Dr Pepper TEN gives man the freedom to enjoy all the bold flavor of regular Dr Pepper but with only 10 calories. That freedom inspired us to create Bold Country, a magical place that exists in every can of Dr Pepper TEN. A place at the crossroads of the Sierra Nevada Mountains and beer ads from the 1970’s, an homage to an era when man was truly free to be himself, grow a beard and not shower for days. To achieve Bold Country’s unique aged look we used 16mm film transferred to VHS tape and then baked in an oven.