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Angry Women Is Not What Dr Pepper Ordered


Dr Pepper 10 – the soft drink company’s testosterone-infused diet soda – failed to score a perfect 10 with men or women.

The “for men only” advertising campaign for its new 10-calorie quasi diet drink may be backfiring with both sexes, experts say. Dr Pepper’s perception with men 18 years and over has largely been flat since the campaign launched on Oct. 10 and has even tapered off since then, according to YouGov’s BrandIndex, a daily measure of brand perception among the public.

Men don’t like being made to feel self-conscious about their purchases, and women don’t like being excluded, the findings indicate. “The campaign appears to have driven women’s perception of Dr Pepper down, which may have an adverse effect on the overall brand’s sales of a product like Diet Dr Pepper,” according to Ted Marzilli, senior vice-president and managing director of BrandIndex.

The soda’s scores are worse than flat. The brand that was supposed to tempt men with can design of “gunmetal grey” and macho “industrial rivets.” For men, Dr Pepper’s buzz score went from 21. 5 on the day the campaign broke to 16.4. And, for women in the same period, the score started at a higher point – 32.9 – and has now sunk to 18.4, losing nearly half its score, Marzilli says.

Some marketing experts were surprised that the Dr Pepper Snapple group would poke fun at its female customers. (It was not immediately available for comment.) The television commercial shows a man running through a jungle with a laser gun while avoiding Styrofoam-like boulders: “It’s only 10 manly calories,” he says. “So you can keep the romantic comedies and lady drinks.”

The ads apparently couldn’t carry off ironic machismo as well as Old Spice.


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    • Got to this page from Wikipedia… Something reminded me of the slogan “It’s not for Women!”, so I looked up Dr. Pepper on Wikipedia and ‘lo and behold’ I found ultimately what I suspected… that the ad would backfire!

      I’m not some left winger or anything, but I did find the ad slogan pretty lame… lame because as a business leader I can tell that there wasn’t the internal governance in place to prevent such a hare-brained ad from leaving the drawing board, let alone the company! How does it not even cross the mind of someone reviewing the ad to ask themselves “is this going to cause any backlash?” But no, they just let it happen! I can’t stand today’s politically correct environment for one minute, but you still have to consider that environment whenever you’re going to make a decision that will result in your company’s interaction with the outside world, especially a marketing one! Not to mention that, demographically, wouldn’t women be more concerned than men about calorie intake?

      In the words of the adolescents, “total fail!”

      Must say, that show “Workaholics” made an excellent lampoon of the ad, incorporating the slogan into one of their episodes wherein the main characters, desperately trying to prove their manliness through failed attempts at hunting and fixing their car, say the slogan.

    • I think this ad is hysterical… I am a woman and I for one will never buy Dr. Pepper! I didn’t buy it for myself before because I don’t care for how it tastes… But I would buy it for the kids once in awhile when they asked for it… We’ll find something else now!! I hope the people who were hired to make these ads were paid a lot of money, cause it should be the last time they make any money!

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    • ask for wait

    • @jimjim You’re an inbred idiot. Chill out, it’s just a joke?

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