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Today in branding adventures: Diet Pepsi has decided to challenge Diet Coke's supremacy as the official beverage of the fashion industry by introducing new "skinny" cans. Chirps the press release: "The new cans are fashionable and are sure to be the hot new fashion accessory this Spring!” Pepsi might want to consider the cautionary tale of McDonalds, which has been offering free coffee at the tents for several Fashion Weeks now without ever fully converting industry types.[Fashionista]