Are any of you also a little upset by Pepsi’s new marketing campaign for their “skinny can”? They launched it during NYC Fashion Week—a time when historically, all things tall and skinny are already being celebrated—and are calling their “slim, attractive new can” a “celebration of beautiful, confident women.”
My first thought: Are they only celebrating the slim, attractive confident ones? Something’s off in the messaging there. My second: Perhaps I’m being too persnickety or sensitive. Third thought: No, I’m not! The National Eating Disorders Association (NEDA) expressed their displeasure as well:
“I could care less about the shape of the can,” Lynn Grefe, head of NEDA, tells the WSJ Health Blog…It’s the Diet Pepsi media campaign that’s the problem, she says. The campaign celebrates being skinny and suggests that strong, confident women must be so. That the Skinny Can campaign is being paired with Fashion Week, an event put on by an industry that has had to address eating disorders among its model ranks, is particularly problematic, says Grefe.
This campaign won’t cause anyone to develop an eating disorder, but could trigger someone who is already vulnerable to negative body-image issues to start dieting or become more extreme in their dieting, which could eventually lead to disordered eating, says Grefe…“It is exactly that kind of thinking that has truly caused the increase in people feeling bad about themselves,” says Grefe.
The message, paired with the very-slim-looking Sofia Vergara (Jezebel cries “Photoshop!”) in the ads, just leave a bad taste in my mouth. It’s just one more thing in our culture that drives home the idea that thin=beautiful. I, for one, am tired of that message.
Any thoughts? xo…Sunny