Dr Pepper Ten is Dr Pepper's newest low-calorie drink, which is currently being targeted at men. The beverage brand has developed this 10-calorie product with men in mind, trying to win over the calorie-conscious males out there (are they even out there?) with a "manly" commercial and a cheeky -- if not somewhat offensive -- slogan: "It’s not for women."
With its new gunmetal-hued packaging and military-style advertisement, the Dr Pepper Ten campaign tries to do away with all femininity. The 30-second commercial even shows a dirty jungle man fighting snakes and saying not-so-nice things to female viewers such as, "...this is our movie and this is our soda. You can keep the romantic comedies and lady drinks."
To top it off, the Dr Pepper Ten campaign even includes a Facebook app that, acording to the Associated Press, cannot be accessed from a women's Facebook profile!
Key Themes Behind This Trend
- Male-targeted Beverages
- Opportunity for developing more low-calorie drinks targeted specifically at men.
- Gendered Marketing
- Opportunity for creating advertising campaigns that play off of gender stereotypes to target specific demographics.
- Controversial Advertising
- Opportunity for using provocative or controversial ads to generate buzz and appeal to a specific audience.
Where This Applies
- Beverage Industry
- Opportunity for beverage companies to create products that cater to specific gender demographics.
- Advertising Industry
- Opportunity for marketing agencies to develop campaigns that play on gender stereotypes.
- Social Media Industry
- Opportunity for social media platforms to create targeted ad campaigns and apps that exclude certain demographics.
