Dante Carrillo
Dr Pepper 10, also known as Dr Pepper Ten, was a diet variant of the original Dr Pepper with ten calories per serving. It was launched in 2011 with a controversial marketing campaign that targeted men, with slogans such as It's Not for Women. The drink was discontinued in 2021.
| Characteristics | Values |
|---|---|
| Name | Dr Pepper Ten |
| Type | Diet soda |
| Calories | 10 |
| Caffeine | Moderate levels |
| Target Audience | Men |
| Taste | Bolder than original Dr Pepper |
| Price | $1.59 for 20 ounces |
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What You'll Learn
Dr Pepper 10's marketing campaign
The campaign included a television commercial with an action movie theme, where a laser-gun-wielding commando denounced other diet beverages as "lady drinks". The drink's packaging was designed in gunmetal grey and silver bullets, further emphasising the macho image. The Facebook page for Dr Pepper Ten featured a similar theme, with "Man'Ments" such as "Thou Shalt Not Pucker Up. Kissy faces are never manly".
The campaign sparked mixed reactions, with some critics calling it sexist and offensive to women. Female posters on the Facebook page expressed their disapproval, with comments like "'It's wrong because it's not only targeting males but is offensive to women. You can target males without insulting women [...]". However, there were also those who found the campaign lighthearted and entertaining, with some male commenters suggesting that it would spark curiosity and engagement, with women even drinking it to prove a point.
Jim Trebilcock, executive vice president of marketing for Dr Pepper, defended the campaign, stating that "women get the joke", and that it was meant to be playful rather than alienating. He also revealed that about 40% of people who tried the soda during market testing were women.
The Dr Pepper 10 campaign also played with the idea of drinking the soda at 10, 2, and 4 o'clock, a reference to a 1920s study by Columbia University’s Dr. Walter Eddy, who found that blood sugar levels are typically lowest during those hours. This aspect of the campaign encouraged consumers to adopt Dr Pepper as a daily ritual to avoid sugar crashes.
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Taste and sweetness
Dr Pepper Ten, also known as Dr Pepper 10, is a diet variant of the original Dr Pepper. The drink was launched in 2011 and was discontinued in 2021. It was marketed as a diet drink for men, with the slogan "It's Not for Women". The marketing campaign featured overtly masculine imagery, including an action movie-themed television commercial denouncing other diet beverages as "lady drinks".
The taste of Dr Pepper 10 has been described as bland and lacking the distinct flavour of the original Dr Pepper. One reviewer mentioned that it had a pleasant, clean finish and a bit of that pepper bite, but overall, it lacked sweetness and flavour. Another reviewer, however, found it to be "a bit sweet". Dr Pepper 10 contains ten calories per serving, which come from the addition of high fructose corn syrup, intended to enhance the flavour profile.
The drink is said to have a bolder taste than the original Dr Pepper and is also higher in caffeine. The addition of high fructose corn syrup gives it a sweeter taste than other diet sodas, but some reviewers still found it lacking in flavour compared to the regular version of Dr Pepper.
While the drink was targeted towards men, some reviewers questioned the effectiveness of this marketing strategy, pointing out that the number of calories does not make a drink more or less masculine. One reviewer even mentioned that the drink was enjoyed by his brother, who drinks diet soda and "will kick your ass".
Despite the mixed reviews on the taste of Dr Pepper 10, some people appreciated its low-calorie content, making it a guilt-free option. It is worth noting that individual preferences play a significant role in how one perceives the taste and sweetness of any beverage, including Dr Pepper 10.
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Target audience
Dr Pepper 10, also known as Dr Pepper Ten, is a diet drink with ten calories per serving. It was introduced in 2011 with a marketing campaign specifically targeting men. The campaign featured overtly masculine imagery and the slogan "It's Not for Women". The advertising strategy was based on market research suggesting that most diet soft drinks were perceived as appealing primarily to women.
The target audience for Dr Pepper 10, therefore, appears to be men who are conscious about their calorie intake but do not want to be associated with "ladies' drinks". The drink's marketing campaign sought to create a distinction between diet drinks, which were considered feminine, and Dr Pepper 10, which was positioned as a masculine alternative.
The drink's name, Dr Pepper "Ten", emphasises the calorie count, suggesting that ten calories is the threshold for a drink to be considered masculine. This is reflected in some consumer reviews, which question the manliness of drinking a diet soda and suggest that a "real man's drink" is something like a "tall glass of cheap scotch".
However, the exclusionary messaging of the campaign also sparked criticism and curiosity, with some consumers questioning why the product was not explicitly labelled as "not for women" on the packaging. Additionally, some male consumers expressed their preference for diet drinks and rejected the notion that drinking diet soda was not masculine.
Overall, the target audience for Dr Pepper 10 was men who wanted a low-calorie drink option that did not carry the perceived feminine connotations of traditional diet sodas. The marketing campaign's masculine imagery and messaging sought to create a new category of diet drinks specifically tailored to male consumers.
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Calories and ingredients
Dr Pepper Ten, introduced in 2011, was a diet variant of the original Dr Pepper. The drink was formulated to have a bolder taste than the original Dr Pepper and was also higher in caffeine. The name "Ten" comes from the fact that the drink contains ten calories per serving. This is achieved by adding some high fructose corn syrup, which is supposed to improve the flavour profile.
The drink is perhaps most well-known for its controversial marketing campaign, which targeted men and denounced other diet beverages as "lady drinks". The campaign featured overtly masculine imagery, including an action movie-themed television commercial, a Facebook page featuring "Man'Ments", and the slogan "It's Not for Women".
Reviews of Dr Pepper Ten are mixed. Some people find the drink to be bland and lacking in flavour, while others appreciate its sweetness and the hint of pepper bite. One reviewer notes that it has a ton more flavour than other drinks in the diet category.
Dr Pepper Ten was discontinued in 2021, and it is unclear whether it will be re-released. However, it has left its mark on the company, with the success of Dr Pepper Ten leading to the creation of "10" versions of their other soft drinks.
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Caffeine content
Dr Pepper Ten, introduced in 2011, was a diet variant of the original Dr Pepper. The drink was formulated to have a bolder taste than the original Dr Pepper and was also higher in caffeine content. The name "Ten" refers to the ten calories per serving, achieved by adding some high fructose corn syrup, which is supposed to improve the flavour profile.
The drink is probably best remembered for its controversial ad campaign "It's Not for Women", which featured overtly masculine imagery and was created to appeal to male customers. The marketing campaign targeted men, citing market research that suggested most diet soft drinks were perceived as appealing primarily to women.
The drink received mixed reviews, with some consumers praising its sweetness and flavour, while others complained about its lack of taste. One review noted that it did not have the same sticky feeling on the teeth that other soft drinks do.
Dr Pepper Ten was discontinued in 2021.
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Frequently asked questions
Yes, Dr Pepper 10 is a diet soda marketed towards men. It contains ten calories per serving.
Market research suggested that most diet soft drinks were perceived to appeal primarily to women. The marketing campaign for Dr Pepper 10 featured overtly masculine imagery and the slogan "It's Not for Women".
Some people say it has a bland taste, while others say it is sweet and has hints of cherry. It is formulated to have a bolder taste than the original Dr Pepper and is also higher in caffeine.
