This is a Dr. Pepper 10 commercial that first aired April 18, 2011. It shows an actor in an adventure film drinking Dr. Pepper. At one point he says "It's what guys want". It plays on a lot of stereotypes about what men like. There is probably some risk here because they don't want to alienate the female customer base. This comercial does a good job of getting attention for Dr. Pepper because of the tension is causes.
The most obvious observations about this commercial are the stereotypes for men and women. The creator tries to make this ten calorie drink “manly” by filming the men in a forest, running away from people, and acting as if they are in a fight scene from a movie. Since most men do not drink diet soda, they are filming this in hopes that men will buy it because they know women already would chose a drink with less calories. The fact that most men like action movies compared to romantic comedies possibly parallels a regular soda to a diet soda. Regular being an action movie and diet being a romantic comedy. They are trying to get their ten-calorie soda to be in the action category for men to buy, compared to a diet drink, or a romantic comedy, women would buy. The creator is trying to give this drink a manlier image so not only women will buy diet drinks.
I find it interesting how when you watch the first five or six seconds of this clip, you have no idea what the commercial is about. You only find out that it's about dr. pepper once the main character gets into the go-kart and then says ,"It's what men want!". I think Dr. Pepper is clever in saying that only men can drink it, because it immediately puts into a woman's mind that a woman can do whatever a man can do (and do it better). Its obviously going to cause some angst in women to want to drink it to. In a reverse psychological way this commercial is playing to the needs of women as well as men.
This commercial plays at a lot of stereotypes throughout obviously but I think it is interesting that Dr. Pepper takes a stab at the movie industry in a small way. After he pulls the net and captures the men chasing him the go-kart slides to the camera and he says, "insert catch phrase." In a way saying that this is what happens in every action movie that has ever been made during the fight sequence which can relate to a message I believe that Dr. Pepper is trying to send. That men need to stray away from the mundane and ordinary which would be a normal, high in calorie soda and switch to a manly 10 calorie soda like Dr. Pepper. Try something not as predictable.
I feel Dr.Pepper takes this ad a little too far. They make their target clear, men who care about their health but are also afraid of being looked at as un-manly, by saying things like its “what guys want” and it’s “not for women”. They are so focused on the fact that the product is “for men” that they barely focus on the product itself. The actor is quoting saying it’s “our movie” and “our soda”. By using this repetition he is trying to make men feel like they will become a part of some elite group if they choose to drink Dr.Pepper 10- Essentially that by becoming a consumer, they will be comparable to men in action movies. They make sure to have a “manly” actor and refer to the calories as “10 manly calories”. They throw their product in the middle of a scene only men would be interested in. I feel by overemphasizing this they diminish the effect the message is trying to make. By the time they reach the end, one has already gotten the message and is annoyed at this point (personally). I agree with the reverse psychology stated in the previous comment, but at the same time the advertisers already know women are into these types of drinks. They have no concern with persuading them towards their product. At the end, they say “keep the romantic comedies and girly drinks, we’re good”. They suggest that Dr.Pepper 10 will not taste like other diet drinks and it will not be a bad experience for men- such that a romantic comedy often is. They portray Dr.Pepper 10 as the “king” of all diet drinks; it is better and on a different level than all others. Overall I’m not sure if men will buy into this, but I give Dr.Pepper props for trying to put their drink on a pedestal.
I think it is interesting how the very first thing the man says in this commercial is “Hey ladies.” As previously mentioned, this advertisement is very specifically geared towards males because males are much less likely than women to purchase a diet drink; however, this commercial begins with a man in an action movie pretending to address the female audience. The man in the commercial then asks “Enjoying the film? Of course not.” Instead of the commercial directly advertising a new, great, manly soda, in which males would be uninterested, this advertisement takes a different approach. In order to grab the attention of the male audience, the advertisement is swift to make a statement “geared toward the ladies” that the men can identify with. He then proceeds to claim the reason is “Because this is our movie!” He is connecting with the audience by saying “our”, as if to say “you and I, as males”, and then parallels Dr. Pepper Ten with action movies, as “our soda.” Instead of simply saying their product is for men, they say it’s not for women. This advertisement is more effective in appealing to the male audience this way.
