Beverage News

Dr Pepper Ten launches nationwide

October 11, 2011
/ Print / Reprints /
ShareMore
/ Text Size+

Dr Pepper Snapple Group, Plano, Texas, debuted its 10-calorie soft drink offering, Dr Pepper Ten, at retailers nationwide. 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 features a masculine package design with a gunmetal gray color scheme, industrial rivets and bold new font, the company says.  

Consumer feedback and research showed that many men between the ages of 25 and 34 understand the need to make healthier beverage choices, but are not completely satisfied with the taste or image of diet sodas, the company says. Responding to this insight, Dr Pepper Snapple Group developed a blend of sweeteners, including high fructose corn syrup, aspartame and acesulfame potassium, to achieve a regular beverage-tasting experience, but with fewer calories.

The brand was introduced in six test markets earlier this year. Sales in these markets exceeded expectations with Dr Pepper Ten representing nearly 6 percent of Dr Pepper sales in like packaging throughout the test period, the company says.

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 TV, print and online media. Consumers also will see a new, provocative social media campaign that includes a Dr Pepper Ten Facebook application that only men can access.

For more information, visit www.drpepper.com or www.facebook.com/drpepper.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px