Sign of good taste

This week’s article will expose the reader to my very first area of interest in collecting, specifically Coca Cola. The very first item I obtained in my collection was a Canadian Coca Cola kickplate from Leo’s Variety Store, which was once located the southwest corner of Paton Road and Lansdowne Avenue, Toronto. The store was always hopping with activity and mostly catered to TTC drivers and other personnel, which at that time were stationed at the TTC’s Lansdowne Car House. As a teenager I helped Leo at his store and when he renovated his garage, which was attached to the store, he gifted me the sign which has been previously attached to the north garage wall, facing the car house. The original collection consisted only of Coca Cola related items, but as we have discovered the present-day collection is rather eclectic. 

Coca Cola is one of the worlds most recognized brands and its advertising script is unmistakable. The logo is immediately recognizable, universal, transcends all borders and is available everywhere on earth. The “Coca Cola” script or font, is known as Spencerian script, which was primarily used from 1850 to 1930. It should be noted that another famous Spencerian script is that of the Ford Motor Company logo. The exact and precise formula for Coca Cola is secretly held within a special vault in Atlanta, Georgia. The formula is only known by two Coca Cola employees, whom by the way, are not permitted to travel together.

There are many fascinating facts about Coca Cola, such as that from 1886 to 1959, the price for a glass remained steady at only 5 cents. Also, the hobble skirt bottle design is very recognizable, and the design is over 100 years old, originally designed in 1915 by the Root Glass Company of Terre Haute, Indiana. Coca Cola was only sold in bottle and the first can was only produced in 1960.  Coca Cola is the most widely recognized and understood word/term across the entire world, second only to the term “ok”.

In 1971, the Coca Cola company orchestrated one of the most famous advertising campaigns ever on a hill top in Aviano, Italy. The company gathered young people from each corner of the planet to perform in song “I’d Like to Buy the World a Coke”.

The Coca Cola Company is one of the beverage industry’s giants. The company is the owner of hundreds of brands worldwide including Sprite, Dasani, Fairlife, Fanta, Fresca, Minute Maid, Nestea, Powerade, rockstar and many others.

Originally founded on 8 May 1886 by pharmacist John S. Pemberton in Atlanta, Georgia. The original recipe was marketed and sold as a medicine to combat nausea, heartburn and headaches. Dr. Pemberton’s bookkeeper, Frank Robinson, is credited with the naming the beverage “Coca Cola” and also designing the logo itself.

Dr. Pemberton died in 1888 and he had previously sold portions of his company to several parties, including a local Atlanta businessman by the name of Asa G. Candler. In 1889, Candler acquired all the rights to the Coca Cola brand, began distributing concentrated syrup and the rest is history. Hope you have enjoyed this week’s article.

The following four part of the collection:

• 1940’s Canadian 32” x 10”, Coca Cola kick plate good condition with some surface wear and damage this is the sign that was beyond from Leo’s Variety Stone in 1975. C-6 condition.
• 1960’s Portuguese market Coca Cola button sign, 16” diameter with three fastening ears. Pristine condition, bright porcelain finish with no damage. C-10 condition.
• 1950’s Japanese made Coca Cola savings bank and original box deposited coin unlatches bottle dispenser, and miniature bottle can be removed. Good original box with bright graphics. C-7 condition.
• Foursome Coca Cola branded vehicles, No. 37 Lesney with box made in England. Two Japanese litho tin on left and additional Lesney on right.