I think it's interesting how Dr. Pepper is the only soft drink company who feels the need to put out a ten calorie drink targeted towards men. It's also interesting that in order for someone to buy this product, they first have to enjoy drinking the original Dr. Pepper. And I, personally, do not know many people who would pick Dr. Pepper over Coke or Sprite. Therefore, maybe Dr. Pepper feels as though it is a dying brand in the eyes of the consumers and must launch a new product in order to boost interest and excitement. However, maybe Dr. Pepper is just the pioneer in the "ten calorie drink for men" market and will benefit greatly from this product. Although I have a hard time believing that that's true because zero calorie soft drinks are all the rage right now for big companies like Coke and Pepsi. So I am more inclined to believe that Dr. Pepper must be really struggling to raise excitement from consumers (male or females) over their brand.
After watching Dr.Pepper advertising, I think the director make a big contrast between the man and women. The advertising happened in a violence environment -- war, which behalf the male's environment, because all the violence environment are related to the male. So the director make a specific environment for this advertising and the product- Dr. Pepper, finally the actor mention that this soda is only for men, then the viewer will feel very comfortable because the whole advertising happened in violence environment. The director found the actor is masculinity, keep telling the viewer that this drink is powerful and good.
This ad is very controversial in how it advertises the drink, and i agree that it does appeal to men and women, subconsciously. But I also find it interesting how the commercial implies that the movies men like to watch have a catch phrase at the end of a heroic scene, and openly calls the movie industry out. But immediately after that portion of the commercial, the actor says the catch phrase for the drink. I think the commercial would benefit from the removal of the words "catch phrase" and instead just insert Dr. pepper's catch phase. Overall that section of the clip seems strange because the catch phrase for Dr. pepper is the only words spoken in a non-screaming voice, except for the beginning lines. It is interesting that these are the only times where the actor addresses the female audience. I believe this could be done in hopes of not offending the female audience, while still making the message clear that it is a manly drink.
This Dr. Pepper commercial can be very controversial with the stereotypes it uses. Obviously, by using a cast of all men, they are trying to appeal to men as the viewers of this commercial. However, by saying that it isn't for women, it also appeals to them. By using the war scene in the forest, the makers of this commercial want men to think that they will be better for drinking Dr. Pepper. I also find it interesting how, like mentioned above, the beginning of the commercial says nothing about what is being advertised. I think this is because the makers of the commercial want the message to last longer in the viewer's mind when the commercial is over. Another interesting point about this commercial is that only the one guy is talking. In order to make it more effective, I think that there should have been some interaction with the other guy who was driving the go-cart. I feel like it would have put more emphasis on Dr. Pepper being a man's drink, however, this would then have taken the appeal to women aspect out of it.
I would say that this ad over emphasizes manliness to the point of vulgarity. Dr. pepper makes it so clear that it's in fact not a manly drink and they're just trying to cover it up to broaden their consumer base. The ad just reassures to me that diet drinks are for women. I can't imagine too many men watching this and actually thinking Dr. Pepper 10 is manly. I would be more inclined to think the drink was masculine if they were more subtle in trying to appeal to men. I don't understand how Dr. Pepper could possibly think their motive isn't obvious. Or maybe they have some reason for making it so obvious, maybe it is supposed to be more successful in appealing to women.
Going off of what Clay said, i do not thing the overly in your face manner of appealing to the male crowd was very effective. I think that some of the male viewers would be somewhat offended by the advertising tactics. It is as if the Dr. Pepper assumes guys don't know what is manly, considering how overtly they try to show that Dr. Pepper 10 is manly. The abrasiveness with witch they advertise the masculinity of the soda can be seen almost as a satire of the macho mentality of the males in our culture. Which again could be losing there appeal to the male demographic.
