Now, Even Diet Coke Vending Machines Are Thin

From changing the bottle shape material to redesigning logos and redefining taste quality, soda companies frequently go above and beyond to set themselves apart from the pack.

In this case, meet “Slender Vender,” Diet Coke’s very tangible new ad campaign that turns even the vending machines for the popular calorie-free soft drink into more willowy versions of their caloric counterparts. At less than a foot thick, it’s the thinnest vending machine in the world.

Diet Coke fits beautifully into one’s lifestyle — and so does its Slender Vender,” the company advertises on its YouTube channel. “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.

The video, narration-free and made by Ogilvy & Mather of Paris, shows a world of thin beautiful people going about their usual lives—and if you look closely, there’s a Slender Vender tucked into every aspect of it. It slides into the smallest of gaps between wide usual vending machines. It looks chic at the beauty salon; it fits into the dividing lane between two-way pedestrian sidewalks and between treadmills at the gym.