doctor’s orders

Dear Dr. Pepper,

Thanks for your recent advertising campaign letting the world know that Dr. Pepper 10 is “not for women.” Without that warning, I might have spent money on your product. Phew, that was a close call!

But now I know that Dr. Pepper doesn’t want my money, for this product or for any other.

That’s obvious, right? If you discourage women from trying your (putatively) more robust, flavorful product, then you must think that women only want insipid, flavorless drinks. Therefore, I assume that any product you market toward women is inferior; I’ll make sure to actively avoid all of your drinks! Thanks for the warning!

Seriously, y’all: I understand the marketing trend to avoid associating low-calorie drinks with “diets.” I understand that, in a sexist society that demands eternal body consciousness from women, the label “diet” feminizes a product (and puts you at risk of missing out on the vast male market). But this attempt to attract men by subtly denigrating women is both silly and not-so-subtly misogynistic.

I hope your future marketing doesn’t rely upon gendered insults. Until then, my household (which until today went through several bottles of Dr. Pepper weekly, between me and my husband) will switch to some other, less gender-labeled brand of soda. Thanks for the heads-up!

sincerely,

Elsa

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