Dr Pepper TEN history of the brand

[Eva Cordova]

Dr Pepper TEN is a product under the Dr Pepper Snapple Group, which
was introduced in December 1885. It was created in Waco, Texas by
Charles Alderton. It was nationally introduced to the United States in
1904 at the Louisiana Purchase Exhibition. Dr Pepper is known for
their unique taste, containing 23 flavors all to create one taste.
They have created various varieties to their original Dr Pepper soda.
Recently this year, after doing research and learning that men aren’t
in favor of diet soda, Dr Pepper created a new diet soda called Dr
Pepper TEN for 25- to 34-year-old men who prefer regular Dr Pepper but
want fewer calories. According to the company’s website, Dr Pepper TEN
is “10 bold tasting calories with the same authentic 23 flavors of Dr
Pepper”. This soda is meant to appeal to men as a low calorie (10
‘manly’ calories) diet soda, especially with the tag line “Not for
women”. Currently, they are testing out Dr Pepper TEN in six markets:
Denver, Colorado Springs, Des Moines, Kansas City, San Antonio, and
Austin. Using a brand trailer called the “Man Cave”, they are setting
up “testosterone zones” that involve manly activities, such as sports,
cars, television, or video games.

(Sources: http://www.drpepper.com/text/products/drpepperten/,
http://en.wikipedia.org/wiki/Dr_Pepper, and
http://adage.com/article/news/dr-pepper-10-avoid-marketing-missteps-pepsi-coke/148983/
)


let me know if there is anything I should take out or add in!

[Victoria Holtz]

Ad Spending- $75 million, 50 percent more than last year(Dr. Pepper as
a whole)
Ad Agency- Deutsch LA
Copy Strategy- “It’s Not For Women”, with out-of-home, digital, and in-
store effects. Targeted at 25-34 year old men. A mobile “Man Cave” has
traveled to six test markets: Denver, Colorado Springs, Colo.; Des
Moines, Iowa; Kansas City, Mo.; and San Antonio and Austin, Texas;
setting up “testosterone zones” men only game areas.

http://adage.com/article/news/dr-pepper-10-avoid-marketing-missteps-pepsi-coke/148983/
http://www.allbusiness.com/marketing-advertising/4180618-1.html

> (Sources:http://www.drpepper.com/text/products/drpepperten/,http://en.wikipedia.org/wiki/Dr_Pepper, andhttp://adage.com/article/news/dr-pepper-10-avoid-marketing-missteps-p...