Dr. Pepper 10 Commercial

I saw this commercial for the first time the other day and I was blown away. I think I had briefly heard about it previously but didn't realize the degree to which they took this commercial. I am not even sure I understand the point. Why did Dr. Pepper decide to target the male market with this new product? Was the male market for Dr. Pepper lacking? I wish I could get into the minds of the individuals who 1. came up with this idea 2. said it was a good idea 3. and decided to go through with it.
The part that really suprised me was the end slogan... "it's not for women."

Seriously??

I wonder if guys take offense to the women's deodorant commercial that states "strong enough for a man, but made for a woman."

The whole aspect of this commercial is based off the assumption that all guys like action packed violent movies and girls hate them, which is not always true. I honestly don't understand the angle the advertisers were trying to take with this ad would love to discuss it with other individuals (male and female).