Dr Pepper Ten: 'No women allowed'

Don't use the D-word. Dr Pepper 10 the latest diet product marketed, carefully, to men

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.

[edited for compliance]

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.

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I just bought a 12 pack the other day after trying a bottle in target... To me there is no diet taste at all!! and.. JUST FOR MEN? psshhhh...

tinaz said:

I just bought a 12 pack the other day after trying a bottle in target... To me there is no diet taste at all!! and.. JUST FOR MEN? psshhhh...

I guess it's like men's shirts.

Who's to stop women from buying & using them?

PurpleJedi said:

tinaz said:

I just bought a 12 pack the other day after trying a bottle in target... To me there is no diet taste at all!! and.. JUST FOR MEN? psshhhh...

I guess it's like men's shirts.

Who's to stop women from buying & using them?

tinaz said:

PurpleJedi said:

I guess it's like men's shirts.

Who's to stop women from buying & using them?

So then you liked the taste?

I love Dr Pepper so if this is good, it'll be my new drink.

It's old news that this sort of marketing has worked.

Anyone remember when Pepsi MAX was named Diet Pepsi MAX? Yeah. Same reasoning. Same reason there's a Pepsi ONE and Diet Pepsi still. Everyone knows Diet Pepsi Max doesn't taste diet at all - much like Coke Zero.

PurpleJedi said:

tinaz said:

I just bought a 12 pack the other day after trying a bottle in target... To me there is no diet taste at all!! and.. JUST FOR MEN? psshhhh...

I guess it's like men's shirts.

Who's to stop women from buying & using them?

So in order to get women to like your product, say it's specifically NOT for them. Very clever.

sextonseven said:

PurpleJedi said:

I guess it's like men's shirts.

Who's to stop women from buying & using them?

So in order to get women to like your product, say it's specifically NOT for them. Very clever.

...forbidden fruit I suppose?

Spinlight said:

It's old news that this sort of marketing has worked.

Anyone remember when Pepsi MAX was named Diet Pepsi MAX? Yeah. Same reasoning. Same reason there's a Pepsi ONE and Diet Pepsi still. Everyone knows Diet Pepsi Max doesn't taste diet at all - much like Coke Zero.

Urgh Coke zero does taste diet

Umm, y'all do realize that they KNOW women are going to buy it because of the way its being advertised... right?

PurpleJedi said:

tinaz said:

So then you liked the taste?

I love Dr Pepper so if this is good, it'll be my new drink.

My daughter an d I bought one to share since it was new and all... and to be honest I havent seen it advertised so this "man" advertising is the first ive heard of... anyway,

We LOVED it! She said her husband could tell it was diet, but he's a moron so we dont listen to him!

But seriously, it was very good... Im sure you wont be dissapointed!

Cerebus said:

They should put an ugly man on the can and make claims that the soda will put hair on your chest. That will teach those chicks to stick to the other stuff.

Dewrede said:

Spinlight said:

It's old news that this sort of marketing has worked.

Anyone remember when Pepsi MAX was named Diet Pepsi MAX? Yeah. Same reasoning. Same reason there's a Pepsi ONE and Diet Pepsi still. Everyone knows Diet Pepsi Max doesn't taste diet at all - much like Coke Zero.

Urgh Coke zero does taste diet

I prefer normal coke and other normal coke products to the zero flavors and I certainly like Pepsi MAX over Coke Zero or Cherry Zero, but I still think its much more passable than straight up Diet Coke and much more passable than Pepsi One is in comparison to Pepsi Max or normal Pepsi.

they need someone to sing a barry manilow ditty as they dance while holding the can.

just sayin.

BlackAdder7 said:

they need someone to sing a barry manilow ditty as they dance while holding the can.

just sayin.

Interesting... You think something like that would work?

when i was in my early teens i had a secret love for solo, but was 2 shy to buy it as it was known as 'a mans drink' to quench a mans thirst!!!!

so i used to get my lill brother to buy it 4 me, and i got the red drink 4 him

t edit

[Edited 10/10/11 17:24pm]

tinaz said:

PurpleJedi said:

So then you liked the taste?

I love Dr Pepper so if this is good, it'll be my new drink.

My daughter an d I bought one to share since it was new and all... and to be honest I havent seen it advertised so this "man" advertising is the first ive heard of... anyway,

We LOVED it! She said her husband could tell it was diet, but he's a moron so we dont listen to him!

But seriously, it was very good... Im sure you wont be dissapointed!

Hey-! One of the rules of drinking DP-TEN is that there is NO MAN BASHING ALLOWED!!!

PurpleJedi said:

tinaz said:

I just bought a 12 pack the other day after trying a bottle in target... To me there is no diet taste at all!! and.. JUST FOR MEN? psshhhh...

diabolically, they tempt us to buy it anyway.

Cerebus said:

Umm, y'all do realize that they KNOW women are going to buy it because of the way its being advertised... right?

Actually...how it will work is this:

Since women do most of the shopping (a fact), she will be the one buying this. She will buy it 1) for him - because she thinks he could stand to lose a few, but he won't drink diet soda and 2) for herself - because she's curious to see what it tastes like and what the heck - 10 calories isn't that much.

Genesia said:

Cerebus said:

Umm, y'all do realize that they KNOW women are going to buy it because of the way its being advertised... right?

Actually...how it will work is this:

Since women do most of the shopping (a fact), she will be the one buying this. She will buy it 1) for him - because she thinks he could stand to lose a few, but he won't drink diet soda and 2) for herself - because she's curious to see what it tastes like and what the heck - 10 calories isn't that much.

Yup!

dr. pepper bought me many things.

Genesia said:

Cerebus said:

Umm, y'all do realize that they KNOW women are going to buy it because of the way its being advertised... right?

Actually...how it will work is this:

Since women do most of the shopping (a fact), she will be the one buying this. She will buy it 1) for him - because she thinks he could stand to lose a few, but he won't drink diet soda and 2) for herself - because she's curious to see what it tastes like and what the heck - 10 calories isn't that much.

Sure. No argument there. But that ain't what I'm talkin' about. First of all, single men shop for themselves and there's a pretty slim chance that more than a handful will ever buy this stuff. Second, I'm referring to a particular type of woman who will buy it simply because its being advertised as "for men". Trust me, they exist, in abundance.

it still has high fructose corn syrup which is not a good thing.

BlackAdder7 said:

it still has high fructose corn syrup which is not a good thing.

Dont tell me, it causes cancer.........................

PurpleJedi said:

Genesia said:

Actually...how it will work is this:

Since women do most of the shopping (a fact), she will be the one buying this. She will buy it 1) for him - because she thinks he could stand to lose a few, but he won't drink diet soda and 2) for herself - because she's curious to see what it tastes like and what the heck - 10 calories isn't that much.

Yup!

What can I say? I figure this kind of shit out - and figure out how to capitalize on it - for a living.

HotGritz said:

They should put an ugly man on the can and make claims that the soda will put hair on your chest. That will teach those chicks to stick to the other stuff.

Hairy chest would be the deal breaker and bigger feet too.

I think this drink will appeal to males that have insecurities around their masculinity and also males that still have vaginas.

Deadflow3r said:

HotGritz said:

They should put an ugly man on the can and make claims that the soda will put hair on your chest. That will teach those chicks to stick to the other stuff.

Hairy chest would be the deal breaker and bigger feet too.

I think this drink will appeal to males that have insecurities around their masculinity and also males that still have vaginas.

Why you say that?

I'm craving a cold soda now I rarely drink them cuz they make me break out

[Edited 10/12/11 6:35am]