[Atlanta, Georgia]: The Coca-Cola Bottling Company, [circa 1949].
Price: $2,000.00
Hardcover. Folio. Spiral-bound red leatherette handbook. 140pp. Over 100 color plates and illustrations including 6 larger folding. Slight edgewear and some spotting else very good or better.
A Coca-Cola sales rep advertising catalogue issued at the end of the 1940s to begin replacing the smaller thick Merchandising Handbooks filled with Coca-Cola advertising signs, and point-of-sale displays. The company notes that they have changed size because they wanted a larger format to display inside and outside advertising signs, and that this binder would exclusively replace the advertising section in the Merchandising Handbook. The excellent color lithograph illustrations show the outside signs brackets and hardware, and then illustrations of the Coca-Cola “button” signs, double-faced decal posters in full color for window displays, large letters in decals, metal, cast aluminum, and porcelain enamel. In addition, Coca-Cola began featuring large polls and roadside signs more than five feet high, entrance and roadside signs for motels and tourist spots, and much more. This particular handbook includes an entire extra section 2 with color photo plates of restaurants, grills, diners, markets, gas stations, and bars featuring Coca-Cola sponsored signage.
In addition, this advertising catalogue incorporates the Coca-Cola posters which were featured in the New Deluxe modernist streamlined frame first introduced in 1946, and which became common in the late 1940s, featuring the posters of Why Grow Thirsty?; “Couple at Counter,” “Hospitality Girl,” “Sportgirl” seated on her Coca-Cola vending machine; and many different versions of “Sprite” wearing his Coca-Cola bottle cap hat. Sprite Boy was created by Haddon Hubbard Sundblom (1899-1976), and would prove to be a popular marketing character for Coca-Cola until the end of the 1950s. This catalogue also features the Coca-Cola clock signs, and the introduction of the chrome edge molded lucite electric lighted Coca-Cola signs.
Item #458443
