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PLANO, Texas -- Dr Pepper is reaching out to men with its national launch of Dr Pepper TEN, a new soda that offers the bold Dr Pepper flavor with only 10 calories, the company announced. The beverage's packaging features a gunmetal-gray color scheme, industrial rivets as decoration and a 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."
The company designed Dr Pepper TEN based on consumer feedback that a large number of men between the ages of 25 and 34 understand the need for healthier diet choices, but are not completely satisfied with the taste or image of diet sodas, according to the announcement. In response, Dr Pepper Snapple Group (DPS) develop a unique blend of sweeteners to provide an original Dr Pepper-like flavor with fewer calories.
Earlier this year, six markets participated in a test run of Dr Pepper TEN that included a full marketing campaign of television and radio commercials, out-of-home advertising and in-store displays and featured the tongue-in-cheek message, "It's Not for Women." Dr Pepper TEN grew to represent nearly 6 percent of Dr Pepper sales during the test period in like packaging, the company said.
"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." An integrated marketing campaign consisting of national television and print ads and online media will accompany the launch. And a new Dr Pepper TEN Facebook application will only be accessible to men, the company stated.
The new beverage is part of DPS' goal to focus at least half of the products in its development pipeline on health and wellness by 2015, the company said. Other innovations include reduced-calorie products, smaller portion sizes and improved nutritional offerings.