hi folks John and Jeff here say hi Jeff he hey we are road tripping our second

road trip since forming our holy Alliance first was to California and now

we are heading from Dallas to Waco Texas beautiful downtown Waco Texas this is

quite the weather right now you know you can see how hot sunny it is everyone thinks Texas is hot all the time we're

here to tell you that's true for the most part but it's not true not today it is freezing we are on the side of I35

just having gased up we're heading to Waco where we're going to be doing some research on the subject of grand loyalty

which you're going to hear a lot about on this podcast so the great Garrison Keeler performed in Texas you may not

know that Jeff recently in recent weeks at this gas station right here at this Valero now he was here unfortunately

wasn't in Dallas he did Austin and I think he did I don't know he didn't come to Dallas otherwise I probably would

have been there but he did a post it was a love letter to Texas the funny thing is Harrison Keeler is a very proud very

liberal person as are many folks from the great state of Minnesota and he did a love letter to Texas after he

performed here basically saying he thought before he came he wasn't going

to like it and he wasn't going to like the people because he assumed that many

of them were going to be a little too conservative for him but his love letter was that he was surprised by what he saw

and how friendly like incredibly friendly people were and how much he just really liked his time here and he

had a great line that said something to the effect of any state that has the voting record that it does yet Embraces

Willie Nelson is a state got like it that is comfortable with its own

contradictions which I thought was a great line the contradictions that we see I'll turn it over to you in a minute

probably can't see it behind me is a waterburger and there is no brand that is more synonymous with Texas and

waterburger other we going to visit other than the one we're going to visit more to come on that you got waterburger

on one side well guess what else will you find when you show up along I35 in

Texas smokes in Edibles you got waterburger you got smoking Edibles you

got conservative voters and you have the great Willie Nelson bottom line go

Baylor go Waco and go Willie and we're not going to say the name of the company

we're heading to because more to come on that see you later we're on the road to

wakeo we don't want to get there we're going to see the doctor we don't want to

get there are you done I'm done I just can't wait to get on that road

again well hello everyone we are back in the studio now we have survived that

cold rainy day driving uh to to uh Waco

as we said in the video and then back to uh Big D uh we are dry we are clean I

don't know if we're tan rested and ready Jeff but we are dry and we're clean

rested and we are ready we are so fired up we are ready to entertain you with

the subject of not only brand loyalty but cultish brand loyalty so so I say

that up front uh because I'm hopeful that as you're watching this you can and we're going to throw out some cultist

brands for you to think about whether you have a a connection to them or not but um uh I I thought I'd throw it out

up front so you could think in advance about whether you have some favorites we're going to throw some out as well but yeah we're here to talk about brand

loyalty and more specific than that loyalty to PR that at least we think of

as somewhat cultish uh maybe a little quirky um brands that have moved Beyond

loyalty to the point where if you are a essentially a regular consumer of that

brand uh it's it's kind of like you're in the cool club right uh and and and

you celebrate that uh every time you have any sort of interaction with the brand and hopefully frankly if you look

at it from the other U perspective hopefully the brand is also celebrating you as as being in their club right so

let me let me and and we still by the way you may have noticed in all of your curiosity out there in podcast land we

still haven't told you where we went in Waco we're going to tell you that in a few minutes it's probably fairly obvious

if you know Waco Texas and Brands but we're GNA hold that back maybe not Maybe

not maybe not all right there not not there a couple of big ones down there that is true that is true good point I

say a couple I mean too yeah ex exactly yes I knew that I knew that so um all right let me throw

some out cultish brands that have crazy loyalty among its fans consumers okay

uh movies uh Harry Potter Harry Potter so so Jeff I don't if you're Harry

Potter Harry Potter guy or not what are the fans of Harry Potter movies called

they have a name for themselves

potheads you know what I honestly don't know and I've seen all those movies when you had kids of my age of kids you had

to see all all of them that that is hysterical I think you should brand that right now I I think they're potterheads

Harry Potter okay well they they should be called potheads Star Wars I don't

know if there's a a nickname for those that are in the star war Star Wars Club

I I don't know start TR trekkies Tre oh actually that's a great that's a great

one trekkies for sure have conventions they have they have conventions where the stars of the show

appear uh and you can't even get into the convention center it's so crowded

right that's it's crazy to me having never been a trekky um I've never quite gotten it but I do understand the the

fun if you will of being a treky right it's you're in the club right you're either that's one of those clubs you're

either in it or you ain't right um let's turn to TV Sex in the City I would argue

that is a cultish club to be in it's one thing to know about the show and stuff

like that even I've seen it uh you know a few times here and there but there are people who swear loyalty to that show

almost like you're in a club now by the way this list I'm I'm looking at in front of me some of these came from my

own research some of these came from I'll say younger people in my family who are a little younger cooler hipper right

here's another one Gossip Girl you look like a big Gossip Girl fan

Jeff oh I watch that every week are are you a are you a gossiper no I I

know of it I know of it I've never seen it I know it went off the air long long

time ago but I'm aware of it all right fair enough fair enough so folks he's

not denying his connection to Gossip Girl Let's just there's some truth to

that we can neither we neither confirm nor deny all right here's another one I

guess this is primarily a video game I think but I think it's turned into more game Game of