As said in the previous few comments, I think this ad is poking fun at men. Personally, I find it hard to take their message of "Dr. Pepper 10 is a man's drink" seriously. From the very start, the ad plays into the typical "manly" image and beats it dead. Throughout the ad it includes some of the most common scenes you would see in a typical action movie. The fact that the actor says "catchphrase" pokes even more fun at men because it points out how silly action movies can be. This may actually turn some men away from consuming this soda just because they wouldn't want to buy into the stereotype Dr. Pepper is offering. Also, as noted before, I think this ad is actually still appealing a great deal to women, because once you tell someone they can't do something (be a woman and drink Dr. Pepper 10), they will almost certainly want to do it. Another way that it subconsciously appeals to woman, is that it brings in sort of a "Battle of the Sexes" theme. The ad explicitly says the beverage is only for men, so women may feel challenged. This could create an ongoing dispute or controversy when women decide to drink this beverage, giving more attention to Dr. Pepper as a brand. Although this ad is a bit "out there" and potentially offensive to both genders, it adds an alternate competitive atmosphere toward the soft drink market while giving both men and women a chance to laugh at themselves.
In the previous comments many people have mentioned that the advertisement is more focused on the male audience, but I think it does a good job of catching the female audiences attention as well. The ladies are addressed and the whole way through it's basically saying this isn't for you or you wouldn't like this, but I feel as though that might pull in as many ladies as it's pushing away. Most times people tend to take the challenge of it not being for them by going out and proving someone wrong by doing what they say can't be done. The drink is a ten calorie soda which typically is a bigger selling factor for women, so they are more likely to try it out of spite because of that low calorie trade off. Also, the extreme stereotyping that the ad does makes it humorous and does a good job of gaining the viewer's attention. Both the male and female audiences' attention was gained by simply speaking out to each one regardless of what was said.
Something that I don't understand about the video is why they are even trying to market this to men. Yes they may expand their market for this particular drink, but it might be more beneficial to simply market their regular drink more. They suggest that men don't enjoy drinking diet sodas as much, but for whatever reason this one is only for men. They are cutting down their possible market. By making this drink just for men it cuts women out of picture, and also may push women away from all their products because of their insensitivity. This commercial may cut women out of the Dr. Pepper products completely.
What I think is interesting about this commercial is the fact that they advertise calories. Maybe it is a stereotype that I have, but most guys that I know do not count calories and could care less about how many calories they are drinking. Dr. Pepper would be more successful if they changed the demographic of their target consumers; females instead of males. Another interesting component of this commercial is that Dr. Pepper is not marketing the Dr. Pepper Ten as diet, assuming it will not appeal to men but rather marketing that it only has ten calories.
Its clear that Dr. Pepper thinks that only women drink diet soda. Dr. Pepper is using this commercial to really push for a market with men. The use of the strong men fighting in the wilderness and riding through in a jeep. I agree with Brian when he talks about the calorie part. There has to be a reason for using "10" in this drink. It encourages men to drink it because they are not used to putting in the work for watching calories or sticking to a diet program. This commercial is just a way to reach out to men and for Dr. Pepper to maximize its overall selling results
This Dr. Pepper commercial is original that it combines action movie into the advertisement. This techniques make the drink full of energy as if the consumer who drinks it will have the power as the movie actor do. Moreover, the ad is indense so that it makes people feel exited while watching. Actually, this movie influence might really contribute to more consumers. It is obvious that the ad takes the risk that it claims Dr.Pepper is a men only drink and using merely male actors. They actually want to stir up the women's curiosity so that enlarge the scale of consumers.
Initially, Dr. Pepper seems to be making a bold move: advertising a drink that supposedly appeals to a single sex. Like the many observations posted previously, the commercial connects the drink to scenes from a typical Hollywood movie. However, it is also important to note that the drink itself contains only ten calories, something that would clearly appeal to women, who are supposedly known for counting their calories. The video sneaks in a bit of provocation, and actually advertises to both sexes. Men who are interested in the drink will purchase it due to its supposed 'manliness', while women will purchase it to prove a point. As the drink contains a small amount of calories, women are also willing to make a purchase, all under the possible pretense of proving that Dr. Pepper 10 may not just be a man's drink after all.
I find it particularly interesting that they open the commercial with the phrase, "hey ladies". Immediately it draws attention from females in the audience and continues to belittle them throughout the commercial. Might it be possible that this commercial is using reverse psychology? By attacking women so directly in the commercial, Dr. Pepper may very well be provoking women to go out and buy Dr. Pepper 10. There is also the idea of what women want in a man. Don't women WANT a man who is burly, tough, and willing to face danger? Showing this fearless man in some way may appear to some women as the ideal man.
