Working in LA Public Relations, it has become second nature for me to check marketing and PR websites daily and I love to share when something stands out to me. This week, it is Dr. Pepper’s new soda, Dr. Pepper Ten, and its advertising campaign.
With this soda, Dr. Pepper is trying to overcome the stigma that diet sodas cannot be targeted to men. As diet sodas seem to be the future for the beverage companies, it is integral for them to incorporate men into their target audience. The key message of this new product is most obviously: This is the full-flavor diet soda for the man’s man. Men who are masculine can drink this low-calorie soda without feeling like it was meant for women; in fact it is expressly branded as “Not for Women.”
In branding this soda, Dr. Pepper has taken a very buzz-worthy approach. Take a look at their advertisement below:
This attention-capturing commercial targets men and tells women to “keep the romantic comedies and lady drinks.” The question is, does this deter women from trying the drink or make them want to try it even more? Did the advertisement go too far or is it perfect for attracting attention to the new beverage? These are the types of questions we ask at our public relations agency.
Only time will tell how this soda fares with the public.