Dear James R. Trebilcock,
By now, I’m sure you’re well aware that your Dr. Pepper 10 campaign has failed. While trying to market a diet soda to men, you have not only completely isolated women completely from the product, but you have also made a bold statement about how men should be. While being overtly sexist and excluding women in your so-called “tongue-in-cheek” tagline, you are also reinforcing gender stereotypes throughout your campaign. According to your ad, all men should embody the “machismo” persona that appears in the commercial. You also offer a men-only Facebook page, where users can “shoot all the girly things” and unite over activities that “prove” masculinity. You even incorporate such quality sayings like “This shooting gallery is no place for a woman like you” and “What, are you a woman?” to users who don’t score as high in the shooting game you offer.
Don’t you understand the bigger picture of your campaign? Not only are you alluding that ALL women behave in the same way in that they only watch romantic comedies and “lady drinks” and can’t handle the “bold” taste of the new Dr. Pepper 10, but you are also telling the American public what constitutes being a man. What happens to those who are not like the “manly-man” that you portray in your campaign? Are they not allowed to drink this uber-masculine drink as well?
With all the public outrage this campaign has faced since its launch, along with the hard evidence that both men and women have generated negative feedback about the company after the campaign launched, don’t you think it’s time to end it? Mr. Trebilcock, I strongly urge you to read this blog and critically contemplate the issues I have raised. Advertising does not have to resort to sexism in order to sell its product. Not only that, but it proves to have such a strong influence on the public and their views towards gender stereotypes. Therefore, I ask you to end your campaign, remove the ads from the media, and apologize for promoting a sexist message.