‘It’s Not for Women’: Dr. Pepper Releases New Soda Aimed at Men
- Posted on October 10, 2011 at 1:40pm by
Jonathon M. Seidl
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The banner welcoming men to Dr. Pepper Ten's Facebook app.
NEW YORK (AP) — Dudes don’t drink diet.
Or at least that’s the idea behind Dr Pepper Ten, a 10-calorie soft drink Dr Pepper Snapple Group is rolling out on Monday with a macho ad campaign that proclaims “It’s not for women.” The soft drink was developed after the company‘s research found that men shy away from diet drinks that aren’t perceived as “manly” enough.
To appeal to men, Dr Pepper made its Ten drink 180 degrees different than Diet Dr Pepper. It has calories and sugar unlike its diet counterpart. Instead of the dainty tan bubbles on the diet can, Ten will be wrapped in gunmetal grey packaging with silver bullets. And while Diet Dr Pepper’s marketing is women-friendly, the ad campaign for Ten goes out of its way to eschew women.
For instance, there’s a Dr Pepper Ten Facebook page for men only. And TV commercials are heavy on the machismo, including one spot that shows muscular men in the jungle battling snakes and bad guys and appear to shoot lasers at each other.
“Hey ladies. Enjoying the film? Of course not. Because this is our movie and this is our soda,” a man says as he attempts to pour the soda into a glass during a bumpy ATV ride. “You can keep the romantic comedies and lady drinks. We’re good.”
Dr Pepper Ten is not the first diet soda aimed at men. (Think: Coke Zero and Pepsi Max.) But Dr Pepper Ten’s ad campaign is the first to be so overt about courting men who want to drink a soda with fewer calories. The ads come at a time when overall sales in the $74 billon soft drink industry are slowing as more Americans buy healthier options like juice and bottled water. Volume has fallen from slightly over 10 billion cases in 2005 to 9.4 billion cases in 2010, according to Beverage Digest data.
“Regular sugared soft drinks have declined in recent years, and some consumers have taste issues with some of the diet sodas,” said John Sicher, editor and publisher of Beverage Digest.
Dr Pepper said men, in particular, are dissatisfied with the taste and image of diet drinks. The company wouldn’t disclose the formula of Dr Pepper Ten, but said that the drink has 10 calories and 2 grams of sugar, which gives it a sweeter taste. Dr Pepper said there are 23 flavors in its regular soda, (which has 150 calories and 27 grams of sugar per can) and Dr Pepper Ten contains all of them.
The company, which declined to give figures for how much was spent on the campaign, also worked hard to craft a macho message. The company said ads for Dr Pepper Ten will air on all major networks, FX and ESPN during college football games.
A Facebook page for the drink contains an application that allows it to exclude women from viewing content, which includes games and videos aimed at being “manly.” For instance, there’s a shooting gallery where you shoot things like high heels and lipstick, for example. There is also a “man quiz” with questions on activities like fishing and hunting.
A sample of the offerings on the Dr. Pepper Ten Facebook page.
“One topic people never tire of talking or arguing about is differences between men and women, particularly if women are excluded,” said Deborah Mitchell, executive director for the Center for Brand and Product Management at the University of Wisconsin School of Business. “That will always get someone’s attention.”
As for whether the ads will resonate with men remains to be seen. Paul McDonald, 25, who works in green energy contracts in Berkley, Calif., says he drinks soda labeled “diet” and doesn’t think there is any stigma attached.
“No one has ever made fun of me for drinking a Diet Coke, and I’m on a rugby team we make fun of each other for everything,” he said.
And women? Jim Trebilcock, executive vice president of marketing for Dr Pepper, said he‘s not worried that they’ll be offended by the campaign. The drink and marketing were tested in six different markets across the country before being rolled out nationally, and women weren’t offended, he said. In fact, about 40 percent of people who have tried the soda so far are women.
“Women get the joke,” he said. “`Is this really for men or really for women?’ is a way to start the conversation that can spread and get people engaged in the product.”
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Comments (37)
Catholic Convert Mom
Posted on October 11, 2011 at 10:50am–As for whether the ads will resonate with men remains to be seen. Paul McDonald, 25, who works in green energy contracts in Berkley, Calif., says he drinks soda labeled “diet” and doesn’t think there is any stigma attached.–
Way to find a perfect person to interview…..
That said, I only know one man who is not diabetic who drinks diet.
Report Post »redi2rock
Posted on October 11, 2011 at 10:21amThe opposite sex is rather emotional, complicated, and conflicted, yes reverse psychology could be in play here.
Report Post »And any attention to a product, good or bad is still advertisement.
RRFlyer
Posted on October 11, 2011 at 10:00amIt is Sexist. I am a man and I have been drinking all diet drinks since Tab came out in the 60s. I don’t feel any less manly for doing it.
Report Post »Biscuit Feed Bubba
Posted on October 11, 2011 at 4:38pmsure you don’t…Barhahahahehehmm…
Report Post »TomFerrari
Posted on October 11, 2011 at 9:22amHeck, yeah!
The cliche “stupid man / heroic, smart woman” commercials have grown really old.
Of course, women will never stand for this. It will be yanked in a month due to ubiquitous protests by the whiners (unless they are too busy occupying something.) LOL
Report Post »A personal request to women – let us have “guy stuff,” okay? It won’t make you any less a woman. You have your pink razors, feminine deodorant sprays, “not so fresh feeling” commercials for tampax, perfumes, hairsprays, make-up, etc. LET US HAVE A FEW “MAN THINGS” – alright?
After all, we don’t try to take away feminine things.
woemcat
Posted on October 12, 2011 at 12:35pmi hate stuff that’s “exclusively” for women. most of it has scents that bug my allergies and they’re way more expensive than the stuff geared for men. so, i bypass the girlie stuff and buy the “manly” stuff and i’m a woman. the only thing i agree w/ that’s exclusively for women is feminine toiletries for the once a month stuff.
