It's The Real Thing
by Jim Romeo
Coca-Cola Collectibles Are On The Upswing
"Delicious. Refreshing. Exhilarating. Invigorating." Those were the very first words ever used to advertise Coca-Cola in a May 26, 1886 issue of Atlanta Journal. How Coca-Cola came to be is an interesting story. Atlanta Pharmacist Dr. John S. Pemberton brought his newly concocted product which he termed "French Wine of Coca" to his pharmacy to sell as a regular refreshing tonic which was known to cure common ailments of the stomach, and headaches.
Mr. Tony Tortorici, archivist for the Atlanta based Coca-Cola Corporation brings some common sense to the impending question as to what makes these collectibles value. " Value is defined by the collector" says Tortorici. "It can be both intrinsic and extrinsic. The market value of these types of collectibles is very affordable and is a wonderful way to start a collection. Other types of affordable collectibles include newspaper and magazine advertising, bottles, lapel pins, etc."
According to Tortorici "Generally, paper collectibles (which also included cardboard signs, festoons and cutouts) in mint condition fetch top dollar at auctions and swap meets. While there were many posters, calendars, etc. produced to advertise Coca-Cola, due to the instability of the medium, paper, few survive to be a mint-condition collectible today. The value of one type of collectible versus another rests in the mind, and pocket book, of the collector. If he/she finds the one piece that will complete a collection, it is almost invaluable to the collection. "
Alan Petretti is the author of several books on Coca-Cola collectibles and runs specialized auctions in Coca-Cola memorabilia and is well attuned to the pulse of the market. "The most valuable pieces are the same as any other collectible - those items that are so unique and unusual that many top collectors want", says Petretti. " It is these items that bring record breaking money today - what's amazing to me is that with all the collectors seeking these objects, they continue to turn up year after year. That excitement and the possibility of finding a rare item is what keeps the die-hard collector interested. I must tell you, I know of no other collectible that has had such a nice long slow steady growth as Coca-Cola collectibles."
Petretti explain that value does depend on age. "It's interesting that matchbooks, let's say from the 50's and 60's that have turned up by the thousands, still sell in the $2 per pack range, while other similar matchbooks (non Coca-Cola) sell in the fifty cents range. You should also understand that as you go back to the 1920's and 30's, matchbook prices go to the $5 to $20 range. Pre-1920's Coke matchbooks sell for over $1,000. I once sold a pack from 1908 for $3000. That's one of the greatest things about Coke collecting - it appeals to all levels of collecting from the very beginner to the way advanced."
Tortorici warns of modern edition collectibles as a wary investment. "Everything in Coca-Cola is not a good investment" claims Trotorici. "In fact, some things are just plain bad investments. Original advertising, pre-1972, in better than average condition is a good investment. Recent items, made for the collectibles market, and pieces in bad condition are not good investment."
Petretti has had an eye on the market for some time and firmly believes that they do appreciate. "When I started collecting back in the early 1970's, trays from the 20's to 30's in excellent to near mint condition, could be bought for $35 to $75, with $100 being very top of the line. Today, in 1998, those same trays are $285 to $1,000 and some top condition examples at $1500 to $1700. Of course, everything has not appreciated to that level. But overall, Coke collecting has done very well. "
Sample Prices:
- Coca-Cola Ice Pick in box, perfect condition $35.00
- Coca-Cola 1970s 16oz can "The Big Can For Lovers of Coke", opened pull tab. $9.00
- Coca-Cola 1960s , 6 bottle carton coupon showing nice Coke 6 pack. Dixie Coca-Cola Bottling Co, $13.00
- 1970s Paper Soda Jerk Cap. $6.00
- 1953 Coca-Cola Paper Window Banner Christmas elves pulling bottlers of Coke. $35.00
- Coca-Cola 1939 "100 Years of Baseball" paper poster with photos of Hall of Fame Players, Baseball records and the 1939 schedule. $525.00
- 1954 Coca-Cola Eddie Fisher 5" cardboard cutout easel back, stand-up display. $1,250.00
- 1947 Coca-Cola "Hospitality" cardboard sign $925.00
Hot Tip:
Seek pre-1940 mint items. If mint condition can't be found, look for
excellent to very good condition. Concentrate on items produced to promote the
sale and consumption of Coca-Cola. Avoid commonly found modern edition Coca-Cola
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