Monday, February 21, 2011

Opening a can of questions

Skinny Pepsi Can Launch Is Heavy With Controversy
Diet Pepsi releases skinny can
Pepsi Press Release

Diet Pepsi recently announced a new product innovation - The Skinny Can. This product launch intrigued me for many reasons. On one hand, the can clearly communicates Diet Pepsi's brand positioning. It also gives it a new, chic persona which helps create a differentiation point between rival Coke. Given this positioning, a launch during fashion week was smart, and provided a vast pool of target consumers.

However, on the other hand, it seems like the marketing managers had to expect some kind of controversy. I don't think it helped either, the way they presented it. I can understand how some people could be upset that something described as "chic,""attractive," and a "celebration of women," is slapped with a "skinny" label.

Plus, nothing about the actual product changed; the serving size is even the same. So, deciding between the skinny can and the regular can is decision made solely on looks. Which makes this an interesting commentary on our society - that it's not about just about what you drink, it's how you look while you're doing it.

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