"Dr Pepper Time", according to one promotion, was at 10, 2 and 4 o'clock. During World War II, a syndicated radio program, The 10–2–4 Ranch (later titled 10–2–4 Time), aired in the South and other areas where Dr Pepper was distributed. The show featured the Sons of the Pioneers and Dick Foran.[34] In the 1960s, the tune of the chorus of "The Glow-Worm" was used in ads, with lyrics which ended, "It's Dr Pepper Time!