02/11/2024
HOW DR PEPPER EMBRACED BEING DIFFERENT
This Texas original has always been a soft drink underdog. It's less fizzy than other soft drinks and has a unique flavor profile. The only way to understand what it tastes like is to drink a Dr Pepper. It's as different as the place it comes from.
Although the 23 flavors in a Pepper are top secret, the best educated guesses we've seen are as follows: amaretto, almond, blackberry, black licorice, carrot, clove, cherry, caramel, cola, ginger, juniper, lemon, molasses, nutmeg, orange, prune, plum, pepper, root beer, rum, raspberry, tomato, and vanilla.
On paper, those flavors ain't exactly harmonious but our taste buds tell us otherwise. Because it's a unique concoction, Dr Pepper always stood apart from its competitors. Today, we view that as a feature, not a bug, but it wasn't always that way. We can see that in its ad campaigns.
DP's first slogan (1889-1914) had characteristic Texas boldness: The King of Beverages!
For the next two decades, the brand promoted itself as a digestive aid and an energy drink. When new research showed that sugar gave humans a little jolt of energy, Dr Pepper minted a new slogan: "Drink a Bite to Eat at 10, 2, and 4 o'clock."
The feelings of prosperity and freedom in the post-WWII era ushered in a more pithy slogan, still staked to the sugar in the drink The 1950s ads called it the "Friendly Pepper Upper" and a new character appeared on the scene for the television age: Frosty Dog, whose beatnik catch phrase was, "Frosty, man. Frosty." A little subversive and different, while brands like Coca Cola were making appeals to the mainstream.
By the turbulent 1960s, Dr Pepper fully embraced being different. Its new slogan was "America's Most Misunderstood Soft Drink." This reflected public confusion about the beverage. People wondered - if it's not a cola, what in the hell is it? The folks at Dr. Pepper crafted a jingle to address these concerns. "It's not a cola, it's not a root beer" went the lyrics. Dr Pepper was and is very much its own thing.
Mind you, this was the same decade in which the soft drink once marketed as "frosty, man" advised the public to serve it hot with lemon slices in the winter. This new serving suggestion made it a drink for all seasons. You may know people who still drink it this way when a norther blows in.
In the early 1970s, Dr Pepper stood firm on its uniqueness with the slogan "The Most Original Soft Drink Ever." Later in the decade, disco was in and the Texas drink chimed in with its most famous jingle, encouraging Americans to be as unique as a DP:
I'm a Pepper! He's a Pepper!
She's a Pepper! We're a Pepper!
Wouldn't you like to be a Pepper, too?
Be a Pepper.
Drink Dr Pepper.
This supremely singable jingle was so successful, it caused Coca Cola to sit up and take notice. Coke created a new product that tried to mimic the flavors of Dr Pepper. They called it "Peppo" and test marketed it on Dr Pepper's home turf: Waco, Temple, and Columbus. Dr Pepper wasn't having it. They sued over the name and won. So Coke rebranded Peppo as Mr. PIBB and poured millions into trying to squeeze Dr Pepper out of the market niche it had carves out for itself. PIBB failed.
As the Cola Wars raged in the 1980s, Dr Pepper stayed above the fray, reminding Americans that it was "Out of the Ordinary," implying, perhaps. that Coke and Pepsi were just two sides of the same sugar water cola coin.
Since the 1980s, the Texas original has made its way to other continents where ad campaigns invariably have tried to convey to consumers that the only way to understand what Dr Pepper tastes like is to drink one. It's a weird drink and that's precisely why we love it.