When It Comes to Coca Cola Collectibles—Buyer Beware

 

QUESTION: Several years ago, I began collecting advertising items made for Coca Cola. I have several calendars, stuffed animals, and matchbooks. They seem to be everywhere, so it wasn’t hard to begin collecting them. Recently, I purchased a serving  tray, supposedly dating from the 1930s, with a woman in a yellow swimsuit holding a bottle of Coca Cola at a local antique show which features mostly lower to middle priced late antiques and collectibles for sale. This was the most expensive Coca Cola piece I had yet purchased, so I was a bit hesitant at first. But the dealer assured me that it was authentic. Considering its age, I was surprised how bright and crisp the colors were, but I just assumed it had been used very little. How can I tell if the tray is authentic?

ANSWER: Because Coca Cola has been around for over 130 years, there’s a huge number of collectible items on the market. And with the launching of online auction and sales sites, the number has steadily grown. But this means there’s an even greater chance that some of these items are reproductions or outright fakes. 

John Pemberton, a pharmacist, created Coke syrup in 1886. He convinced a nearby soda fountain in Atlanta to add carbonated water and give it a try. At first the drink was only a modest success, Pemberton and his partner, Frank Robertson, came up with the  name Coca-Cola, scripted in a flowing hand by Robertson. That, plus a series of hand-painted banners encouraged passers-by to "Drink Coca-Cola," was the beginning of a successful marketing campaign that lives on to this day.

Coca-Cola has used its particular shade of red in its merchandising for more than a century, and its distinctive trademark has remained virtually unchanged from the original. 

Coca-Cola collectibles can be found at a variety of prices all over the Internet. EBay alone lists over 200,000 collectibles for sale, ranging from original 6.5-ounce glass bottles for 99 cents each to lifetime assortments well into six figures. Restored and working vending machines can cost $10,000 or more. Early porcelain signs and those with original neon enhancements frequently sell for thousands as well. And because of the huge variety of merchandise, many collectors tend to specialize by era, type or size.

Even though Pemberton and Robertson founded the company in the late 1890s, collecting Coca-Cola advertising items---beautiful models printed on trays, calendars, signs, and even tiny pocket mirrors—didn’t begin to get popular until the early 20th century. Coca-Cola print advertising onto just about anything and gave these items out at state fairs and schools in towns all across the country.

Coke’s advertising department placed many of the large, gorgeous cardboards and metal advertisements with store owners and gas stations as temporary promotional displays intended for seasonal use. Many ended in the trash just like those of today. People used signs to patch holes in roofs, line attic walls, or for target practice.

The overwhelming number of reproductions in this category makes it imperative that collectors learn as much as possible Coca-Cola items. Beginners can learn a lot from price guides and online forums.

Collectors typically like items produced from the late 1800s to the 1960s. But with so many items on the market, it’s only natural that some will be fake. The difference between a reproduction and a fake is that there never was an original item like the fake. At first, the Coca-Cola Company made it easy to make their reproductions look like the originals produced 50 to 100 years before. For example, the reproduction trays from 1974 had only a small written notice on the rim of the trays to say they were recently made. But savvy sellers could easily remove the notice by scraping it off with a pocket knife. 

Reproduction serving trays from the 1930s have a note on the back saying so. The original had sharper lithography with a dark-colored back while the reproduction trays had less-than-sharp lithography and a light colored back.

The location of the trademark notification has also varied throughout the years. Early on, the trademark appeared inside the long trailing C in “Coca.” Starting in the 1940s, The company moved it to a position under the entire word “Coca-Cola.” That happened because the Coca-Cola Company lost a court case. The result was the loss of the trademark control over of “Cola” since the trademark notification was only under “Coca,” not under both parts of the logo.

This change was great for collectors who want to date Coca-Cola items as being before 1940 but can lead to many problems for dating items made after 1940. Naturally many novice collectors don’t know the difference and end up paying way too much for items produced more recently.

It’s a good idea for beginning collectors to do research before making an expensive purchase and to consult more than one source for information.

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Lighting the Way to Safety

QUESTION: I got this old lantern about 25 years ago. Supposedly it was in the railroad terminal in Atlanta when the Yankees came through and wrecked it in 1865 and was taken home by a young boy who put it in the family barn. It stayed there until I got it from a guy who owed me some money. He says it belonged to his great grandfather, the young boy who originally found it. I have no idea of its value or even its age and have been looking at it for 25 years. Is there any way you can tell me about how old this lantern is and even if it is possible that the story he told me is true?

ANSWER: Your lantern would have been used by railroad workers to indicate to railroad engineers whether a switch was open (green) or closed (red). However, Adlake, the manufacturer of your lantern, didn’t start making switching lanterns until the late 19th century, so it seems unlikely that the Civil War tale is true. Your lantern looks like Adlake Model #1204 which the company produced at the turn of the 20th century.

In order to safely operate a train yard, railroad workers had to have a way of communicating with each other and train engineers. During the days of steam locomotives, the noise and distance involved with train operations ruled out speaking or yelling, especially since common radio devices weren't yet available. Any device they used would also have had to be portable, since those working on the line were constantly on the move. While flags and semaphores worked during the day, they weren’t effective at night. In order to communicate after dark, railroad workers depended on kerosene lanterns.

During the Civil War, improvements to the rail transportation system made it practical to ship lanterns from state to state. It was also during the war that makers began using metal stamping machines to draw and press metal, making the lantern manufacturing process more efficient..

The first company to make kerosene lanterns was the R. E. Dietz Company. In 1856, kerosene began to be distilled in quantity from coal, giving Robert Dietz the opportunity to apply for and receive a patent for a kerosene burner.

During the 1860s, Civil War contracts, Dietz’s hard work, the growth of railroads, and westward expansion made his lamp business a huge success.

On October 21, 1874, John Adams, a salesman from New York, and William Westlake, a tinsmith who invented the removable globe lantern, joined their two companies to create the Adams and Westlake Company, commonly known as Adlake, located in Chicago, Illinois. The new company became the most successful railroad lantern company ever. Even though it made standard railroad lanterns as early as 1857, it didn’t begin to manufacture switching lanterns until the 1890s. Adlake Manufacturing moved from Chicago to Elkhart, Indiana, in 1927. It was the last of many companies to manufacture kerosene railroad lanterns and ended up absorbing its competition in the 1960s as lantern sales plummeted . Today, it makes lanterns for display and train show use.

Generally, the oldest version of Adlake lanterns on the antiques market today are those known as "The Adams." The company produced them from the 1890s through around 1913 when its replacement, the "Reliable" model, came on the market. All of Adlakes lanterns were extremely heavy duty and well made. Today, Adlake switching lanterns in excellent condition sell for $100-300 on eBay.