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The Dr Pepper Museum in Waco, Texas, walks visitors through the fascinating history and tradition of the original Dr Pepper brand, including the obscure numbers 10, 2, and 4 on the glass bottles. Turns out, Dr Pepper's first slogan was indeed, "Drink a bite to eat at 10, 2, and 4!"
Dr Pepper is America’s unique flavor and was created, manufactured and sold beginning in 1885 in the Central Texas town of Waco. Dr Pepper is a “native Texan,” originating at Morrison’s Old Corner Drug Store. It is the oldest of the major brand soft drinks in America. Like its flavor, the origin of Dr Pepper is out-of-the-ordinary.
Since 1983 Waco, Texas and the historic Artesian Manufacturing and Bottling Company Building has been the gathering spot for the Dr Pepper 10-2-4 Collectors’ Club annual convention. Dr Pepper Museum staff have been involved with the Club and the convention since the Museum was established in 1989.
Dr Pepper is a carbonated soft drink. Dr. Pepper was created in the 1880s by the American pharmacist Charles Alderton in Waco, Texas, and was first nationally marketed in the United States in 1904.
Dr Pepper’s “10, 2, 4” on their old vintage glass bottles and antique advertising signs were part of a marketing campaign starting in the 1920s where Dr Pepper assigned three times a day - 10:00 am, 2:00 pm, and 4:00 pm - as a way to maintain a “refreshed” feeling all day.
"Drink a Bite to Eat at 10, 2, and 4 o'clock" positioned the beverage as a convenient and satisfying snack between meals. This innovative approach differentiated Dr Pepper from its competitors, who primarily focused on refreshment and taste rather than the concept of a drinkable "bite to eat."
The contest placed an accent on time, an ad explained, “because we’ve clocked ‘10,’ ‘2’ and ‘4’ as traditional Dr Pepper times.” The sum of $10.24 was arrived at, it was spelled out, was “ [t]o remind you of 10, 2 and 4—what else! ”