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The history of Dr Pepper, a beloved American soft drink, spans over 130 years and is filled with fascinating stories of innovation, expansion, and cultural impact.
In 1885, pharmacist Charles Alderton mixed Dr Pepper at Morrison's Old Corner Drug Store in Waco, Texas.
He combined 23 distinct ingredients to create the drink's signature taste.
Charles Alderton serves the first Dr Pepper at Morrison's Old Corner Drug Store in Waco, Texas.
Local customers call it a "Waco" when ordering.
Alderton’s business partner, Wade Morrison, names it "Dr Pepper".
The carbonated drink is sold in soda fountains and hutchinson bottles, the era's standard glass container.
Morrison and Lazenby form the Artesian Mfg. & Bottling Company, which later becomes Dr Pepper Company, to sell the drink.
Dr Pepper is introduced nationally in the United States at the Louisiana Purchase Exposition, also known as the St. Louis World's Fair.
The exposition helped increase public awareness and popularity of the soft drink.
Dr Pepper expanded across America through focused marketing campaigns from 1920-1940.
The slogan "Drink a Bite to Eat at 10, 2, and 4 o'clock" positioned the beverage as an energy source, while "Good For Life" emphasized health benefits.
Dr Pepper expands across America through strategic distribution networks.
The company's slogan "America's Most Misunderstood Soft Drink" sets it apart from Coca-Cola and Pepsi.
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Dr Pepper's sales climb as new ads position the drink as a mood booster.
The slogan "The Friendly Pepper Upper" ties the brand to feelings of optimism and energy.
Dr Pepper starts selling the beverage in an aluminum can.
Yoo-Hoo sponsors baseball legend Yogi Berra for more than a decade.
Through its "10-2-4" campaign, the company urges people to drink Dr Pepper three times daily—at 10 AM, 2 PM, and 4 PM—to maintain their energy levels.
Dr Pepper continues to expand its market presence and introduces new ad campaigns.
The famous "Be a Pepper" campaign, featuring David Naughton, becomes a cultural touchstone and helps solidify the brand's place in popular culture.
The slogan "Hold Out For the Out of the Ordinary" is introduced to emphasize the drink's unique qualities.
The Great Root Bear named Rooty is launched to promote A&W root beer.
Dr Pepper Company is acquired by Forstmann Little & Company and becomes part of a publicly traded company.
Dr Pepper becomes widely available across the United States and in many international markets through a complex network of bottling partnerships with Coca-Cola and Pepsi bottlers.
The company goes through various ownership changes and mergers during this period:
Throughout this period, Dr Pepper continues to innovate with new product offerings, marketing initiatives and acquisitions like Squirt, to maintain its market position.
The famous Snapple Lady commercials are launched in the 90s to promote Snapple.
2000s — It Makes the World Taste Better
In 2000, Dr Pepper launched "It Makes the World Taste Better" as its core message.
The brand expanded its lineup with Cherry Vanilla Dr Pepper, targeting consumers who sought new flavors beyond the original recipe.
Dr Pepper Red Fusion is introduced, but is discontinued two years later.
Cadbury Schweppes purchased Dr Pepper/Seven Up for $2.6 billion.
It also brings in a catalogue of brands like Vernors, Crush and Sunkist.
In 2008, Cadbury Schweppes split its beverage and confectionery businesses.
The North American drink division became Dr Pepper Snapple Group, trading independently on the New York Stock Exchange.
That same year, Dr Pepper Snapple bought a stake in Big Red, Inc. and began distributing 80% of Big Red's beverages through its network.
Keurig Dr Pepper acquires the 1919 root beer brand, IBC.
In 2010, Dr Pepper marked 125 years of production.
The company launched two products: Dr Pepper TEN, targeting male consumers with a 10-calorie formula, and a cane sugar version that replaced corn syrup.
Their marketing centered on the drink's signature 23-flavor blend.
Dr Pepper Snapple now offers K-Cup pods containing Dr Pepper, 7UP, and A&W Root Beer in regular, diet, and caffeine-free options for home brewing.
Bob Stiller’s Keurig Green Mountain bought Dr Pepper Snapple Group for $18.7 billion, creating Keurig Dr Pepper.
The merger combines Keurig's coffee machines with Dr Pepper's beverages, letting Dr Pepper use Keurig's distribution system.
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