We are in an era where almost everything is getting thinner — from computers to cell phones right down to our favorite canned beverages. Just a few years ago, Pepsi introduced the “Skinny Can” in an effort to give a new look and meaning to its diet soda. Now, Diet Coke has upped the ante by introducing the “Slender Vender” — without a doubt the world’s thinnest vending machine. Measuring at a slim seven inches in width, this is perhaps the most modern example of reinventing the wheel.
The new design, meant to show that Diet Coke is “fit and elegant,” not only encourages consumers to think “thin,” but it brings their favorite diet soda to places they never thought possible before. Designed by Ogilvy Paris, the commercial for the Slender Vender begins by showing its design and construction and eventually leads into its placement in some of the most unsuspected places around Paris. We watch as the sleek machine is installed effortlessly between other traditional vending machines, bowling alley lanes, hair salon stations, and even treadmills at the gym.
The new vending machine, along with companies' constant mission to “slim” their products, has garnered both criticism and praise from all directions. Some believe that these products are direct jabs at body image and the constant push that “thin” is better, while others merely appreciate the creativity and compact nature of the new products. One definite cutback of the Slender Vender is that with its decrease in width, naturally, it will house fewer bottles of Diet Coke, meaning constant restocking to keep it up and running.
“Diet Coke fits beautifully into one’s lifestyle — and so does its Slender Vender: The thinnest vending machine in the world. It fits where others can’t and may show up in a place you’d least expect. Discover how people react when they see it.”