Dr Pepper is a carbonated soft drink that originated in Waco, Texas in the 1880s. Created by pharmacist Charles Alderton, it was first served around 1885 and became nationally available in the US by 1904. Today, Dr Pepper is sold globally, including in Europe, Asia, and the Americas. In some regions like Australia, New Zealand, and South Africa, it's sold as an imported product. The brand has expanded to include variations like Diet Dr Pepper and, since the 2000s, a range of other flavors.
1904: National Introduction of Dr Pepper
Dr Pepper was introduced nationally in the United States at the 1904 Louisiana Purchase Exposition.
1904: National Introduction of Dr Pepper
In 1904, Dr Pepper was first marketed nationally in the United States after its introduction at the Louisiana Purchase Exposition.
1906: First Building Dedicated to Bottling Dr Pepper is Built
In 1906, the first building specifically designed for bottling Dr Pepper was completed in Waco, Texas. This marked a significant step in the beverage's production and distribution. The building later became home to the Dr Pepper Museum.
1936: First Dr Pepper Plant East of the Mississippi Opens in Roanoke
The first Dr Pepper bottling plant east of the Mississippi River was established in Roanoke, Virginia, in 1936, by John William "Bill" Davis. Roanoke's proximity to the birthplaces of Dr. Charles T. Pepper and Dr. Pepper's co-creator in Virginia, likely contributed to the city's strong connection to the beverage.
1951: Dr Pepper Sues Coca-Cola
In 1951, Dr Pepper sued Coca-Cola for $750,000, claiming the sale of 6.5-ounce Cokes below cost represented a restraint of trade.
1961: Dr Pepper Begins Sponsorship of Miss Teenage America Pageant
Dr Pepper became a sponsor of the Miss Teenage America beauty pageant in 1961. This sponsorship lasted for two decades.
1963: Donna Loren Becomes the "Dr Pepper Girl"
In 1963, singer Donna Loren was chosen as the "Dr Pepper Girl" after a nationwide search. Her role involved promoting the drink through various mediums like radio, print, television, calendars, billboards, and personal appearances. Loren's prominent role in Dr Pepper's marketing for five years contributed significantly to the brand's recognition and popularity during that era.
1967: Release of the "Charge" Ad
Dr Pepper launched the "Charge" advertising campaign around 1967.
1968: Donna Loren's Tenure as "Dr Pepper Girl" Ends
Donna Loren's time as the "Dr Pepper Girl" ended in 1968. Her association with the brand helped her secure roles in American International Pictures' Beach Party films and increased her visibility in the entertainment industry during the 1960s.
1969: Coca-Cola Bottling Company of New York Agrees to Bottle and Distribute Dr Pepper
In 1969, following Dr Pepper's legal success in being classified as a "non-cola" drink, Coca-Cola Bottling Company of New York agreed to bottle and distribute Dr Pepper in the New York metropolitan area.
1972: Dr Pepper Sues Coca-Cola for Trademark Infringement
In 1972, Dr Pepper sued Coca-Cola for trademark infringement over its soft drink "Peppo," leading Coca-Cola to rename it Mr. Pibb.
1973: Dr Pepper Introduced to Japan
Dr Pepper was introduced to the Japanese market in 1973.
1977: "Be a Pepper" Jingle and Campaign Debut
Jake Holmes penned the lyrics for the "Be a Pepper" jingle, which premiered in 1977. Earlier in the decade, Holmes collaborated with Randy Newman on another jingle titled "The Most Original Soft Drink Ever." A TV commercial featuring the "Be a Pepper" jingle ran from 1977 to 1985.
July 1981: SCTV Parody of "Be a Pepper"
In July 1981, the program SCTV aired a sketch parodying the "Be a Pepper" campaign, with an enthusiastic injured man (Eugene Levy) praising his doctor "Dr. Shekter" (Rick Moranis), leading to a dance and song routine by patients.
1981: Dr Pepper Ends Sponsorship of Miss Teenage America Pageant
Dr Pepper's sponsorship of the Miss Teenage America beauty pageant came to an end in 1981.
1982: "Be a Pepper" Parodied in "The Beach Girls"
The 1982 sex farce "The Beach Girls" parodied Dr Pepper's slogan, changing it to "I'm a popper, he's a popper..."
1985: "Be a Pepper" Campaign Concludes
The "Be a Pepper" advertising campaign, which referred to Dr Pepper fans as "Peppers" and often included large choreographed dance scenes, came to an end in 1985.
1986: "Out of the Ordinary" Campaign
Dr Pepper launched the "Out of the Ordinary" advertising campaign in the 1980s, featuring post-apocalyptic commercials with a space cowboy and an alien seeking something different from generic cola. Other commercials from this campaign included Godzilla, where he was offered Dr Pepper. These commercials were widely seen during the 1986 syndication of "The Canned Film Festival," which was sponsored by Dr Pepper.
1991: Dr Pepper Launches Slogan Comparing Diet Dr Pepper to Regular Dr Pepper
From 1991 to 2006, Dr Pepper was marketed using the slogan "Diet Dr Pepper tastes more like Regular Dr Pepper."
1991: Dr Pepper Museum Opens in Waco, Texas
The Dr Pepper Museum opened to the public in 1991. It's housed in the Artesian Manufacturing and Bottling Company building, which was the first building constructed specifically for bottling Dr Pepper in 1906. The museum, located in Waco, Texas, celebrates the history of the beverage.
1995: FTC Blocks Coca-Cola and Dr Pepper Merger
The Federal Trade Commission blocked a merger between Coca-Cola and Dr Pepper in 1995 due to concerns about a monopoly in the "pepper" flavored soft drinks category.
