25 comments

sheetalz's picture
sheetalz
146 pencils

is it for Pepsi Light.....?????
better it will go for Pepsi Slight.

fotdot's picture
fotdot
673 pencils

Not another gutter ad. ugh.

copywriter.txt's picture
copywriter.txt
828 pencils

Yeah, Fotdot, this is another gutter ad.
But this pieces was made in early 2001. So this ads are new in that time. :)
Won some metals like Gold Lion, Silver in Clio and Gold on the Creative Club of São Paulo.

Hey, Ivan, take note:
Agency: AlmapBBDO - Brazil
Art Director: Cesar Finamori
Creative Directors: Marcello Serpa / Eugênio Mohallem

ivan's picture
ivan

Cool. Tx!

Ivan Raszl, admin of AotW

ellehcimeo's picture
ellehcimeo
3522 pencils

the funny and ironic thing is, that women who drink diet pepsi are more likely to be overweight and even gain more weight from drinking diet drinks.
i drink it for the buzz i get from the chemicals.

copywriter.txt's picture
copywriter.txt
828 pencils

The ad is for Light Pespi, not Diet.
I know diet food and drink have more oil and stuff, but light ones no. Less calories, ok!
So, that's the point of the ad.

ellehcimeo's picture
ellehcimeo
3522 pencils

Light or Diet, women who drink this stuff to try and lose weight actually end up gaining more weight. They don't lose weight. Most of them drink so much of it that their bodies react to the aspartame or sweetner/chemical sweetners and it makes them hungrier... not thinner. It is scientifically noted that artificial sweetners can make you gain weight, and do a bunch of other awful things.

I'm not on a soap box here, i'm just pointing out that it's ironic that they are showing a thinner version of an already thin woman drinking this "light" drink when it might actually make you gain weight.

the_ashlands's picture
the_ashlands
1394 pencils

i always thought that 'light' was the international equivalent to 'diet'...no?

copywriter.txt's picture
copywriter.txt
828 pencils

No, Ashlands.
Diet food and beverage can't have sugar because these products are made for diabetic people. Take the diet chocolate, for example. The industry put a lot of fat into it to make they more sweet. (Poor silly girl who buy this and think that she is loosing weight).

The light foods and beverages can have sugar, but in low scales (low calorie). So, women drink it to avoid gaining weight.

Goi it , Ellechimeo? Pepsi Light doesn't make you fat. So this ads are straight to the point.

the_ashlands's picture
the_ashlands
1394 pencils

first off, i dont believe diet foods and beverages are not made specifically for diabetics. while they most definitely make up a percentage of the public who purchase them, they are decidely marketed towards dieters and people who just dont want sugar. perhaps im wrong, but ive never seen a diet coke ad targetted towards diabetics.

http://www.dietcoke.com/index.jsp (usa)

http://www.coke-light.de/ (international)

pretty sure its all just semantics....

copywriter.txt's picture
copywriter.txt
828 pencils

The ads above are brazilian, so this article may make my point.
*Retired from the net. And translated witht babelfish (expect grammar errors).

The term diet and light is very used in the labels of foods, being able to confuse the consumer at the moment to acquire some product. Products diet are those that do not possess one or more ingredients in its composition, as for example:
absence of sugar (sacarose, honey, sugar mascavo, glucose) - indicated for diabetic patients;
absence of salt - indicated for cardiac patients;
absence of fat indicated for patients with high cholesterol levels.

The product light is characterized for presenting reduction, in the total amount of one of its components, at least 25%, as for example:
sugar, fat, sodium. The products ligth, many times, are produced with lesser amount of fat and, had to this (associated the changes of I inhabit to feed, physical exercise...), they are indicated for who needs to reduce weight.

