Dr Pepper introduces new Dr Pepper TEN, man-centric campaign
PLANO, Texas — Dr Pepper has announced the launch of Dr Pepper TEN, a new line that delivers the taste of regular Dr Pepper but with just 10 calories. The catch is, it's for men only.
Designed specifically to target men who want a lower-calorie option without the "diet" stigma, Dr Pepper TEN will feature distinctly masculine packaging and will be supported by a man-centric ad campaign and Facebook page, according to the company.
“Men told us that they wanted a low-calorie option with the full flavor of regular Dr Pepper — and that’s exactly what we’re delivering with Dr Pepper TEN," said Dave Fleming, director of marketing for Dr Pepper. " I’d say these are the 10 hardest-working calories in the beverage business.”
Consumer feedback and research showed that many men between the ages of 25 years and 34 years are not completely satisfied with the taste or image of diet sodas — although they understand the need to make healthier beverage choices, Dr Pepper reported.
In response to the research, Dr Pepper Snapple Group developed a blend of sweeteners to deliver the full flavor of original Dr Pepper with fewer calories, the company stated. DPS rolled out the product in six test markets, supported by a full marketing campaign, including TV, radio and out-of-home advertising and in-store displays — all featuring an “It’s Not for Women” message.
“In our test markets, Dr Pepper TEN became a go-to drink for men, providing the full-flavor, low-calorie experience they have been looking for,” Fleming said. “We’re excited to roll out the product on a national level and give guys across the country a taste of our latest beverage innovation.”
The national launch of Dr Pepper TEN will be supported by an integrated marketing campaign, further focusing on the “It’s Not for Women” theme through national TV, print and online media. The campaign also will include a new social media campaign with a bold Dr Pepper TEN Facebook application that only men can access.