In looking at US Patent and Trade office filings, I noticed, along with the filing for the Dr Pepper TEN mark, that Dr. Pepper Snapple Group has also filed on April 29th, 2011, for the Seven UP TEN and Canada Dry TEN marks. Methinks there will be other major brand extensions in the works with this sweetening/low cal blend. The Dr. Pepper TEN trial runs must be doing very well, indeed.
Just more good news for the potential growth of this company....
I missed the A&W10 filing as well. I think these mid-calorie drinks can fill a good niche. The online reviews of DPS10 indicate that it has less of an artificial aftertaste than Diet Dr Pepper.
Personally, I like a lot of this brand extension -- except, I'm not a big fan of the marketing spin on it. The "for guys only" aspect strikes me as just too much of a throwback, and insulting to 50% of the product's potential audience. Why be insulting about it? (It's not for women...) I never understood how negative marketing can be good marketing in a BtoC campaign.
That would be my only knock on it...I hope if/when they take it national, they drop the whole dump "cave man" thing.