Dr Pepper Ten Is The Manliest Way To Drink Diet Soda

I grew up watching Grizzly Adams on TV. I was also influenced by Robert Redford’s film, Jeremiah Johnson and the music of John Denver.

Unapologetically, I’m a child of the 70s. I explain this here, so you will understand why I think Dr Pepper TEN’s campaign from Deutsch LA is noteworthy.

Dr Pepper TEN is comprised of 10 bold tasting calories with the same authentic 23 flavors of Dr Pepper. Personally, I have never tasted a diet soda that I enjoyed. I know I am not alone in this, so any marketer of diet soda must convince us–the legions of doubters–to sample the drink before any conversions can occur.

Adweek called the campaign “a parody of macho ’70s beer commercials that’s as goofy as all outdoors.”

Of course it is. Parodies are fun. But seriously, if an eagle brings a mountain man a Dr Pepper TEN in the woods, does it drive men in suburban office parks to sample? Of course it does. Manly men save calories on their drink so they can put them into the blue cheese burger that Miss Alabama loves to devour.




About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.