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10-2-4 Ranch (Dr. Pepper Show)

The 10-2-4 Ranch is a western musical variety show, in 15 minute episodes, used to promote Dr. Pepper soda. Real nerdy scientific research, tied to Dr. Pepper showed that sugar gives energy to people, Dr Pepper has sugar, people experience energy ‘letdowns’ at 10:30, 2:30, and 4:30. (Do you see where this is going?) So they created an ad campaign to get people to drink a Dr Pepper at these times, but they revised the times to make the slogan a little better. The slogan became "Drink a bite to eat at 10, 2 and 4." Whoever Doctor Pepper was, he sure wasn’t a dentist. Nor, do I think that promoting a drink as something to eat is a particularly effective enticement. Anyway, this variety show features western songs performed by Sons of the Pioneers, as well as Martha Meers and Bob Noland. "Keep time in mind and drink Dr. Pepper daily at 10, 2, 4 o’clock, or anytime you are hungry or tired" West Coast--and some East Coast--Golden Age Radio fans will remember 10-2-4 Ranch and 10-2-4 Time for their '10, 2, and 4' advertising spots for Dr Pepper. Dr. Pepper sponsored and syndicated the show, beginning as 10-2-4 Ranch then transitioning to 10-2-4 Time to provide broader popular appeal. Both shows were produced by Tracy-Locke-Dawson Co., Dallas, and recorded by Radio Recorders of Hollywood. At least 500 were produced and some 50 to 80 are still in circulation. Dr. Pepper also sponsored two other variety programs from the late 1930s through the 1940s: "Dr Pepper Parade" and 1939's "Dr. Pepper’s Treasure Hunt". [oldtimeradiodownloads.com]

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