Diet Pepsi Refreshes Its Can

With energy drinks, and so-called performance drinks cutting into soda pop’s market share, Diet Pepsi has decided to launch a “skinny” can in order to better compete.
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According to Ad Age, PepsiCo is building a major marketing program around their new Skinny Can, slated to run throughout 2011.
“The challenge is making sure that packaging is a legitimate way to do marketing,” said Ms. Ami Irazabal, marketing director at Pepsi. “Sometimes people think innovation is about changing what’s inside. But sometimes I think it’s about celebrating what’s inside in a different way.”
Apparently, some people don’t like the Skinny Can, but that’s not interesting to me. What is very interesting to me is the fact that Diet Pepsi spent $63 million on measured media in 2006, less than half that in 2007 and just a half-million dollars since then. Sales have remained steady despite the severely reduced advertising outlay.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.