Do real men drink diet soda?
Dr Pepper is betting on it with the male-centric launch of Dr Pepper Ten, a 10-calorie soft drink that’s getting a test drive in Denver; Colorado Springs; San Antonio and Austin, Texas; Kansas City, Mo.; and Des Moines, Iowa.
“We’re looking at what is going to give us a nice broad spectrum to help us make a decision to make sure (Dr Pepper Ten) is ready to go national,” said Dave Fleming, director of marketing for Dr Pepper.
The test-market launch is meant to replicate a national launch with TV commercials, radio spots, billboards, taste testing and in-store point-of-sale materials.
In Denver, Dr Pepper Ten made an early appearance at the Big Air competition last month in Civic Center. Light-rail cars will be wrapped in Dr Pepper Ten ads starting at the end of the month.
And Mobile Man Caves roll into town March 28 through May 9, inviting manly men to sip Dr Pepper Ten while watching movies, sports or playing video games.
“Denver gives us a solid market,” Fleming said. “It gives us a nice way to understand how well we will do by (testing the product) in a great city like Denver.”
Fleming said Dr Pepper discovered its target market for this new drink through research.
“What we found was that many males who prefer regular Dr Pepper feel they’re settling when they drink diet,” he said. “These particular males don’t like the word ‘diet’ on a package.”
To get around the fact that Dr Pepper Ten has significantly fewer calories than the regular formula, the TV spots are made in an action-film genre with soldiers of fortune careening through jungles armed with futuristic guns.
“Hey ladies, enjoying the movie? Of course not, because this is our movie,” one character says. “You can keep the romantic comedies and lady drinks.”
Dr Pepper Ten tagline? “It’s not for women.”
Rashke returns.
Popular DJ Rashke, a 20-year radio veteran, is bringing back her night show “KOSI After Dark” from 7 p.m. to midnight on weeknights on KOSI-101.1 FM. Rashke will replace the syndicated “Delilah Show” starting this evening.
“I am thrilled to return to KOSI for the third time in my career, and I am really excited to connect with our listeners,” said Rashke, who left KOSI and moved to Los Angeles the last time in 2007. Most recently, her voice could be heard on nearly 100 small stations across America on the Dial-Global Radio Network.
Ole Jose’s.
Jose’s Restaurant in Littleton is celebrating 45 years on Main Street (2420 W. Main St.) today through Saturday with daily specials including Taco Tuesday (at $2.50 each), Wacky Wednesday (two-item combos for $2 off), Thrifty Thursday ($2 off appetizers), Freebie Friday (free sopapillas) and a Saturday Celebration with cake.
The seen.
New Broncos head coach John Fox spending some moolah at the Cherry Creek mall Sunday.
EAVESDROPPING
At Tony’s Restaurant & Lounge in Fort Collins:
“I don’t trust that guy.”
“Why not?”
“I don’t trust anyone who listens to talk radio.”
Penny Parker’s column appears Tuesday, Thursday, Friday and Sunday. Listen to her on the “Caplis & Silverman” radio show between 4 and 5 p.m. Fridays on KHOW-630 AM. Call her at 303-954-5224 or e-mail pparker@denverpost.com.
