I like how it looks like a can of shaving cream. How unappetizing.

Quote from the linked article: "Dr Pepper 10 is designed for men aged 25-34, many of whom are not satisfied with the taste or image of diet soft drinks." Wow. So instead of working on trying to make a more appealing, gender neutral advertising for existing diet soda, they decided it would be more effective to generate a soda campaign that screams at men that it is for them, and screams at women that it's not for them. They could have gone at this in a way that says, "hey guys, we hear you don't like [such and such] about the image for diet drinks, or [such and such] about the taste or flavor, so here's a different kind of drink that we think you'll really like!" But no, they decided to go for the angle of, "hey you silly women who HATE action movies, you with your silly chick flicks, screw you! This is a MANLY soda, and you can't have it! Nah nah nah! . . . Oh, but please keep drinking other Dr Pepper products, those are for you!"

I honestly am disgusted by this marketing, is it really such a good idea to forbid women from buying one of your products? Seems like a terrible idea, and I really hope that this product line fails to punish them for the terrible choice in marketing.

Plus, yeah, that can is very unappealing in design.

"It's not for women!" How weird. It's like the Yorkie chocolate bar, which says "It's not for girls!"

I quite enjoy a Dr Pepper from time to time, so I'm definitely going to check out what this tastes like, even if I am a woman. I'm sure they'll take my money. I know that I just got influenced by an ad on SI...oh well...

I can't decide whether to boycott, or publicly drink as much Dr. Pepper 10 as possible in defiance of it not being for me. Hmm...

I agree, this is pretty disgusting marketing. It's as if they wanted to take the general sentiment of most beer commercials and make it as explicit as possible.

I sent an email to their consumer relations informing them I'm boycotting their products.

It's like they've branded insecurity

anyone notice how he threw the can in the jungle? because real men litter

One part of me sees this as irony. Making fun over the business, the "selling of gender". The other part of me says I have WAY to much hope for the industry!

Just because they said it's not for women.... as a woman I'm drinking that shit.

Honestly, are men generally that bloody insecure? That they won't buy a can because it says DIET! *shakes head*. I really wish, then they'd be too busy doing that to act like such damn morons the rest of the time.

Um, look I know we are all kind of pissed about the commercial, but buying the soda, whether difiantly or not, is giving profit to the people who come up with this sexist stuff. Plus, why has no one thought that this might be they're idea all along. Men will buy it because it's advertised toward them, and women will by it because they were forbidon too, and so they don't feel girly. It's the perfect ploy. I would suggest, unless you just really like diet Dr.Pepper, to not buy it.

Where is this market of men that think drinking diet soda is for women? I'm a 25-year old heterosexual male and all of my friends ask for diet soda wherever we go - even when mixed with alcohol. I don't think drinking diet soda has the same connotations that it did when it was first introduced.

It makes me want to drink it just to be rebellious.

Soda ain't nothing but diabeetus in a can, anyway. These corporations are subsidized heavily by the U.S. government, and most galling, don't give a shit if they kill you. Just as our corporate masters dream of infinite profit and zero workers they have to pay to do it, they also dream of disposable-yet-dedicated, and easily-replaceable consumers.

I don't drink soda, but...how dare they say I don't like action movies? I freaking *love* action movies! I'm going to go watch one right now just to spite them.

What was that? I thought I was going to get to see a manly commercial for men! Instead I found myself apparently watching an episode of Dora the Explorer. Why are those guys riding their street bikes in the jungle? They must be the most incompetent mooks ever. And... oh wait, hold on, I'm getting a call. Hello? Yeah ok, sure I'll tell them. That was the early 80's Sci Fi calling, they want their laser guns back. Seriously, the lasers make it seem kinda girly. You want to appeal to real men? Use real damn bullets! And not those stupid Hollywood bullets that make sparks when they hit trees either. If you are going to use laser beams, there better be a shark attached.

(I'm just playing along with trope here.)

pretty lame. how are they going to market it to the guys who aren't action flick, violent, testosterone loaded men. you know, the intelligent guys who read and maybe play an instrument. or maybe they think those guys will be okay with the "lady drinks"

This commercial shows that Dr. Pepper must really think men are pathetic.

