LAMPlatoon critique: Dr. Pepper "Men"

Dr. Pepper recently rolled out Dr. Pepper Ten as part of their effort to bring healthier beverage options to their consumers. That must mean their advertising campaign follows the same sense of corporate responsibility, right? They wouldn't undermine it with horrendous, phobic, sexist messaging, would they?

This commercial is also just one piece of a larger "It's Not for Women" campaign, so this one video doesn't tell the whole story of Dr. Pepper's marketing message. For more about the campaign, why we find it problematic and how you can take action, read our open letter to the Dr. Pepper Ten marketing team: http://www.thelampnyc.org/2011/10/13/an-open-letter-to-james-r-trebilcock-and...

This video was created by The LAMP as part of a media literacy workshop. It is intended as a criticism of and commentary on this advertisement. The goal of this video is to encourage and persuade advertising firms to make more socially responsible advertisements for children. The original advertisement itself has been inserted only to give context to the criticism. Insertion of the advertisement does not imply that the advertising firm that created the advertisement or the company whose goods and services are being offered for sale in the advertisement in any way sponsored or is connected with this video. In addition, any use of the company's trademarks is intended only to describe the mark owner's goods and services, and in no way implies the mark owner's support of The LAMP's videos, services, or mission.

The LAMP is a non-profit organization creating a grassroots movement to reform and improve media. This is achieved through free media literacy workshops and public events for youth, parents and educators.
The LAMP's vision is that one day media literacy will be seen as the critical requirement to understanding the world and our place in it. Educated consumers demanding more accountable media will create a ground swell to which media companies will have to respond. As part of this movement, The LAMP works in communities to build healthy relationships with all forms of media.

Category:

Nonprofits & Activism

Tags:

• Man
• Manliness
• Masculinity
• Phobia
• Dr. Pepper
• soda
• diet soda
• Dr. Pepper Ten
• sexism in advertising
• broken commercial
• media literacy
• advertising literacy
• ad spoof
• LAMPlatoon
• The LAMP
• It's not for women
• food
• beverage
• ads
• 10 calories
• 10 bold calories
• funny
• commercial

[fresh7281]

This commercial was marketed for men. It's humorous and they don't care if it really offends women. Most men don't drink diet drinks because they are typically a "woman's beverage". So if you notice the coke zero, pepsi max, etc. commercials are designed for men.

[TheLAMPlatoon]

@fresh7281 Even if they don't care if it offends, that doesn't make it okay. Even if "women only drink diet soda", this doesn't make this ad okay. Essentially, what Dr. Pepper is doing here isn't permissible, and should not go unnoticed.

[TheNarwhalclubber]

OK, please tell me how this is a big deal. Its a joke, every other commercial on TV is advertising trying to portray how stupid men are. But when one commercial like this comes out you think its SEXIST?

[TheLAMPlatoon]

@TheNarwhalclubber Hey thanks for watching our videos. We know you're joking and appreciate the joke. No one in their right mind would forgive a tagline for an ad campaign: "Not for women" AND claim that it's not sexist. Because if it were on the other foot, if it said "Not for men" that'd be sexist too. The point: Dr. Pepper is being sexist AND lazy, just to sell more sugar water. That really what our society needs? More sexism/mediocrity to manipulate men into drinking soda?

[TheLAMPlatoon]

@thunderhayes What is fundamentally misguided about this point is that men CANNOT use tampons, so there is NEVER a time when a commercial will be for them. Latent or blatant sexism is not "mixing things up a bit." They shouldn't have made the choice to try to capture more of the male soda drinking market by pushing old boring and harmful stereotypes. What you're saying is that the only way men will respond to a healthy product is if it condescends to women? That's condescending to men AND women.

[16Djmac]

I find the fact that there are condescending stereotypes in this commercial that demean both men and women yet women come on to this video and just complain about how the commercial stereotypes women. which proves the point of the true definition of feminism which is the idea that we can make both sexes equal by focusing solely on the issues of one of them

[MoonlightPlaylist]

Hey if this makes men feel better about themselves fine, they can't accept the fact that more women are in college than men, and that women are advancing rapidly in the career field, for all the guys that don't want to grow up, this is how they feel superior, they can drink their Dr. Pepper 10 in their parents basement, we'll be making the money and drinking real soda, diet soda is nasty anyway.

[Usul573]

@TheLAMPlatoon

It's a silly commercial.........

[TheLAMPlatoon]

@SingOneForMe Wow, we're so proud to hear you took action! A big part of LAMPlatoon is encouraging people to actually engage with media, not just accept it at face value. We CAN make change for a more responsible media. What was the response from the marketing department when you spoke with them?

[SingOneForMe]

@TheLAMPlatoon I totally agree! I plan on boycotting all of their products, I called their marketing department today and told them how disappointed I was with their company and that they would no longer be getting any of my money. I would like to do something to get this commercial pulled off of the air. Publicize a boycott, petition, or both. So many people say it is "just a commercial," well, these things really can be harmful to a large group of people and they are NOT to be ignored.

[saiyanprincesscat]

@drumsgirl619 You might find it hilarious, but the majority of women (& some men) find it offensive, including my mom & me.