Thrones well I mean it's the series on TV obviously I'm not in the club it's

only a series that's it but it's movie it's a movie too isn't it no I don't think they did a movie but it's very

runchy and V that I have heard of that's the gure of it what are members of that

thronies thronies all right I'm gonna they have

launched a prequel of that that's now on air really yes okay all right here's one

that was thrown out in our little family brainstorm that I was told repeatedly

whether I knew of this or not is a thing Stanley is the brand and they have

these big white cups and I and I quote and I said well what it's it's like it's

like this is my classic water cup that I drink from all day long right I was told

that just like that and so so what's the big deal and and it it's been it is

considered quote a basic girl necessity Stanley brand spec has to be Stanley I

don't get it to me it's just a big white water mug I don't know um when I hear the there was a controversy around that

John Stanley Stanley brand yeah lead there's lead in the base of the Stanley

mug and they were going draw it for the mar because the lead but no one ingests need the lead because it's on the

outside on the bottom so there you go are you serious yes and iing mug to use

myself as my water mug ladies and gentlemen that was not scripted Jeff

bomb is a genius he knows these things we our last podcast if you want to listen to our last last podcast was all

about uh product contamination and crises so there you go Stanley Cups um I

can't not think of Pocky when I hear the term Stanley Cup but um she says this

this uh girl in our family says basic girl necessity she didn't say anything about lead but um but now I'm going to

look into that because I'm not sure I want her drinking from it anymore um all right Lulu Lemon cup don't let her lick

the bottom of the cup I I I will take that under it's a good call uh Lululemon and Lululemon I'm

familiar with aloe a not like the lotion but Alo clothing these are clothing

brands I I don't know Supernatural don't know what it is I can't remember from my

notes if that's a music group or and we will get to musical groups in a minute or if that's a band or or what have you

Rick owens's clothing was also thrown out by one of the boys no idea what that

means I can tell you in in all confidence that this is not Rick Owens

this brand clothing I'm wearing what were you saying no I know of the great the late great buck ens he off

Fame I know to Rick Rick was his passive brother I'm gonna turn it over you in a

minute to talk about you the two great musical groups examples you provided to

me yesterday when we were talking about this but just one last thing from our our brainstorm I thought this was a such

a great example I immediately Googled it when one of the boys brought it up and it came up right away so this is

apparently a this is very much of a cultish brand thing the Jeep

Wrangler have you ever driven a Jeep Wrangler I have not no I haven't but but they're they're

nice yeah they're nice now but the point is this is not just any Jeep it has to be the Wrangler there's this thing

called the so-called Jeep wave never knew this and I'm reading Direct ly from

Wikipedia now the Jeep wave is a tradition of Jeep drivers acknowledging

each other on the road with a friendly wave it's a sign of community and connection that's been around for over

50 years never heard of it the gesture involves yeah raising a hand with two or

four fingers extended upwards newer drivers initiate the wave as a sign of

respect um blah blah blah so I who knew if you so I guess hey any of you out

there if you have just bought a Jeep Wrangler you need to understand that the onus is on you you have to initiate the

wave um or the person who's driving toward you who's a seasoned Wrangler

driver doesn't sound like he's going to do it he's waiting on you so I doubt that's in the instructions that was

provided to you at the dealership we're here to provide you the new Wrangler driver a public service you're welcome

so Jeff over to you two musical group examples of cultish brand loyalty well before I get into the

musical group ones let me throw out a few more TV shows for you oh please let's let's go back to the

1950s Leave it to Beaver 1960s Adams Family the

monsters Beverly Hillbillies then you move on to the 1970s you know those famous Norman Lear comedies including