The most obvious observations about this commercial are the stereotypes for men and women. The creator tries to make this ten calorie drink “manly” by filming the men in a forest, running away from people, and acting as if they are in a fight scene from a movie. Since most men do not drink diet soda, they are filming this in hopes that men will buy it because they know women already would chose a drink with less calories. The fact that most men like action movies compared to romantic comedies possibly parallels a regular soda to a diet soda. Regular being an action movie and diet being a romantic comedy. They are trying to get their ten-calorie soda to be in the action category for men to buy, compared to a diet drink, or a romantic comedy, women would buy. The creator is trying to give this drink a manlier image so not only women will buy diet drinks.
ReplyDeleteI find it interesting how when you watch the first five or six seconds of this clip, you have no idea what the commercial is about. You only find out that it's about dr. pepper once the main character gets into the go-kart and then says ,"It's what men want!". I think Dr. Pepper is clever in saying that only men can drink it, because it immediately puts into a woman's mind that a woman can do whatever a man can do (and do it better). Its obviously going to cause some angst in women to want to drink it to. In a reverse psychological way this commercial is playing to the needs of women as well as men.
ReplyDeleteThis commercial plays at a lot of stereotypes throughout obviously but I think it is interesting that Dr. Pepper takes a stab at the movie industry in a small way. After he pulls the net and captures the men chasing him the go-kart slides to the camera and he says, "insert catch phrase." In a way saying that this is what happens in every action movie that has ever been made during the fight sequence which can relate to a message I believe that Dr. Pepper is trying to send. That men need to stray away from the mundane and ordinary which would be a normal, high in calorie soda and switch to a manly 10 calorie soda like Dr. Pepper. Try something not as predictable.
ReplyDeleteI feel Dr.Pepper takes this ad a little too far. They make their target clear, men who care about their health but are also afraid of being looked at as un-manly, by saying things like its “what guys want” and it’s “not for women”. They are so focused on the fact that the product is “for men” that they barely focus on the product itself. The actor is quoting saying it’s “our movie” and “our soda”. By using this repetition he is trying to make men feel like they will become a part of some elite group if they choose to drink Dr.Pepper 10- Essentially that by becoming a consumer, they will be comparable to men in action movies. They make sure to have a “manly” actor and refer to the calories as “10 manly calories”. They throw their product in the middle of a scene only men would be interested in. I feel by overemphasizing this they diminish the effect the message is trying to make. By the time they reach the end, one has already gotten the message and is annoyed at this point (personally). I agree with the reverse psychology stated in the previous comment, but at the same time the advertisers already know women are into these types of drinks. They have no concern with persuading them towards their product. At the end, they say “keep the romantic comedies and girly drinks, we’re good”. They suggest that Dr.Pepper 10 will not taste like other diet drinks and it will not be a bad experience for men- such that a romantic comedy often is. They portray Dr.Pepper 10 as the “king” of all diet drinks; it is better and on a different level than all others. Overall I’m not sure if men will buy into this, but I give Dr.Pepper props for trying to put their drink on a pedestal.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteI think it is interesting how the very first thing the man says in this commercial is “Hey ladies.” As previously mentioned, this advertisement is very specifically geared towards males because males are much less likely than women to purchase a diet drink; however, this commercial begins with a man in an action movie pretending to address the female audience. The man in the commercial then asks “Enjoying the film? Of course not.” Instead of the commercial directly advertising a new, great, manly soda, in which males would be uninterested, this advertisement takes a different approach. In order to grab the attention of the male audience, the advertisement is swift to make a statement “geared toward the ladies” that the men can identify with. He then proceeds to claim the reason is “Because this is our movie!” He is connecting with the audience by saying “our”, as if to say “you and I, as males”, and then parallels Dr. Pepper Ten with action movies, as “our soda.” Instead of simply saying their product is for men, they say it’s not for women. This advertisement is more effective in appealing to the male audience this way.
