Carolyn's Daily Posts: 2011

October 18, 2011

Dr. Pepper Ten and Gender Roles



     On October 10, 2011, the Dr. Pepper Snapple Group introduced a new soft drink with the following features and advertising statements:

  • The soft drink isn’t for women—the ads go out of the way to eschew women
  • It contains calories and sugar, unlike its diet counterpart
  • It features a wrapping of gunmetal grey with silver bullets

     The new soft drink was developed after company research discovered that men shy away from diet drinks that aren’t perceived as “manly” enough.

     Dr. Pepper Ten has ten calories.

     It’s a schizophrenic society we live in:

  • Unisex is in—but products are developed for the separate genders.
  • To be manly is associated with guns as we attempt to decrease violence, and as we attempt, especially, to deal with domestic violence.

     What is your opinion on this product? Does it engender gender roles in a society where gender equality is espoused, or is it politically correct to push a product that portrays manliness with guns and violence?


Dr. Pepper Ten: ‘No women allowed’,Greensburg Tribune-Review, October 11, 2011; Business Briefing, pp B9



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