People in Brazil are finding unconventional ways to work out and strength train these days, so to Pepsi has created some ‘lightweight’ workout equipment. The soda brand recently unveiled its newest campaign for Pepsi Light (which is the name for Diet Pepsi in a few other countries) that features its product in dumbbell shaped bottles.
Pepsi Light’s new bottle packaging promotes itself as a lighter drinking option. Created with the help of Brazilian advertising agency AlmapBBDO, the new bottle was promoted in gyms in the form of a dumbbell rack.
“People who are truly healthy may roll their eyes at the look of the Pepsi Light Dumbbell. Taking on the shape of an actual dumbbell, it’s meant to evoke the sense of a healthy lifestyle.” According to AlmapBBDO, “After all, a product that sells a light way of life deserved a new packaging that showed just that.”
A bold statement, but one that is pretty clever.
For those who are health conscious, regularly drinking diet sodas can lead to being overweight or obese. While there’s yet to be research on how marketing a product to look like exercise equipment affects sales, studies do show that when athletes endorse unhealthy products, it can create confusion.
I happen to be a fan of Pepsi, but I don’t know if this campaign is worth its weight, so to speak. Share your thoughts in the comments below or on social media.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.