All in the Family um then think of the other ones new heart

Mary Tyler Moore Show the Carol show and then let's go into modern times

Sefi Sefi okay so and the office so hey oh

the office there we go there we go the office for sure yeah there should be there should be a nickname for those

that cultish follow the office there should be if there is I'm not aware of it and Seinfeld I don't even know where

to start with that we could do 10 podcasts on on Seinfeld alone I'm

confident um all right so music music okay so think of a band

think of a band that sort of developed a cult falling oh yeah I was thinking about this a bit and I was thinking

about Brands but the first thing that came to mind was a band you know the Grateful Dead oh yeah they've had a few

hits not that many I knew you were gonna say that they gain cult status those

hits um their look you know sloppy tie dyed

t-shirts you know playing outdoors and the mud being super high all the time um

and having these things that were like Revival meetings and to this day even after the

death of Jerry Garcia who was a cult figure on his own you know he he designed neck ties think about how

ironic that is is the king of the hippies designing neck ties in fact I even bought one way back in the day um

and he branded with his name yes yes and they were actually quite nice he uh I

did not know that quite artistic yes quite artistic um and then I moved on to

another group um well another person Jimmy Buffett look at that he had he had

one big hit song Margaritaville and all of a sudden that

build itself into a lifestyle a brand oh yeah a feeling you know wanting to go

down into the tropics and feel the heat in the middle of the winter and that built itself into a food line a um a

group of restaurants and bars even Resorts and retirement communities I

mean that brand is gone nuts and even one of my favorites is the Frozen Concoction Maker so you just can't get

to be more of a call than a parro head yeah deadhead that's absolutely almost like that's like you got to have a

membership card like that is a formal cult almost right I love it rip Jimmy

Buffett no doubt about that um all right so these are just some examples of

cultish brands that uh have really in our view gone beyond just

brand loyalty to super super brand loyalty right now we're going to um Rev

the big reveal is to where we were going to Waco Texas beautiful Jeff downtown

Waco Texas not just Waco but there's no place like Waco beautiful downtown Waco

Texas on a cold and rainy day let me tell you so uh it is yeah yes no I'm

just do you want to say or do you I want to say why don't you go ahead and say it while I hold up the prop of the greatest

is we went to see the doctor Dr Pepper

the brand of Texas the doctor was calling now this is one of the many Dr

Pepper versions you can have this is Dr Pepper zero sugar um I don't drink this

I drink diet Dr Pepper but but yeah this is one and then another one this is Apparently one of the new hot flavors

out now Dr Pepper strawberries and cream uh and they I also know this one isn't

zero sugar but they have this in zero sugar um I don't know what the difference is between diet and zero

sugar whatever but yes we went to Dr Pepper um it is our favorite cultist

brand uh I am a California guy didn't move till Texas until I was 37 not

realizing that Dr Pepper was essentially the national the national uh drink of

Texas but I was already a pepperhead if you will before I got here and then

somebody told me the story oh there's an actual Museum in Waco because that's the first place that the drink was ever

served and uh anyway Jeff and I had the occasion last week in the cold and Rain

to head down to Waco to uh pay respects to the doctor and um there's a museum

there there's a soda fountain we've got some video from all of this and we're going to show you some video now so

Caroline when it you roll the tape we've arrived here we are in the mecca of

Texas a little city known as Waco you may know chip and Joanna gains oh yeah

but we've come to see the doctor Dr Pepper because if you remember

the jingle I'm a pepper you're a Pepper would you want to be a Pepper too be a

pepper okay sorry U all right so yes those are the chip and Joanna silos

right yep right behind you Jo silos but wait till you're going to you're going to see something special again right off

35 we survived as you can see it's no longer raining it's still cold as hell though yeah it's not very pleasant all

right so I'm going to turn this phone around and you so you need to turn around to you're all going to get your

first view if you've never been here before of the famed Dr

Pepper museum this building here is where the

original Dr Pepper was served by Dr Charles alderton in

1885 Jeff you and I in 1885 you and I weren't any older than 10 or 12 right

yeah I think that was my first year of high school I might have been his first customer no this place is pretty special

yeah I grew up in Pennsylvania we didn't eat we didn't drink much Dr Pepper but I knew of it I tried it didn't know what I

thought but can't be more texting than Dr Pepper you can't it is as they say

the national drink of Texas I grew up in California and I had plenty of Dr Pepper

there and but did not realize when I moved to Texas 2 24 years ago that it was part of the water here did not knew

that so I've been very happy about that for 24 years now but this is the original building in which the counter

is and over here is there it is over there Dr Pepper we're going to go inside

and explore might even buy a couple of things load up on some trinkets

anything else to say before we head inside here's a little bit of Dr Pepper trivia before we go in I like it and so

um the famous Dr Pepper which people drink now is made with uh fruct high

fructose corn syrup but if you want the original Taste of Dr Pepper there's

Mexican Dr Pepper which is made with cane sugar it's sold in the US but it's

produced at this little Factory in Dublin Texas which I guess was previously Dr Pepper Factory oh not

Dublin Ireland not Dublin Ireland dubl Dublin Texas yeah it's pretty close you know the two are they've got a little

