Dr Pepper Ten 'not for women'
By Mae Anderson, Associated Press
Updated 10/10/2011 8:53 PM
http://www.usatoday.com/money/industries/food/story/2011-10-10/dr-pepper-for-men/50717788/1 (http://www.usatoday.com/money/industries/food/story/2011-10-10/dr-pepper-for-men/50717788/1)
NEW YORK – Dudes don't drink diet.
Or at least that's the idea behind Dr Pepper Ten, a 10-calorie soft drink Dr Pepper Snapple Group is rolling out on Monday with a macho ad campaign that proclaims "It's not for women." The soft drink was developed after the company's research found that men shy away from diet drinks that aren't perceived as "manly" enough.
To appeal to men, Dr Pepper made its Ten drink 180 degrees different than 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.
That's odd.
I never noticed or found ads associate diet pops with a woman target market. At least here in Canada I am equally criticized for drinking diet pop from both men and women. And find that those who do drink it also are an equal mix of men and women.
They had a similar marketing campagin with Yorkie Chocolate bars here in the UK, (as chocolate bars are considered "girly") I wasn't plused at their campagin thus just avoided the product.
Diet drinks were mainly targeted towards women here in the US. They are the ones targeted in those old dieting ads too. A researcher went freelance and used a stock TV commercial of the old Coke product TaB diet cola to test mainly men's responses in his van. He used an infrared beam off of the volunteer's cornea and displayed it realtime on a video monitor of what the subject was looking at and recorded those. This stock commercial had a very shapely woman in a low-cut swimsuit walking down the sidewalk carrying a can of TaB in her hand with the music in the background. No mention of the product was in the commercial.
The male subjects of course went to the 'vitals', especially the cleavage crack. The women were not tested using the pointer technique, but were asked questions afterward. Not very many of both sexes did know what the commercial was about. This changed the way the major companies do advertise their products and services.
There was a lightly sweetened, lightly carbonated soda called Rondo, a drink in competition with Gatorade in the late 70's and 80's. In the commercials, that was targeted to men. It showed a few sweaty men in the sun during a break in a pickup game guzzling the product while the announcer said "Lightly carbonated, so you can slam it down fast!" A bunch of doctors didn't like the idea if anybody slamming down anything down the esophagus that fast. That commercial did not last long, neither did the product.
I'm a regular Dr Pepper fiend, no diet here!
Joelene
Quote from: Joelene9 on October 24, 2011, 11:14:14 PM
I'm a regular Dr Pepper fiend, no diet here!
Dublin Dr. Pepper all the way. Boycott the corn syrup.
Of course, I'd be surprised if they sell the "real stuff" outside of Texas.
See my signature. Yes I really dislike hippies. With one exception. I no longer knowingly consume anything "known to the state of California to cause cancer in lab animals". Primarily because I share way too much DNA with lab animals.
Goodbye corn syrup and diet sodas.
http://mike.shannonandmike.net/2011/09/13/dr-pepper-10-math-fail/ (http://mike.shannonandmike.net/2011/09/13/dr-pepper-10-math-fail/)
why stop at one fail (the marketing) when can fail at math too?