Dr. Pepper Small 2010

Name formatting

The period (full stop) after "Dr" was discarded for stylistic and legibility reasons in the 1950s. Dr Pepper's logo was redesigned and the text in this new logo was slanted. The period made "Dr." look like "Di:". After some debate, the period was removed for good (it had been used off and on in previous logos), as it would also help remove any medical connotation with the product.

Legal and trade history

In 1951, Dr Pepper sued the Coca-Cola company for $750,000(US) asserting that nickel Coca-Colas were sold below cost and were a restraint of trade.

In 1972, Dr Pepper sued the Coca-Cola company for trademark infringement based on a soft drink marketed by Coca-Cola called "Peppo". They tried naming it Dr. Pibb, which was also determined to violate the trademark. The soft drink was later renamed Mr Pibb.

Dr Pepper became insolvent in the early 1980s, prompting an investment group to take the company private. Several years later, Coca-Cola attempted to acquire Dr Pepper, but was blocked from doing so by the Federal Trade Commission (FTC). Around the same time, Seven Up was acquired from Phillip Morris by the same investment company that bailed out Dr Pepper. Upon the failure of the Coca-Cola merger, Dr Pepper and Seven Up merged (creating Dr Pepper/Seven Up, Inc., or DPSU), giving up international branding rights in the process. After the DPSU merger, Coca-Cola obtained most non-U.S. rights to the Dr Pepper name (with PepsiCo taking the Seven Up rights).

Dr Pepper was a frequent player in the 1990s antitrust history of the United States. As part of these activities, economists and the courts have weighed in with the opinion that Dr Pepper is a "Pepper" flavored drink and not a "Cola". In 1995, the FTC blocked a merger between The Coca-Cola Company and Dr Pepper on grounds that included concerns about a monopoly of the "Pepper" flavor category of soft drinks. In 1996, Dr Pepper was involved in an antitrust case involving Jerry Jones, the Dallas Cowboys, NFL Properties, Nike, and other commercial interests active at Texas Stadium in Irving, Texas. Jones had made deals with Dr Pepper and the other companies that, the league said, violated their exclusive marketing contracts with Coca-Cola and other businesses. The NFL agreed to allow Jones and other teams to pursue their own agreements.

In 1998, the "Pepper" flavor soda category was a major part of the analysis supporting an antitrust case between Coca-Cola and Pepsi.

Varieties

Dietary brands

Dietetic Dr Pepper was introduced in 1962 (cans) and 1963 (bottles). Sales were slow partly due to the public misconception that the drink was for diabetics, and in 1966, the company renamed the product Sugar Free Dr Pepper. The name was changed to Diet Dr Pepper in 1987. In 1991, Diet Dr Pepper was reformulated to use aspartame, according to Cadbury Schweppes. Diet Dr Pepper, after posting a 6.4% gain in sales volume, became the 10th best selling soda in 2006 according to Beverage Digest magazine. From 1991 to 2006, the beverage was marketed using the slogan "Diet Dr Pepper tastes more like Regular Dr Pepper." In 2006, a new marketing campaign was launched comparing the taste of Diet Dr Pepper to desserts instead of regular Dr Pepper with the slogan "There's nothing diet about it."
Pepper Free (1982–1985) was first introduced to test markets in 1982 as a caffeine-free version of Diet Dr Pepper, citing company research that indicated a need for a product to fill a niche for the health-conscious consumer. Originally introduced in only six states,  the Pepper Free brand lasted for only three years, and was phased out in 1985. While a caffeine-free dietetic product continues to be produced under various name permutations, the reason for pulling the Pepper Free brand are unknown, but could have been due to confusion with the rival "Pepsi Free" brand (currently "Caffeine-Free Pepsi").
Caffeine Free Dr Pepper (non-diet) was first released in 1983 due to the success of Pepper Free.
Dr Pepper 10 is a low-calorie version of Dr Pepper currently being tested in six cities across the United States. It is being especially marketed to men.

