Dudes don't drink diet.
That's the idea behind Dr Pepper Ten, a 10-calorie soft drink Dr Pepper Snapple Group is rolling out on Monday with a macho ad campaign that proclaims "It's not for women." The soft drink was developed after the company's research found that men shy away from diet drinks that aren't perceived as "manly" enough.
To appeal to men, Dr Pepper made its Ten drink 180 degrees different than Diet Dr Pepper. Ten has calories and sugar unlike its diet counterpart. Instead of the dainty tan bubbles on the diet can, Ten will be wrapped in gunmetal grey packaging with silver bullets.
And while Diet Dr Pepper's marketing is women-friendly, the ad campaign for Ten goes out of its way to eschew women.