1996: Dr Pepper Involved in Antitrust Case with Dallas Cowboys and NFL Properties
In 1996, Dr Pepper was involved in an antitrust case where Jerry Jones, owner of the Dallas Cowboys, made deals with Dr Pepper that the NFL claimed violated its exclusive marketing contracts with Coca-Cola, leading to the NFL allowing teams to pursue individual agreements.
December 20, 2000: David Letterman's "Liquid Manure" Joke
On December 20, 2000, David Letterman made a joke on his show, the Late Show with David Letterman, referring to Dr Pepper as "liquid manure." This caused a small controversy, with a representative from Dr Pepper complaining to CBS. The network agreed not to rerun the episode, and Letterman himself repeatedly insisted that he was only joking.
2004: Production of Red Fusion Ceases
The production of Red Fusion, a Dr Pepper variant, was largely canceled in 2004, less than a year after its launch, due to poor financial performance. It remained available in some regions until late 2004.
2006: Dr Pepper Launches New Marketing Campaign for Diet Dr Pepper
In 2006, Dr Pepper launched a new marketing campaign for Diet Dr Pepper, shifting focus from comparison with regular Dr Pepper to promoting its dessert-like taste with the slogan "There's nothing diet about it."
May 2007: Limited Edition Release of Diet Dr Pepper Cherry in Canada
Diet Dr Pepper Cherry was sold as a limited edition in Canada from May to August 2007.
August 2007: Limited Edition Release of Diet Dr Pepper Cherry in Canada Ends
The limited edition release of Diet Dr Pepper Cherry in Canada ended in August 2007.
December 2007: Limited Edition Release of Dr Pepper Cherry in Canada
Dr Pepper Cherry was offered as a limited edition in Canada from September to December 2007, following a limited run of its diet counterpart.
2007: Production of Red Fusion Ceased in Canada
Red Fusion production ceased in Canada in mid-2007, but became available again in mid-2008 after Diet Cherry Chocolate Dr Pepper was discontinued.
January 2008: Dr Pepper Berries & Cream Limited Release in Canada
Dr Pepper Berries & Cream was introduced in Canada in early January 2008 for a limited-time run.
March 26, 2008: Dr Pepper's Promise of Free Cans for Guns N' Roses Album Release
On March 26, 2008, Dr Pepper publicly promised to give a free can of Dr Pepper to everyone in America (excluding former Guns N' Roses guitarists Buckethead and Slash) if the band released their long-awaited album, Chinese Democracy, that year. This garnered significant media attention and prompted a response from Axl Rose, the band's lead vocalist, who expressed surprise and gratitude for Dr Pepper's support.
November 23, 2008: Chinese Democracy Release and Dr Pepper's Redemption Issues
Following the release of Chinese Democracy on November 23, 2008, Dr Pepper's online distribution of free coupons proved inadequate, leading to issues with fans redeeming their promised free cans. Lawyers representing Guns N' Roses threatened Dr Pepper's parent company with a lawsuit, alleging that the redemption process was a "disaster" that "defrauded consumers." Axl Rose, however, later stated that he considered the matter a non-issue and was surprised by his lawyers' actions.
2008: Red Fusion Production Resumes in Canada
Red Fusion became available in Canada again in mid-2008 after the production of Diet Cherry Chocolate Dr Pepper was stopped.
April 2009: Gene Simmons Becomes Spokesman for Dr Pepper Cherry
Gene Simmons of Kiss was chosen as the spokesman for Dr Pepper Cherry, with commercials featuring Kiss's song "Calling Dr. Love" airing between March and April 2009.
May 2009: Discovery of "Castles Formulas" Ledger
In May 2009, a ledger book, "Castles Formulas," was discovered containing a recipe titled "Dr Peppers Pepsin Bitters." Although speculated to be an early Dr Pepper recipe, Keurig Dr Pepper maintains it is for a digestive aid.
2009: "Drink it Slow. Doctor's Orders." Campaign
In 2009, Dr Pepper launched a new advertising campaign with the slogan "Drink it slow. Doctor's Orders." The campaign featured a diverse lineup of celebrities with connections to the word "doctor," including Dr. Dre, Julius "Dr. J" Erving, Gene Simmons (who wrote the Kiss song "Calling Dr. Love"), and actors who played fictional doctors like Neil Patrick Harris and Kelsey Grammer. The celebrities endorsed the beverage, culminating with the statement, "Trust me. I'm a doctor," followed by the new slogan displayed alongside a glass of Dr Pepper.
2011: Dr Pepper Ten's "It's Not For Women" Campaign
In 2011, Dr Pepper introduced Dr Pepper Ten, marketing it specifically towards men. The campaign cited market research that suggested most diet soft drinks were seen as appealing mostly to women. To counter this, the campaign employed overtly masculine imagery, including an action movie-themed television commercial that called other diet drinks "lady drinks." The campaign used the slogan "It's Not for Women" and a Facebook page featuring "Man'Ments." However, the campaign was met with criticism and accusations of sexism.
August 2014: UK Dr Pepper Reformulated
In August 2014, the UK version of Dr Pepper was reformulated, incorporating artificial sweeteners to reduce the sugar content from 10.3 g to 7.2 g per 100 ml.
October 2015: Roanoke Declares October 24 as Dr Pepper Day
In October 2015, the city of Roanoke, Virginia, officially declared October 24 as Dr Pepper Day. This highlights the city's longstanding enthusiasm for the beverage and its historical significance as a major consumer of Dr Pepper.
2018: Sugar Content in UK Dr Pepper Further Reduced
In 2018, the sugar content of UK Dr Pepper was reduced to 4.9 g per 100 ml due to the implementation of the Sugary Drinks Tax.
May 2022: Dr Pepper Dark Berry Relaunch
Dr Pepper Dark Berry was reintroduced in May 2022 to promote the movie Jurassic World: Dominion.