ICONIC MEMORABILIA: Things go better with Coca-Cola collectibles
May 25, 2018
Posted by Barrett-Jackson
Written by Barbara Toombs
This Coca-Cola sign will be among those offered as part of the Laurie Anderson Lifetime Collection at the 2018 Barrett-Jackson Northeast Automobilia Auction.
In May 1886, Atlanta pharmacist Dr. John Stith Pemberton nailed the formula for what was to become known as Coca-Cola. But it was his bookkeeper, Frank M. Robinson, who suggested the name Coca-Cola and designed the now world-famous script logo, suggesting that “the two Cs would look well in advertising.”
Generations of Americans have grown up with the familiar red and white Coca-Cola logo; in fact, it’s one of the most recognized brands around the world. Small wonder, then, that memorabilia relating to the iconic soft drink is in high demand. A Coca-Cola Collectors Club was even established in 1974 to promote the preservation and collection of memorabilia relating to the company, and it has more than 40 chapters across the U.S., Europe and Australia.
At any given Barrett-Jackson Automobilia Auction, aficionados will find an astounding variety of high-quality, authentic Coca-Cola memorabilia cross the auction block, colorful items once seen in diners and on roadsides during the golden age of the automobile.
This highly prized 1950s Coca-Cola “School Zone” policeman tin sign sold for $11,500 at the 2017 Northeast Auction.
“Authentic” is key to many collectors, as reproductions of Coke collectibles abound. Arming yourself with knowledge and purchasing items from a trustworthy auction house like Barrett-Jackson is paramount. Automobilia Director Rory Brinkman knows volumes about memorabilia from his years of experience, just by handling a piece and examining details like its color, font usage, type of porcelain or sign edges.
“People love Coca-Cola and soda collectibles in general as they remind them of yesteryear and the classic days of going to the soda fountain or diner,” says Brinkman. “These types of items are becoming prized pieces on our auction stage, with collectors looking for pieces outside the normal scope of automobilia to complement their existing collections.”
The variety of Coca-Cola collectibles is nothing short of astounding. Pens, pencils, matchbooks, pins, change trays, bottles, advertising art, tin signs, porcelain signs, neon signs, coolers, vending machines … the list is nearly endless. At the 2018 Barrett-Jackson Palm Beach Auction, there was even a 1940s-50s custom-crafted Coca-Cola vendor’s bicycle with a Coke cooler attached, which sold for $6,440.
“Coca-Cola is still king when it comes to soda collectibles,” says Brinkman, “as evidenced by some of our most recent sales, including a rare Coca-Cola die-cut tin three-dimensional school zone policeman sign, which sold at the 2017 Northeast Auction for $11,550, and an ultra-rare Coca-Cola Fountain-Lunch double-sided porcelain neon sign, which sold for $18,500 at the 2017 Las Vegas Auction.”
Another impressive neon Coca-Cola sign sold at the 2015 Scottsdale Auction for $19,550, while a vending machine at the 2018 Palm Beach Auction brought in $10,000. Even vintage Coca-Cola bottles can be worth more than you might think: A wooden six-pack carrier with six original hobble skirt bottles from the 1930s-40s sold for $661.25 at the 2015 Scottsdale event.
Coca-Cola and other soda collectibles will be on offer at the 2018 Northeast Auction as part of the Laurie Anderson Lifetime Collection.
Coca-Cola isn’t the sole player in the soda collectibles field, however. Brinkman notes that many of the smaller brands are also highly sought-after because of their rarity. “They had less of an advertising budget, which corresponded to less advertising and promotional items,” he points out. “Pieces such as Whistle Orange Soda, NuGrape, Orange Crush and other are literally worth their weight in gold – but, just like everything else, condition is paramount.”
Brinkman says the usage of bright colors and interesting graphics in soda advertising is also appealing to collectors, as well as the fact that much of the artwork featured beautiful models holding refreshing bottles of soda.
At the upcoming Northeast Auction, June 20-23 at Mohegan Sun in Connecticut, Barrett-Jackson will have a large soda offering as part of the Laurie Anderson Lifetime Collection, with many hard-to-find porcelain, tin and cardboard signs. In addition, exceptional pieces from the Ashton Automobilia Collection will be crossing the auction block, including a 1/3-scale hand-built Corvette two-passenger go-kart and a number of pedal cars.
Check out this video for a preview of the Northeast Automobilia Auction:
For a look at the Automobilia docket for the 2018 Northeast Auction, click HERE.
For information on how to become an automobilia bidder at the upcoming Northeast Auction, click HERE.
AUTOMOBILIA SALES RAISE THE BAR IN PALM BEACH
This impeccably restored Richfield gas station island was the top-selling piece of automobilia at the 2018 Palm Beach Auction, bringing in $36,800.
The 2018 Palm Beach Auction proved to be the best event ever in the Sunshine State for automobilia, which included exceptional offerings from the James F. Scott Estate Collection. When the final gavel fell, 380 Lots had sold for a whopping $702,472 over the four-day event – a 54-percent increase over the previous year.
“Beautifully restored gas pumps and outstanding neon signs once again proved to be kings of the auction stage,” said Barrett-Jackson Automobilia Director Rory Brinkman. “Interest in both categories keeps escalating, with bidders competing to take pieces home.”
It wasn’t just a gas pump, but an entire gas station island that proved to be the top-selling piece of automobilia in Florida. Restored meticulously by the well-respected McLaren Classic Restorations, the Richfield gas station island featured rare A.O. Smith matching electric gas pumps in Richfield regalia, period-correct lighting, a towel dispenser and even Richfield maps from that era, and went to its new home for $36,800. Three other gas pumps ended up among the auction’s top 10 automobilia sales, including a stunning 1941 Texaco Oil Bennett model #546 restored to day-one condition that sold for $25,300 and an outstanding Packard Automobiles Wayne model #519 10-gallon visible gas pump from 1928 that brought in $20,125.
Neon signs are always popular with bidders, adding the perfect brightly lit touch to a car collection or garage. At the Palm Beach Auction, five impressive examples were among the top sellers of the event, including two from the 1940s: a massive “Used Cars” dealership single-sided sales lot sign that sold for $26,450 and a large Pontiac Automobiles double-sided dealership sign featuring the Pontiac Chieftain logo, with a high bid of $25,875.
Rounding out the Top 10 at the record-setting Palm Beach Automobilia Auction was a blast from the past for any Baby Boomer: a “Ride Sandy the Horse” coin-operated kiddie ride from the 1950s, restored to factory condition right down to the leather saddle, which brought in $18,400.