Creative Magazine December/January 2012 : Page4
PROMOTION AUDIT Dr Pepper Displays Dr Pepper TEN Targeting men only, Dr Pep-per TEN delivers the iconic taste of regular Dr Pepper but with just 10 calories. Dr Pepper TEN will feature a distinctly mascu-line package design, complete with a gunmetal gray color scheme, industrial rivets and bold new font. Consumer feed-back showed that many men between the ages of 25 and 34 are not satisfied with the taste or image of diet sodas -although they understand the need to make healthier beverage choices. Dave Fleming, Marketing Director, 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.” Dr Pepper TEN is being sup-ported with TV, radio, out-of-all featuring a bold, “It’s Not for home and in-store displays -Women” message. Southern Comfort Partners With Tabasco Brand Southern Comfort has launched Southern Com-fort Fiery Pepper, a fierce fusion of Southern Com-fort and Tabasco® brand pepper sauce. “This partnership between Southern Com-fort and Tabasco brand strikes the perfect bal-ance between sweet and heat and brings together two iconic brands for a one-of-a-kind product,” said Mark Bacon, VP, Managing Director, Southern Comfort. “Fiery Pepper gives our con-sumers another unique way to enjoy Southern Comfort that will chal-lenge their senses.” “We’re proud to partner with another iconic brand born in Louisiana to create a spicy addition to the classic South-4 ern Comfort line,” said Paul McIlhenny, President & CEO of McIlhenny Company, maker of Tabasco brand pepper sauce. Creative