The Brilliance of Dr. Pepper’s 10–2–4 Marketing
Dr. Pepper was invented in Waco, Texas, about 100 miles north of my home in Austin. Because of this proximity, I can purchase a vintage-design bottle of Dr. Pepper almost anywhere in central Texas. When I purchase one of these bottles two things happen. First, I get to enjoy what is maybe the seventh greatest soda. Second, I am reminded of one of the most brilliant marketing campaigns in history.
During the 1940s there were studies published that showed the average person experienced a slump in energy at 10:30, 2:30, and 4:30. With this information Dr. Pepper held a contest to find a new advertising slogan. The winning submission was to “Drink a bite to eat at 10, 2, and 4.” This inspired Dr. Pepper to start printed 10, 2, and 4 on all their logos and training their customers that the best way to get through a day was to have three Dr. Peppers.
Was it a misguided and possibly gave tens of thousands of people diabetes? Yes. Did the campaign work? Also yes.
Dr. Pepper had a problem and they solved it with an easy-to-remember slogan. In the cycling industry, we have a similar problem that can be solved with another 3-number slogan.
The problem: Bikes don’t have a dashboard light like cars. There is no objective signal telling riders when and how their bikes need to be serviced. So we need to do our best to train people on when their bikes need to be serviced.
The solution: Service your bike after riding 10 months, 100 hours, or 1000 miles. Whichever comes first.