I feel for the normal men out there who are hugely embarrassed by this ad.

I've avoided Dockers and their parent company Levi Strauss since they apparently forgot that they do make women's pants and launched their Wear The Pants campaign. ("Once upon a time, men wore the pants, and wore them well. Women rarely had to open doors..." and it just gets worse.) I emailed them to let them know why I wouldn't be buying their product for the foreseeable future, and they responded that they were "sorry that the campaign didn't resonate" with me. (Corporate speak for "sorry you were offended"?)

Anyway, that hasn't been a huge sacrifice because there are lots of other options for khakis and jeans. But I like Dr. Pepper and there is really nothing else like it. In addition to being offended, I'm just sad at the prospect of giving up something I enjoy because they're saying very clearly that they consider me a less valuable customer than a man. But certainly if they go through with this campaign, the two or three bottles of Dr. Pepper that are in my fridge right now will be the last ones I buy.

Can Soc Images please do something about that Pepsi Max "Love Hurts" Superbowl ad? Or are we ignoring it b/c it was SO egregious, playing as it did on racial and gender stereotypes?

I think that I read here (somewhere on S.I.) about the 'new man' -- Homer Simpson and/or his Walter Mitty alter egos. As a guy, I'd be embarrassed. As a woman, I feel that I'm being told "Well, ladies, don't hope for too much. You'll be taking care of overgrown children your entire life!"

My first thought was, "Is that even legal?" Can a company advertise its product as "not for [one type of person of protected class X]?"

I suppose they'd claim they're not actually restricting sales by sex. I'm still baffled. Is it legal to advertise a restriction that's not enforced? Can a shop have a "help wanted" sign that says "No Irish need apply," as long as they don't discriminate in practice?

Probably. I'm just croggled that any company could decide, "let's tell 51% of our potential customers that we want them to ignore us."

Huh. Who knew masculinity equaled non-earth friendly? Throwing a can out of the jeep not to mention the boy-games running around in what looks eerily like something that should be protected parkland.

Maybe I'm just so inured to the way masculinity is marketed that the non-eco message jumps out more at me.

For a goofy, satirical, and definitely NSFW take on the drinks-for-men ads, see https://www.powerthirst.ca/.

Reminds me of an old commercial in the UK, Yorkie "not for girls". So many things wrong with that campaign as well.. where to start...

http://www.youtube.com/watch?v=QcjlzSod0CE

I don't drink soda, but I haven't bought a yorkie or Nestle product in years (for many reasons other than this advert)

Corporations only respond to profits, so why give them any?

Wow. Here I was thinking they couldn't have possibly been more obvious in how bluntly they were parodying 1980s Hollywood masculinity tropes and taking the piss out of the whole "diet = women" cliche. I was thinking, the satire is so unsubtle that it must be meant for the adolescent "Not Another Teen Movie" crowd. I figured the comments thread would be full of people pointing that out and rolling their eyes.

And instead, here's an argument about whether we should boycott the product.

http://www.gifbin.com/bin/1232550426_worf%20face%20palm.gif

Oh so here's what the advertisers did -

Dude! How do we make this product cool for men? Oh, I know! We can exclude women! Men love hating on women together!

I mostly avoid commercial and had no idea that ad companies treated men like such idiots.

wow! You people really are humorless. It is a very tongue in cheek, humorous commercial. Lighten up!

Seriously, they made a drink for men. Big deal. Why complain about it when it doesn't matter in the long run. Is anybody being hurt by the marketing a product for men. No. Is it really hurting the image of women. No. If you want to look at things that harm women socially and physically then look no further than Gloria Allred. (look it up she is insane). This is a non-issue if the highest irrelevance. Life is too short to be wasted on a soda company that makes hilarious commercials. The goal of this commercial is to be crazy and weird enough to grab the attention of target group. Frankly its genius. Men always look dumb in every commercial whats new. But we can't start a focus group on it without looking sexist. hmmmm. Seems fair. But seldom things are balance. What makes us think that marketing is any different.

