Pepsi launches new fatter skinny cans in aftermath of controversy
Wednesday 14 September 2011
Pepsi has fattened up its diet "skinny" can with a redesign that aims, perhaps, to distance itself from a controversy that bubbled up earlier this year.
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.
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," read the sales pitch.
The skinny can is the same size as Red Bull.
Meanwhile, the new handy can will be available in Pepsi Max, Diet Pepsi, and Pepsi. 7Up and Tango will also be available in the handy can format next spring. Coca-Cola also comes in mini sizes in markets around the world.
Watch Diet Pepsi Skinny Can spokeswoman Sofia Vergara talk about why she joined the campaign: http://www.youtube.com/watch?v=sTY9xQpauoY.
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