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.
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 at Bonehook in Portland, Oregon.