By: Shayne Santi

There is an extensive history behind soft drink advertising campaigns. Who could forget the Christmas polar bear mascot for Coca Cola or the widely popular “Do the Dew” slogan that has been incorporated into numerous commercials?  Dr. Pepper has recently publicized a fresh advertising campaign that absolutely can’t be ignored…and perhaps for the wrong reasons. Dr. Pepper’s newest diet version of the popular beverage called Dr. Pepper 10 sports a slogan so bold it might just agitate every female on the planet. The straightforward slogan states, “It’s not for women” and can be seen on every can of the new diet soda. It doesn’t take an advertising guru to recognize a potential problem that stands out. Statistically, it’s true that men drink more soda than women. Deliberately eliminating an entire gender from consumption of your product can’t be that detrimental, right? Well, not when the campaign actually offends both males and females alike. According to SodaHead News, a wide audience of male consumers have taken offense to the ads as it is insinuated that “appearing girly” is something guys need to worry about. So, are the new Dr. Pepper ads, dare I say, sexist? Some certainly think so. At the same time, those not so sensitive subjects to the questionable advertisements claim that some are blowing the ads out of proportion. The company has also released Facebook campaigns that include a shooting gallery aiming at “girly” items such as lipstick along with a “man quiz” further promoting their slogan. Only time will tell if the controversial campaign will actually benefit the beverage or if the popular soda company will see diminished sales, while successfully pissing off millions in the process.


Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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