Group 6 Samantha Murray Alyssa Fite Avery Sechrest Victoria Morris Peyton Whilhoite Frank Mu Sarah Bennett Mary Rose Callahan Project Proposal Diet Pepsi Cindy Crawford Skinny Can Campaigns Perhaps one of the most recognized logos in America is the Pepsi logo and with such a famous brand is the chance for much competition For this project our group chose to study the sister product to Pepsi Diet Pepsi The two different Diet Pepsi campaigns we are focusing on in this project are the Cindy Crawford campaign and the Skinny Can campaign While Cindy Crawford appeared for Pepsi in the nineties her first ad for Diet Pepsi ran in 2002 The Skinny Can campaign began during Fashion Week in February of 2011 and ended around July of 2011 Diet Pepsi created both of these campaigns with very different intentions One major difference in the two campaigns is how they were to be received With the hopes of recapturing the audience that was drawn to Cindy Crawford in the nineties Diet Pepsi chose to bring her back with much similarity to her first and most famous ad To understand the reasoning behind her Diet Pepsi ad in 2002 you must understand her first ad for Pepsi in 1991 In Cindy Crawford s 1991 a she pulling up to an old country store casually dressed and slipping in two coins to buy a Pepsi This made Diet Pepsi look cool easy to access and common It gave the feeling of accessibility and simplicity People would feel cool drinking Diet Pepsi because Cindy Crawford a mother nonetheless is doing it too In her 2002 ad Cindy Crawford is now drinking Diet Pepsi still has the same great body but she now has kids and an SUV The implied message is that Diet Pepsi is somehow bottled up water from the fountain of youth Like with the Cindy Crawford campaign the Skinny Can campaign also wants viewers to connect Diet Pepsi with beauty but this time the beauty of the can Diet Pepsi came out with a slimmer sexier design for its can in the hopes of appealing to women Unfortunately this offended women by reaffirming stereotypes that only tall and thin women are beautiful It was just a reaffirmation of society s stereotypes that was not well accepted In the hopes to recover from this bad publicity Diet Pepsi brought in curvy actress Sofia Vergara who is still represents Diet Pepsi today The difference between the executions of the two campaigns is fairly clear The main feature of the Cindy Crawford campaign was the two commercials filmed with the same actress the second commercial nearly an exact replica of the first and only slightly more modern In contrast the Skinny Can campaign involved a change in the actual product Rather than just advertising Diet Pepsi in its original form the company took the initiative to alter the display of the product in an effort to gain more consumers While both campaigns promoted Diet Pepsi using beauty the Cindy Crawford campaign did so in a healthy playful way with two young boys in the commercial and a real woman and role model in the ads In the more controversial Skinny Can campaign Diet Pepsi plays on 0 calories which to many directly correlates to a size 0 especially being paired with Fashion Week The Cindy Crawford ad relates more to the average person by showing every young male s dream and every young woman s dream look yet it is achievable In order to portray this message the best execution of this would be through commercial rather than print The Skinny Can campaign wanted people to blatantly be reminded that skinny can equals skinny me and the most obvious way to do that was by making the can skinny and through print ads of the skinny can