Irish pups there are people watching us wondering what we're doing just well we're just very weird people who like to

do things out on the street you know what it is Jee we are committed to our audience we are committed to our audience demanded more content from us

we are not letting the the gawkers if you come to us we will serve you we will

we will So speaking of getting served we're going to head in where the original Dr Pepper was served and uh

more to come let's join us inside hey we're back we're back here in the studio where it's warm and dry um

hey before I get into this I'm going to give you a brief history of Dr Pepper maybe not so brief um but before I get

into that we ought to acknowledge the person who's the brains the oh yeah the vision behind

this entire podcast and that is our producer and director Caroline clendenning

who of John thank you Caroline show yourself we

ow we owe you at least one Dr Pepper zero sugar right do we not yes I agree I

I'd give her a sweet one but you know if you want to give her artificial the strawberry strawberries and cream well

that's that's a delicious one with with sugar sweeter and with sugar with sugar

actually with high fructose corn syrup really we going to talk about that a little bit later too because you could

still get it with sugar but it's not every place anyway

let's go to the history of Dr Pepper and just a few words about Dr Pepper you know if you look at it as a brand it's

old it's probably the oldest carbonated soft drink even older than

Coca-Cola um it's Charming it's quirky it's it's hard to get your arms

around and I would say it's kind of like like me it's just you

know you got to get accustomed to it or you're not going to like it we may just have to call you the doctor going for

I'm the doctor you're the doctor and also I grew up in Pennsylvania and we had Dr Pepper there and um but I don't

think too many people drank it very often I tried it I thought it's a different type of flavor and I I

actually started to like it but it wasn't anything like when you get to Texas Texas is Dr pepper all the time it

seems to taste better here doesn't it it does taste better here um John real

quick you grew up in California you you had access to Dr Pepper and it seems

like you've been been a long time fan of the well I'm I'm a longtime pepperhead

which frankly is the new name for as far as I'm concerned that's what that's what crazy loyal Dr Pepper fans should be

called we should be called pepperheads but yeah but I mean For Better or For Worse frankly

I've been a saholic my whole life um I could I could regil you with stories of

some great old Brands okay you ready for this we talked the other day remember Bubble Up Remember Bubble

Up um my favorite and there's a certain group of people out there who are really gonna get a kick out of this my all-time

favorite uh soda was called Aspen you remember Aspen that came out when you

and I were a freshman in high school um and it was I forget it it was

kind of like Sprite but here's the kicker and this was part of their either tagline or was on the can with a hint of

Apple really it was Heaven on Earth and all of a sudden and it was in the

vending machine at school and I was obsessed and if they had survived the

test of time like Dr Pepper has I I I would be drinking Aspen I'd be drinking

a sixpack a day right now it's the greatest soda I've ever had and it one day it just disappeared long a long time

ago I mourn I mourn the loss of Aspen I I think it for myself I was a big Fresco

fan I like Fresco a lot and uh when we were at the Dr Pepper Museum of course they had a squirt right was yeah simar

because they own it right they do that's part of the Dr Pepper group no it's a

Kurig Dr Pepper group yeah that's right um and then uh this is an aside I'll let

you go back to the history of Dr Pepper but orange sodas have also had their moments in the Sun and I think we

learned that they owned cor Dr Pepper either owned or owns Orange

Crush one of my favorite Brands was a child right and what's the greatest

other than the purple people eaders which you came up with at the Museum what's the second favorite what's the

second best alltime NFL nickname for a defense well I mean I could say what

you're thinking of I know my heart okay so you're thinking well go ahead with I

know you're gonna say it being a Pittsburgh the Iron Curtain not the Iron Curtain Steel Curtain for God's sakes I

got that wrong Caroline edit that out yeah exactly I'm a pittsburger it's of course Steel Curtain but he's thinking

of the orange crush the orange crush the orange crush which was the name of the Denver Bronco defense back when they

wore real orange by the way not that weird stupid weird muted orange that I

hate their uniforms now there's no team in the NFL where I'm happier than when

they play in the Retro Jerseys than the Denver Broncos and the orange crush defense but back to Dr Pepper I'm with

you okay so Dr Pepper really old brand um established in the 1880s and it was

created by a pharmacist in Waco Texas Dr uh by uh Charles alderton who's a

pharmacist and he was working in Morrison's old Corner drugstore now you'll see me looking down because I've

got notes down here I haven't I haven't memorized all this where he was experience experimenting with mixing

various fruit syrups to create a unique flavor after many trials he developed a

combination of 23 flavors and we're going to come back to that number 23 later yes that became the distinct Taste

of Dr Pepper uh the name was originally alder's original beard tonic and later

wake up after the city where it was invented now I think it it it it was

widely believed that neither one of those names would take it very far so they they renamed it eventually Dr

