke, but then I forget I live in the shallowest, image centered, narcissistic country in the world.. and realize that the joke is on me. i should give up and join the flocks leading their lives based on "celebrity", "fashion", "money", "fame"... but I think I just have more substance than that.


Not trying to make something so trivial in to a big deal, just another symptom of the disease.

Feb 9, 2011 9:16PM

What an INSULT Pepsi, who cares about the size or shape of a can? Stop stereotyping women and trying to say a woman has to be tall and skinny to be beautiful. I am 5’8” and weigh 125 pounds and it’s not because I starved myself, my whole family is tall and skinny and I have NEVER tried to make friends or family members who may be larger than me feel that they are not beautiful. I have full figured friends who are absolutely beautiful (internally and externally). A tall skinny person with an attitude or arrogance IS NOT beautiful at all. I think we should AVOID purchasing the new can to send a message to Pepsi. It’s disgusting and insulting to say the least!

Feb 9, 2011 8:02PM

A confident woman doesn't need a Pepsi can to reinforce her confidence.

"The short, fat Diet Pepsi can will still be around. But if you stand any chance at being fabulous, you will not buy it."


Feb 9, 2011 11:39PM

Most of you have summed it up already and I agree 100% with you!


I actually like the design of the can, but, unfortunately, Pepsi had to go and equate the tall/skinny of it with the attractiveness and confidence of women.  What a complete turn-off and excellent reason to NEVER purchase it!


The 'marketing genius' that came up with this crap should be fired immediately!

Feb 9, 2011 10:14PM

"Our slim, attractive new can is the perfect complement to today's most stylish looks," said the chief marketing officer of PepsiCo."


First of this person a man or a woman?  And seriously?  People are STILL insisting that slim equates to attractive even with the epidemic of eating disorders in our society?


If you want to market a cool can, go for it, but don't be moronic enough to say that.


Excellent job Pepsi.  I won't be drinking it.

Feb 9, 2011 9:47PM
I think this is the most disgusting thing I have ever seen...apparently you have never known anyone with anorexia...I have and this is just a kick in the face to them...The modeling industry is bad enough now you have to throw this at them. PLEASE!!!!!!!!!! I would never purchase one...So that's all I have to say...
Feb 9, 2011 8:00PM
This can is new?  I thought it was a neat idea when I bought a soda in a skinny can back in 1990 in Seoul, Korea.  Next thing we'll be talking about putting coffee in cans.  Oops, they already already did that too. 
Feb 10, 2011 12:46AM

Relax and take a chill pill, buying the product is OPTIONAL!


Feb 9, 2011 10:56PM
I'm hoping its a joke. My husband is a salesman for Pepsi and hasn't heard a thing about it. It just sounds moronic to me.
Feb 10, 2011 12:48AM
Lot of fat people with their panties in a wad here.
Feb 10, 2011 11:11AM
I think it is foolish.. It will be a big cost that will be passed on to us the consumer plus the can will tip over even easier then it does now and it wont fit in the all the beverage holders in cars - trucks - buses - planes...Well u get the idea..All because these idiots are so full of themselfs because they can do what they please and we have to like it... But I don't have to buy the drink.. It Sucks anyway.!!!
Feb 10, 2011 3:22AM

I just don't get it anymore? All the polls and all the demographic information suggests Americans are over weight. Right? Well than why would a fortune 500 company with all this data decide to appeal to the slender confident women? These campaigns cost companies millions of dollars. You would think they would want to appeal to the majority in their business model.

Go to school, buy them their books. They still screw up.

Feb 9, 2011 9:21PM
...I don't think it's April yet.

I honestly don't think it's true; we can't be that bad. It said the following week they will not acknowledge that it owns Frito-Lay. That in itself indicates to me that this is pure satire. I have found no indication that there is even a fashion world around for Coke or Pepsi (Besides the screen tees that pop up occasionally), but I'm not "fashion-oriented" either.

And, I've been wrong about Trenta, too.

Feb 10, 2011 1:37PM
The old slender sexy bottle from yesteryear would be so much better. Aluminum can is lame no matter what the shape is.
Feb 9, 2011 10:16PM
I wonder how many ounces the can holds. Does it hold the full 12 ounces of a standard sized can or 8 ounces of the "short" cans? They must be denying Frito-Lay because it is their division that makes snack (junk) food.
Feb 24, 2012 12:47PM
Wow is this all you morons have to worry about! Who cares! Think about yourself what you want. Guys that have two brain cell to rub together like a little candy coating. If you don't like your body you do something about it. That is not the Pepsi Co. resposibility. Soda is soda it could come in a big fat barrell and I don't care. Kids come first so think about them and not shape of soda cans! I also agree with red billy bring back the glass bottles the soda tasted so much better. 
Feb 10, 2011 10:07AM
Must be the influence of their ceo that Indira whatever her name is from India.   Short cans fit better in a refrigerator.  And, of course, skinny or fat cans, what difference does it make anyway.  None imo.  Just another shotgun marketing idea they hope sticks.
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