Dr. Pepper's New Manly Drink is Not For Women

Image: Dr Pepper Snapple Group

Real men don't drink sissy diet sodas, no siree! So to reach out to these untapped macho population for its new diet drink, Dr. Pepper decided to harness the power of mysogynistic advertisement. Behold, the drink that's not for women:

To appeal to men, Dr Pepper made its Ten drink 180 degrees different from 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."


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I presume that, just like the Yorkie campaign, this is supposed to be ironic. The clever thing about the Yorkie campaign was that market research suggested that the campaign sales to women actually increased. It seems British women got the joke.
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The only target group I can make out here is 11-year old boys. They really need something MANLY to distance themselves from those tall monster-girls that grow breasts in their class. All men above that age should be confident enough about their male identity and continue to consume the three things a man truly needs: steaks, beer and cigarettes.
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@JimmyC - actually, you've got a really good point. I find that most sodas are too sweet now. If only they'd make something less sweet - say a third the sweetness, then that'll be good for people like me!
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