Diet soft drinks of today like to plug the ‘diet is better for you’ and the ‘it is the guiltless choice.’  It seems that the concept of diet soft drink as  “making you thin” is now a withering favourite. Advertisers have long been placed in the boiler for encouraging eating disorders. Therefore this assertion that Diet Pepsi will make you penny sized is certainly risky.

If you don’t mind a stick of superficial fun, this ad is somewhat entertaining. The photography isn’t too bad and the colour palette offers a nice warmth. However there are clear signs of advertising deficiency- where is the Pepsi brand? Also a tasteful copy would certainly get the juices pumping.

Yet perhaps the lack of copy could be explained by a means of avoiding trouble. For you see Diet Pepsi hasn’t “technically” encouraged antenna -like bodies. Technically we can interpret this splash as anything. It is so ambiguous the splash may NOT be an anorexic penny person. It could well be the soda can’s ring, or even an animal that has fallen short of the Pepsi.

Do you want to know my guess… a discarded can of Coke.

Advertising Agency: JWT, Mumbai, India
Creative Directors: Tista Sen, Shammsunder Gooud
Art Director / Copywriter: Shammsunder Gooud
Illustrator: Vivek Warang
Photographer: Avadhut Hembade

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