Dr Pepper TEN bottle narrow

Designed specifically for men who prefer the full-flavor experience of regular Dr Pepper but want a lower-calorie option without the diet imagery, Dr Pepper TEN will feature a distinctly masculine package design, complete with a gunmetal gray color scheme, industrial rivets and bold new font. 

"As one of America's favorite and oldest soft drinks, Dr Pepper has been a beverage innovator for more than 125 years," says 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." 

Consumer feedback and research showed that many men between the ages of 25 and 34 are not completely satisfied with the taste or image of diet sodas—although they understand the need to make healthier beverage choices. Responding to this insight, Dr Pepper Snapple Group (DPS) developed a unique blend of sweeteners to achieve a like-regular beverage experience—ultimately delivering the full flavor of original Dr Pepper with fewer calories. 

Six test markets got an early taste of Dr Pepper TEN in early 2011, complete with a full marketing campaign, including TV commercials, radio and out-of-home advertising and in-store displays—all featuring a bold, yet tongue-in-cheek, "It's Not for Women" message. Results in the test markets far exceeded expectations, with Dr Pepper TEN representing nearly six percent of Dr Pepper sales throughout the test period in like packaging. With high consumer awareness, the product quickly grew to become a fan favorite, and now men nationwide will have the chance to experience the 10 bold calories of Dr Pepper TEN. 

"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." 

The national launch of Dr Pepper TEN will be supported by an integrated marketing campaign, extending the "It's Not for Women" theme through national television, print and online media. Consumers will also see a new, provocative social media campaign—including a bold Dr Pepper TEN Facebook application that only men can access. 

Dr Pepper TEN is just one of the many beverage innovations helping DPS meet its goal to focus at least 50 percent of the products in its development pipeline on health and wellness by 2015. This includes reduced-calorie products, smaller portion sizes and improved nutritional offerings.

Source: Dr Pepper Snapple

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