Dr Pepper TEN: It's Not for Women
Brothers, husbands and boyfriends: Have you ever had to suffer through a marathon of overly emotional chick flicks or wedding reality shows? Been forced to wait for hours at the nail salon, holding her purse while she gets pampered? Had to pretend to be an expert in women’s fashion when she asks your opinion on an outfit? Well, listen up, men! DPS is helping you reclaim your manhood in the form of 10 bold calories with Dr Pepper TEN.
“Dr Pepper TEN will change the face of what low-calorie beverages mean to consumers,” said Leslie Vesper, brand manager – marketing.
Launching nationally in September, this new addition to the Dr Pepper trademark was innovatively crafted to offer consumers, specifically men ages 24-35, a regular carbonated soft drink (CSD) experience with fewer calories thanks to its unique blend of sweeteners. Satisfying consumers’ preferences without compromising taste, Dr Pepper TEN has already proven itself a force to be reckoned with, exceeding expectations with strong trial and repeat rates in test markets across the nation.
“When you know who your target is and drive every part of the marketing machine towards that target, it delivers the best results,” said Dave Fleming, director – marketing. “Men don’t like the taste or imagery of diet sodas, and that’s why we developed Dr Pepper TEN.”
To increase awareness, the gunmetal grey color scheme and industrial rivets in the packaging complement Dr Pepper TEN’s exclusive testosterone-driven marketing strategy. To add a little tongue-in-cheek humor, DPS teamed with Facebook to design a Dr Pepper TEN app – featured on the Dr Pepper Facebook page – accessible only by men where they can enjoy manly games and activities. And if women attempt to access the app, they’ll receive a simple message that reads, “No women allowed, but don’t forget to tell the man in your life about Dr Pepper TEN.”
The man-centric humor won’t keep women away, however, and their opinions are welcomed. Another app on the Facebook page allows both men and women to submit “un-manly” violations to Dr Pepper TEN MAN’MENTS.
During the remainder of 2011, the Dr Pepper college football program will serve as Dr Pepper TEN’s launching pad. Then in 2012, DPS will partner with country music artist and star of NBC’s hit show “The Voice,” Blake Shelton, to turn the 2012 Academy of Country Music awards into the most manly award show on television. DPS will also advertise on ESPN, sponsor FX Network’s “Macho Movie Night” and appear in several episodes of FX’s comedy series, “The League.”