Real men don’t drink diet. That’s the idea behind the new campaign for Dr. Pepper Ten—the 10-calorie soft drink that launches next week boasting a strict ‘no women’ policy. Clearly, if you don’t have hair on your chest and your biceps don’t look like the Appalachians, you should stay away; this beverage is just too masculine for us delicate women. I mean we might just chip a nail opening the can or—gasp!—gain weight from all those big, beefy calories, and we just can’t take that risk. Right? Wrong. One word describes this campaign in a nutshell and that is: Ridiculous.
First off, yes while it’s only 10 calories and you are bottling Dr. Pepper 10 in a sleek silver bullet can with bold print to match the manly flavor, SPOILER ALERT: It’s still a diet soda. No matter how you slice it, it’s still a low-calorie soft drink. The commercial for Dr. Pepper 10 takes it’s chauvinistic outlook on diet soda one step further. It’s a mock film scene with camo-clad men riding through combat in an off-road ATV, one of which who tries to pour a glass of Dr. Pepper Ten and exclaims, “Hey ladies. Enjoying the film? Of course not. Because this is our movie and this is our soda. You can keep the romantic comedies and lady drinks. We’re good.”
Seriously? You can keep your soda and your low-budget movie.
Dr. Pepper 10 isn’t the first soft drink to hit the market geared towards rallying all soda-sippers with a Y chromosome. Beverages like Coke Zero in a sexy black can with bold red colors and Pepsi Max with a similar ‘macho’ design promote similar ideas. Not only are these soft drinks more aesthetically pleasing for men, but they have been reformulated to taste more like the non-diet drinks. Diet Dr. Pepper will continue to market to women with it’s cream colored can and soft and bubbly design that is so cute a bunny would want to drink it. On the flip side, Dr. Pepper 10 will be wrapped in gunmetal gray packaging with silver bullets so next time you go into battle you remember to grab a can. Jim Trebilcock, Executive Vice President of Marketing for Dr. Pepper, shrugs off the negative attention and says, “Women will get the joke.” Well, congratulations Jim, I’m totally laughing…all the way down to the Diet Coke aisle.
(Photo: Dr. Pepper Facebook)