A new, lower calorie Dr. Pepper soft drink hit the market Monday, and the new drink's entire marketing campaign is designed to make it a more masculine choice. It does so, in part, by proclaiming proudly "it's not for women."

Dr. Pepper Snapple Group, which owns the brand, says its research found men shy away from diet drinks because they are not "manly" enough.

The company says its research also found men were not satisfied with the taste and image of diet drinks. The company won't reveal the formula, but says Dr Pepper Ten has some sugar, about ten calories and two grams of sugar to give it a sweeter taste. The regular Dr Pepper has 27 grams of sugar and 150 calories.

Dave Fleming, director of marketing for Dr. Pepper, said in a news release provided to Marketwatch, "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. I'd say these are the 10 hardest-working calories in the beverage business."

The idea of marketing a low calorie or diet soda to men isn't new. Pepsi Max and Coke Zero have done so previously, but neither was as aggressive or obvious in telling customers this product is for men.

The macho marketing plan includes a masculine packaging for the cans and bottles, and a series of TV ads telling women they're not welcome. Here's what the Associated Press says one TV spot contains: "Hey ladies. Enjoying the film? Of course not. Because this is our movie and this is our soda," a man says as he attempts to pour the soda into a glass during a bumpy ATV ride. "You can keep the romantic comedies and lady drinks. We're good."

The marketing campaign includes a Facebook App that allows users to exclude women, and includes videos and games to help you be more "manly." There's also a game that lets you shoot things like lipstick and high heels.

Facebook users were quick to react, posting their thought's on Dr Pepper Ten's Facebook page.

Milo Koi wrote,"Seriously hate your latest ad. I won't be buying your soda until you apologize for it."

Jae Evgenia Hoyt posted, "Dr. Pepper: Incorporating misogyny into your advertisements is a poor move. Way to go! You have just alienated a huge amount of your customers."

Others reacted differently: Lia Simcox posted, "Apparently some women have forgotten the commercials for Secret deodorant..."

And Danny Pelletier said, "Getting a 12-Pack of Dr. P-10 as soon as I can! What other non-sensitive men / not easily offended people want to join me?"

The company says it tested the campaign in six markets and women weren't offended and noted 40 percent of those who tried the soda in those markets were women.

"Women get the joke," Jim Trebilcock, executive vice president of marketing for Dr Pepper told the AP. "'Is this really for men or really for women?' is a way to start the conversation that can spread and get people engaged in the product."

What do you think of the marketing campaign? Leave your comments below.