So, will Dr Pepper Ten succeed? We asked DPSG a few questions.
What was the thinking behind the name?
DPSG: Dr Pepper Ten offers the full flavour and mouthfeel of regular Dr Pepper with just 10 bold-tasting calories per serving.
What is the target market?
DPSG: Dr Pepper Ten is designed for men who prefer the taste of regular Dr Pepper but are looking for lower calorie options. The specific demographic target is men aged between 25 and 34 who prefer the taste of regular Dr Pepper but are looking for a lower-calorie beverage option.
Where is it currently being sold and where is it planned to roll out next?
DPSG: Dr Pepper Ten is currently available in six test markets with full marketing support, including advertising and product sampling. Test markets are: Denver and Colorado Springs in Colorado; De Moines in Iowa; Kansas City in Missouri; and San Antonio and Austin in Texas. National launch plans will be dependent on the test market results.
What sweeteners does it contain?
DPSG: Dr Pepper Snapple Group developed a proprietary sweetener using three core ingredients, including high-fructose corn syrup (HFCS), acesulfame potassium (Ace-K) and aspartame. This allows us to achieve the like-regular beverage experience, delivering the full flavour of original Dr Pepper with fewer calories.
What’s the most exciting thing about Dr Pepper Ten??
DPSG: Hands down, it’s the excitement around developing a product that offers the full flavour and mouthfeel of regular Dr Pepper with just 10 bold-tasting calories per serving. It’s a great-tasting, low-calorie option for men who love the taste of regular Dr Pepper but are looking for lower calorie options.
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