In 1936 John W. “Bill” Davis left the oil business in Texas moved his family to Roanoke, Virginia and opened a Dr. Pepper bottling plant. He created this sign along with a slew of advertising campaigns until Roanoke was finally declared the Dr Pepper Capitol of the World.*
This Dr Pepper sign is made of old-fashioned light bulbs. When it fell into disrepair in the 80’s the employees urged the company to return it to its former glory, and they did.
The origin of the numbers 10, 2, and 4 on the sign can be traced back to 1926 when the advertising agency, Tracy-Locke-Dawson came up with the slogan Drink a bite to eat at 10, 2, and 4 after an employee read about a Columbia University study that said sugar and energy levels dropped during those times.
Dr Pepper used this information to convince the public to drink its soft drink during these three times of the day for a pick –me-up. 10, 2, and 4 (or a variation thereof) remained the slogan until the 1940’s when Dr Pepper began to tout their 23 flavors. You can find the number 23 on most cans today.
* Dr Pepper Capital of the World
The company sells more Dr Pepper in the Roanoke Valley area of Virginia than any other metropolitan area east of the Mississippi River. Source: Wikipedia
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