MID-SIZED, ICONIC, COCA-COLA ENAMEL SIGN
H: 50cm (19.69in)
W: 125cm (49.21in)
D: 0.1cm (0.04in)
Coca-Cola was invented in 1886 by John Pemberton who, in his first year of business, spent more money on advertising than the company raised. This marked the start of what has to be one of the most effectively and aggressively marketed brands in history.
The company's earliest forms of advertising were generally painted on oil-cloth or tin but as these signs quickly degraded with exposure to the elements it wasn't long into the 20th century before the company looked towards harder wearing mediums. Enamel, with it's crisp detailing, bright colours and very hard wearing surface soon took favour and a few decades later, when this sign was produced, it was still the company's medium of choice.
This particular example is French (hence 'Buvez' instead of 'Drink') and produced by Vitracier Neuhaus; an enameler who produced signage for a number of large companies in France in the mid-20th century. This particular sign probably dates from around the 1950s and remains in excellent condition with just some light surface chipping/scratching mainly confined to the right hand side. The colours remain bright and the surface retains a good gloss.
The sign measures 125cm wide by 50cm high.