Skip to main content

Guys, do you fear that drinking diet soda's unmanly?

Dr Pepper senses that you do. That's why the soft drink brand has launched a new diet drink called Dr Pepper 10, which bears the slogan, "It's Not for Women," according to Time magazine's NewsFeed blog.

A commercial for the new drink, which is being shown in selected test markets, is sort of like a spoof on a Rambo scene, with a rugged, gun-wielding character running and dodging laser beams through a jungle. He jumps off a cliff into a moving jeep, where he cracks open a can of Dr Pepper 10, announcing, "It's only 10 manly calories."

Story continues below advertisement

Hilarious, right? Well, the more subtly gendered marketing of Diet Pepsi's new offering isn't getting many laughs. Diet Pepsi unveiled its new "skinny" can for Fashion Week earlier this month, as a "celebration of beautiful, confident women."

Critics view the "taller, sassier" packaging as a warped message that reinforces stereotypes about women and body image.

Meanwhile, a Mexican brewery is also taking a stab at niche marketing, claiming to have produced the world's first beer specifically targeted to gay and lesbian consumers.

Bottles of the Minerva brewery's "Artisan Hone-Ales" have removable labels that can be worn as symbols of gay pride, The Telegraph reports.

"We're out in the market with great respect with the idea of offering a product directed to the gay-lesbian community that has been ignored for too long but is important and very demanding," Dario Rodriguez Wyler, commercial manager for distributors Bodega 12, said, according to The Telegraph.

The power of marketing is amazing. I wonder what you'd get if you made a mixed drink out of all three?

Report an error Editorial code of conduct
Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

Comments that violate our community guidelines will be removed.

Read our community guidelines here

Discussion loading ...

Cannabis pro newsletter