Pepper now the exact origin of the names a bit unclear um there are a couple

different theories behind I won't go into those but but it was a much more palatable name

and which is kind of interesting too because way back in those days and it was first served in 1885 at Morrison's

old Corner drugstore it was sold as a medicinal tonic and marketed cure for

verys that's crazy it's funny how that all transitioned into soft drinks aimed

now a quick aside when we were there at the Museum and you'll you're going to see a video from uh a guy who works in

the in the store there we asked him about uh the flavors uh in uh the the

drink and he very very politely said I can't I can't tell you what they are but

I have to wonder is pepper one of them is there actual no I don't think there is really

yeah I don't think there's pepper in it not even a smidgen I don't think so

little Dash I don't think so all right fair enough who knows who knows these people were pretty uh secretive and

devious they they were they were as they should be yes yes um but anyway you know

the first bottling happened in 1891 and then there's a bottler named JB O'Hara

and Waco who um bottled the drink and allowed Dr Pepper to be distributed

beyond the local area and by the mid 1890s Dr Pepper was sold in multiple

States gaining popularity quickly nice they were trademarked 1904 and then Dr

Pepper was sold as a beverage at the St Louis World's Fair where it attracted

significant attention and gained the nickname the king of beverages the king

of beverages king of beverages that's that's uh that's funny

that that occurred what you say at the the fair in St Louis St Louis World's

Fair what what what's St Louis based beverage has the king of X in its

tagline huh Bud wiser the king of beers

we're gaining Insight here didn't plan on it into the way St Louis thinks about beverages they think

royalty they think royalty and that's what we are was that a reach just so all you see this um this is our logo clients

first marketing and Communications and we see oursel as the king of PR and

marketing firms we think we we we are we are cultish loyal to clients first there's no

question yes yes we're cultish legal oil okay so so the um Dr Pepper spread out

over the United States and they had to open up other bottling plants and they launched some really unique advertising

and marketing campaigns in the 30s and 40s but one of the most famous early

ones was drink a bite to eat at 10 to and four and I think John referred to

those numbers earlier but it highlighted the drink as an energizing beverage

perfect for an afternoon pickme up you're going to hear more about why that is a little bit later but um yeah and

then you know the diet conscious people came onto the scene 1962 unfortunately that was the year I

was born so you can see how old and why why why did why were diet conscious

people allowed to infect the rest of us with reason and logic that's what I want to know I don't know but you tell me

you're addicted to doctor diet um I mean you know if if if some Diet conscious

person approached me when I was a freshman in high school and said don't drink that Aspen there's too much sugar

in it I I would have told him to pounce sand yeah I was that obsessed yep yep so it it was the low

calorie alternative to Dr Pepper and actually Dr a diet Dr paper pepper doesn't taste too bad mainly because the

taste of Dr Pepper that kind of you don't feel that artificial sweetener

taste but anyway the brand continued to evolve and their ownership changes and

you had Dr Pepper 7 Up you had cadberry scheps uh Dr Pepper Snapple group that's

right and then of course there was the Pepsi and Coke rivalry and Dr Pepper continued to be an independent entity

positioning itself as a competitor to both of those Brands and um Dr Pepper

entered actually into a distribution partnership with PepsiCo for certain re regions well others it was handled by

Coca-Cola so talk about Frenemies you go they're Frenemies yeah um my favorite of

the Dr Pepper advertising campaigns happened in the 1970s and I would say

I'm a pepper you're a you're a pepper wouldn't you like to be a Pepper too oh yeah one

of the greatest commercials of all time that the guy who was the lead in that commercial I believe his name it was or

is David notton you're correct on that and I believe he was the star of the

movie Werewolves of London he was he was piece of trivia Dr Pepper kickstarted

David notton to start him isn't that something yep and now for those of you

might be thinking ah that commercial is a long time ago nobody remembers that well I offer you this the refrigerator

magnet that I purchased among other trinkets at the Dr Pepper museum I'm a

pepper and I'm proud of it so I suppose they just call themselves peppers I still think pepperhead might be better

but I am indeed a pepper yes you have you have a trinket as well here's my bag

from the Museum Store let me show you something the swag I got oh yeah so some

of the stuff is going into uh Christmas stockings so we've got the Dr Pepper

Jelly Beans outstanding we've got the soda pop shop jelly beans oh yeah we

have numerous buttons that's Dr pepp oh yeah

here is the 1024 button oh yeah which again we will explain yep and uh oh and uh back to the

