"Skinny" Diet Pepsi: At Fashion Week, Even Cans are Too Fat
Fashion Week starts today, and Diet Pepsi has a big
fat announcement! From their latest press release:
In celebration of beautiful, confident women, Diet Pepsi presents the taller, sassier new Skinny Can at New York's Fall 2011 Mercedes-Benz Fashion Week.
Finally! Our unrealistic beauty standards for women—oh, excuse me, just "beautiful, confident women"—have made the jump to inanimate objects! Is it just me or are regular soda cans looking like total fat asses right about now?!?
Oh, my, god. Becky. Look at her can. It is so big.
While basically ridiculous in its premise (everyone knows Diet Coke is the fashion industry's drink of choice! also, the skinny can idea is just terrible), this new can design is still a troubling development. A close read of the aforementioned press release reveals language like "sleek," "slim," "attractive," and "perfect." Though they may not explicitly say it, Pepsi is clearly sending the message that thin is beautiful, even when we're talking about metal cans. It's a discourse analysis dream come true!
Not content to just peddle their "thin is in" cans at Fashion Week, where this type of misguided stunt is sadly to be expected, Pepsi is planning to distribute these cans to insecure women everywhere beginning in March. As part of the promotion, they're even creating "Skinny Can Fridges" to drink the skinny cans from. You don't want to look fat, do you? Then don't drink from a stupid fat aluminum can you got from a stupid fat refrigerator, you fatties! Skinny Pepsi will make you look skinnier and cooler and better and less fat! Especially if you get it from a skinny fridge! (No it won't.)
As if Pepsi's racist, sexist Super Bowl spot wasn't enough already, now they're shoving body issues down our throats in the form of shiny drink receptacles. Newsflash, Pepsi: We get enough messages about being "skinny" already—we don't need to feel self-conscious about the SIZE OF THE CAN WE'RE DRINKING FROM.
In other news, Pepsi also owns Frito-Lay. How will they reconcile that one? With a "skinny" bag of All-Nighter Cheeseburger Doritos?
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