An original 1897 Coca-Cola tray with painted cola leaves and nuts decorating its rim, achieved $50,000 plus the buyer’s premium in February 2019. Image courtesy of Michaan’s and LiveAuctioneers
NEW YORK – Far and away, Coca-Cola is the world’s bestselling soft drink. The company claims that nearly two billion eight-ounce servings are consumed every day. So, exactly how does a sugary soda dominate all others for more than 100 years? The answer is marketing and then more marketing. Coca-Cola trays were key to building the beverage’s brand.