The makers of Dr. Pepper Ten, the new 10-calorie, "not-diet" soda from the brand that seems to produce a new variety every six months, are trying to bring the "No Girls Allowed" motto back into the spotlight. At least that's what it looks like they're doing with their new marketing campaign for Dr. Pepper 10, which is targeting male consumers.
Last week, a television commercial premiered (see below), along with a Facebook hub where users can take quizzes and play games.
The new campaign is one of the most blatantly sexist advertising strategies we've seen in years, so hell-bent on attracting male customers that it's decided to reinforce many of the key stereotypes of masculinity. The company is emphasizing that its product, which represents characteristics of "maleness," is exclusionary; at the end of the TV spot, the protagonist yells, "IT'S NOT FOR WOMEN." Dr. Pepper Ten plans to air its ads on FX and ESPN, according to The Huffington Post.
The campaign seeks to define what is masculine - and, by virtue of our societal gender binary, it is, by extension, defining what is feminine. Men, according to Dr. Pepper Ten, like action movies. They don't care if they spill their food and drink everywhere. They drive fast cars. They are daredevils, jumping off of cliffs. They litter. And they certainly don't like "girly" drinks like those other diet sodas.
The campaign works even harder to construct masculinity online, using its Facebook page to promote the "Ten Man'Ments" (which is just a really poor spoof of the 10 Commandments). The "man'ments" include nonsense like "Thou Shalt Not Instagram Your Lunch (Real Men Eat Lunch Not Tweet It)," and "Thou Shalt Not End a Comment with A = )". See more of the "man'ments" below.