Diet soda isn’t very “manly.” Not that I put much stock into what constitutes “manliness” as it’s usually wavers according to societal whims and trends.
Fact is, diet soda is marketed heavily to women – until now that is. Introducing “Dr. Pepper 10″, a diet pop that makes no bones about its target market, proclaiming at the end of its TV spot “It’s not for women“. The commercial is as testosterone-induced as it gets, essentially a “Rambo/Predator-esque” backdrop with heavy artillery and a vehicle chase. Dr. Pepper is attempting to buck the trend of previous unsuccessful attempts of soda giants before it, with Pepsi Max, Diet Mountain Dew, Diet Coke and Diet 7-Up all vying for a largely untapped market.
Apparently, Men need some calories, so Dr. Pepper 10 delivers ten of them per serving. Plus high fructose corn syrup and of course aspartame.
While the diet soda segment of the industry is gaining ground on its caloric counterpart, they are also competing against the trend of bottled water, “healthy alternative” drinks (like vitamin-enhanced juice/water) and of course energy drinks. Most big beverage companies have adopted these products themselves anyway, but I digress…
The point is, the promotions department at Dr. Pepper has its work cut out for them. The multiple competitors notwithstanding, I don’t know that guys are aching for their “own” diet drinks. I can’t speak for all men, but that’s just my instinct.
Do you think Dr. Pepper 10 will be a success? Or will it go the way of “New Coke”, “Clear Pepsi” and “Jones’ Thanksgiving Dinner Soda”?
Image Credit: Popsop
For me. . .isn’t bad to drink diet soda if they really good for a health and help to reduce a fat . .so why not!
Real men are into HEALTH and don’t drink AnY soda period.
The best way to market diet soda to men is to take the word “diet” out of the name. My husband actually drinks Diet Coke, but he doesn’t buy it–he just drinks it when I buy it. But he will purchase Fresca because it’s diet but it isn’t called “Diet Fresca”. So maybe by calling it Dr. Pepper 10, they might be pretty successful. Actually, they will probably get more men than women drinking it because there are a lot of women that wouldn’t drink it because it DOES have 10 whole calories in it.
I think any diet soda company that wants to tap the male market just needs to up the caffeine to an insane level. I remember all the guys in high school & college slamming down Jolt cola. They didn’t much care for the taste, but hey, it had more caffeine! So if Dr Pepper makes a diet soda with twice the caffeine of Coke and markets it that way, they could be successful.
Good catch – fixed!
It’s Predator