Dr Pepper introduces TEN

by Keith Nunes
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PLANO, TEXAS — The Dr Pepper Snapple Group, Inc. has introduced TEN, a carbonated soft drink with 10 calories. In a unique marketing approach, the company is pitching the new product as being for men only.

“As one of America’s favorite and oldest soft drinks, Dr Pepper has been a beverage innovator for more than 125 years,” said Dave Fleming, director of marketing for Dr Pepper. “Men told us that they wanted a low-calorie option with the full flavor of regular Dr Pepper — and that’s exactly what we’re delivering with Dr Pepper TEN. I’d say these are the 10 hardest-working calories in the beverage business.”

The marketing theme emerged following introduction of Dr Pepper TEN in six test markets throughout the United States. Using a tongue in cheek “it’s not for women” marketing message in the test markets, the company said it led to results that exceeded initial expectations.

The company said Dr Pepper TEN is just one of the many beverage innovations helping the Dr Pepper Snapple Group meet its goal to focus at least 50% of the products in its development pipeline on health and wellness by 2015. The new products include reduced-calorie products, smaller portion sizes and improved nutritional offerings.

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