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1913 Coca-Cola "The Truth" Booklet

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    Posted 6 years ago

    Daddy_Nobu…
    (150 items)

    In 1909 the United States Federal Government sought to regulate Coca-Cola under the National Food and Drugs Act of 1906, claiming that the Delicious and Refreshing beverage contained "deleterious, injurious, or habit forming drugs." Those bastards!

    After 3 years of court battles with Uncle Sam, which threatened to bankrupt the company, Coca-Cola prevailed. In an effort to publicize their victory and off set negative public perception, they put out two small informational pamphlets in 1912 and 1913. They are known as "The Truth" booklets.

    I've run across a few of the 3"x6" 1912 version over the years, but only one 5"x7" from 1913. So last week I jumped on it after negotiating an eBay BIN deal for 20% book value. Condition is rough with creases, foxing, tears, stains, etc. All minor in my opinion when weighed against presentation and content of this century old ephemera survivor.

    It is ink stamped on the front and inside back covers "Bottled Exclusively by E.L. Husting Co. Tel. Grand 844". I consulted my go-to advisor Mr. Google who quickly informed me that E.L. ran a brewery and bottling op in Milwaukee from 1900 to 1918. Pretty cool.

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    Comments

    1. Edisonfan Edisonfan, 6 years ago
      The truth is in...this booklet is a winner! Never seen this version listed on eBay.

      Cool find Dave.
    2. Daddy_Nobucks Daddy_Nobucks, 6 years ago
      Thanks Chad. I love the expanded title of the 1913 booklet... just in case the message wasn't clear in 1912.
    3. Trey Trey, 6 years ago
      Awesome score:) So this book is basically a public hey folks we use cocaine in our drinks that's why they are so dam good:)
    4. Edisonfan Edisonfan, 6 years ago
      More like we've never admitted to cocaine but the effect of caffeine is less than tea or coffee. It is really funny how many words it took to tell the story in a brochure.

    5. Daddy_Nobucks Daddy_Nobucks, 6 years ago
      Thanks Trey. Yep guys, they were a bit wordy back then and danced around the facts a bit.

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