Ad worth Spreading, and not because it’s good
October 17, 2011 § Leave a comment
Dear Dr. Pepper 10,
Let me just start off by saying, I think your ad sucks. Seriously, who thought that campaign was a good idea? “Dr. Pepper 10, Not for Women.” Do you realize, you’re probably steering a ton of women off of your brand in general, not just your new Dr. Pepper 10 product. Also, since when do calories and men occur in the same sentence?
“10 manly calories.” That doesn’t even makes sense; last time I checked, men don’t consider counting calories to be “manly”. Don’t get me wrong, it’s totally fine to market a product to men, but even if that is your target audience, what are you really accomplishing by so bluntly steering women away from your product? Let’s be real here, no matter your target audience, women would probably have been the main demographic to purchase your product anyway.
Pepsi Max and Coke Zero were able to target their “diet” drinks to men without sounding like, excuse my language, total and complete jackasses. It’s too bad you can’t figure out how to successfully do the same thing. What are you really accomplishing by saying it’s a women’s job to do the bills? Because I think it makes you sound like ignorant tools, and I’m sure I’m not the only person who thinks that.
Your commercial ad isn’t the end of it, either. Creating a facebook page that excludes women is one thing, but including games and videos that are aimed at being “manly,” like shooting games where the targets are high heels and lipstick is pathetic. Is shooting guns at high heels really the definition of manly in American culture? I hope not.
According to USA Today, Jim Trebilcock, Executive VP of Marketing for Dr Pepper said they did market research in six different markets throughout the country, and showed women wouldn’t be offended by the campaign. Well, your market research sucked, Dr. Pepper, and I can guarantee you that you have lost more than just me as a customer.