Presuming diet drinks have focused primarily on weight-conscious women for apparently too long, Dr Pepper makers are test-marketing Dr Pepper 10, bearing the slogan "Not for Women" and with ads recreat ing a scene out of Rambo. Past attempts to market diet soft drinks to men, including the likes of Pepsi Max and Diet Mountain Dew, have met with scant success. Pepsi Max dropped its "diet cola for men" pitch last year, but even among these efforts, none has claimed to be solely for men. Dr Pepper notes the new beverage has 10 calories to "allow it to deliver a flavor closer to the regular version" and will be in test through June.
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