[Atlanta, Georgia]: The Coca-Cola Company, 1940.
Price: $3,000.00
Hardcover. Quarto. 220pp. Original dark green 5-ring binder, embossed Coca-Cola trademark logo stamped in red and white on front cover with raised lettering, nickel bossing around fore-edges, green enamel piano hinges, rounded corners. Contains over 100 color plates and illustrations (3 large folding), some with metallic ink highlights, showing Coca-Cola advertising signs and coolers, 8 black and white photo plates, diagrams, text illustrations. Some rubbing and slight foxing else near fine.
First edition of this exceedingly scarce Coca-Cola sales rep advertising catalogue for 1940 Coca-Cola advertising signs, point-of-sale displays, Coca-Cola coolers, and coin operated Coca-Cola vending machines. These were the company’s first forays in to merchandising catalogues of this size as they had previously issued sample coolers for their salesmen to carry. The excellent color lithograph illustrations within include the Coca-Cola posters in full color showing skier holding her coke, a fashionable ice skater holding her bottle on a frozen pond, the sign featuring aviatrix standing in front of her plane, many of these illustrations executed by Haddon Hubbard Sundblom (1899-1976). The handbook also includes illustrations of the menu board hangers, wood hanger signs, carton decals, transparencies for coolers, as well as large window head transparency with sample Coca-Cola window display photo below. In addition, there are large metal signs, signboards, “Custom-Built” Art Deco store sign facades for auto shops, tea rooms, bowling alleys, billiard halls, delis, and other metal advertising signs which were up to 6 feet in length.
The color lithos of Coke coolers advertise the Junior Ice Cooler, Master Ice Cooler, Giant Ice Cooler, all available as electric, water cooler attachments. In addition, there is another segment on vending machines such as the Vendo-Junior, the Vendo Model 59, the red & green Art Deco Mills Model 47-B, 47-N, 98-A, and the Westinghouse WE-10. In addition, there are a number of sample illustrations of the point-of-sale displays for six-packs, and cartons of Coca-Cola bottles. The initial two sections were designed by Coca-Cola to be for salesman, or grocery store to provide their own camera copy and sales ideas for their Coca-Cola sales.
Item #458444