Snapple Heritage here are Snapple jelly beans I

nice so anyway you know you had those great uh campaigns those um you had all

the changing ownership you had Kurig you have um Green Mountain Coffee all those

are kind of mashed yeah good point and family um and the cultural impact of all

this um oh this is interesting it says it's loyal fan base known as pepper Pals I've honestly never

heard pepper pal pepper Pals that's no I don't like that yeah

yeah I don't like that in the beverages slogan there's nothing like a Dr Pepper

I've heard that I'm either gonna be a pepperhead or just a pepper I'm not gonna be a pepper pal it's not happening

we don't want that how many Brands if you think about it have their own museum very

few as long as we're talking about colas you the World of Coke in Atlanta is very

cool it's right there in downtown Atlanta right where CNN is and in the scrum of everything the the very cool

aquarium they have in Atlanta it's part of the fabric of the city um and it's very cool I've done corporate events

there Pepsi I'm not aware that Pepsi has anything like that they might I'm just not aware of it

um one other uh brand that kind of has a cish falling would be Hershey's

and you Hershey Pennsylvania there's chocolate world that's right a Hershey

museum that's right it's a ride that takes you through where chocolate's grown where cacao's grown all this stuff

then you end up in a huge Hershey's store at the end so they pipe chocolate

smell in as you're taking this little ride I love it I love it and you say

that of course as a proud Pennsylvanian yeah yeah of course you had Hershey Park which is a really nice

amusement park right there so it was it was all good it was all good now we're

going to share video with the folks of um I believe his name is Jordan sh uh

answering the two trivia questions about which I believe were what does 23 mean

they used it the the the can I held up uh and the bottle I held up neither one of them have 23 on them I don't think no

they don't but until fairly recently the the Dr Pepper would have a

little 23 right under the logo and prior to that I don't think they do it anymore

the Dr Pepper canser bottles would have the logo and then 1024 so when we were at the Museum we at

we we pulled poor poor patient Jordan aside who uh was an employee in the

store and asked him to answer two questions for All of You Caroline roll the tape if you would all right hi folks

we're back we are outside of the doctor Pepper Museum Store uh where I have just

done roughly half of my Christmas shopping right Jeff and uh yeah so Jeff

is is behind uh you can't see Jeff but you can see my new best friend Jordan here hi Jordan hi who should be Dr

Pepper museum employee of the month just by virtue of the fact that he's agreed to do this for us online um so behind

Jordan you can see what used to be an actual right real Dr Pepper delivery truck I love it and then behind that

with the red Dr Pepper is what part of the museum is that is that the that's going to be the soda fountain where with

the red do pepper that's the soda fountain as well as some other exhibits but that's where you're going to get your best sodas right over there well

we're going to close this down by doing a toast Jeff and I I think to to All Things Dr Pepper but there are two

numbers or sets of numbers that mean something to Dr Pepper and to Dr Pepper

connoisseurs like us one is 23 and you see these on bottles and or canans or

swag or whatever the other is 1024 so Jordan tell us what those

numbers mean and uh we think you guys are going to enjoy this all right so 23

is actually the number of flavors that they put into a Dr Pepper what exactly those flavors are are a secret Dr Pepper

kind of keeps that Under Wraps they don't even tell us at the Museum uh some people you know there are theories uh

but the 23 flavors are secret tin 2 and four that was a study done in the 20s

saying that at 10:30 2:30 and 4:30 that's when your blood sugar is the lowest for the day so Dr Pepper kind of

poined that and made a slogan saying that at 102 and 4 that's when you should drink a Dr Pepper to get yourself

through the rest of your workday and you know really power through with the Dr Pepper what if you're like me and it's

only 1:30 but you're desperate for a Dr Pepper what do you do well there's no

rules against having a Dr Pepper at 13 : and also at 2 so I I say definitely go

for it make sure you do have your second Dr Pepper for two so hour one hour Sage

advice Jordan thank you so much of course see you later we'll see you next time yes yeah all right well thank you

Jordan from the Dr Pepper store at the Dr Pepper museum uh for answering our

two trivia questions by the way Jeff we were talking about is pepper one of the um ingredients is it one of the 23 and

and you said maybe not I who knows but when you Google Dr Pepper there's a

thing that says fun facts and who doesn't love a good fun fact okay you ready for this hit me hit me fun fact

the 23 flavors Dr Pepper is famously said to contain 23 different flavors

although the exact recipe is a closely guarded secret as to which Jordan would attest that is right these flavors

reportedly include things like Cherry makes sense almond vanilla Blackberry

all good who doesn't want to drink a soda that tastes like all of that apricot or is it apricot apra I don't

know that's debatable anise what is an what is that anise like licorice it's

like licorice flavor pepper and more pepper they're so

it it doesn't S right it's not uh Jordan Jordan can neither confirm nor

deny but the there's a feeling out there that there's there's there's some pepper

in this which would make sense given the name of the brand so all right so we could talk about the history all we want

we can talk about our personal obsession with this drink all we want um where has

all of their marketing of which they've done way way more one can only imagine

Jeff the degree to which they've increased their marketing budget over the last several years right where has

that led the brand now if we look at market share in the soda Biz the top the

the bestselling soft drink by far in the unit this is us only no surprises Coke

right and that probably includes all the different variations of coke diet coke whatever um

