Pictorial trays helped Coca-Cola build a powerful soda brand

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.

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Morphy’s rolls out rare coin-ops, mechanical music, antique advertising, Nov. 4-6

Exquisite 1899 Mills ‘Double Dewey’ 5-cent and 25-cent musical slot machine, 68in tall, ornate cast-iron claw feet, reliefs of Admiral Dewey, and Mozart. Comes with keys. Estimate $40,000-$80,000

DENVER, Pa. – At the turn of the 20th century, a pocketful of nickels or quarters was all a patron needed for thrills and entertainment at a saloon, amusement arcade or gambling house. Remarkably, the price to operate the ingenious machines that once filled a room with music or paid out a jackpot has not changed, but finding fine examples of such machines is quite another matter. This explains why Morphy Auctions’ Coin-Op & Antique Advertising series is so popular with collectors. Morphy’s never fails to present a connoisseur’s selection of coin-ops and exquisite advertising signs that are rarely seen elsewhere. Their next specialty sale, November 4-6, will offer more than 1,500 choice lots over the three-day period.

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