Dr Pepper 10:

By: Paul MckernChristopher Evans

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Company research found that men think diet drinks aren’t manly enough

• Examples: Diet Coke, Diet Pepsi using models and spokeswomen to directly appeal to women.

• Tab comes in a pink can. I haven’t seen any guys drink this.

• Diet Dr Pepper targeted the female market as well

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The Advertisement

• Dr Pepper Ten

• What is your instant reaction to this?

• Effective marketing?

• Parody or sexist?

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Target Market:

• Men aged 25-34• Market research showed that many health –oriented men are not satisfied

with the taste or image of diet sodas

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What the public thinks

• Monologue Of A Woman Who Drank Dr. Pepper 10 • Parody of what happened when she drank one

• Social Media:• Facebook:• Dr Pepper page has 12,095,281 likes• Diet Dr Pepper page has 33,248 likes• Dr Pepper Ten page has 1275 likes• Boycott Dr. Pepper 10 has 262 likes (The most out of any of the pages against

it)• Being a woman and drinking Dr Pepper 10 has 53 likes

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Marketing angle:

• Dr Pepper Ten is formulated to taste like Dr Pepper while only have 10 calories (label says 20 calories)• Does it taste similar to regular Dr Pepper? • Have any of you tried it?

• Blatant message• In the commercial they directly say who this product is for

• Appearance• The can has a gunmetal grey color, rivets, and bolts in its design

• Copying market leaders• “Diet Coke is more female oriented, and Coke Zero successfully attracted male

users.”

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Good Marketing, or Alienating Loyal Customers?

• If women were to switch over to Dr Pepper 10, then Diet Dr Pepper would be cannibalized

• Some people will see the commercials and message as sexist, whether you call it a parody or sarcasm.• Is it benefit if drawing a new customer base in, really worth losing loyal customers

• On their Facebook page there have posts by women who say they are going to defy the message and drink it• Reverse psychology on some consumers?

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Publicity

• They say any publicity is good publicity

• When is the last time you heard so much talk about Dr Pepper

• More brand recognition