What’s Up With Dr. Pepper’s New “Manly” Ad?
Just saw today that Dr. Pepper’s released a new drink… and with it, a very male-centric commercial. Maybe it’s just me, but Dr. Pepper is the last soda I think of when I think “manly”. Matter of fact, I’m generally rather indifferent to Dr. Pepper. Not my kind of drink. But what’s with the Axe approach to using masculinity as a way to get a following?
Even energy drink commercials don’t attempt this approach usually because a) we don’t live in the 50s, and b) women are just as into “guy” stuff as guys are, nowadays (just like there are tons of men who like to crochet and knit, watch chick flicks, and talk about their feelings–hey, I don’t judge).
Also, who the hell sees Dr. Pepper as a manly drink? And this is while the “mascot” is telling you that Dr. Pepper TEN has “10 manly calories”. I don’t think Ron Swanson and Brock Samson count calories when eating their steak and bacon and washing it down with scotch and whiskey.
I’ll end with this: if you have to convince people of something, it usually means you’re trying way too hard (it’s what Momma Mechanica told me anyways). Even as I write this I’m watching that new Reebok commercial where the guy and girl compete with each other in the gym, throwing over huge tires , running relays, sweating their asses off, but keeping up with each other. And who could forget that “Anything you can do, I can do better” Michael VS Mia gatorade commercial from some years ago?
I’m curious whether some survey told Dr. Pepper that their core demographic were males 13 to 24 or something. But in a world where people get very serious over gender roles, I’m surprised they’d risk alienating females when everyone was fine with Dr. Pepper being “that other soda on tap when Coke or Pepsi runs out”.