Dr. Pepper 10: Ten Good Reasons to Never Buy Dr. Pepper Again

Dr. Pepper apparently thinks it is amusing to market its new 10 calorie drink exclusively for men by using antiquated and damaging gender stereotypes. The Dr. Pepper 10 facebook page (that you must “like” in order to view) displays an ad that shows the drink’s 10 “man’ments”. These man’ments outline appropriate social networking behavior for men.

The unimpressive version of masculinity espoused by Dr. Pepper 10 proves not only harmful for women, but for men as well. While one can assume that the man’ments are meant to be somewhat tongue-in-cheek, the root message is heard loud and clear; men are to be emotionless and destructive. Period.

The 10 man’ments go like this…

1.  THOU SHALT NOT OMG.
If it’s not exploding, it’s not exciting.

(Men: You are not allowed to find anything in life exciting. Your purpose is to be destructive.)

2.  THOU SHALT NOT PUCKER UP.
Kissy faces are never manly.

(Men: Anger is the only appropriate feeling and destruction is the only appropriate outlet for that feeling.)

3.  THOU SHALT NOT POST PICS OF YOUR OUTFIT.
Unless it’s battle armor and you have a gigantic sword and/or small bazooka.

(Men: We have convinced women that their worth is in their appearance. Don’t fall into the same trap stupid! Your worth is in your ability to destroy and control things. Don’t forget that.)

4.  THOU SHALT NOT POST FURRY ANIMAL VIDEOS.
Exceptions made for beasts fighting to the death and bears destroying idyllic picnic scenes.

(Men: An affinity for any living creature makes you less of a man.)

5.  THOU SHALT NOT MAKE A “MAN-GAGEMENT” ALBUM.
That is all.

(Men: Please don’t forget. No feelings allowed. Sharing your excitement? Please refer to man’ment #1)

6.  THOU SHALT NOT SHARE YOUR HOROSCOPE.
Daily.

(Men: If it’s not destructive, it’s not manly.)

7.  THOU SHALT NOT INSTAGRAM YOUR LUNCH.
Real men eat lunch not tweet it.

(Men: You only have one concern in life. Destruction. So destruct your lunch like a real man and stop taking time to share. Sharing is for girls.)

8.  THOU SHALT NOT UNTAG UNFLATTERING PICS.
We know you were there.

(Men: Refer to man’ment #3)

9.  THOU SHALT NOT END A COMMENT WITH A =)

(Men: What did we say about emotions? Anger only. No smiling. Smiling is for girls. Duh.)

10.  THOU SHALT NOT MAKE A FACEBOOK PROFILE FOR YOUR PET,
baby and/or imaginary friend.

(Men: For godsake, do not show an affinity for any living thing. It doesn’t matter if it’s your dog or your gosh darn baby.)

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4 Comments

  1. Posted October 13, 2011 at 2:07 pm | Permalink

    Mmmm, stupidity. Heaven forbid a cis male (you know this isn’t aimed at FTMs or masculine women…did that cover it all? Just checking. :) ) show any emotion other than anger! (Notice sarcasm.)

    In any case, I don’t like Dr. Pepper, soooo… *nods*

  2. Posted October 17, 2011 at 9:59 am | Permalink

    I definitely do not agree with this type of ad campaign, but I think there’s also a discussion somewhere in here about the marketing of a diet drink to men.

  3. Posted October 25, 2011 at 3:06 pm | Permalink

    Response from Dr. Pepper:

    Thank you for writing to us about Dr Pepper TEN and allowing us to respond to your concerns. I am a woman who loves the full flavor of Dr Pepper TEN and the fact that it’s only 10 calories. When I first saw the tongue-in-cheek advertising campaign and the tagline, my reaction was, “I’ll be the judge of that.” In other words, no one is going to tell me what I can eat or drink. We are disappointed to hear that we could be losing you-I see this as a fun campaign and a very good product that I personally enjoy. We hope you, too, will come to see our advertising campaign for what it is, a humorous take on the many men who are worried about their waistlines but are too “manly” to drink a diet soda.

  4. Posted February 5, 2012 at 9:14 pm | Permalink

    But that’s still pressure for men to align with the “manly” stereotype. By catering to their needs to feel tough and superior to women (being MAN means NOT BEING WOMAN) you’re just propagating the narrow definition of masculinity. If men are too “manly” to drink diet soda, maybe the answer is to get over this need to be “manly” in the first place and just drink whatever they want. Why should they have to put on an act?

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