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Beverage-makers unveil gay beer and manly soda

Guys, do you fear that drinking diet soda's unmanly?

Dr Pepper senses that you do. That's why the soft drink brand has launched a new diet drink called Dr Pepper 10, which bears the slogan, "It's Not for Women," according to Time magazine's NewsFeed blog.

A commercial for the new drink, which is being shown in selected test markets, is sort of like a spoof on a Rambo scene, with a rugged, gun-wielding character running and dodging laser beams through a jungle. He jumps off a cliff into a moving jeep, where he cracks open a can of Dr Pepper 10, announcing, "It's only 10 manly calories."

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Hilarious, right? Well, the more subtly gendered marketing of Diet Pepsi's new offering isn't getting many laughs. Diet Pepsi unveiled its new "skinny" can for Fashion Week earlier this month, as a "celebration of beautiful, confident women."

Critics view the "taller, sassier" packaging as a warped message that reinforces stereotypes about women and body image.

Meanwhile, a Mexican brewery is also taking a stab at niche marketing, claiming to have produced the world's first beer specifically targeted to gay and lesbian consumers.

Bottles of the Minerva brewery's "Artisan Hone-Ales" have removable labels that can be worn as symbols of gay pride, The Telegraph reports.

"We're out in the market with great respect with the idea of offering a product directed to the gay-lesbian community that has been ignored for too long but is important and very demanding," Dario Rodriguez Wyler, commercial manager for distributors Bodega 12, said, according to The Telegraph.

The power of marketing is amazing. I wonder what you'd get if you made a mixed drink out of all three?

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About the Author

Wency Leung is a general assignment reporter for the Life section. Before joining The Globe in early 2010, she has worked as a reporter in Vancouver, Prague, and Phnom Penh. More

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