Pepsi's intention to create dumbbell shaped bottles with Brazilian advertising agency AlmapBBDO is a demonstration of confident marketing and a willingness to break from the norm.

Soft drinks have long attracted condemnation for their irresponsibly high sugar content. Health campaigners and experts have consistently linked fizzy drinks with a marked increase in child obesity.

Whether sweeteners are actually a healthier alternative or not, many drinks brands have produced "diet"’ or ‘light’ versions of their original drinks in attempt to distance themselves from negative connotations. Pepsi’s 0-calorie equivalent, PepsiLite is just one example. But now the company has taken this notion to a whole new level by creating a dumbbell shaped bottle with Brazilian ad agency AlmapBBDO.

The 2kg bottle can be used as a free-weight when full, but it’s true purpose is to encourage the drinker to consider a healthier lifestyle and nutritional choices, while encouraging regular exercise.

Though some will dismiss the bottle as gimmickry, and people will remain unlikely to reach for a Pepsi to rehydrate after a workout, the bottle is a demonstration of Pepsi’s willingness to tap into a consumer base that is becoming increasingly open minded. Brands need to feel comfortable sending messages to audiences in fluid and innovative ways, and Pepsi are doing just that.