19.18 so 19% market share in the United States

um Dr Pepper here we go this is good stuff uh has always been it's always

been Coke versus Pepsi the co you know the the Cola Wars and all that but guess what folks Dr Pepper has pulled even

with the evil people of Pepsi now I'm Pepsi I'm just just having fun um just

we're trying to help you Pepsi you need to come up with some sort of consumer experience in Westchester County which

is I think where your headquarter but Dr Pepper Pepsi has pulled even with you

the pepper Pals have pulled up right next to you in the LAN next to you and they have tied you at 88.3% of market

share so both Dr Pepper and Pepsi are 8.3 which means Coke is more than double

that so coke is really it's it's really it used to be Coke versus Pepsi now it's

kind of coke by itself and if you look at market share it's Dr Pepper versus Pepsi I would argue because they're tied

right and any of you who are in in the you know the finance world the business world and certainly I can remember

things like this from business school you know this is one of those Industries where if you get 1% market share it's a

huge amount of money right so um good for Dr Pepper for having pulled even

with the not evil people I'm just kidding at Pepsi who's fourth Mountain

Dew not far behind 6.3% right what happens when you have a

Mountain Dew Jeff you go Frenzy [Applause]

[Music] yeah lot of caffeine in that stuff oh well okay so this is really

interesting number five is actually Coke Zero so I was wrong so you're

wrong the Coke's over 20% so coke is killing everybody else right they they

are I didn't realize they were that far ahead now diet pep oh this is this is bad news Diet Pepsi 3.5 so that actually

puts Pepsi over Dr but that actually kind of hurts my feelings well wait a wait a wait a second if you if you're

going to do that I mean Dr Pepper has Associated Brands yeah that under the

same umbrella exactly wouldn't it be unfair to exclude them I think this is

fake news new math I I don't trust this list anymore regardless next is

Fanta okay now Fanta has lots of different flavors right that's a Coca-Cola brand isn't it

Fanta it is wow yeah good point and then the last one is Canada Dry Ginger Ale which is a

fabulous drink I think so too when I'm on an airport I get oh that's good stuff yeah

I I have no is I it it it breaks my heart that Aspen is not on this list but

regardless um think about this so Dr Pepper is at uh

8.3% 20 years ago according to the Wall Street Journal they were at 5.5% so to go in 20 years from 5.5% to

88.3% you know I mean that's basically what 200 or that's I think that's

uh what is it whatever 50% I know not to touch math on camera 5.5 83 is 2.8

divided by 5. that's almost half they've gone up by half they haven't doubled but

they've gone up 50% I think that's right we'll have to check our math later Caroline check my math later thank you

um all right enough of that we are going to show you one final video and this was

at the end of the day so the first video of this podcast was us in the rain at

the gas station fairly early in the journey this journey this video we're

going to show you now is this is the end of the museum now we haven't even gone to drive home yet you can imagine how

tired and and burned out we were by the time we got back to Dallas but this was our last stop within the museum it was

the soda fountain it's an old-fashioned soda fountain they can make any diet

Pepper or Dr Pepper variety that you want they literally make it right there they have corporate events there um but

we sat down and we just needed to put up our feet and by the way we were sitting

at this table past the point at which they were trying to close the museum for the day we essentially got booted not

last people we're not obsessed with Dr Pepper I don't think anyway Here's the

final video from the Dr Pepper museum enjoy okay here we are finishing our day

and we're at the soda fountain and let me hold this up so you can see let's see

can you see it oh yeah yeah it go that way this way that way you're going to go

over here oh yeah look at that look at

that and we're we're enjoying our complimentary though pepper sodas we've

had the greatest day ever it's like the SpongeBob thing Best Day Ever we should

sing the Spongebob we're not going to going to we should though sing the

SpongeBob Best Day Ever song yeah this is the greatest this is the greatest branded experience in my life it was a

very good branded experience and uh this actually what I'm drinking right here is

pretty good this is the oranges and cream um version of Dr Pepper with a

super vanill ice cream very nice and here's orang and cream okay all right orange and cream

and we got here and then a traditional Dr Pepper Dr Pepper and right here I've got maybe the greatest invention of all

time a diet strawberries I can't say with a straight face a diet strawberries

and cream Dr Pepper which is spectacular oh this is strawberries cream not orange

strawberries and cream right I don't think there is an orange orange and cream do pepper that would be a good but that could be a good suggestion they

have a suggestion box here we could and then here's a regular old good oldfashioned diet Dr Pepper but I'm here

