It’s perfectly acceptable for a lady to order a diet drink. But men, they prefer something a bit burlier even if they are secretly watching their figures. Dr Pepper understands this boasting its latest drink, Dr Pepper Ten, as “not for women.”
Unlike Diet Dr Pepper, the Ten drink has calories and sugar — in fact “10 manly calories” according to its commercial (see video above). Instead of bubbles as part of the can’s design, Ten has a gunmetal gray background with silver bullets adorning the can. Dr Pepper is investing heavily to create a “macho message,” according to the AP, airing ads for the drink on major networks, FX and ESPN during college football games.
“One topic people never tire of talking or arguing about is differences between men and women, particularly if women are excluded,” Deborah Mitchell, executive director for the Center for Brand and Product Management at the University of Wisconsin School of Business, told the AP. “That will always get someone’s attention.”
Here’s how the nutritional facts break down across Dr Pepper drinks, according to the AP:
27 grams of sugar
10 “manly” calories