Report Post »smudgercat17
Posted on October 11, 2011 at 9:17amI bought Dr. Pepper 10 before this ad come out, and I’m a woman. It doens’t matter if women“get the joke” or not, the soda will live or die on taste, not advertising. (It’s pretty good, by the way.)
Report Post »TomFerrari
Posted on October 11, 2011 at 9:22amWell, you’re just gonna have to UNDRINK that, Missy! LOL
Report Post »louise
Posted on October 11, 2011 at 7:22amHmmm….I can see this evolving into some pretty dumb tv ads like Budweiser
Report Post »greensteam
Posted on October 11, 2011 at 8:03amits smart. you tell women that its just for men and they go out and try it just because someone says they cant. that is what the womans movement in decades passed was all about. since the movement thankfully is not in full bore, women will not be so offended but still feel the need to try the man only things.
Report Post »louise
Posted on October 11, 2011 at 8:34amGreensteam,
Report Post »You must think we are dumb little creatures to want to run right out and buy something just because a commercial says it is not for us. LOL
BBomber66
Posted on October 11, 2011 at 1:33amIt’s an ad gimmick. It should come down to taste. I’ve switched to Pepsi Max because I liked it just slightly over the Diet Pepsi. I don’t like Diet Coke b/c of the taste. I’ve never liked cream soda or Big Red, either regular or diet, again, because of the taste. Ad people sell us an image because we consistently fall for it. Politicians do the same thing. Sheeeeeeesh!
I used to smoke because there was some macho component to my thinking as a kid when I became hooked. I figured it out and quit. The money I saved put a new roof on my house and a bigger AC unit in. I’ll take smart over macho when it can do that.
Report Post »Blackjacx1
Posted on October 11, 2011 at 2:33amMaybe it actually is just for men, because it could cause birth defects, or ovarian cancer… it’s a lot more entertaining than watching a disclaimer roll by.:)
Report Post »loriann12
Posted on October 11, 2011 at 7:17amMen don’t go for diet drinks? I guess my FIL and my husband aren’t aware of that fact. BUT, if they want to market it to just men, that’s fine with me. I may try it just because it’s marketed to just men. My handicapped son will be screaming for it. It may just be a way to let men drink low calorie without the stigma of “are you on a diet?”
Report Post »Ralleo
Posted on October 11, 2011 at 1:29amThis ad campaign is just awesome. It ranks up there with the first Old Spice Guy in pure manliness.
Report Post »ThankBabyJesus
Posted on October 11, 2011 at 1:14amPicked up a 12pack tonight. Same 23 authentic flavors! Great marketing lol
Report Post »Cosmos102
Posted on October 11, 2011 at 12:12amIf the ad has to tell men this appeals to them, doesn’t that mean something is wrong? I mean, shouldn’t men be allowed to make that judgement on their own? And btw, did anyone notice that Pepsi changed its trademark to look like the one Obama had designed for himself when he was still just a candidate? And furthermore, what presidential candidate does that??? This guy had his own merchandise for sale in stores in 2008. What president has his own merchandise line? It really creeped me out.
Report Post »stogieguy7
Posted on October 10, 2011 at 11:40pmGood for them! I’ll be trying it!
Report Post »maizie45
Posted on October 10, 2011 at 11:06pmI want to try it. That looks like a movie I’d enjoy :)
Report Post »Vyger
Posted on October 10, 2011 at 10:50pmThere’s been hundreds if not thousands of ads directly targeted to women doing the exact same thing. Like secret deoderant for instance.
Haven’t tried it yet but I will. Kudos for Dr. P for having the guts to swim agains the ridicuous era of PC that we live in.
Report Post »whatthecrazy
Posted on October 10, 2011 at 10:44pmUhh next…………..
Report Post »meeester
Posted on October 10, 2011 at 10:44pmmetro-pepper
Report Post »sbenard
Posted on October 10, 2011 at 10:42pmI was already a Pepper, so this won’t change a thing. As long as it still has come caffeine. It’s MEDICINE, you know!
Report Post »sbenard
Posted on October 10, 2011 at 10:41pmDon’t you think we should SEE the ad campaign before we rate it?
Report Post »Searchingforthelight
Posted on October 10, 2011 at 10:34pmGod Bless America! Hurraw for Capitalism!!
Report Post »Chr1st14n
Posted on October 10, 2011 at 9:55pmbrb buying dr pepper
Report Post »sta
Posted on October 10, 2011 at 9:54pmThat movie is my kind of movie. The drink is what my girls and I would like to take to the range. I’d rather drink this than something Oprah, Rosie or Ellen advertise.
Dr.P, bring it ON!
Report Post »endgamer
Posted on October 10, 2011 at 9:42pmIf it added 10 inches of manhood it would be flyin off the shelves..
Report Post »The_Postal
Posted on October 10, 2011 at 9:40pmThey can say it… but it’s my wife that loves this new Dr.Pepper. I’ll stick to the real thing.
Report Post »piper60
Posted on October 10, 2011 at 9:30pmAny time a company tries to limit who it markets to, you can bet they’re desperate. Like that stupid Jello Temptations or whatever it is called. Like if a 12 year old goes to buy a pack of the Jello, he or she will get carded? What are they going to do when the wife, who does most of the shopping, goes to have a six pack rung up at the register? Question her sexuality? Give me a break.
Report Post »rdk
Posted on October 10, 2011 at 9:28pmIt is definitely big tough guy soda pop.
Report Post »inferno
Posted on October 10, 2011 at 9:21pmIt’s about someone came up with a marketing idea that showed some b—s !
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