Flavor variations

Dr Pepper Red Fusion (2002–2004) was available only in the US. The predominantly cherry flavored, red-colored Red Fusion was the first new flavor added to the Dr Pepper family of beverages in the company's 122-year history. Its production was essentially canceled less than a year later, although in certain areas it was available until late 2004.
Cherry Vanilla Dr Pepper (began 2004) was released in some areas on October 15, 2004. The beverage tastes similar to Dr Pepper but has stronger cherry and vanilla flavors added. Cherry Vanilla Dr Pepper was the first drink in the planned "Soda Fountain Classics" line of beverages from Dr Pepper, a range of drinks designed to taste similar to popular soda fountain drinks from the 1950s. It is now only available in select areas of the U.S. It was available in Canada for a short period of time, but it ceased production as of mid-2007. It became available again in mid-2008 after Diet Cherry Chocolate Dr Pepper ceased production.
Dr Pepper Berries and Cream, (2006–2007) and its diet version, were released in most US locations in April 2006. It is the second beverage in Dr Pepper's "Soda Fountain Classics" line of drinks. In Canada, the diet version of the drink was available approximately from May to August 2007 and the non-diet version was available from September to December 2007. Berries and Cream and Diet Berries and Cream have also been discontinued.
Diet Cherry Chocolate Dr Pepper (2007–2008) was introduced as a limited edition flavor on November 21, 2007. It was discontinued in April 2008. It became available in Canada in early January 2008. A non-diet version was never created. The taste is similar to Canfield's Diet Cherry Chocolate Fudge Soda, but with the distinctive Dr Pepper flavor. It was featured in the song "Cherry Chocolate Rain" by YouTube celebrity Tay Zonday. Upon ceasing production, it was replaced by Cherry Vanilla Dr Pepper.
Dr Pepper Cherry (began 2009) was released in some areas around February 2009. The beverage tastes similar to Dr Pepper, but has stronger cherry flavor added. Variety comes in both regular and diet versions. Gene Simmons of the band Kiss was chosen to be the variation's spokesman, with a commercial circulating on television in March/April, 2009 featuring Kiss's song "Calling Dr. Love" ("Trust me, I'm a doctor" claims Simmons in the commercial).
Heritage Dr Pepper (aka Dr Pepper Heritage) (began 2009) became available around November 2009 in various outlets around the United States, including major retailers such as Walmart and Target. As its name implies, it is a "re-release" of sorts of Dr Pepper's original formula, which uses real sugar instead of high fructose corn syrup, which Dr Pepper and other brands of soft drink started to use around the early 1970s. The formula of Heritage Dr Pepper and Dublin Dr Pepper are assumed to be one and the same, but that Heritage Dr Pepper is a larger scale, national release aimed at capturing the same marketing essence as the Pepsi and Mountain Dew throwbacks.
Dr Pepper "Made with Real Sugar" was released to commemorate the drink's 125th anniversary during the summer of 2010. It featured the use of "real" sugar which was likely a mix of cane and beet sugar as opposed to its usual high fructose corn syrup. This version of the soda featured six collectable 12-oz cans and a 20-oz plastic bottle decorated with Dr Pepper's old slogans and images from the 1960s.
United Kingdom's version of Dr Pepper, along with various other countries, is manufactured with sugar instead of high fructose corn syrup (much like Heritage Dr Pepper in the US, as mentioned above). Along with Sprite and Fanta soft drinks, a "Zero" version was introduced, meaning no added sugar/low calorie, but maintaining a taste more in line with regular Dr Pepper than its diet variant.
Sweeteners

Much of the soft drink industry in the United States stopped using sugar in the 1980s, in response to a series of price supports and import quotas introduced beginning in 1982 that increased the price of sugar above the global market price. As a result, most U.S. soft drinks, including Dr Pepper, now use high fructose corn syrup instead of sugar.

A handful of U.S. bottling plants still use sugar to sweeten Dr Pepper. The Dr Pepper bottling plant in Dublin, Texas produces such a beverage, known as Dublin Dr Pepper. In the 1980s, plant owner W.P. "Bill" Kloster (June 7, 1918 – September 27, 1999) refused to convert the plant to high fructose corn syrup. Since 2003, Dublin Dr Pepper has expanded its distribution to most of Texas and the Internet. Other bottlers still using sugar include Temple Bottling Company, in Temple, Texas, Ab-Tex in Abilene, and West Jefferson Dr Pepper (WJDP) of West Jefferson, NC.

On March 25, 2007, Coca-Cola bottlers in the Dr Pepper Heartland commenced sales of 16 ounce cans of Dr Pepper made with cane sugar and featuring a logo with 'Old Doc' on them. This product is scheduled to be a limited time release.

In January 2009, "Heritage Dr Pepper" became available in select markets in cans and 16 oz bottles with the distinction "Made with Real Sugar".

Beginning in July 2010, Dr Pepper's 125th Anniversary edition in some markets was made with real sugar. Since Dr Pepper Corporate has no control over whether the bottlers will use real sugar, there is no guarantee the soda will have real sugar.