People who are truly healthy may roll their eyes at the look of the Pepsi Light Dumbbell. Taking on the shape of an actual dumbbell, it's meant to evoke the sense of a healthy lifestyle. As the commercial states, "After all, a product that sells a light way of life deserved a new packaging that showed just that." A bold statement, but one that is pretty clever.
It speaks to the type of lifestyle people aspire to lead, but who also still crave a little indulgence along the way. The Pepsi Light Dumbbell represents both. It was conceived by AlmapBBDO, an ad agency based in São Paulo, Brazil. Placed in sport arenas of all sorts, the Pepsi Light Dumbbell is also creatively and appropriately measured not in terms of volumes, but weight.