Pepsi is attempting to win over the gym junkies and fitness freaks with a new ‘healthier’ version of their addictive drink. They have released Pepsi Light, which they are marketing as calorie free and available in some very different packaging. Pepsi have decided for the new beverage to be in the shape of a two-kilogram dumbbell.
The Pepsi Light bottle was designed by Brazilian agency Almap BBDO who created the packaging and distributed them to gyms. Although we’re sure they were very impressed by the creative dumbbell concept, we’re not too sure they were ecstatic to be providing their clients with Pepsi. Perhaps this would have worked better for a sports drink or even water.
Props to Pepsi for trying but the whole idea is a bit of a contradiction. One of the world’s best known ‘unhealthy’ drink companies selling their product in a healthy bottle? In fact, a 2010 study showed that higher consumption of sugar-sweetened beverages such as soft drinks is actually associated with increased risk of developing type 2 diabetes or metabolic syndrome.