Pepsi Max for Men

I saw a commercial the other day for Pepsi Max, a product that I have never heard of before. After watching the commercial, I understood why. Pepsi Max is a new diet soft drink targeted specifically toward men. The commercial showed multiple men being put in odd situations and getting injured. However, instead of being seriously hurt, they each shrug off the pain and say "I'm good." The deep-voiced announcer then follows with" Men can take anything, except the taste of diet cola, until now. Pepsi Max: the first diet cola for men." I though this was interesting. The commercial clearly appealed to men's masculinity and tried to convince men that they could maintain their dignity while drinking what some may consider a traditionally feminine drink. Pepsi wanted to market the idea that Pepsi Max is different from the other diet drinks. It is manly. I can't help but wonder what a "masculine" diet soft drink would taste like.