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 Dr. Pepper Snapple raised a lot of eyebrows when it released Dr. Pepper 10 -- a low calorie version of the soda -- and marketed it with the tagline: "It's not for women." Now, after seeing success with the new drink, Dr. Pepper Snapple is doing the same to five of its other soda brands. 7 Up, Sunkist, A&W, RC and Canada Dry are all getting slimmed down too, but this time, it doesn't plan to reserve them for men only, reports Paul Ziobro at the Wall Street Journal. CEO Larry Young told the WSJ that the brands will be marketed to a wider audience -- men and women ages 25-49. Marketing for Dr. Pepper 10, the flagship drink, will remain male-centric. The initial men-only push by Dr. Pepper was an attempt to make diet soda more macho. The campaign brought up concerns that it may turn women away from Dr. Pepper's other brands because of all the controversy. Either way, it got the launch a whole lot of attention. But it makes sense not to take that image too far by integrating it into all of these other brands. Dr. Pepper has already gotten its point across, and there's no sense in potentially alienating women from a large portion of its brand portfolio. All the new drinks in the 10 series will start to hit test markets in January, and will run for about six months. Please follow War Room on Twitter and Facebook. | | | | | | | |
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