In accordance with the Brazilian legislation, the terms diet and light are used in the special food assignment for ends. It is necessary to consist in the label of these foods a table of composition of the product, being facilitated the nutriction information to the consumer.

the_ashlands's picture
the_ashlands
1394 pencils

so why isnt coke light sold anywhere in the states?

ellehcimeo's picture
ellehcimeo
3522 pencils

Diet foods aren't just made for diabetics. are you at all familiar with the diet industry? it's pretty big and sure, diabetics benefit from the lack of sugar, but i assure you the target market isn't diabetics.

as far as i can see, based of course only on my internet search, that Pepsi Light also contains Nutrasweet, which is an artificial sweetner made with... aspartame! which is the same stuff that is put in diet drinks. i understand the premise that this drink, when consumed moderately, may aid in the loss of weight, but the consumer of such products usually over-do it, thinking this will make them slender. when in fact drinking water would be MUCH better health wise and results wise.

all that asside, i think it's ridiculous to show an already slender lady folded into the centre of the page to make her appear even more thin. it seems to propagate a negative self image; you couldn't possibly be happy if you aren't really thin... so drink this pepsi light and you'll be thinner and probably happier.

i'm really enjoying this discussion by the way. thanks.

the_ashlands's picture
the_ashlands
1394 pencils

i know diet foods arent targeted towards diabetics. this is what i was saying in the first place, but i think i inadvertantly put an extra 'not' in there somehow. oops.

...im simply saying that i believe 'diet' is the united states equivalent to the more internationally used 'light'. now, i could be wrong, but i believe its a matter of semantics. ive never seen coke light or pepsi light in the states, only diet products. perhaps in canada they sell both as its sort of a strange market up there...? i have, however, seen the light variety in other countries.

i fully agree with your water argument. i rarely ever touch sodas....

agree on the neg. self image comment as well....then again, if we wanted to nix that aspect from advertising we'd probably have to rethink a significant number of every ad ever put out..

cheers.

ellehcimeo's picture
ellehcimeo
3522 pencils

the_ashlands
i fully have a crush on you now.

i accidently depressed the "reply" to your comment, I didn't mean to. It was targeted at Nocopywriter.
i'm not sure about the canadian laws about adding the word "light" to a product. i'm looking it up when i'm done posting here.

drunk dave's picture
drunk dave
1066 pencils

Romance on the internet, with no photshopped pictures - can it happen?

braindrain's picture
braindrain
240 pencils

From Wikepedia:

"In some countries outside Northern America and U.S. territories, Diet Coke is called Coca-Cola Light or Coke Light."

You're right. It's totally semantics.

copywriter.txt's picture
copywriter.txt
828 pencils

Ellehcimeo, not everybody in the world are just like the americans.
In Brazil they don't drink a lot of this. Wanna see some proof? Look at the women in that country. All in perfect bodies, not a lazy fat chick who eats hamburguers four times a day. :-)

"you couldn't possibly be happy if you aren't really thin?" Ask the ladies about that. But i bet the answer is Yes.

By the way, you're welcome.

ellehcimeo's picture
ellehcimeo
3522 pencils

Nocopywriter- gee, thanks for the "enlightenment". i never said everyone in the world is just like americans. how boring would that be if everyone in the world were the same. how nice of you to assume that's what i think.

i beg to differ on your comment about all the women from Brazil having, your definition of, perfect bodies. i'm pretty sure there are all shapes and sizes in Brazil. i happen to know a few Brazilians and they do not have perfect bodies, and they have shared a nasty secret with me... are you ready? there are fat people in Brazil.

being really thin does not equate to being happy.

on this note, i shall retire from this thread, as it's gone way off topic and i do not wish to continue in this vein.

copywriter.txt's picture
copywriter.txt
828 pencils

Man (or Woman), i'm just kiddin, OK?
And thanks for the conversation.

act's picture
act
535 pencils

you'll be disfigured after a can of coke light?

copywriter.txt's picture
copywriter.txt
828 pencils

Coke? Yeah, maybe!
:-)

act's picture
act
535 pencils

sorry Nocopywriter aka the creative behind this awful ad, i meant pepsi too.

copywriter.txt's picture
copywriter.txt
828 pencils

Man, i'm not he creative behind this ad.
But i wish i would. Is always good have a Gold Lion on the shelf, don't you think?
By the way, wanna know the creatives?
http://www.dulcidio-cesar.com.br/index_e.html

kandi's picture
kandi
204 pencils

Pepsi light gutter ad! Cheap shot. I'm gonna take you down with my ad.

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