I chose this ad partly because of Pepsi’s history with offensive ads (see Kendall Jenner saving the world with Pepsi), and partly because of how it contrasts with Coke’s successful campaigns (saving the polar bears). In this particular ad, several problematic comparisons are made. First, it compares the slimness of the new Pepsi can, as well as the 0-calorie diet formulation, to a supposed ideal image of a woman. Second, it suggests that this new product is only meant for this ideal version of a woman.

The new form factor of the diet Pepsi can, as seen in the ad, is a much more slimmed down version of the normal 355mL pop can. This is to meant to complement the low-calorie formulation of the drink with the smaller volume contained in the can. But it further makes the comparison to a slim supermodel (Sofia Vergara) of having a similar physical stature. I find this comparison distasteful because it suggests that the ideal image of a woman is in fact as slim as the model, and thus the new form factor will appeal to any woman who wants to identify with that ideal image. There should be no ideal image and the ad serve to feed the body shaming culture we see today. In addition, the use of the comparison also suggests that the product is targeted towards only women. It seems silly to say that men cannot also want to enjoy a lower calorie drink that is in different sizing. Yet the way the comparison is made not only gives women an unrealistic ideal image, but also alienates men from the product.

In my new jammed ad, I aimed to address the two main problematic points of the original ad: first, the ideal image of a woman, and second, the direct message to exclude males. I first deleted the text to the right of the original ad that said “the new skinny can” as it made the implied comparison of slim to the woman. Second, I replaced the woman (Sofia Vergara) with a mother that didn’t have Photo-shopped perfect skin. This shows a much more realistic image of the average female and also doesn’t have any connotations towards what an ideal woman looks like. Next, I added a young boy to the image to show that the drink wasn’t just for women, and that the size could meet a need such as simply having a smaller body and not being able to finish a full 355mL can. I also chose to have the image of the boy and mother close together to show the relationship that both can enjoy the drink rather than it being mutually exclusive. Finally, I added text at the top to emphasize the fact that the product was for everyone, and to have an accurate description of what the product is. The product is Diet Pepsi, not slim can Pepsi. Together it avoids any unnecessary comparisons and provides the consumer with helpful descriptions.

Source photo:

https://www.pinterest.ca/pin/388717011570479542/