New Low-Cal Dr Pepper 'Not for Women'

Dr Pepper knows men can't stand high heels, hate romantic comedies, and would never be caught drinking diet soda. The soft drink firm aims to change that last trait: It is marketing its latest low-calorie soda, Dr Pepper Ten, as absolutely "not for women," the AP reports. The drink's Facebook page says it is only for men; it's got Rambo-style TV commercials; and a promotional game allows you to shoot lipstick and unicorns. "You can keep the romantic comedies and lady drinks. We're good," says one ad.

The campaign for the 10-calorie drink is the result of extensive research, including nationwide market testing, says an exec. In fact, 40% of tasters thus far have been female, he says. "Women get the joke," and it's a conversation-starter. Will it work? Well, Coke Zero and Pepsi Max are meant for men, notes Jezebel—but they've been successful with both sexes. So "why launch a new brand by telling half the potential customers that the product is not for them?" (More women stories.)