I bought a Dr. Pepper from the vending machine at work today and noticed that the retro-styled can (pictured to the left, courtesy Wikipedia) has a seal claiming an “authentic blend of 23 flavors.” Indeed, go to DrPepper.com, find the FAQ section, and you’ll be informed that “Dr. Pepper is a unique blend of 23 flavors. The formula for Dr. Pepper is proprietary information.” (Dr. Pepper also has a web-based promotion called “Get23″ centered around the 23 secret flavors. The promotion has to do with finding “flavor icons,” but it won’t reveal what the flavors are. Because they areâ€â€you knowâ€â€secret.) Apparently, this claim has been a part of Dr. Pepper lore for a long timeâ€â€something like the Colonel’s Eleven Herbs and Spices, but I was ignorant of it.
So what are the 23 flavors? I’m guessing one is not “cherry-flavored cough syrup,” though “cherry” seems a safe bet. (Vanilla, or some version of vanilla, seems a given, too.) According to Snopes, the company has repeatedly denied the persistant rumor that prune juice is one of the component flavors. Any guesses?
UPDATE: According to AdAge, Cadbury Schwepps (the owner of the Dr. Pepper brand) spent $5 million on a “mash-up” marketing campaign based on the 23 flavors concept before killing the ads earlier this year. Click through the link to see the commercials that never aired.