Dr Pepper's "Not for Women" ad campaign for its new Dr Pepper Ten soda line is not improving social media buzz scores within its male target audience, and is driving down scores among women, according to YouGov BrandIndex.
BrandIndex's Buzz score, tracked daily, asks respondents if they've heard anything about a given brand in the last two weeks through advertising or word of mouth, and if so, whether it was positive or negative.
A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Dr Pepper’s Buzz score/perception with men 18+ has been largely flat since the campaign launched on Oct. 10, and has even tapered off a bit since then. That score was 21.5 on the day the campaign launched; as of Oct. 18, it stood at 16.4.
Among women, during the same period, the score started at a higher point -- 32.9 -- and has now sunk to 18.4, losing nearly half its score.