Dr Pepper Snapple Group Officially Rolls Out Dr Pepper TEN

10-calorie diet drink will feature "man-centric" ad campaign, "man-only" Facebook page

PLANO, Texas -- Dr Pepper Snapple Group has officially launched Dr Pepper TEN. Delivering the taste of regular Dr Pepper, but with only 10 calories, Dr Pepper TEN is now available at retailers nationwide.

"But don't get too excited, ladies; it's for men only," the company said.

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," 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."

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 developed a blend of sweeteners to achieve a "like-regular" beverage experience, delivering the full flavor of original Dr Pepper with fewer calories, it said.

Six test markets got an early taste of Dr Pepper TEN in early 2011, with a full marketing campaign, including TV commercials, radio and out-of-home advertising and in-store displays--all featuring the tongue-in-cheek "It's Not for Women" message. Results in the test markets far exceeded expectations, with Dr Pepper TEN representing nearly 6% of Dr Pepper sales throughout the test period in like packaging.

"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 social media campaign, including a Dr Pepper TEN Facebook application that the company said only men can access.

Dr Pepper, a brand of Dr Pepper Snapple Group, Plano, Texas, is available in Regular, Diet, Caffeine Free and Cherry varieties. DPS is a leading producer of flavored soft drinks, marketing Dr Pepper and more than 50 other beverage brands across North America and the Caribbean.