Perfect TEN

PLANO, Texas — Dr Pepper Snapple Group is targeting its new Dr Pepper TEN diet carbonated beverage to men. The company’s consumer research showed that men between the ages of 25 years and 34 years are not satisfied with the taste or the image of diet sodas, but they want to make healthier beverage choices.


Dr Pepper TEN is out to change that. The beverage is a full-flavored carbonated soft drink, but contains only ten calories. With its gunmetal gray color scheme, industrial rivets and bold font, the packaging reads “masculine.”


Testing in six markets in early 2011 exceeded expectations, with sales reaching 6% of brand sales in some markets during the test period. National rollout is under way and will be supported by a national integrated ad campaign featuring the “It’s Not For Women” theme.