Dr Pepper knows men can't stand high heels, hate romantic comedies, and would never be caught drinking diet soda. The soft drink firm aims to change that last trait: It is marketing its latest low-calorie soda, Dr Pepper Ten, as absolutely "not for women," the AP reports. The drink's Facebook page says it is only for men; it's got Rambo-style TV commercials; and a promotional game allows you to shoot lipstick and unicorns. "You can keep the romantic comedies and lady drinks. We're good," says one ad.
The campaign for the 10-calorie drink is the result of extensive research, including nationwide market testing, says an exec. In fact, 40% of tasters thus far have been female, he says. "Women get the joke," and it's a conversation-starter. Will it work? Well, Coke Zero and Pepsi Max are meant for men, notes Jezebel—but they've been successful with both sexes. So "why launch a new brand by telling half the potential customers that the product is not for them?"