I wasn't aware of this.
I did know that diet soda has traditionally been marketed to women who are constantly watching their waistlines. But I know plenty of guys who drink diet soda.
I didn't know we were sissies until now.
I used to think I was immune to marketing of this kind. I have a college degree and a deep skepticism, after all. I'm not immune.
I'm suddenly self-conscious of the can of Diet Pepsi Vanilla in my hand. Am I less of a man because there isn't sugar in my soda? Why have I only recently become interested in furry slippers and kittens? I feel a few quarts low on testosterone.
Fortunately, the commercial offered a solution: Pepsi Max.
Notice the steel gray can with modern sans-serif fonts. Notice the conspicuous lack of "diet" written on the can. There's just the name "MAX" and a big zero.
There is nothing more "MAX" than a real man.
It's got caffeine and ginseng. We all now what caffeine does (it gives you the shakes and a headache when you don't have your daily dose) but I'm not really sure what ginseng does. It must be something manly though.