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New Dr. Pepper Drink is “Not for Women”

New Dr. Pepper Drink is “Not for Women”

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:

http://www.youtube.com/watch?v=3iuG1OpnHP8

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.

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183 comments

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5:30PM PDT on May 23, 2012

Hmmmm, it must be for men,
because I have ALWAYS called it Dr. PECKER : )

5:30PM PDT on May 23, 2012

Hmmmm, it must be for men,
because I have ALWAYS called it Dr. PECKER : )

1:21PM PDT on May 22, 2012

Are there any reports of stores refusing to sell this stuff to women?

7:55PM PST on Jan 8, 2012

I actually thought the ad is funny- it's so silly and over-the-top that I didn't find it sexist. It's like boys putting a sign on their tree house "no girls", not serious or effective enough to be offensive. I even had a coupon for a free bottle- it all go drunk at work before I even had a chance to taste it- must have been those men who drank it all...

1:20PM PST on Jan 8, 2012

first of all, @ Leigh E.-- mwah mwah mwah!!!!! seriously, it's a send up ad. a doy. dr. pepper is gross anyway, but whatever, the commercial is just silly, like the Old Spice ads with the Look at this, now look at this, and the guy punching the octopus. or is that animal cruelty. lighten up everyone or you'll shrivel up

6:59PM PST on Jan 7, 2012

The marketing scheme of balancing out the healthiness with "manliness" is pretty hilarious to me, especially since it predictably backfired.

5:09PM PST on Jan 7, 2012

Yeah, it's a sexist & stereotyping commercial. It did turn me off.
And, not that it is relevant, I like Dr Pepper. I won't buy it anymore though.

3:38PM PST on Jan 1, 2012

Just embarrassing...

5:29PM PST on Dec 27, 2011

the ad is stupid, the concept is stupid, and i find it amusing that 10 calories and the diet reference are called "manly"...LOL! oh, and the bit about marketing to men when women are probably the majority who do the shopping...stupid...

3:07AM PST on Dec 19, 2011

I didn't like the commercial because it was stupid. The fact that it talks about diet manly calories is actually amusing...

The part that is stupid is that not all of us hate the action movies, and not all of us women are romantic comedy type. I actually prefer sci-fy, and I don't like the "chic flicks" much.

Anyway, I don't like Dr. Pepper in the first place. It tastes like medicine from the doctor's office. I'll take my green tea any day. If I do a soft drink, it's got to be Coke.

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
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