[youtube]https:\/\/www.youtube.com\/watch?v=3iuG1OpnHP8[\/youtube]<\/p>\n
This weekend whilst watching TV I happened to stumble across Dr. Pepper\u2019s new ad campaign for a diet drink whose slogan is \u201cIt\u2019s Not for Women.\u201d The commercial involves an action-movie setting with an intense car chase and a starring male lead, who implies that this drink would absolutely not appeal to women in any way. The commercial humours the belief that diet drinks are only for women.<\/p>\n
This advertisement contrasts Teresita Aristizabal<\/a>\u2019s blog \u201cBeing \u201cGlam\u201d is just the Diet Coke Way\u201d whose new advertising campaign for their diet drink is direct towards women. Both diet drinks are intense competitors who are fighting for a market share. And both competitors have independently gone after a different market segment by appealing to the different audiences. Coke\u2019s campaign adds a sense of fashion to the product whereas Dr. Pepper stresses an \u201canything-but-fashion\u201d appeal. The product design itself is reflective of this as Diet Coke\u2019s new can has a floral feel, where Dr. Pepper has bold, dark, solid, \u201cmale-appealing\u201d colours. Each campaign successfully reaches a target audience, but which one will increase the sales of each product?<\/p>\n Personally, I feel that Dr. Pepper commercial will have more success than that of Diet Coke. Dr. Pepper strikes up a conversion between household members due to the controversial slogan, \u201cIt\u2019s Not for Women.\u201d Women may feel \u201cinsulted\u201d or \u201cangered\u201d by this remark, however; the aim of the commercial is not to attract women it is to attract men. A problem posed by this is if women do the grocery shopping and they are confronted with two boxed items, one with a floral design, and one with the slogan \u201cIt\u2019s Not for Women\u201d they may be more inclined to buy the floral box, just out of distain for the saying.<\/p>\n In segmenting by gender both diet drinks have isolated a target market, however; only sales will determine which campaign is more successful.<\/p>\n","protected":false},"excerpt":{"rendered":" [youtube]https:\/\/www.youtube.com\/watch?v=3iuG1OpnHP8[\/youtube] This weekend whilst watching TV I happened to stumble across Dr. Pepper\u2019s new ad campaign for a diet drink whose slogan is \u201cIt\u2019s Not for Women.\u201d The commercial involves an action-movie setting with an intense car chase and a … Continue reading