To appeal to different categories of consumers effectively, some brands use different promotional concepts for similar products, tailoring the positioning to the tastes of target audience. The iconic carbonated drink Dr Pepper has finally launched its Dr Pepper Ten, a 10-calorie soft drink, which has been testing on the U.S. market since early year, across the country. Basically, the new product is another version of the brand’s diet drink (though, with its calories and sugar it differs from Diet Dr Pepper, 10/2 in Dr Pepper 10 vs. 0/0 in Diet), but its low calorie background was not highlighted here since, as researches state, male shoppers don’t think that diet products are ‘manly’ enough.
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The Coca-Cola Company is taking a decisive step further in its commitment to help positive social changes continue around the globe. The company, which reported that it has recently awarded $9.6 million in grant awards to more than 40 global community organizations during the third quarter of 2011, yesterday, September 22, announced a partnership with UN Women partnership to promote women’s economic empowerment.
Dr Pepper will donate more than $1 million of tuition money as part of the annual Dr Pepper Million Dollar Tuition Giveaway. The soft drink fans aged 18—24 can submit videos online to explain why they deserve tuition money for a chance to win various prize levels, including one of five $100,000 grand prize scholarships.