Dr Pepper TEN: The difficulties facing "not quite diet" carbonated soft drinks
Dr Pepper TEN was conceived as a mid-calorie soda, i.e. a soft drink with improved health claims but which does not compromise on taste. The product was launched with a controversial marketing campaign that was male-focused. As Dr Pepper Snapple wanted to expand the mid-calorie concept to its other brands, TEN was repositioned to make it more inclusive. However, sales have remained disappointing.
Features and benefits
Understand what Dr Pepper TEN is and the market it targets.
Analyze the marketing campaign used to launch the mid-calorie variant of Dr Pepper and how ultimately, it proved to be damaging.
Assess why mid-calorie sodas have struggled to find a niche.
Dr Pepper TEN began as a 10-calorie version of Dr Pepper soda aiming to deliver more healthy content while retaining enough of the standard ingredients to retain the original flavor. TEN grew into a wider platform encompassing 10-calorie versions of all Dr Pepper Snapple's main brands. It remains on sale but has generally undershot expectations.
The market for mid-calorie beverages has proved challenging; consumers remain more likely to buy full diet versions or go outside the category.
TEN suffered prolonged fallout from the early male-centric marketing; it drew ridicule, alienated women, and used a manliness cliché that damaged equity among men too.
Your key questions answered
What is Dr Pepper TEN?
Who are mid-calorie sodas aimed at?
Have mid-calorie sodas been successful?
What does the future hold for health-oriented sodas?