Introduction The primary function of advertising is to attract a potential client. These days, capturing a person’s attention is a challenge for companies. However, not all methods can be regarded as appropriate ones. For instance, in 2011, the employees of Dr. Pepper found that men ignored diet drinks as feminine, which led to an ill-conceived ad for a 10-calorie soda. The campaign was considered sexist, which led to reputational damage to the company. This example should be analyzed in terms of social concerns and possible steps addressing the issue. At present, it becomes necessary for businesses to review ethical aspects before creating and launching campaigns. Brief Overview of the Campaign Dr. Pepper is a non-alcoholic beverage widespread in the United States and European countries. In 2011, in support of the company’s new drink called Dr. Pepper Ten, the beverage company launched an advertising campaign with the controversial slogan “It’s not for women” (Grougiou et al., 2020). The brand aimed to gain a share in the men’s goods sector. A study by Dr. Pepper Snapple Group in 2011 found that most men are reluctant to drink diet drinks that they believe are purely feminine (Grougiou et al., 2020). In contrast to Diet Dr. Pepper, the new soda contained calories and sugar and had a more masculine packaging design (Grougiou et al., 2020). Thus, the targeted audience for introducing the new 10-calorie drink mainly consisted of men. The company created a particular male Dr. Pepper Ten Facebook page. It had a manly shooting gallery game so that men had “23 seconds to take out all the girlie stuff”, with phrases like “If it’s girlie shoot it— if it’s manly avoid it” (Grougiou et al., 2020, p. 2). An accompanying action movie commercial showed a robust man armed with a laser gun running through the jungle. The male asks, tearing the snake’s jaws, saying that this is a men’s movie and men’s soda (Grougiou et al., 2020). The ad ends with a voiceover stating that women are left with romantic comedies and ladies drinks (Grougiou et al., 2020). It was assumed that the campaign to promote Dr. Pepper 10 would take place on television and in so-called testosterone zones – at stadiums and car shows. Social and Ethical Concerns Advertising as a piece of art reflects all the main processes taking place in society, including feminization. Gender advertising broadcasts a particular role model and exaggerates prevalent behaviors (Belch & Belch, 2021). For instance, in the early twentieth century, all advertising was overtly sexist by modern standards (Akestam et al., 2017). The reason is the passive role of a woman in society, a wife, mother and housewife standards (Nichols, 2021). Therefore, the marketing industry remains focused on generally accepted female responsibilities. Even though women are the core of the target audience of advertising, sexism has not disappeared from the brand promotion. According to the global marketing survey conducted by Kantar (2019), women are the primary consumers; they make the most purchasing decisions. However, improper gender representation is caused by the fact that the overwhelming majority of creative directors in the advertising ind