The skinny bitch at fashion week

The skinny can that's making a splash at Fashion Week

Fashion Week is in full swing here in New York and the shows and new clothes aren’t the only things making headlines.  Pepsi took this week-long fashion extravaganza to unveil it’s new “skinny” Diet Pepsi can.  To say the thinking behind the design is flawed and offensive is to put it mildly.  The new can is taller and skinnier than it’s predecessor and will likely stand out amid all the short and squat soda cans out there.  No, what I take issue with is how the company has decided to market the new design.  Here are just a few words Pepsi uses to describe the new can: “sassier”, “stylish”, “confident”, “attractive” and “stylish”.

I get what they’re doing.  They’re trying to associate their product with all those fashionistas who flock to Fashion Week.  “Diet Pepsi: The latest must-have item!”  And yet it fails because in hyping a tall and skinny product as attractive and stylish, the company is implying  if you’re not tall and skinny (like those Fashion Week models) than you’re ugly with an out of date wardrobe. 

Sure it might be unfair to jump to the conclusion those skinny cans are a representation of what the company thinks confident and attractive women should look like, but consider this:  (1) They unveiled this product during Fashion Week and (2) most diet soda drinkers tend to be women. 

And I’m not the only one who’s insulted.  When this story broke last Thursday, the blogosphere blew up.  And then on Friday, the National Eating Disorders Association stepped into the fray calling Pepsi’s choice of branding words “thoughtless and irresponsible”.

I’ve never been a fan of Pepsi, but now I have even more of a reason to stick with my Diet Coke.

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One Response to “The skinny bitch at fashion week”

  1. The skinny bitch at fashion week (via Buff Broad) « How Did You Do It? Says:

    […] Fashion Week is in full swing here in New York and the shows and new clothes aren't the only things making headlines.  Pepsi took this week-long fashion extravaganza to unveil it's new "skinny" Diet Pepsi can.  To say the thinking behind the design is flawed and offensive is to put it mildly.  The new can is … Read More […]

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