to tell you the strawberries and cream diet Dr Pepper and by the way a souvenir

cup tastes as good as anything you could possibly imagine so do we have any

closing comments no no no no we had a a good day

and wo we learned a lot about branding we saw an excellent Texas brand that

somehow navigated the turbulent Waters to become a software lead uh a soft

drink leader which is pretty amazing actually if you think about it so no we've learned a lot here today and

tested some pretty good sodas so hey it's not that bad well and we're going to talk outside of this video on our

podcast about uh branding brand loyalty the soft drink Market

the uh accelerated space that Dr Pepper now fills up in today's market it is now

apparently we'll have to confirm this but apparently now number two behind

Coke meaning they have bypassed Pepsi which is a huge land shift in this in in

the in the soda Biz right and you're talking about a lot of money when something like that Happ a lot of money

uh we are 100 officially percent officially sucked in right at this point

literally and uh more to come when we get back to the studio back to uh back to Dallas hey we're back to say goodbye

I hope you enjoyed uh our insights and our banter and our comedy and our drama

and even the fighting that went on in uh that was involved in this video I that

wasn't we just went out each other um you learn a lot we flat out dislike one

another he called me a pepper pal I said don't ever call me that again whole oh yeah yeah they Caroline had to cut a lot

out of this video so you ugly but we wiped off the blood we're good now but anyway yep so we're heading home heading

home to Dallas and Plano and everywhere in between so we hope you enjoyed the

video we hope you learned something and I'll turn it over to John say that final goodbye so I'm I'm going to do a little

bit here uh and I hope you enjoy it but first thing I want to say is on behalf of both of us happy holidays um this podcast is being

filmed on December 13th it is due to go live on December 18th so that'll be a

week before Christmas when you see this um Merry Christmas happy holidays um we

hope you all have happy and healthy holiday seasons with your families hopefully you can take some time offs

some really good time off and what I hope for you also is that you have time to relax and watch some Bowl games okay

so you like that transition right so how did Dr Pepper go from 5.5 market share

to 88.3% market share in 20 years that is a Herculean feat for a consumer

packaged good they've done so I'm and I'm sure there's way more to this but one of the ways they've done so is by

really attaching themselves themselves to college football and Jeff we love

college football so U you're seeing this this again on the 18th guess what

happened last night bowl season started uh and the LA and the first Bowl

Jeff I'll bet you don't even know this was last night in Frisco Texas just

north of Dallas where you're sitting now Jeff uh and it was the scooters coffee I

think scooters Coffee Frisco Bowl who knew that scooters coffee had become big

enough to have the kind of budget to sponsor a college football bowl game that's crazy good for them but the

scooters Coffee Frisco Bowl featuring the West Virginia

Mountaineers and the Memphis Tigers For The Frisco Bowl that's not a bad matchup so we don't know what happened by the

time you see this we will know what happened um what's that no I'm I'm just

repeating yeah yeah so so that was the first of many bowl games to come but

last Saturday was supposed to be it was the last day of the regular season Army played Navy uh and usually game day uh

which always kicks off the day uh broadcasts from the Army Navy game which

this year was in the Washington DC area they moved it out of Philly um they didn't do that this year they they they

took the day off um they do have the they did have to do the Heisman thing that night and the college football

season Jeff um I mean what a great thing to be able to say goes longer and longer

now and I read an article saying they may part of the reason they took the day off was they have way more shows to go

now because of the playoffs and so they probably needed a day off right or a morning off because they're still they

still had to do the Heisman thing in the evening here's the point the point is we missed having our weekly dose of Lee

Corso uh putting on the mascot head he he always chooses Navy he actually has a

Navy robe used to be a coach there he usually puts on the robe um instead of a

mask on on his head but I'm going to I'm going to go a little Le Corso here as my way to say thank you happy Holidays

happy bowl season so I'm gonna I'm gonna I'm gonna start removing my clothes Jeff and I'm just I no close your eyes close

your eyes I'm I'm gonna remove my shirt okay and what does it reveal

Jeff you can already see it I can already see it on the screen Dr Pepper

pretty Hardy Dr thank you thank you Dr Pepper not only that this again this is I'm taking

I'm going mascot H here I am Le Coro off goes my own

company's hat on goes my new Dr Pepper hat from the Dr Pepper store okay I got

the I got the IMA pepper magnet which I've already shown and the Cuda Jeff from our little time

at the soda fountain at the end of the day we drank several different flavors of Dr Pepper from our new Dr Pepper

museum Cup right so there you go uh Go Army go Navy I don't know who won Go

West Virginia go Memphis don't know who won go B season go Dr Pepper see y'all

later and I'll tell you go on to our social channels you'll see them at the bottom of the page here say you like us

there and uh and enjoy the videos and bye