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"Note that there is no period after the "Dr" in Dr Pepper. This fact is acknowledged in the Associated Press Stylebook. I know this because I am the person responsible for having it included back in the early 1970s. The reason there is no period is the result of an italicized type face used in the early 1950s. The period after the "r" appeared to look like a colon because of the font used. The result appeared to be "Di: Pepper". Not only was the period dropped, but the font was soon changed. There is really no reason for a period since we're not a member of the medical profession, or even degreed.."

-- Jim Ball (Sr. V.P. Corporate Communications
at Dr Pepper)

Click to play Lux Radio Theatre #602, 'Lady In The Lake', from Feb 09, 1948
Click the 'Listen' icon to download or play:
Lux Radio Theatre #602, 'Lady In The Lake', from Feb 09, 1948'


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Click Round Dr. Pepper Sign for Golden Age
Dr. Pepper Ad Gallery

Dr Pepper (the "." was dropped in the 50's. See the sidebar) is the oldest major brand soft drink in America , preceding Coca-Cola by several years. It's was developed between 1883 and 1885 by Robert .S. Lazenby, a Waco , Texas beverage chemist and loyal patron of Morrison's Old Corner Drug Store and Fountain in Waco. Lazenby was first exposed to the delicious, flavorful concoction by an inventive young pharmacist, Charles Alderton, who worked at Morrison's Old Corner Drug Store and spent much of his spare time experimenting with the various syrups, flavorings and Sundry ingredients available at both the soda fountain and pharmacy.

Alderton became driven to develop a syrup flavor that perfectly captured that scent and palate unique only to soda fountains of the era--the very essence of that incomparable 'soda fountain smell'.  Experimenting week after week, while meticulously recording his results in a journal, young Charles Alderton finally arrived at a blend of flavors that soon became a popular staple at Morrison's Fountain--the very essence of Old Time Pharmacy Soda Fountain scent and taste.

Alderton first offered his new drink to store owner Morrison, who immediately loved it's very fruity, unique flavor. Following further batch sampling, Morrison agreed to offer it to the Store's fountain patrons. The Fountain's regular customers took to the new syrup flavor in droves and referred to the early fountain concoction as "A Waco".

Morrison himself is credited with naming the drink "Dr Pepper", though the true origin of the name remains apocryphal to this day.

Dr Pepper's fame quickly spread throughout Waco and became such a local favorite that other fountain operators began buying the syrup and serving it to their own soda fountain patrons. Equally blessed and cursed by the new-found success of their popular syrup, Morrison and Alderton soon found they could no longer keep up with demand.

Robert S. Lazenby had also tasted the new drink and was thoroughly impressed, as well as mindful of the commercial possibilities of such a unique beverage. Alderton himself, primarily interested in pharmacy work, had no desire to commercialize the drink.   Alderton suggested that Morrison and Lazenby develop the syrup further.  So it was that after two more years of testing, blending and processing, the extraordinary new beverage was put on sale commercially.  That same formula has remained virtually unchanged since 1885.

Morrison and Lazenby were understandably impressed with the growth of Dr Pepper. In 1891, they formed The Artesian Manufacturing & Bottling Company, which eventually became Dr Pepper Company. R.S. Lazenby and his son-in-law, J.B. O'Hara moved the company from Waco to Dallas in 1923.

Lazenby and O'Hara introduced Dr Pepper to almost 20 million people attending the 1904 St. Louis World's Fair and Exposition. The 1904 exposition also introduced hamburgers, frankfurters and the ice cream cone to the world.


Actual Burma Shave Sign from c. 1930's
'Drink A Bite to Eat at Ten, Two, and Four' c.1932

According to The Dr Pepper Museum in Waco, from 1910 to1914 Dr Pepper was identified with the slogan "King of Beverages" and "Old Doc". A typical country doctor character with monocle and top hat became the Dr Pepper trademark character in the 1920's and 1930's. During that era, research proved that sugar provided energy and that most humans experience an energy 'letdown' most normal days at 10:30a.m., 2:30p.m. and 4:30p.m. A contest was held for the creation of an ad using this new information. The winner of the ad campaign came up with the famous advertising slogan, "Drink a bite to eat at 10, 2, and 4." Dr Pepper's slogan in the 1950s was "the friendly Pepper-Upper," which led the brand into the 1960s, becoming associated with Rock 'n Roll on Dick Clark's American Bandstand TV show.


Our own 10-2-4 Ranch CD Art Label
taken from the original 10-2-4 Ranch Transcription label


West Coast--and some East Coast--Golden Age Radio fans will remember 10-2-4 Ranch and 10-2-4 Time for their '10, 2, and 4' advertising spots for Dr Pepper. Dr. Pepper sponsored and syndicated the show, beginning as 10-2-4 Ranch then transitioning to 10-2-4 Time to provide broader popular appeal. Both shows were produced by Tracy-Locke-Dawson Co., Dallas, and recorded by Radio Recorders of Hollywood. At least 500 were produced and some 50 to 80 are still in circulation. Dr. Pepper also sponsored two other variety programs from the late 1930s through the 1940s: "Dr Pepper Parade" and 1939's "Dr. Pepper’s Treasure Hunt".

Al Pearce 'Fun Valley' Dr. Pepper Ad from 1943

Al Pearce 'Fun Valley' Dr. Pepper Ad from 1943

Dr. Pepper sponsored the "Fun Valley" program from 1943 through 1944 starring Al Pearce, Sundays for the Blue Network. Dr. Pepper later sponsored "Darts for Dough" from 1944 through 1947 over The Blue Network [ABC] and ABC after the American Broadcasting Corporation formalized its name change.



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c.1952


c. 1953







10 cent coupon for Dr Pepper six-pack, c. 1955


'Enjoy Life More'




30's and 40's Era Green Glass Dr Pepper Bottles



Patriotic Dr. Pepper Ad Promoting War Rationing, c. 1944
Patriotic Dr. Pepper Ad Promoting War Rationing, c. 1944