Diet sodas have long been thought to be a “girls'” drink – after all, more than half of all diet sodas consumed are done so by women, thanks in large part to advertising that is heavily female focused. Dr. Pepper is trying to change that with a brand new marketing scheme. “Dr. Pepper 10” is a new soda, sold in 12 ounce bottles, geared towards the male market.
The soda isn’t calorie free, but advertises itself as having 10 bold calories. The commercial for the beverage is as masculine as they come, with a scene straight out of Rambo. The masculine commercial features a vehicle chase, heavy artillery, and the closing words, “It’s not for women”.
Both Pepsi and Coca-Cola have attempted to create a male targeted soda in the past but has been unsuccessful. Some of those beverages include Pepsi Max, Diet Coke and Diet 7Up. Recently, Diet Pepsi redesigned their can to a taller, more sleek model in order to appeal to women.
The super sweet drink is listed as having a “one-of-a-kind, proprietary sweetener technology to deliver the taste experience of regular with just 10 bold calories.” It is sweetened with ace-K, aspartame and high fructose corn syrup. The drink is not yet available in every part of the country, but it is being sold at select Wal-Mart and Super Target stores in test markets in six cities: Denver, Colorado Springs, Des Moines, Kansas City, San Antonio and Austin.
Dr. Pepper 10 is part of the Snapple group and they are currently focused on creating more health focused drinks.
March 2nd, 2011