“Pop” Goes The Golden Era Of Advertising Auction

On April 20-21, 2012, rare items from the golden era of advertising will be auctioned off at Morphy’s central Pennsylvania gallery, with LiveAuctioneers.com providing the live Internet bidding. Featured among the 1,260 lots of antique and vintage advertising items and promotional novelties, across numerous adverting categories, are Moxie soda pop items from the Dick Shay collection.

This vintage figural cast iron Hamilton scale of Planters’ Mr. Peanut surely weighs-in with scale collectors too, commanding a hefty starting bid of $2,500 and an auction estimate of $10,000 – $15,000.

However, it’s the 400 lots of antique and vintage Coca-Cola items from the revered Coke collector Michael Narvaez which serve as this vintage advertising auction’s centerpiece. Narvaez was a former Coca-Cola Co. employee who really began collecting Coke items after he retired in 1979, using them to decorate The Recipe Box, the restaurant he and his wife, Joyce, opened. He passed away last October, and now his well-preserved items are up for auction.

Among the stand-outs, this 47 by 51 inch cardboard Coca-Cola window display from 1937 advertising “The Pleasantest Place in Town.”

It’s the matted and framed 1898 Coca-Cola calendar, however, which is expected to bring the biggest bucks. One of very few known to exist, it’s expected to bring between $20,000-$30,000.



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