Dr Pepper Introduces The 10 Hardest-Working Calories In The Beverage Business: Dr Pepper TEN
Not for Women, New Dr Pepper TEN Will Feature a Man-Centric Advertising Campaign and a Facebook Page for Men Only
Oct 10, 2011
"In our test markets, Dr Pepper TEN became a go-to drink for men, providing the full-flavor, low-calorie experience they have been looking for"

PLANO, Texas -- Dr Pepper gives men a reason to celebrate with the launch of Dr Pepper TEN. Delivering the iconic taste of regular Dr Pepper but with just 10 bold calories, Dr Pepper TEN is now available at retailers nationwide. But don’t get too excited, ladies; it’s for men only.

Designed specifically for men who prefer the full-flavor experience of regular Dr Pepper but want a lower-calorie option without the diet imagery, Dr Pepper TEN will feature a distinctly masculine package design, complete with a gunmetal gray color scheme, industrial rivets and bold new font.

“As one of America’s favorite and oldest soft drinks, Dr Pepper has been a beverage innovator for more than 125 years,” said Dave Fleming, director of marketing for Dr Pepper. “Men told us that they wanted a low-calorie option with the full flavor of regular Dr Pepper – and that’s exactly what we’re delivering with Dr Pepper TEN. I’d say these are the 10 hardest-working calories in the beverage business.”

Consumer feedback and research showed that many men between the ages of 25 and 34 are not completely satisfied with the taste or image of diet sodas – although they understand the need to make healthier beverage choices. Responding to this insight, Dr Pepper Snapple Group (DPS) developed a unique blend of sweeteners to achieve a like-regular beverage experience – ultimately delivering the full flavor of original Dr Pepper with fewer calories.

Six test markets got an early taste of Dr Pepper TEN in early 2011, complete with a full marketing campaign, including TV commercials, radio and out-of-home advertising and in-store displays – all featuring a bold, yet tongue-in-cheek, “It’s Not for Women” message. Results in the test markets far exceeded expectations, with Dr Pepper TEN representing nearly six percent of Dr Pepper sales throughout the test period in like packaging. With high consumer awareness, the product quickly grew to become a fan favorite, and now men nationwide will have the chance to experience the 10 bold calories of Dr Pepper TEN.

“In our test markets, Dr Pepper TEN became a go-to drink for men, providing the full-flavor, low-calorie experience they have been looking for,” said Fleming. “We’re excited to roll out the product on a national level and give guys across the country a taste of our latest beverage innovation.”

The national launch of Dr Pepper TEN will be supported by an integrated marketing campaign, extending the “It’s Not for Women” theme through national television, print and online media. Consumers will also see a new, provocative social media campaign – including a bold Dr Pepper TEN Facebook application that only men can access.

Dr Pepper TEN is just one of the many beverage innovations helping DPS meet its goal to focus at least 50 percent of the products in its development pipeline on health and wellness by 2015. This includes reduced-calorie products, smaller portion sizes and improved nutritional offerings.

For more information, please visit DrPepper.com or Facebook.com/DrPepper.

About Dr Pepper

Dr Pepper, a brand of Dr Pepper Snapple Group (NYSE: DPS), is the oldest major soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have earned legions of fans that enjoy its unique, refreshing taste. The brand is available in Regular, Diet, Caffeine Free and Cherry varieties. DPS is a leading producer of flavored soft drinks, marketing Dr Pepper and 50-plus other beverage brands across North America and the Caribbean. For more information on Dr Pepper, visit www.drpepper.com or www.drpeppersnapple.com.

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