Dr. Pepper’s ‘no women allowed’ club

(It’s about 1 AM, and I really want to pass out, but this Dr. Pepper commercial I just came across has me randomly ruminating on drinks that are jumping on the gender-targeted bandwagon lately).

Soda pop marketing

Iconic soft drinks are getting feisty with their marketing campaigns. Diet Pepsi recently introduced their ‘women-friendly’ skinny cans, reportedly to celebrate “beautiful, confident women.” And let’s be honest, as a sponsor of NY Fashion Week, they just wanted to look more trendy and hip. On the other hand, Dr. Pepper has started a no women’s allowed club with their new Dr. Pepper 10, a manly-diet soda (sounds like an oxymoron, no?). Apparently, they’re hoping its “bold” flavor and Rambo-inspired commercials will be in tune with a guy’s more masculine side: Check out their newest ad:

According to TIME, other soft drinks have attempted to appeal to the male demographic before (Pepsi Max, Diet Mountain Dew, Diet Coke and Diet 7-Up) but quite unsuccessfully.

What do you guys think about the gender-specific marketing campaigns? Can companies really make pop more enticing to one gender over another? I mean, it’s not like body wash…it’s a drink! I guess there’s that whole argument about what a show like SATC did for making pink Cosmos a ‘girly’ thing…

But for real, this marketing is sort of interesting to me. The whole “no girls allowed” thing makes me want to go out and try this new Dr. Pepper 10 even more now, is that weird? It’s like wanting what you’re not supposed to have. Maybe it’s kinda genius in that way. I don’t know. I’m exhausted and kind of going on a rant. But would love to hear your thoughts! Does it work?

x
Shy

2 Comments

  1. Nada wrote:

    I dunno I’d try it, for this reason: diet drinks do tend to be associated with girls, I assume guys are less likely to sacrifice taste for calories. So if guys like it maybe it doesnt taste “soulless” (hubby’s description of diet coke taste lol)

    Posted 2.25.11
  2. shyema wrote:

    good point…but hey I like Diet Coke! Coke regular is too strong for me..

    Posted 2.25.11

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