ReplyDeleteI think it's interesting how Dr. Pepper is the only soft drink company who feels the need to put out a ten calorie drink targeted towards men. It's also interesting that in order for someone to buy this product, they first have to enjoy drinking the original Dr. Pepper. And I, personally, do not know many people who would pick Dr. Pepper over Coke or Sprite. Therefore, maybe Dr. Pepper feels as though it is a dying brand in the eyes of the consumers and must launch a new product in order to boost interest and excitement. However, maybe Dr. Pepper is just the pioneer in the "ten calorie drink for men" market and will benefit greatly from this product. Although I have a hard time believing that that's true because zero calorie soft drinks are all the rage right now for big companies like Coke and Pepsi. So I am more inclined to believe that Dr. Pepper must be really struggling to raise excitement from consumers (male or females) over their brand.
ReplyDeleteAfter watching Dr.Pepper advertising, I think the director make a big contrast between the man and women. The advertising happened in a violence environment -- war, which behalf the male's environment, because all the violence environment are related to the male. So the director make a specific environment for this advertising and the product- Dr. Pepper, finally the actor mention that this soda is only for men, then the viewer will feel very comfortable because the whole advertising happened in violence environment. The director found the actor is masculinity, keep telling the viewer that this drink is powerful and good.
ReplyDeleteThis ad is very controversial in how it advertises the drink, and i agree that it does appeal to men and women, subconsciously. But I also find it interesting how the commercial implies that the movies men like to watch have a catch phrase at the end of a heroic scene, and openly calls the movie industry out. But immediately after that portion of the commercial, the actor says the catch phrase for the drink. I think the commercial would benefit from the removal of the words "catch phrase" and instead just insert Dr. pepper's catch phase. Overall that section of the clip seems strange because the catch phrase for Dr. pepper is the only words spoken in a non-screaming voice, except for the beginning lines. It is interesting that these are the only times where the actor addresses the female audience. I believe this could be done in hopes of not offending the female audience, while still making the message clear that it is a manly drink.
ReplyDeleteThis Dr. Pepper commercial can be very controversial with the stereotypes it uses. Obviously, by using a cast of all men, they are trying to appeal to men as the viewers of this commercial. However, by saying that it isn't for women, it also appeals to them. By using the war scene in the forest, the makers of this commercial want men to think that they will be better for drinking Dr. Pepper. I also find it interesting how, like mentioned above, the beginning of the commercial says nothing about what is being advertised. I think this is because the makers of the commercial want the message to last longer in the viewer's mind when the commercial is over. Another interesting point about this commercial is that only the one guy is talking. In order to make it more effective, I think that there should have been some interaction with the other guy who was driving the go-cart. I feel like it would have put more emphasis on Dr. Pepper being a man's drink, however, this would then have taken the appeal to women aspect out of it.
ReplyDeleteI would say that this ad over emphasizes manliness to the point of vulgarity. Dr. pepper makes it so clear that it's in fact not a manly drink and they're just trying to cover it up to broaden their consumer base. The ad just reassures to me that diet drinks are for women. I can't imagine too many men watching this and actually thinking Dr. Pepper 10 is manly. I would be more inclined to think the drink was masculine if they were more subtle in trying to appeal to men. I don't understand how Dr. Pepper could possibly think their motive isn't obvious. Or maybe they have some reason for making it so obvious, maybe it is supposed to be more successful in appealing to women.
ReplyDeleteGoing off of what Clay said, i do not thing the overly in your face manner of appealing to the male crowd was very effective. I think that some of the male viewers would be somewhat offended by the advertising tactics. It is as if the Dr. Pepper assumes guys don't know what is manly, considering how overtly they try to show that Dr. Pepper 10 is manly. The abrasiveness with witch they advertise the masculinity of the soda can be seen almost as a satire of the macho mentality of the males in our culture. Which again could be losing there appeal to the male demographic.
ReplyDeleteAs said in the previous few comments, I think this ad is poking fun at men. Personally, I find it hard to take their message of "Dr. Pepper 10 is a man's drink" seriously. From the very start, the ad plays into the typical "manly" image and beats it dead. Throughout the ad it includes some of the most common scenes you would see in a typical action movie. The fact that the actor says "catchphrase" pokes even more fun at men because it points out how silly action movies can be. This may actually turn some men away from consuming this soda just because they wouldn't want to buy into the stereotype Dr. Pepper is offering. Also, as noted before, I think this ad is actually still appealing a great deal to women, because once you tell someone they can't do something (be a woman and drink Dr. Pepper 10), they will almost certainly want to do it. Another way that it subconsciously appeals to woman, is that it brings in sort of a "Battle of the Sexes" theme. The ad explicitly says the beverage is only for men, so women may feel challenged. This could create an ongoing dispute or controversy when women decide to drink this beverage, giving more attention to Dr. Pepper as a brand. Although this ad is a bit "out there" and potentially offensive to both genders, it adds an alternate competitive atmosphere toward the soft drink market while giving both men and women a chance to laugh at themselves.