I can't believe that there is so much fuss over this hilarious commercial. Why are people trying twist funny commercials into evil corporate agendas? To be honest, I really don't think that women should care about this. Most of the women I know are intelligent members of society, who if they were to see this commercial, would realize that Dr Pepper was not making a rule or law about who can and cannot buy their product, but that they are simply making a joke about men. In fact, if anyone has a right to be outraged, its men because the commercial stereotypes men, not women.

Who gives a hoot who they advertise too.Most ads out there are geared toward women or stupid kids.About time a man product comes along and if you dont like it dont buy it.As fat as most women are today you should buy it...might drop a ton.

Everyone saying "calm down, it's just a joke" ought to become familiar with the term 'gaslighting.'

Aiming a product towards men is one thing. That's cool. But doing it like this—saying that women aren't allowed to have it because it's too "manly" and powerful and thus implying that women are too "girly" and *weak* for it—is blatantly, bluntly and disgustingly sexist.

Those of you denying it need to quit wallowing in your own privilege.

Women, you realize you are effectively doing nothing by boycotting this? The point is for women not to buy it.

This is not an example of marketing wisely. It has blasphemy, sexism, ageism, materialism attached. Its a freakin' drink, not a magic potion. You are lame and your monky kung fu is weak. I will never buy another Dr. Pepper and I would rather die of dehydration than buy such a falsely promoted product.

Please let me know what the difference is between "not for women" or "not for african americans" or "not for hispanics". They clearly could have done a better job of marketing Dr. Pepper 10. The commercial was in no way funny, unless you are sexist and think discrimination is funny.

Smells like reverse psychology...

It's a diet soda with, apparently, about 7 or 8 % of the aspartame/acesulfame removed and replaced with 2 gram of corn syrup. Regular Dr Pepper has 27 grams of corn syrup. It is a diet soda being marketed as though it is not a diet soda. The target market is guys who have never read an ingredient label and will believe this diet soda is not diet soda.

Interesting. I (a woman) actually bought a bottle of this recently, and (gasp!) liked it. But now that I know that I'm not supposed to have it, I guess I won't drink it any more. What a fucking baffling campaign.

Also, I'd like to point out here that this slogan- It's not for WOMEN- has an underside which should not be ignored by any men who are brushing off this whole thing as tongue-in-cheek humor. Implicit in the statement that this diet drink is not for women is the idea that other diet drinks (namely Diet Coke, Diet Pepsi) are not for MEN. Let's go ahead and shame any men who happen to enjoy these other drinks.

Sexism hurts men, too.

This reminds me of the California Milk Processor Board's failed "Got Milk?" campaign earlier this year. I had to shake my head when I saw the Dr. Pepper 10 commercial actually state that their product wasn't for women...really? I've already sent messages to the Dr. Pepper Snapple (DPS) group saying they ought to drop the campaign. Coincidentally, the DPS 2010
Annual report, their marketing & research work together to:
"understand firsthand consumers' needs, wants, and beliefs". Am I supposed to assume then that the greater majority of Dr. Pepper customers want a gender specific diet drink? Simply no. Join me in telling Dr. Pepper to drop the exclusionary advertisement @ http://www.facebook.com/pages/So-What-I-Hear-You-Saying/280453671965028.

Mark Simpson at Huffpo on these 'manly strap-ons' used to sell products to men:

http://www.huffingtonpost.com/mark-simpson/fag-up_b_987725.html

Gwen if you are seriously interested in media representation of men, than I can't recommend Simpson's work enough: www.marksimpson.com

The producer of this particular drink also owns the rights to quite a lot of other brands, including diet soft drinks - http://en.wikipedia.org/wiki/Dr_Pepper_Snapple_Group

With a reach this broad, they don't really have much to lose by experimenting with an unnecessary niche, especially when competing against nearly identical products from the two or three other major companies in the market.

Imagining an alternative scenario, in which Dr. Pepper 10 were the sole product of a small company, its limited ad budget would have to go toward asserting the broadest appeal imaginable, to all ages and genders, while also making the case for being more genuinely awesome in some way than its lower-priced big-name alternatives.

It might even have to not taste like sweetened watery shit. Imagine that!

If you're disenchanted with marketing like this, which manufactures the delusion of distinction between 50 shades of unhealthy garbage made by 3 or 4 corporations, then you're really disenchanted by the entire shape of modern capitalism. I can hardly see how the world would be a better place if this crap simply appeared less "sexist."

