
15 Sep 2011 UK: Pepsi launches new fatter skinny cans in aftermath of controversy
Plus ca change, plus c’est la meme chose… or the more things change, the more they stay the same. An apt saying for a move by Pepsi in the UK to change its Pepsi diet soda can from a “skinny” to a “fatty” – a can format that was discontinued some years ago in SA.
The new “handy can” launches across the UK this month and contains the same volume of soda as the skinny can – 250 ml or 25 cl – but in a squatter, fatter package.
In an interview with industry publication BeverageDaily.com Tuesday, Ball Packaging – which is responsible for the new can – said the redesign was developed so it can fit into a lunch box, handbag, and picnic baskets, as well as for shelf differentiation.
The spokeswoman said that Ball had noted a trend towards a growing variety of can sizes as a consequence of the mega-trend towards ‘individualisation’. “Consumers increasingly want to make their individual choice, and have packaging customised to their individual needs,” she added.
Asked what hopes Ball had for market share and uptake, the spokeswoman said: “The new can format will not replace existing formats, but will complement them. That was the case with the sleek can, which over time increased its market share but never replaced the standard cans.”
But it’s also conspicuously fatter packaging compared to the taller, sleek, “sassier” skinny can Pepsi debuted back in February to coincide with Fashion Week in New York – a can that caused quite a buzz among indignant eating disorder groups.
Critics panned the new packaging for what they said reinforced negative body image and called it offensive.
“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 at the time.
Brand experts praised the new design but said the company may be a bit off on its sales pitch that skinny is better. The National Eating Disorders Association said it took offense to the can and that the company’s comments were both “thoughtless and irresponsible”.
An article for Slate commented: “Same old story – aspirational, looks-oriented advertising with a thin layer of faux-empowerment on top. If you’re confident on the inside, you’ll be skinny on the outside, or something. Huh?”
Pepsi said that can and its campaign were focused on design.
“We are sensitive to this interpretation, and that is definitely not our intent,” the company said. “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.”