Dr. Pepper’s new diet drink, “Dr. Pepper Ten,” is “only 10 manly calories,” “bold,” and “not for women.” Or so the soda’s latest Rambo-fied, hyper-masculine commercial claims.
Unlike diet soft drink commercials aimed at women, Dr. Pepper glosses over the diet aspect of the soda with explosions, army fatigue, and laser guns. Why? Because that’s what guys like. By drinking Dr. Pepper Ten, you can fulfill your boyhood fantasies of vaporizing stuffed snakes and capturing masked ninjas—all while consuming fewer calories.
But Dr. Pepper is not the first to try to corner the highly elusive (possibly nonexistent) male diet-soda-drinking market. Let’s take a stroll through a recent history of carbonated masculinity after the jump.
Somehow Diet Pepsi Max thought portraying their male market as strong but utterly dumb was the way to go. While men can get hit in the head by a bowling ball with nary a scratch, Pepsi says, they can’t stomach the possibility of having a sugar-free drink. The horror!
The geniuses of Mountain Dew wanted to show that with one sip of Diet Mountain Dew, men can “ski on a live volcano,” “take a dip in the Colorado,” and “take your bike way up in the blue.” Funny, because I thought all it did was kill off swimmers.
Coke Zero’s strategy was to throw in as many male fantasies and symbols as they could—snakes, trucks, rearing stallions. Somehow a hot girl covered in whipped cream and chocolate sauce suggests “zero calories and zero sugar.” Yeah.
This (admittedly awesome) ’80s throwback Diet 7 Up commercial shows that beach-blonde women and The Situation–esque men drink Diet 7 Up and it’s all manly and all fun. Plus: teeny weeny yellow bikini!