It's probably based on Pepsi's "Pepsi for men" slogan to promote Pepsi Max, but that's just sexist in how it portrays masculinity and that a drink like that would specifically br for men. Dr. Pepper's "not for women" is just misogynistic in general. It's more than just "not for women" too. Other aspects of the campaign are actively misogynistic and glorifying sexism. Check out this petition against it: http://www.change.org/petitions/dr-pepper-stop-the-sexist-its-not-for-women-ad-campaign

Here's a copy of the email I just sent to Dr. Pepper:

Hey, Dr. Pepper. I've loved your drink since I was a kid. It's always been my preferred soda. But now you've decided you don't value me as a customer. Your products are not for me. See, I'm a woman. I didn't realize that in your eyes my money wasn't as good as a man's. This Dr. Pepper 10 ad campaign is ridiculous. I get it, I do. You think that only women consume diet drinks. You think that women are somehow less than men. And no man should have to lower himself to female status just to get a soda with fewer calories. How humiliating that would be for him. But here's where I see some problems:

1. Not only women drink diet. Not all women drink diet.

2. Explicitly telling over 50% of the US population that your product is not for them seems like bad business sense. You do realize that in many households women are still the primary grocery shoppers, don't you? And maybe you're hoping to trick women into wanting your product even more. You know, convince the marginalized that since your product is for the privileged class, consuming said product could somehow elevate their status. But we all know that's silly, because for heaven's sake, it's just a soft drink. Otherwise you'd be rolling out Dr. Pepper STR8 "Not for the gays" and Dr. Pepper KKK "Not for blacks." Or are those already in the works?

And I'm sure your defense is that it's just a joke. It's a light-hearted ad campaign and I'm taking myself too seriously. But you know what? Every day I'm told that, as a woman, things aren't for me. Certain careers and activities are not for me. Walking at night is not for me. Autonomy over my own body and medical choices are not for me. Do you really need to pile onto that with something so inconsequential as a soft drink? Can I not just have the freedom to pick my own beverage? Someone else needs to do that for me, too? And (and this one may surprise you, Dr. Pepper) men are also told daily that certain things are not for them. Human things like dancing, care-giving, emoting. And now diet soda. Could you please, please stop contributing to this nonsense? I know you didn't start it, Dr. Pepper. It's not your fault things are this way. But do you really have to pour carbonated fuel on the fire?

I thought it would make an interesting counterpoint to have a large group of women publicly drinking this in spite. Then I realized the two major flaws:

They would have to purchase the product.
They would have to drink it.

Now I suspect that a general aversion to related products might be the best possible response.

Ah, it reminds me one situasion with Coca Cola. Two years ago was
advertisment campain and you could get can of Coke for free. Coca Cola
Light for girls and Coca Cola Zero for boys. I wanted to get Zero,
because it had cool design [and was black^^], but I got Light [pink,
flowers,butterflies], because they [guys from this action] got
instruction, that Light for female and Zero for male. From this time I always buy Cola Zero ^^' Gendering drinks is inevitable. I saw energy dring with "for women" on it [it was pink].

The whole thing is so very wrong.
From the testosterone smelling unwashed male, to the android driver that tries desperately to look aggro (he's unfortunately quite cute, , love his glasses, where did he buy them?)
I must say I loved the fact that they were burrning down the rain forest with tracer gunfire and chucking tins into the bush - it was so inspiring in this day and age.
I just don't get why he wasn't dragging a female by her hair at the back of the buggy - now that would have been macho!
PS - Dr Pepper - Last time I looked, your Mom was a woman (at least, I think so...)

I know they were probably joking, but what a horrible campaign.  I sent them a letter to let them know that it's no problem at all, I won't be buying their sexist soda.  And as the main grocery shopper in my family noone else will be having it (male or female) in my house.  They should realize that us women have a lot of purchasing power so I'm happy to oblige and spend my money on other products.

