First Episode

10-2-4 Ranch

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First Episode

10-2-4 Ranch • Episode 1

30 minutes

Part of a 85-episode series

Episode Description

The Doctor Pepper Parade features lively performances and comedic banter as characters Peggy Pepper, Jack Arthur, and others promote Dr. Pepper as the drink that enhances enjoyment of life. Peggy, along with her companions Peter van Steeden and humorously characterized friends January and Molasses, share exaggerated tales of bravery and adventures while entertaining the audience with songs and playful exchanges. The script includes skits about a boxing match, rodeo rides, and a humorous take on newspaper headlines, all circling back to the central theme of enjoying Dr. Pepper at 10, 2, and 4. The closing remarks encourage listeners to join in the fun and celebrate the joy Dr. Pepper brings to their lives.

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10-2-4 Ranch

10-2-4 Ranch is a classic 1940s Old Time Radio western-themed musical variety program, created as part of a nationwide advertising campaign for Dr Pepper. Rather than telling ongoing cowboy stories, the show used a friendly “ranch” setting as a backdrop for music, light banter, and sponsor messaging built around Dr Pepper’s famous slogan: “Drink a bite to eat at 10, 2, and 4.” Airing in short, approximately 15-minute episodes, 10-2-4 Ranch featured popular western and contemporary music performances, often by well-known acts of the era such as Sons of the Pioneers, alongside announcer segments that seamlessly folded advertising into the entertainment. The tone was upbeat, informal, and family-friendly—designed to be easy listening during daytime hours while reinforcing the idea of Dr Pepper as a mid-day energy pick-me-up. The program was sometimes billed under related titles such as 10-2-4 Time, reflecting slight format shifts, and is occasionally confused with other Dr Pepper–sponsored radio shows from the same era. Today, 10-2-4 Ranch stands as a clear example of mid-century branded radio at its best—where western music, variety entertainment, and advertising blended together into a uniquely nostalgic listening experience.

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