Real Men Don't Drink Diet‏

Jun 15, 2009

I snapped this pic yesterday in Chicago – a crumpled Pepsi can accompanied by the words “The first diet cola for men.” Pepsi Max (notice the use of the big-and-strong word “max,” versus the girl-friendly “Skinny Latte”) is for guys looking to go down a belt size while saving face. Because, I suppose, drinking something called Diet Coke is a tad embarrassing.

Some of Pepsi Max’s other slogans:

“0 calories. Great taste. Welded together.”

“No gut. All glory.”

“Save the calories for bacon.”

What can we learn from this advertising campaign?

-Men are too manly to quaff girly diet pop.

-Women have “bellies,” “tummies” or “muffin tops”; men have “guts.”

-Guys enjoy using blowtorches and other potentially fatal industrial tools.

-Men so love cured or smoked meat products, they are willing to drink chemical-soup-in-a-can to balance out the calories.

-Men like to pound their cans into little metal accordions when done chugging.

I suppose it’s a cute campaign and all, and at least it’s not nearly as egregious and enforcing of gender stereotypes as those One A Day Teen Advantage vitamins. I just never thought that drinking diet soda made a man less manly.

PS I have to give a special – albeit belated – shout-out to Aunt Sally’s Pralines. These confectionary delights were my hands-down favorite treat at the All Candy Expo but I neglected to mention them, so caught up was I in a haze of dark chocolate-covered almonds and Swedish Fish…a haze which continues to this day, thanks to the duffle bag full of goodies sitting in our spare bedroom.

Comments

From: Minima
Date: 08/28/2009 - 07:19 am

It s changed my life in a wonderful way and it can work for you too!; prozac lrizwg; doxycycline 8-]]]; xanax %PPP; amoxil 165223; accutane 800594;

From: jkrawl
Date: 08/26/2009 - 12:30 pm

WOW!! The MAX stands for Maxi Pads?! This YouTube video is so hilarious! Thanks for the laugh Matt.

I agree with Megan's comment as well. I am still trying to understand why it is culturally unacceptable for men to drink Diet Pepsi! Although the idea of Pepsi Max is a great marketing ploy, this is still an unnecessary and dumb concept.

Julie
ab machine

From: Matt Houchin
Date: 06/29/2009 - 01:23 pm

As a man, I felt my intelligence was insulted by this marketing campaign -- so I made this video:
http://www.youtube.com/watch?v=lRrOhgvotxo

From: Charlotte - GFE
Date: 06/15/2009 - 03:57 pm

And NOW I have a massive candy craving. Thanks a lot;)

As for the manly pop issue - I have actually seen my husband get made fun of for choosing the "girly" lite beverage at a party. I think Megan M hit it on the head when she pointed out that while it's social acceptable for women to appropriate men's things, it certianly doesn't work in reverse. Although I do think that's changing (see Seacrest, Ryan).

From: Megan M.
Date: 06/15/2009 - 02:13 pm

I have admit, I LOVE diet pepsi max.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

I think it's weird that women can use products marketed towards men (ie: Pepsi max, dial soap, men's clothing) but it is culturally unacceptable (or at least a little weird) for men to use women's products. When was the last time you saw a guy shopping in the women's department, even if it was just for a ski jacket or T-shirt. I don't think twice before perusing the men's department for an xsmall hoodie!

My boyfriend always used to enjoy eating Luna bars until he noticed that it said "for women" on the box. Now he's conflicted, and has switched to Clif bars (the man alternative) even though he doesn't like them as much!

I think this marketing strategy is genius because women, like myself, won't feel weird drinking it even if it is marketed towards men.