Beverage Industry

Dr Pepper Ten launches nationwide

October 11, 2011

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.