February 22nd, 2011
Can Dr Pepper's Mid-Cal Soda Score a 10 With Men?
Dr Pepper doesn’t want there to be any confusion. Its new 10-calorie soda is simply “Not for Women.”
Its distinct packaging is aimed at men. Dr Pepper Ten, a reduced-calorie soda, is unapologetically targeting men, a bold move in a category that has had its fair share of marketing missteps. Coke Zero and Pepsi Max, both billed as full-flavored sodas with zero calories, had difficulty nailing down the right message for a diet product that’s meant to appeal to men.
Aware of those missteps, Dr Pepper is rolling out an extensive test campaign for the new product, its packaging and marketing. Dave Fleming, director-marketing at Dr Pepper, called the test, which runs from now through June, “elaborate,” saying the strategy is atypical for the company, though he declined to discuss his competitors’ forays in the space. Coke Zero appeals to men via a Nascar partnership and movies such as “Tron: Legacy” and Pepsi Max through its sponsorship of the NFL, though neither explicitly proclaim they are men’s products. Pepsi Max scrapped its “diet cola for men” tag last year.
Read more: http://adage.com/article?article_id=148983