Dallas Mapping Project
Dr. Pepper Dallas Headquarters
Built in 1946; Demolished 1997
Since its beginning, Dr. Pepper has been one of the world’s tastiest achievements. In 1885, the famous drink was created by Charles Alderton, a young pharmacist working in Morrison’s Old Drug Store in Waco, Texas. The beverage was sold in the store and resulted in customers requesting a “Waco,” giving the drink its first name. Later, Morrison, the owner of the store, officially named the drink “Dr. Pepper.”
The soft drink business was later turned over to Morrison and Robert S. Lazenby, a beverage chemist. After taking charge, Lazenby and his son in law, J. B O’Hara, formed the Artesian Mfg & Bottling Company, today’s Dr. Pepper Company. Dr. Pepper was moved to Dallas, Texas in 1923 and the headquarters on Mockingbird Lane was built in 1946. Symbolizing the beginning of something huge, this Art Deco building became a landmark in Dallas. Unfortunately, the building was demolished in 1997 after the plant was relocated. Although the Dr. Pepper Headquarters no longer stands, it remains unforgettable in the minds of many Dallasites.
While brainstorming ways to promote the soft drink, it was discovered that sugar provided energy, and that the average person experiences a letdown at 10:30a.m., 2:30 p.m., and 4:30 p.m. The idea of drinking Dr. Pepper at 10, 2, and 4 was developed, and this design was incorporated onto all things Dr. Pepper including the bottles and the tower on the headquarters building in Dallas. Although an attempt was made to save the tower, it was destroyed along with the rest of this iconic Dallas landmark.
Artifact:
10, 2, 4 Logo