5/23/2007

Coca-Cola Memorabilia
By Dolores E. Pike

Some people enjoy collecting advertising memorabilia representing promotional items produced by a variety of companies.  One example of this would be a collection of dolls such as McDonald's "Hamburglar," General Mills' Jolly Green Giant and the Campbell Soup kids.

Another example of collecting advertising memorabilia would be to focus on a brand specific line. And Coca-Cola would be the most outstanding example. Coke not only has a variety of items in price ranges that can suit every purse, but the longevity of the brand makes collecting a fun way to decorate with a colorful display of history.

Introduced in 1886 Coca-Cola has come to symbolize American culture, tracing the country's history through its advertising from the Victorian era, through the roaring 20s, onto the Depression years, which folded into World War II.  Following the end of the war the wants of Americans exploded after years of deprivation. And the advertising world responded with a blitz to the eyes, ears and minds of every consumer that continues to this day.

The earliest Coke promotional pieces are the toughest to find. Anything dating from the 1890s is considered rare as the prices on the open market reflect.  It is reported that some of the older items, such as print material, have sold in the $20,000 range, depending on their condition.

Coca-Cola serving trays have always been a collectible favorite. A 1934 tray in mint condition could cost a collector upwards of $1,800 whereas one in poor condition might only be worth a few dollars.

Compared to today's neon lights and other bright ad messages early-on advertising was dull. Then in 1890 a process was discovered allowing color to be transformed on to tin.  This opened up a whole new way for advertisers to capture an audience's attention.  Coca-Cola took full advantage of this breakthrough. Tin signs advertising Coke sprung up inside mom and pop stores as well as on the outside, tacked onto fences and poles.

The newly discovered process of coloring tin gave rise to Coca-Cola serving trays. The ones dating from 1899 to 1903 feature the all-time queen of Coke art.  Hilda Clark was a singer and actress of the time.  She appeared on the company's trays nine times, as well as on calendars, posters and menus.  In 1909 the "Exhibition Tray" appeared and showcased the work of an artist named Hamilton King.  These trays feature coca leaves and nuts framing the picture.

Whether a novice collector or an old hand, always be armed with facts and figures when on the hunt. A good pictorial and price source is "Petretti's Coca-Cola Collectibles' Price Guide," which also gives details on some bogus items, purposely designed to look like and command the price of an item from the past.  Know the company's history so that you are not fooled by an 1890s calendar depicting a Coke bottle when you know from your research that bottling began at the turn of the 20th century. 

Trademark recognition is also very important in any collecting endeavor because knowledge of the logo's evolution can pinpoint the dates of manufacture.  For instance, up until the 1940s Coke's trademark registration was placed in the tail of the "C" in the word "Coca." 
Another helpful resource is the Coca-Cola Collectors Club (http://www.cocacolaclub.org), which is independent of the company.

The world's most comprehensive collection of Coke memorabilia will be permanently on view at the New World of Coca-Cola Visitors Center in Atlanta, GA, set to have its grand opening on May 24.

The two key elements that drive the price of the collectibles' market are  demand for the item and its condition, categorized from mint down to poor. This will determine the dollar value that can reasonably be expected.  Remember collect items that interest you and give you pleasure in owning.  

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