Dr. Pepper-Snapple Group Launches Dr. Pepper 10
Is it Branding Genius?
Dr. Pepper-Snapple Group is set to roll out the new "Dr. Pepper TEN" on Monday. The product is "not for women" so the ad campaign proclaims. Evidently, men thought diet Dr. Pepper, with its little tan-bubbled can, was not manly enough for the muscled super-jock crowd. With this in mind, Dr. Pepper-Snapple Group introduces "Dr. Pepper TEN," a ten calorie, full-flavor version of a diet Dr. Pepper.
The company came to the conclusion that men wanted something more from a diet drink than anything that was currently on the market after their research revealed that men, ages 25 to 34, were not satisfied with diet sodas. The "Dr. Pepper TEN" gives men an option for a low calorie version of a full-flavored drink. The can design features a very manly gunmetal grey color dotted with silver bullets. Can we get manlier than that?
Is the company going overboard in their effort to eschew women and does gender branding really work? Dr. Pepper Ten's Facebook page baits women with their "for men only" advertisements. Then there are the commercials themselves, where muscle men battle snakes and shoot laser guns.
The ad campaign may very well prove to be a stroke of genius. Dr. Pepper-Snapple Group's Executive Vice President for Marketing, Jim Trebilcock, says he is not worried about offending or excluding women. In fact, he says 40 percent of people who are trying the new Ten drink are women! Go figure! How many times have you told your kids they could not have something only to turn around and find them with the very thing you have forbidden?
Let's sit and watch if women will stay away when they are told to do so. My best guess is, no they will not. Is this new anti-branding strategy a way we can use reverse psychology in marketing? Women are at least going to try the new drink. Then the drink will have to stand on its own merit. The question remains to be answered, is the new "Dr. Pepper TEN" drink really for men or women?
Published by Janet Hunt - Featured Contributor in Business & Finance
Janet Hunt is a freelance writing professional specializing in business and finance. She has published articles for such online publication sites as Demand Studios, Associated Content, and various other onli... View profile
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9 Comments
Post a CommentMy wife and daughter love the "Doctor". I wonder if it will work on ME!!??
sounds like a good way for them to make more money...
I like Dr Pepper, but my husband does not! Should be interesting.
:)
Not a Dr. Pepper fan...strictly Coke products.
Thanks for some interesting commentary. I wonder if in a blind taste test people could pick a gender difference in Diet Dr. P. and Dr. P. 10? No problem for me, since I cannot stand the taste of Dr. P. (Does that make me asexual?)
This will be interesting to see if new stuff really appeals to men. I know my hubby can't stand Dr. P.
Interesting... :o)
It shall be interesting. Are they keeping the "old" Diet Dr. Pepper too? It seems like a lot of women really liked Diet Dr. Pepper.