There would appear to be dozens of samples, examples, justifications, analogies, marketing pro's and a bevy of less than diplomatically spoken opinions regarding the Dr. Pepper 10 Ad!  All these tethered-together-ridiculous-antics resemble mental masturbation at it's finest.  What a bunch of whiners!  The truth of the matter is this was ~ "A huge risk for the marketing team at Dr. Pepper". Hopefully it was predicted that such an out crying of negative publicity would arise, which is better than No publicity at all and....makes the dude who thought this up a rather smart guy!"  If women are going to get upset about this and stop buying Dr. Pepper products, then be sure to include the following list of products, also owned by Dr. Pepper as follows; 7-up, Motts, A&W, Snapple Group, Canada Dry, Hawaiian Punch, Schweppes, Penafiel, Squirt, Clamato, Sunkist Soda, Mr. & Mrs. T Mixers, Rose's, Yoo-Hoo just to name a few!  Come-on Ladies...Let 'em have this one.  Besides...I don't hear too many men complaining or crying sexism each time a "Tampon" commercial is aired or demanding a recall when the "Monistat 7" Ad is shown 9 times during American Idol.  The only difference is...Dr. Pepper 10 comes right out and says it's not for women. When clearly that's stupid!  Trust me ladies, this campaign won't last long especially when considering that "Diet" Dr. Pepper is just fine.  It certainly got our attention though ~  and I'll watch and wait for the "10" product to fizzle itself out.  I personally am hoping and waiting for "Burger King" to put together a new Ad with Brad Pitt in a seriously tight fitted European bathing suit, complete with a very thorough Brazilian wax-job, sliding down the hood "on his back" of a very "wet" bright red 2012 Mitsubishi Evo XI ~ all the while eating a Whopper!  Don't ya just love Commercials?

Emily, love the letter.  I will be working on one myself.  I will not buy any Dr. Pepper drinks ever again.   Can you imagine if it said not for blacks or not for jews or not for muslims?   Why are women always the fall guy.   I think of all the women troops.  Today, we lost a female guard in Iraq.  What an insult to ALL women.  Do not fall for discrimination under the guise of humor.   I am incensed and believe it to be discriminatory and therefore illegal.

1. I LOVE Cherry Dr Pepper

2. I will never drink a DR Pepper Product again... ever.

Oh..and my Favorite Movie I've seen this year is TRANSFORMERS.. so kiss my @$$ Dr Pepper... and not that you care but.... You've lost another costumer with your bull... I mean you were on at thin line as it was.. with the whole Pledge of Allegiance where you dotted out GOD.... -_- ........... and now this??.. screw it... I like Mt Dew better anyways.. I'll give them my money.

Who would have ever thought of marketing to a specific gender?  I am totally offended.  I will never by "Secret" antiperspirant (strong enough for a man, but made for a woman) again! You all crack me up?

If you don't like the ad campaign, don't buy the product...how difficult is that? Please, spend all your energy getting the ads pulled. That is, if you have time, between occupying Wall Street rallies.

lol, this is why you are a laughing stock, America.

hi. im just kind of jumping in here. i was offended by the dr. pepper 10 ad a little. it IS sexiest whether people want to believe it or not. and i see people going on about the tampon and pad commercials for women.....well, i don't know about you guys, but i think tampons and pads are kind of REQUIRED for women, unlike diet drinks which can be for both sexes. hmmm, i really think something was wrong if there was a man bleeding out of his penis every month. just saying...

sexist. sorry.

i drink it and im a women so haha i love Dr. Pepper and Dr.Pepper10 so hahhaha  u cant stop me from drinking it :D 

Emily, why are you writing stupid emails to people that don't care at all?

You should be in the kitchen! Not on a computer!

Emily, why are you writing stupid emails to people that don't care at all?

You should be in the kitchen! Not on a computer!

Saying that this is soda is only for men is like saying that tampons are only for  women.

I think is funny and I am a woman, I don't understand what the big deal is. Lighten up!

whatever shut up we get it cause calories r somethin to do with women and wont look like a women drinking it whatever still fucked up to some not me everyone writing fucking paragraphs damm

gender is a social construct. 

this is stupid doctor pepper should b for everyone not just men! 

I drink this all the time! Why? Cause it's not that manly. This is what they call manly? Haha. Weak. But it is very fizzy and yummy^^