The Dr Pepper Snapple Group launches a new low-calorie soft drink called Dr Pepper TEN. Dr Pepper TEN contains only 10 calories per can but retains the 23 flavors of regular Dr Pepper. The drink is specifically targeted at health-conscious male consumers through an integrated marketing campaign with the tagline "It's Not For Women." A Dr Pepper marketing director says that men wanted a low-calorie Dr Pepper option that didn't sacrifice full flavor. Dr Pepper TEN is part of DPSG's goal to focus 50% of new products on health and wellness by 2015.

1. Dr Pepper Snapple Group, Inc
5301 Legacy Drive
Plano, TX 75024
(972) 673-7000
Contact: Jeremy R. Ross FOR IMMEDIATE RELEASE
219.242.7182 October 10, 2011
Ross8@purdue.edu
DR PEPPER ROLLS OUT NEW SOFT DRINK
PLANO, Texas-The Dr Pepper Snapple Group launches a soft drink that boasts the 23 authentic
flavors of regular Dr Pepper and a fraction of the calories. Dr Pepper TEN, now available at
retailers nationwide, packs a timeless taste with only 10 calories per can. But not so fast ladies,
it’s for men only.
Dr Pepper TEN was designed specifically for the health conscious male consumer who wants the
great taste of regular Dr Pepper but with less calories. Dr Pepper TEN breaks the mold of the
traditional diet soft drink by featuring an integrated marketing campaign aimed at men. The
campaign comes complete with the tag line, “It’s Not For Women,” and is slated to appear on
national television, print and online media.
Dave Fleming, director of marketing for Dr Pepper said, “Men told us that they wanted a low-
calorie option with the full flavor of regular Dr Pepper – and that’s exactly what we’re delivering
with Dr Pepper TEN. I’d say these are the 10 hardest-working calories in the beverage business.”
Dr Pepper TEN is one of the beverages helping DPS meet their goal of focusing at least 50
percent of its products in development on health and wellness by 2015. DPS plans to include
reduced-calorie products, smaller portion sizes and improved nutritional offerings in the future.

2. Dr Pepper---2
The Dr Pepper Snapple Group is a leading producer of flavored soft drinks. DPSG markets Dr
Pepper and more than 50 other carbonated beverages, including juices, teas, mixers and waters,
across North America and the Caribbean.
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3. Fact Sheet
Dr Pepper was invented in Morrison’s Old Corner Drug Store in Waco, Texas by the
Brooklyn-born pharmacist Charles Alderton.
According to the US Patent Office the beverage known as Dr Pepper was sold for the
very first time on 12th January 1885, making it the oldest major soft drink in the United
States.
Dr Pepper is first in its flavor category and second overall for flavored carbonated soft
drinks in the U.S.
The Dr Pepper capital of the world is considered to be Roanoke Valley, Virginia because
more of the sodas are sold here than in any other urban area east of the Mississippi.
Dr Pepper has a line of jelly beans made with the Jelly Belly company.
The Dr Pepper Museum, located in the Artesian Manufacturing and Bottling Company
building in downtown Waco, Texas, opened to the public in 1991.
Dr Pepper is made with 23 different fruit syrups.
The Dr Pepper Snapple Group is the market leader in the flavored carbonated soft drinks
category.
Other key brands by DPSG include: Snapple, 7UP, Mott’s, Sunkist Soda, Hawaiian
Punch, A&W, Canada Dry, Schweppes, Squirt and RC Cola.
More than 75 percent of the company's volume is from brands that are either first or
second in their flavor categories.

4. Caption:
Be a man, man. Sacrifice nothing with Dr Pepper TEN, the manliest 10 calories in beverage
history.