Like Goodby’s recent “Got Milk” debacle before it, Dr. Pepper is irking quite a few folks out there thanks to its campaign for its new, apparently “manly” diet beverage, Ten. The idea, plain and simple: Ten is “not for women.” Not surprisingly, the overt messaging is causing somewhat of an uproar, though there are those who think the Ten promotion is just as offensive to men. The Frisky blog writes, “”Can Madison Avenue really not sell a 10-calorie soft drink to men without sweeping gender generalizations?…Who knew such a plague had befallen the national male psyche.”

Are men really that self-conscious about ordering a Diet Coke, Diet Dr. Pepper, what have you nowadays that they need this kind of advertising in the first place? While we ponder this during our upcoming mani/pedi appointment, if you’re so inclined and agree with those like Karen Moran (aka Ad Chickadee) that the Ten push is sexist, you can sign this petition that calls for the campaign to be pulled. Or, just unlike Dr. Pepper on Facebook. That’ll show them.