Ad Campaign Targeting Men

Dr Pepper came out with its new drink "Dr Pepper Ten", in the fall of 2011. Dr Pepper Ten has the tagline "not for woman", and features all new "ten manly calories". Dr Pepper Ten's commercials and marketing were targeting strictly male audiences with this new drink. The reason for this is because, the executives at the 'Dr Pepper Snapple Group' felt that diet sodas are often seen as too feminine, and that men often shy away from diet soft drinks because they aren't "masculine enough". In this commercial you see the typical action movie filled with a brawny star, explosions, and good vs. evil. This marketing campaign got a lot negative attention from outraged feminist groups claiming that Dr Pepper was being misogynistic and sexist. However, Dr Pepper executive VP of marketing, Jim Trebilcock, stated "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% of people who have tried the soda so far are women" (USA TODAY).


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