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From its invention by John S. Pemberton in 1886 to today, Coca-Cola has become a staple of American and worldwide culture. As the consumerism of the mid-20th century blossomed, Coke showed itself to be a master of mass advertising, and it was this skill which helped the company dominate the American market. Indeed, even in 1886, Pemberton spent more money on ads than he made in sales, producing dozens of signs and other promotional items.

Aside from techniques that today seem quite conventional—TV and magazine ads, for example—Coca-Cola pioneered the art of brand recognition with an almost endless variety of promotional materials, from clocks to coolers to calendars. All bore the immediately recognizable logo and, in some form or another, the classic red-and-white color scheme. Many also included a Coke slogan, like “Thirst knows no season,” “Delicious and Refreshing,” and “Things Go Better with Coke.”...

Collectors today can find a flood of Coke memorabilia and collectibles—part of these items’ genius in the first place was their durability and usability. To pick one example among many, Coca-Cola thermometers served a practical purpose that helped ensure a long promotional life. This set them apart from the posters and other advertisements that most store owners would routinely discard. As the decades passed and popular styles changed, so did the design of these thermometers. Some in the 1940s, for example, featured an Art Deco-inspired design.

Coke bottles, too, evolved over the decades, from a non-standardized hodgepodge of improvised glassware in the early 20th century to the now-classic curved shape known as the “Mae West” or “hobbleskirt” bottle, which was patented in November 1915 after a two-year contest to find the perfect design. Then as now, consumers instantly associate the shape with the Coca-Cola brand.

When Christmas came around, it was a safe bet that Coke would market Santa figurines, ornaments, or snow globes, all bearing the Coke logo. If Dad needed a way to bring the family’s cool, refreshing bottles of Coke on a picnic, he could buy a Coca-Cola cooler, a portable version of the larger coolers which retailers relied on to store and display Coke in the early years.

Alongside all of these items, collectors also prize oilcloth, tin, and especially porcelain Coca-Cola signs, some of which helped popularize the famous “red button” bottle cap shape. Other collectibles include tin-plate serving trays and even the vending machines themselves.

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Interviews & Articles

An Interview With Coca-Cola Historian and Archivist Phil Mooney

As the archivist for Coca-Cola, I’m interested in preserving the history of this company. Integrally tied to that history are all … [more]

An Interview with Coca-Cola Bottle Collector and Author Doug McCoy

My grandfather got me started collecting bottles when I was about eight years old. A couple of years later, I was walking along a … [more]

Coca-Cola Collector Bobby Liao Explains Why Things Go Better With Coke

I started collecting Coca-Cola in 1994. The World Cup soccer games were being hosted at the Stanford Stadium and I saw Coke bottle… [more]

San Fran Fizzes Over 'Ghost' Coca-Cola Sign

Coca-Cola collectors take note: A vintage Coke sign has prompted an epic "only in San Francisco" battle royale, as passionate pres… [more]

An Interview With Vintage Coca-Cola Collector Ray Kilinski

I started collecting Coca-Cola memorabilia back in the early 1970s. I was working the night shift at a company, and as I walked ho… [more]

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Recent News: Coca-Cola

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