Pepsi is launching a new can for their diet soda. It looks like this :
I’ll admit right away that I am a fan of diet soda. Why? Because it’s better for you of course!
Okay, not really – hundreds of studies have shown that drinking sodas made with artificial sweetener has numerous health concerns. This post isn’t about the health issues of diet soda so let’s put this aside for a moment. My question is :
Is this can good or bad for marketing purposes?
Pondering why I drink diet soda, I realized a few things. Diet soda is all about the feeling. I drink diet soda because it makes me feel good.
This new Pepsi can does NOT make me feel good.
Why? It stands out. Part of the reason diet soda is great, is that it allows the drinker to feel that they are still drinking soda and not a diet product. You can go into a group of people drinking regular cola, stand there with your Diet Coke/Pepsi, and feel like a soda drinker. Could you imagine standing around with this can?
It’s big. It’s tall. It stands out like a sore thumb.
Diet Pepsi is selling fizzy water and confidence. A can of this proportion stands out from the norm and does not offer me equality of other soda drinkers.
This can does not sell me confidence. This can only calls attention to the fact that I chose diet instead of regular. Who would want that? Not me.
Do you like this can?