In the company's official press release, chief marketing officer Jill Beraud commented,
Diet Pepsi has a long history of celebrating women through iconic fashion imagery seen in our infamous and historical campaigns, and we're proud to continue that tradition... 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.
Is this smart image branding, or is it sending out a negative body-image message in a can? On the websphere, design- and food-minded writers are weighing in on Diet Pepsi's new look:
Suzanne Labarre, senior editor of Fast Company's Co.Design, admits the can has an attractive look reminiscent of Red Bull, but she gives thumbs down for associating "skinny" with "beautiful." Similarly, food news website Eater makes a point in its article title, "Diet Pepsi Introduces Skinny Can to 'Celebrate Women.'"
Then again, Pepsi has always had a thing for supermodels.