Sexist advertisement alert! Sexist advertisement alert!
Just the other day I came across the following commercial for Dr. Pepper’s new soft drink called Dr. Pepper 10. Take a look:
That’s right ladies, Dr. Pepper Ten is not for you so paws off! With just 10 “manly calories” this soft drink is for dudes only because apparently in order for a man to buy a diet soda, it must be super masculine.
This commercial plays the gender stereotype card hard, which isn’t only insulting for women but for those men who don’t subscribe to Dr. Pepper’s idea of masculinity — AKA shooting lasers, death defying stunts, catching bad guys, driving fast, getting dirty, and crushing cans.
The ad also isn’t just sexist — it’s bad advertising. Ostracizing women consumers, the people who more often than not make the buying decisions for a family, is not a good idea (to put it lightly) and as it turns out the campaign has actually been damaging to Dr. Pepper’s image.
According to Ted Marzilli, director and senior vice-president of BrandIndex, “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.”
What about the guys?
“For men, Dr. Pepper’s buzz score went from 21. 5 on the day the campaign broke to 16.4.,” said Marzilli. “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.”
I know that for myself watching the commercial has certainly put me off the brand. Next time, I have the inkling for a diet beverage I’ll choose diet coke or water or just about anything else. What about you?
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Photo credit: Photo by anyjazz65 used under a Creative Commons license.