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Successes and Failures Case Study: Dr Pepper Ten Product Image

Successes and Failures Case Study: Dr Pepper Ten

  • Published: September 2012
  • 8 Pages
  • Datamonitor

Dr Pepper Ten is part of Datamonitor Consumer's Successes and Failures series. These case studies examine best-in-class examples of innovation and marketing – supported by Datamonitor’s consumer insight research – to act as inspiration.

This case study examines the reasons for the success of Dr Pepper Ten, a new mid-calorie soft drink targeted at men that has seen strong sales since launch in 2011.


- Access comprehensive analysis of global successes and failures in the consumer packaged goods industry to drive ideation and inspiration.
- Obtain country-specific consumer insight to understand the consumer attitudes and needs that underpinned innovation success/failure.
- Avoid costly investments by learning important lessons from companies and brands that have failed or under-delivered.
- Obtain a broader appreciation of the CPG industry by gaining insights from both within and outside of your category.


- Around 80% of new product innovation fails, highlighting the challenge that industry players face in innovating in today's competitive market landscape. Failed innovation can severely undermine profits and READ MORE >

Note: Product cover images may vary from those shown


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