ReplyDeleteIn the previous comments many people have mentioned that the advertisement is more focused on the male audience, but I think it does a good job of catching the female audiences attention as well. The ladies are addressed and the whole way through it's basically saying this isn't for you or you wouldn't like this, but I feel as though that might pull in as many ladies as it's pushing away. Most times people tend to take the challenge of it not being for them by going out and proving someone wrong by doing what they say can't be done. The drink is a ten calorie soda which typically is a bigger selling factor for women, so they are more likely to try it out of spite because of that low calorie trade off. Also, the extreme stereotyping that the ad does makes it humorous and does a good job of gaining the viewer's attention. Both the male and female audiences' attention was gained by simply speaking out to each one regardless of what was said.
ReplyDeleteSomething that I don't understand about the video is why they are even trying to market this to men. Yes they may expand their market for this particular drink, but it might be more beneficial to simply market their regular drink more. They suggest that men don't enjoy drinking diet sodas as much, but for whatever reason this one is only for men. They are cutting down their possible market. By making this drink just for men it cuts women out of picture, and also may push women away from all their products because of their insensitivity. This commercial may cut women out of the Dr. Pepper products completely.
DeleteWhat I think is interesting about this commercial is the fact that they advertise calories. Maybe it is a stereotype that I have, but most guys that I know do not count calories and could care less about how many calories they are drinking. Dr. Pepper would be more successful if they changed the demographic of their target consumers; females instead of males. Another interesting component of this commercial is that Dr. Pepper is not marketing the Dr. Pepper Ten as diet, assuming it will not appeal to men but rather marketing that it only has ten calories.
ReplyDeleteIts clear that Dr. Pepper thinks that only women drink diet soda. Dr. Pepper is using this commercial to really push for a market with men. The use of the strong men fighting in the wilderness and riding through in a jeep. I agree with Brian when he talks about the calorie part. There has to be a reason for using "10" in this drink. It encourages men to drink it because they are not used to putting in the work for watching calories or sticking to a diet program. This commercial is just a way to reach out to men and for Dr. Pepper to maximize its overall selling results
ReplyDeleteThis Dr. Pepper commercial is original that it combines action movie into the advertisement. This techniques make the drink full of energy as if the consumer who drinks it will have the power as the movie actor do. Moreover, the ad is indense so that it makes people feel exited while watching. Actually, this movie influence might really contribute to more consumers. It is obvious that the ad takes the risk that it claims Dr.Pepper is a men only drink and using merely male actors. They actually want to stir up the women's curiosity so that enlarge the scale of consumers.
ReplyDeleteInitially, Dr. Pepper seems to be making a bold move: advertising a drink that supposedly appeals to a single sex. Like the many observations posted previously, the commercial connects the drink to scenes from a typical Hollywood movie. However, it is also important to note that the drink itself contains only ten calories, something that would clearly appeal to women, who are supposedly known for counting their calories. The video sneaks in a bit of provocation, and actually advertises to both sexes. Men who are interested in the drink will purchase it due to its supposed 'manliness', while women will purchase it to prove a point. As the drink contains a small amount of calories, women are also willing to make a purchase, all under the possible pretense of proving that Dr. Pepper 10 may not just be a man's drink after all.
ReplyDeleteI find it particularly interesting that they open the commercial with the phrase, "hey ladies". Immediately it draws attention from females in the audience and continues to belittle them throughout the commercial. Might it be possible that this commercial is using reverse psychology? By attacking women so directly in the commercial, Dr. Pepper may very well be provoking women to go out and buy Dr. Pepper 10. There is also the idea of what women want in a man. Don't women WANT a man who is burly, tough, and willing to face danger? Showing this fearless man in some way may appear to some women as the ideal man.
ReplyDelete